Holland America Line has unveiled its 2028 European cruise season, a schedule that the company says will deliver its highest number of port calls in nearly a decade. The lineup includes five ships, with the return of the Nieuw Amsterdam to European waters for the first time in over ten years. The season spans Northern Europe, the Mediterranean, and the Canary Islands, with itineraries designed to offer deeper cultural immersion and access to more than 200 UNESCO World Heritage sites.
Record port calls and seasonal highlights
The 2028 season will see record visits to Norway, Spain, Ireland, and the Netherlands, according to the line. Paul Grigsby, vice president of deployment and revenue planning, emphasized the unique seasonal experiences available, such as the Netherlands in spring bloom and winter escapes in the Mediterranean. The itineraries range from seven-day getaways to the 48-day Legendary Voyages, with options for back-to-back sailings to maximize exploration.
Grigsby noted that the expanded schedule reflects a growing demand for European cruising, particularly among travelers seeking longer, more immersive voyages. The line is also leveraging its recent entertainment upgrades to enhance the onboard experience across the fleet.
Mediterranean focus and Nieuw Amsterdam's return
The Mediterranean will be a focal point, with voyages departing from six homeports and visiting Spain, Italy, Greece, Croatia, and Turkey. The Nieuw Amsterdam's return marks the first time in over a decade that travelers can enjoy its signature offerings, including the exclusive Morimoto by Sea restaurant, a collaboration with Chef Masaharu Morimoto.
This deployment is part of a broader strategy to strengthen Holland America's presence in the region, which has seen increased competition from other premium lines. The line's rival Ponant has also expanded its 2028 programme, but Holland America is betting on its larger ships and broader itinerary options.
Northern Europe, Canary Islands, and transatlantic crossings
Northern Europe itineraries will include scenic fjord cruises in Norway and visits to Iceland, Greenland, and the British Isles. The season also offers voyages to the Canary Islands and transatlantic crossings, providing a comprehensive exploration of Europe and beyond. These longer sailings are designed to appeal to travelers looking for a more extended journey, with the option to combine segments for even greater flexibility.
The line's 2028 offerings are designed to cater to diverse travel preferences, with the "Have It All" package providing additional perks for early bookings. This includes shore excursion credits, specialty dining, and beverage packages, which are particularly popular with the trade.
Holland America continues to position itself as a premium line that connects travelers with the world through expertly crafted itineraries. The 2028 European season is a clear signal of its commitment to the region, and travel advisors can expect strong demand for these sailings, especially for the Nieuw Amsterdam's return and the record port calls in key destinations.
For agents, the expanded schedule offers more opportunities to sell Europe, particularly in the shoulder seasons. The line's focus on cultural experiences and UNESCO sites aligns with current traveler preferences for meaningful travel, as seen in other sectors like Marriott's recent emphasis on cultural immersion.
As the cruise industry continues to rebound, Holland America's 2028 European season is a significant move that could reshape its market position. With more ships, more ports, and a renewed focus on Europe, the line is poised to capture a larger share of the premium cruise market.
