Key Points
Holland America Line’s Northern Europe cruise bookings are up nearly 50% year-over-year.
Cruises appeal with longer itineraries, FIFA World Cup broadcasts, and authentic regional experiences.
“Guests know they’re traveling with the European cruise expert when they choose Holland America.”
Holland America Line just dropped a number that made us do a double take: Northern European cruise bookings are up nearly 50% year-over-year as travelers seek out the region’s dramatic natural beauty and easy‑to‑explore cities.
That’s not a blip—that’s a full-on moment. And it’s happening alongside a much bigger trend. Cruising overall is surging, with more than 21.7 million Americans expected to sail in 2026, and dozens of new ships—33 and counting from the major cruise lines—currently on order. If there was ever a moment to cruise, it’s now.
So why Europe, and why this summer in particular? Travelers are deep in their “Euro-summer” era, interest in Nordic fjords is booming (hello, “Coolcation“), and niche trends like solar tourism are pushing people toward destinations where nature is on full display. A cruise makes it all easier—multiple countries, gorgeous scenery and historic cities, without the need for train schedules and hotel hopping.
That’s where Holland America Line seems especially well-positioned. Its European bookings for 2026 are up more than a third overall, with Northern Europe leading the charge. The brand’s ships have a more classic, almost vintage feel—less floating theme park, more cultured escape—and its longer itineraries tend to be priced in a way that feels attainable for travelers who want time, not just highlights.
Related: Holland America Line to Make a ‘Once in a Generation’ Sailing in 2026
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One of the biggest draws for summer 2026 is how the cruise line is embracing FIFA World Cup. Holland America Line plans to broadcast every match onboard—meaning travelers don’t have to choose between a European cruise and following their favorite team—and yes, the idea of watching them on the global stage while sailing through the Mediterranean or the Baltics does sound pretty ideal to us.
Related: You Won’t Have to Miss the World Cup on These Summer Cruises
The itineraries also play a big part. Longer port days and overnights mean travelers can actually experience destinations—dinner ashore, evening strolls and late-night culture—rather than rushing back to the ship by 4:00 PM. Routes pair big-name stops like Barcelona, Naples and Dubrovnik with quieter, sophisticated gems such as Portofino, St. Tropez and Valletta. HAL does a really good job reflecting the flavors of the regions visited, too, with menus inspired by Mediterranean, Northern European and British Isles cuisine.
According to Dan Rough, vice president of revenue management for Holland America Line, these voyages are on track to sell out, especially with wave season promotions going on. For anyone looking to secure a specific cabin or one of those popular glacier-view balconies, the “wait and see” approach is likely over for 2026. “With our Dutch roots and unmatched expertise in the region, guests know they’re traveling with the European cruise expert when they choose Holland America.”
With cruising having a moment, Europe always being Europe and ships designed for depth over dazzle, it’s pretty clear why so many people are choosing to see it by sea right now.
Everyone’s Booking a Holland America Europe Cruise This Summer-Here’s Why
