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Holland America Line has thrown open the gangway to Europe in 2028, unveiling its busiest program on the continent in almost a decade. For travel advisors, that means a much larger map to work with and considerably more scope to match clients with the right ship, season, and destination.

Bookings are now open for a season running from January until early December. Five ships will take part: Rotterdam, Nieuw Statendam, Nieuw Amsterdam, Volendam and Zuiderdam. Together, they will sail across Northern Europe, the Mediterranean, the Canary Islands and the Atlantic.

Voyages range from seven-day escapes to a 48-day Legendary Mediterranean Voyage. The latter is rather more than a quick dash around the Greek islands with a clean shirt and a hopeful expression.

The scale of the deployment is the headline. Holland America says its 2028 season will deliver the line’s highest number of European port calls in nearly a decade. It will also set new records for visits to Norway, Spain, Ireland and the Netherlands. Guests will have access to more than 200 UNESCO World Heritage sites, including Norway’s celebrated fjords.

For the trade, this is not simply a thicker brochure. The season addresses one of European cruising’s enduring problems: too much demand squeezed into too few summer weeks.

Holland America is pushing well beyond the traditional warm-weather window. Advisors will be able to match clients with Dutch tulips, long Nordic evenings, Mediterranean harvests or winter sunshine in the Canary Islands.

“Europe is a destination that changes with every season, and each one offers guests a completely different way to experience it,” said Paul Grigsby, vice president of deployment and revenue planning for Holland America Line. “We built each season around moments travelers can only experience at certain times of year, from the Netherlands in full bloom during spring to winter escapes in the Mediterranean and Canary Islands and long summer days along Europe’s coastlines.”

It is a sound piece of planning. Europe does not close its doors when August ends, despite what some holiday calendars appear to suggest. Off-peak travel can deliver milder weather and fewer crowds. It can also reveal a more natural rhythm in ports that strain under peak-season demand.

A Mediterranean program with more muscle

The Mediterranean sits at the centre of the schedule. Cruises will range from seven to 11 days and depart from six homeports, visiting destinations across Spain, Italy, Greece, Croatia and Turkey.

The notable return is Nieuw Amsterdam, which will sail in Europe for the first time in more than a decade. The ship brings familiar Holland America comforts, along with Morimoto by Sea, described by the line as Chef Masaharu Morimoto’s only dedicated restaurant at sea.

Rotterdam and Nieuw Statendam will offer spring and autumn departures, while Zuiderdam will return following its Holland America Evolution enhancements.

Many itineraries have been designed to operate back-to-back, with few or no repeated ports. That matters. Advisors can combine two cruises into one longer holiday without asking clients to endure the nautical equivalent of watching the same film twice.

The program will also deliver Holland America’s highest number of calls to Spain since 2017. Portofino will receive a record six visits.

At the longer end of the schedule is the 48-day Legendary Mediterranean Voyage, sailing round trip from North America. It will combine an Atlantic crossing with an in-depth exploration of the region.

Northern Europe receives record attention

Rotterdam, Nieuw Statendam and Zuiderdam will cover Northern Europe on voyages ranging from seven to 28 days. Norway, Iceland, Greenland, the British Isles and the Baltic all feature.

The line says 2028 will bring its highest number of Norwegian calls since 2014, along with record numbers of visits to Ireland and the Netherlands. The cruises will combine major capitals with smaller coastal communities and include scenic cruising through Norway’s UNESCO-listed fjords.

This is where the line’s mid-sized ships and Dutch heritage become particularly useful. Clients may initially be drawn by Copenhagen, Reykjavík or Edinburgh, yet the quiet fjord towns and North Atlantic ports often provide the stories they tell when they return home.

The broader schedule will also make regional combinations easier. One guest might pair Nordic scenery with Baltic culture; another could build a longer journey around Iceland, Greenland and the British Isles.

For advisors, that creates room to construct richer itineraries and higher-value bookings. It also starts a better sales conversation than the familiar question of east or west.

Europe becomes a true year-round proposition

Winter begins with Nieuw Statendam, which will sail seven- to 14-day cruises to the Canary Islands, Spain, Portugal and Morocco. Tenerife, Gran Canaria, Lanzarote, Lisbon and Casablanca are among the featured ports.

Spring will bring four ships into the Mediterranean, the Low Countries and Northern Europe. The timing coincides with the Dutch tulip season and the return of colour across the continent.

All five ships will sail during summer on cruises ranging from seven to 35 days. Norway, Iceland, the British Isles, the Baltic, Greece, Croatia and Turkey are included, with calls at ports such as Flåm, Geiranger, Reykjavík, Stockholm and Dubrovnik.

Autumn will keep the program moving across the Mediterranean and Northern Europe, with voyages lasting up to 48 days. Calls will cover Spain, Italy, Greece, Croatia, Ireland and the Netherlands.

Departures will continue into early December, giving guests a choice of Mediterranean, Canary Islands and transatlantic itineraries.

The extended season builds on Holland America’s decision to establish year-round European cruising. More time ashore is another key part of the plan, with selected itineraries featuring overnight stays, extended calls and late departures.

That can turn a rushed photo-and-coffee stop into an evening meal, a performance or a proper look beyond the souvenir stalls.

The Europe Insider calendar will also allow guests to follow seasonal events and cultural dates that may align with future voyages. For advisors, it is a useful conversation starter. A client might begin with a tulip festival, Christmas market or harvest celebration, then work backwards to find the most suitable sailing.

An early-booking proposition for advisors

Holland America is supporting the launch with its Have It All premium package. For a limited time, eligible 2028 Europe bookings will include shore excursions, specialty dining, a Signature Beverage Package and Surf Wi-Fi.

The Early Booking Bonus adds prepaid crew appreciation, along with upgrades to the Elite Beverage Package and Premium Wi-Fi.

Advisors should confirm the applicable terms at the time of booking, as offers, fares and inclusions may vary by market. That point is particularly important for Australian clients.

The commercial message is clear. Holland America is not merely adding more European cruises. It is widening when, where and how the continent can be sold.

The 2028 season gives advisors more departure dates, more combinations and more reasons to raise Europe with clients before the usual summer rush begins.

For travellers seeking famous cities, smaller ports, regional cuisine and enough time ashore to do more than wave at the cathedral, the program has considerable appeal. Europe has always rewarded those who linger. In 2028, Holland America appears ready to provide the timetable.

For further details, travel advisors can visit the Holland America Line website.