Atlantis Adventures

What Atlantis Adventures does

Atlantis Adventures LLC is a privately held Hawaii-based tourism operator founded by Dennis Hurd in 1983, with Hawaii operations commencing in 1988. The company's core product is battery-powered, Coast Guard-approved passenger submarine tours diving 100+ feet below sea level, operated across three Hawaii locations (Waikiki, Maui, and Kona) and seven international destinations (Grand Cayman, Barbados, St. Thomas, Aruba, Guam, and Cozumel). Submarines in the fleet carry 48 to 64 passengers, with the Atlantis XIV claimed as the world's largest passenger submarine at over 100 feet in length. The company has transported 11 million+ cumulative passengers across all operations and has operated continuously for 35+ years. It also operates artificial reefs such as the Carthaginian shipwreck off Maui to create self-sustaining marine habitats.

The business operates a dual brand portfolio: Atlantis Submarines (the core underwater tourism product) and Majestic by Atlantis Cruises (a sub-brand offering Waikiki sunset cocktail cruises, Friday fireworks cruises, and seasonal whale-watching). Revenue is generated through one-time ticket sales at per-person pricing ($160-$168 adult, $72-$75 child for submarine tours; ~$64 adult for sunset cruises), with a Kama'aina discount program for Hawaii residents and military personnel. Go-to-market is direct-to-consumer through the company's Rezgo-based website booking system, complemented by a dedicated Travel Agent Portal, on-site ticket offices (including a Hilton Hawaiian Village kiosk), and hotel concierge referral partnerships. Customer segments span leisure tourists, travel agents, local residents, and corporate/private group events. Operations are supported by in-house maintenance facilities in Honolulu with shipwright, electronics technician, diesel mechanic, and marine maintenance technician roles.

Name

Atlantis Adventures

Legal name

Atlantis Adventures LLC

Website

https://atlantisadventures.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Atlantis Adventures operates battery-powered passenger submarine tours and yacht cruises in Hawaii and six international destinations, serving leisure tourists, residents, travel agents, and corporate groups with all-inclusive ticketed underwater experiences.

Ownership category

akta.pro rank

Product category

Marine Tourism

NAICS

Scenic and Sightseeing Transportation, Water (48721), Tour Operators (561520), Scenic and Sightseeing Transportation, Water (487210)

akta.pro primary industry

Submarine & Glass-Bottom Boat Experiences (THAJAJAL)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching) (THAAAAAJ), Luxury Yacht & Small-Ship Expedition Cruises (THAEABAF)

Keywords

• Submarine tourism
• Underwater tours
• Yacht cruises
• Marine experiences
• Eco-tourism

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Submarine Tour Tickets: All-inclusive tickets for submarine tours at Waikiki, Maui, and Kona locations. Tours dive 100+ feet below the surface for underwater experiences viewing marine life and coral reefs.
2. Majestic Yacht Cruises: Waikiki Sunset Cocktail Cruises, Friday Fireworks & Cocktail Cruises, and seasonal Whale Watch Cruises aboard the Majestic yacht with full-service bar and lounge.
3. Kama'aina Resident Discounts: Special discounted rates for Hawaii residents and military personnel with valid ID, targeting local repeat customers.
4. Group Events & Charters: Private charters and group events for corporate events, celebrations, and special occasions on Majestic cruise vessels.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Atlantis Adventures operates battery-powered, Coast Guard-approved passenger submarine tours diving 100+ feet below sea level at three Hawaii locations (Waikiki, Maui, Kona), and yacht cruises under the Majestic by Atlantis Cruises brand offering sunset cocktail cruises, Friday fireworks cruises, and seasonal whale watch cruises. Tours include narrated educational experiences viewing marine life, coral reefs, and artificial reef habitats such as sunken ships.

Product overview

Atlantis Adventures operates two main product lines: Atlantis Submarines (the core product) offering battery-powered, Coast Guard-approved passenger submarine tours at three Hawaii locations—Waikiki, Maui, and Kona—diving 100+ feet below sea level; and Majestic by Atlantis Cruises (a sub-brand) offering yacht cruise experiences including sunset cocktail cruises, Friday fireworks cruises, and seasonal whale watch cruises. The company has operated since 1988 and serves over 11 million passengers. Submarine tours feature artificial reef habitats, air-conditioned comfort, and narrated educational experiences about marine environments. The Kama'aina discount program provides resident pricing as an add-on to all tour products.

