EN NL EN NL For the Amsterdam Canal Pride 2025, Booking.com once again set sail with a colourful tribute to inclusive travel. The successful concept from 2024 was reused, a conscious and sustainable choice, enriched with a renewed dance show, new music, and even more energy. An activation that proves repeating doesn’t mean repeating the same, but going deeper.
The creative foundation remained the same: celebrating a world where everyone feels safe and welcome, wherever they are. The recognisable boat once again served as a vibrant stage of glitter, rainbow colours, and the now-iconic inflatable centrepiece. But this year, everything was set in motion with a brand-new dance performance. Dancers, once again dressed in colourful outfits with miniature suitcases, delivered a choreography that not only added to the celebration but also amplified Booking.com’s message: everyone deserves to travel with pride.
With this activation, Booking.com reaffirmed its ongoing commitment to an inclusive world. By reusing the concept in a smart and creative way, the brand showed how sustainability and inclusivity can go hand in hand. ‘Travel Proud’ became more than a slogan on the boat, it was felt, danced, and shared. A festive and powerful statement that echoed far beyond the canals.
