New research commissioned by Norwegian Cruise Line (NCL), the innovator in global cruise travel, reveals that a quarter of people in the UK consider art and architecture to be a crucial part of their holiday itinerary.
The poll of 2,000 UK adults found that as a nation of smart-phone snappers, over a fifth (21%) have admitted to taking more pictures of art and architecture on holiday than friends and family who they travelled with. In fact, people enjoy exploring famous art and architecture whilst abroad so much, that 15% say they would cancel a trip or holiday if the museum, gallery or monument they planned to visit was closed.
According to the survey, conducted by OnePoll, the local art and architecture offering ranks higher as a deciding factor when picking a destination over seeing local wildlife (21%), great sunbathing spots (16%), and a good exchange rate (15%). The Trevi Fountain in Rome, (30%), Michaelangelo’s David in Florence, (27%), The Mona Lisa in Paris (25%), and the Van Gogh Museum in Amsterdam all topped the list of cultural sights respondents most wish to see in Europe.
When it comes to travel, almost half (44%) of 25 to 44-year-olds have a bucket list of museums or galleries abroad to tick off, with over a third (34%) claiming they’ve repeated a trip abroad to visit the same museum or art gallery a second time.
This comes as NCL celebrates a commission with British digital artist Dominic Harris, who has created an interactive piece for soon-to-debut Norwegian Viva, meaning guests can immerse themselves in incredible art both on board and on shore.
The playful piece, titled “Every Wing Has a Silver Lining”, will feature Harris’ iconic butterfly motifs, which respond to passing movement, creating a highly interactive and Instagrammable experience for guests.
“We are delighted to be unveiling our first interactive fine art digital piece on board Norwegian Viva this summer”, said Sarah Hall Smith, Art Director for Norwegian Cruise Line Holdings (NCLH) Ltd. “Dominic’s creative vision captivated us from the outset, and we knew that the concept and design would seamlessly complement the Metropolitan Bar, the first sustainability-focused bar abroad our fleet. I hope that guests feel as mesmerised engaging with ‘Every Wing Has a Silver Lining’ as I do.”
Guests on board Norwegian Viva will not need to travel far to continue their dose of art and culture, as The Concourse offers an impressive art walk on N. Viva’s Ocean Boulevard, featuring six modern sculptures from artists including Kevin Box, Arik Levy, and Sophie Elizabeth Thompson.
Norwegian Viva will begin sailing Mediterranean itineraries in August 2023, homeporting in key Southern European port cities, including Lisbon, Portugal; Venice (Trieste) and Rome (Civitavecchia), Italy; and Athens (Piraeus), Greece. She will then sail the Southern Caribbean for her 2023-2024 Winter Season offering warm-weather getaways from San Juan, Puerto Rico.
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