The launch of Holland America Line’s first new ship in six years will focus attention on the brand’s evolution on the international stage, according to UK and Ireland managing director Lynn Narraway.

She said the unveiling of the 2,650-passenger Koningsdam, which will have a naming ceremony in Rotterdam on May 20, had brought to life new attractions and brand partnerships that would be extended throughout the HAL fleet.

“This is the start of HAL’s bold new story,” she said. “Agents and consumers will be able to see how the brand is evolving and changing, and how we are moving forward.”

With Koningsdam based in Amsterdam for the rest of the summer, HAL chiefs are keen to showcase the ship to as many UK agents as possible.

Around 20 are being flown out for the naming, but more than 300 agency staff will be taken to Holland to visit the ship during the summer. HAL has also partnered with SuperBreak to offer five weekend trips, enabling agents to explore Amsterdam on one day, followed by a day on Koningsdam.

The ship’s cruise calls in the UK are also enabling more agents to visit Portland, Newcastle and South Queensferry, near Edinburgh, with around 150 expected to take up the opportunity.

Narraway said she expected agents to be impressed by the ship. “All the HAL traditional little touches are there, but in an amazing way with a modern twist,” she added.

Meanwhile, Narraway said that while the UK was a key market for the line, there were no plans to base a ship here within the next couple of years.

She added that British passenger numbers were currently holding up well for this year, despite terrorism fears.

“Each year there are challenges, and as an industry we have to stay positive, but we are having to work even harder in years like this,” she admitted.