Taking a cruise holiday remains a popular choice in 2026, with millions of travellers expected to set sail this year despite a series of onboard health scares making global headlines.
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Recent outbreaks of hantavirus and norovirus on cruise ships have sparked concern among passengers, including the deaths of three travellers aboard the MV Hondius after the vessel stopped in Argentina and a norovirus outbreak on a British cruise ship docked in Bordeaux, France.
But industry representatives and travel experts say the incidents are unlikely to dent demand, with cruise lines still forecasting record passenger numbers worldwide this year.
Rob Kwortnik, an associate professor at Cornell University’s Nolan School of Hotel Administration who closely watches the cruise industry, said that the cruise consumer “seems to be somewhat Teflon when it comes to stories like this”.
In its “State of the Cruise Industry Report 2026” published in April, industry trade group Cruise Lines International Association (CLIA) estimated that 38.3 million people would travel on ocean-going ships this year, 4% more from a record 37.2 million passengers last year.
Industry-wide sales figures are closely held. Asked about potential impacts from what happened aboard the MV Hondius, CLIA said it doesn’t comment or speculate on bookings. Several big cruise companies didn’t respond to questions from The Associated Press about customer demand, including Royal Caribbean, Norwegian and Carnival.
Oceanwide Expeditions, the Dutch company that owns the MV Hondius, said it doesn’t foresee any changes to its operations. It has a cruise setting sail from Keflavik, Iceland, on 29 May.
Veteran cruise-goers said the outbreak would not affect their plans.
“I have eight cruises booked, and I’ll absolutely be booking another,” said Jenni Fielding, who blogs and posts social media videos about cruise trips under the moniker Cruise Mummy. “Cruising is as safe as any other type of holiday, provided travellers follow sensible health advice and stay aware of official guidance.”
Scott Eddy, a hospitality influencer, is currently on a cruise and docked in Monaco. Fellow passengers have not mentioned the hantavirus outbreak, he said. “The average traveller understands that this is an isolated health situation and not something unique to cruise travel itself,” Eddy said.
CruiseCompete.com, an online marketplace where consumers making vacation plans can compare offers from travel agents, booked 31.7% more cabins in the first half of May compared to the same period last year, CEO Bob Levinstein said.
“I can categorically say that we have not seen any drop in demand,” said Levinstein, who added that norovirus – an extremely contagious stomach bug that thrives in crowded environments – is conflated with cruises in the minds of many Americans because the US Centers for Disease Control requires ships to disclose when 3% or more passengers report symptoms.
On a ship with 5,000 passengers, an illness impacting 3% of them “goes completely unnoticed by the vast majority of vacationers, and experienced cruisers know this”, he said.
Current news cycles rarely impact passengers' decisions to join a cruise because the trips generally are booked at least six months – and often as much as a year – in advance, Kwortnik said. “People who are booking cruises tomorrow are thinking about the holidays,” he said.
During a conference call with investors on Thursday, Switzerland-based cruise line Viking said demand for its river cruises softened briefly during the first three months of this year after the Iran war began but then quickly rebounded.
Viking said 92% of its 2026 cruises and 38% of its 2027 cruises were booked. The company didn’t mention hantavirus or norovirus.
Andrew Coggins, a cruise industry analyst and professor in Pace University’s Lubin School of Business in New York, said even if travellers set to embark on a cruise soon are unnerved by the latest news, they’re unlikely to get a refund.
“I think if there’s any impact on demand, it would be in the long term,” he said. “If you’re cruising in the next few months, you’re past the point at which you can get your money back.”
Coggins thinks the hantavirus story got a lot of attention because it reminded people of the Diamond Princess, which was quarantined off Japan for two weeks in early 2020 after the coronavirus that grew into a global pandemic was detected on board.
The COVID-19 pandemic devastated the cruise industry, shutting down many smaller operators. Cruises didn’t see an upswing in passengers again until 2022, Coggins said.
There are still fewer cruise passengers from China and Japan than there were before COVID, according to CLIA. But Coggins said demand elsewhere is booming.
“There are new ships on order out to 2037,” he said. “The cruise lines are bullish. They see demand growing and they want to offer new bells and whistles, new ports, new destinations.”
One reason for cruising's growth is broad appeal across generations and income levels. In a recent US survey, Bank of America found that Generation Z respondents and millennials were the most likely to say they planned to cruise over the next 12 months.
The survey also found that cruise spending rose for lower-income households even as those households spent less on airfare and lodging. Cruise lines have been wooing those passengers in recent years with shorter, more affordable itineraries.
Kwortnik said cruising also offers travellers value for their vacation dollars. He said: “On average, it costs more just to stay at a hotel in Miami than it does to sail on a cruise out of Miami – and the cruise includes lodging, multiple destinations, food, entertainment, and transportation all in the fare.”