Differentiator

Problem solved

Functional benefit

Products and services

• Waikiki Underwater Adventure Submarine tour from Waikiki featuring views of Diamond Head, artificial reefs including sunken ships and an airplane hull, and marine life such as turtles, sharks, and stingrays. Operates aboard the Atlantis XIV, the world's largest passenger submarine at over 100 feet. Priced at $167.81 per adult and $75.39 per child.
• Maui Underwater Adventure Submarine tour from Maui featuring the sunken ship Carthaginian which serves as an artificial reef. Explores coral reefs and marine life over 100 feet below the surface. Priced at $160.41 per adult and $72.09 per child.
• Kona Underwater Adventure Submarine tour from Kona exploring a pristine 25-acre coral reef garden and sunken ships aboard a 48-passenger battery-powered submarine.
• Waikiki Sunset Cocktail Cruise Yacht cruise experience departing from Waikiki offering panoramic views of Hawaii's sunsets, open-air decks, and an air-conditioned full-service bar and lounge with live music and complimentary cocktails. Priced at $63.82 per adult.
• Friday Fireworks & Cocktail Cruise Friday evening yacht cruise featuring fireworks displays and cocktails aboard the Majestic, departing from Pier 6 in Honolulu.
• Whale Watch Cruise Seasonal humpback whale watching cruise departing from Waikiki, offering views of whales migrating from Alaska to breed, calve, and nurse their young.
• Group Events & Private Charters Private charters and group events for corporate events, celebrations, and special occasions on Majestic cruise vessels.

Quantifiable outcome

• 11 million+ passengers safely transported on undersea adventures
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Star of Honolulu: Operates Hawaii's largest dinner cruise and whale-watch experiences from the same Waikiki harbor, competing directly with Majestic for sunset cruise and group event bookings among the same tourist base.
• Body Glove Cruises Hawaii: Hawaii-based water excursion operator offering snorkeling, dolphin watches, and sunset cruises from Waikiki. Direct competitor for the same tourist wallet share, particularly for price-sensitive segments.
• Hawaii Nautical: Multi-island Hawaii snorkel, whale-watch, and sunset cruise operator selling through the same travel agent and hotel concierge channels that Atlantis relies on.
• Atlantis Submarines International: The international sister brand of Atlantis Adventures operating the same submarine excursion concept in Grand Cayman, Barbados, St. Thomas, Aruba, Guam, and Cozumel — effectively the company's own overseas operations and its only true direct competitor in submarine tourism.
• Holo Holo Charters: Hawaii boat tour and charter operator serving Kauai and Oahu with snorkeling, whale watching, and sunset sails — overlapping tours and customer segments from the same Hawaiian tourism ecosystem.

Regional players

• Roberts Hawaii: Largest full-service ground tour operator in Hawaii, offering island tours, inter-island packages, and curated excursions. Competes for hotel concierge referrals and travel agent mindshare across the same Hawaii customer base.
• Blue Hawaiian Helicopters: Hawaii's leading helicopter tour operator offering aerial island experiences, competing for premium tourist activity bookings and operating through the same hotel and travel-agent distribution channels.

Broad incumbents

• Lindblad Expeditions: Public expedition cruise company (in partnership with National Geographic) specializing in eco-conscious, small-ship marine experiences. Comparable on the eco-tourism and educational-narration value proposition, though at a larger scale and broader geographic footprint.
• Royal Caribbean Group: Global cruise conglomerate that brings millions of passengers through Hawaiian ports. Acts as both a potential feeder channel for Atlantis excursions and a broad incumbent in the maritime leisure tourism category.

Others

• Viator (Tripadvisor): Major online tour aggregator and distribution platform where Atlantis submarine tours are listed. Functions as a key channel partner, not a competitor, but a structural dependency for inbound tourist bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AtlantisHawaii
• Instagraminstagram.com/atlantishawaii
• Xx.com/atlantishawaii
• LinkedInlinkedin.com/company/atlantis-submarines

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Atlantis Adventures