PADI and Contiki Vacations recently announced a partnership to introduce scuba diving to 18- to 35-year-old millennials.

The year-long collaboration “aims to drive awareness of scuba diving among young travelers as well as generate increased business for PADI Dive Centers and Resorts located at Contiki’s expansive network of destinations around the globe,” according to a PADI press release.

Kristin Valette, PADI Americas vice president for marketing and communications, said her organization is continually finding new ways to attract more people to the sport of scuba diving and targeting this critical group of adventure seekers is a perfect example. “We anticipate that there will be an increased need for dive training, equipment and travel sales as awareness and trial of the sport grows with these millennial travelers.”

Contiki Vacations President Melissa da Silva said partnering with PADI would give millennial travelers “even more opportunities to dive deeper in every destination, and create their own unique travel story — by land and by sea.”