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Viking Cruises is to run Mississippi River cruises for the first time in late 2017.

The company will take passengers from New Orleans to Memphis, St Louis or St Paul in Minnesota, depending on the season.

More details on itineraries, ship design and an official launch date will be confirmed later in the year.

UK managing director Wendy Atkin-Smith said: “This move marks an exciting step for Viking Cruises and our guests who have been keen to see us continue opening up new adventures and experiences from them outside of our popular European and South Asian routes.”