Virgin Voyages has recorded the biggest revenue day in its history, as strong demand for its new Northern Europe 2028 voyages also saw the limited Summer Season Pass sell out almost immediately.

The cruise line says Thursday, August 13, surpassed its previous record set on Black Friday 2025. More than half of the day’s revenue came from the new Scandinavia, Baltics and Norwegian Fjords itineraries aboard Valiant Lady.

Northern Europe 2028 Drives Record Bookings

Virgin Voyages recently announced its first full Northern Europe season, with Valiant Lady sailing from Amsterdam during summer 2028.

The new itineraries include Scandinavian capitals, the Norwegian fjords and a voyage beyond the Arctic Circle.

According to Virgin Voyages, demand reached record levels within hours of the voyages going on sale. The 11-night Arctic Circle & Norwegian Fjords itinerary was one of the strongest performers.

The cruise line said its August booking pace had been around 20% ahead of the previous year before the launch. Following the record day, that increased to more than 45% ahead.

The level of interest was also clear at VV Insider. Traffic around our Northern Europe coverage was significantly higher than we would normally see for a standard itinerary release, as Sailors searched for details about the new routes, pricing and Summer Season Pass.

View Northern Europe Voyages

Summer Season Pass 2028 Sells Out

Virgin Voyages has confirmed that its Scandinavia & The Baltics Summer Season Pass for 2028 is now sold out, with every available pass claimed.

Demand was immediate. The enquiry form became unavailable shortly after the Summer Season Pass was released, reflecting the unusually high interest in the new Northern Europe season.

The $24,999 package combined four consecutive voyages aboard Valiant Lady, covering 37 nights from July 19 through August 25, 2028. The journey included Scandinavia, the Norwegian fjords and a voyage beyond the Arctic Circle.

Virgin Voyages is working on potential ways to continue some aspects of the Summer Season Pass concept. However, nothing further has been confirmed at this stage.

Create Your Own Summer Season Pass

For now, Virgin Voyages is suggesting Sailors create their own version of the Summer Season Pass by booking its Scandinavia and Baltics voyages back-to-back. Sailors can combine two, three or even all five voyages.

This also gives Sailors more flexibility over how long they spend in Northern Europe and which itineraries they include.

If you would like help planning back-to-back voyages, including trying to secure the same cabin across multiple sailings, VV Insider can help you look at the available options.

Create Your Own Season Pass

Virgin Voyages Points to Wider Growth

Virgin Voyages says the record booking day follows a strong start to 2026, including a record WAVE season and continued growth in returning Sailors.

Valiant Lady will operate the new Northern Europe program from Amsterdam during summer 2028, with voyages covering Scandinavia, the Baltics, Norwegian fjords and the Arctic Circle.