diff --git a/packages/gitbook-v2/src/middleware.ts b/packages/gitbook-v2/src/middleware.ts
index 5cb34052f..916d53d61 100644
--- a/packages/gitbook-v2/src/middleware.ts
+++ b/packages/gitbook-v2/src/middleware.ts
@@ -10,7 +10,7 @@ import {
     type ResponseCookies,
     getPathScopedCookieName,
     getResponseCookiesForVisitorAuth,
-    getVisitorPayload,
+    getVisitorData,
     normalizeVisitorAuthURL,
 } from '@/lib/visitors';
 import { serveResizedImage } from '@/routes/image';
@@ -95,7 +95,7 @@ async function serveSiteRoutes(requestURL: URL, request: NextRequest) {
     //
     // Detect and extract the visitor authentication token from the request
     //
-    const { visitorToken, unsignedClaims } = getVisitorPayload({
+    const { visitorToken, unsignedClaims, visitorParamsCookie } = getVisitorData({
         cookies: request.cookies.getAll(),
         url: siteRequestURL,
     });
@@ -121,7 +121,13 @@ async function serveSiteRoutes(requestURL: URL, request: NextRequest) {
                 apiToken,
             })
         );
-        const cookies: ResponseCookies = [];
+
+        const cookies: ResponseCookies = visitorParamsCookie
+            ? [
+                  // If visitor.* params were passed to the site URL, include a session cookie to persist these params across navigation.
+                  visitorParamsCookie,
+              ]
+            : [];
 
         //
         // Handle redirects
diff --git a/packages/gitbook/src/lib/visitors.test.ts b/packages/gitbook/src/lib/visitors.test.ts
index 82060fcdf..4337371fa 100644
--- a/packages/gitbook/src/lib/visitors.test.ts
+++ b/packages/gitbook/src/lib/visitors.test.ts
@@ -178,7 +178,7 @@ describe('getVisitorUnsignedClaims', () => {
         const url = new URL('https://example.com/');
         const claims = getVisitorUnsignedClaims({ cookies, url });
 
-        expect(claims).toStrictEqual({
+        expect(claims.all).toStrictEqual({
             bucket: { flags: { SITE_AI: true, SITE_PREVIEW: true } },
             launchdarkly: { flags: { ALPHA: true, API: true } },
         });
@@ -191,7 +191,12 @@ describe('getVisitorUnsignedClaims', () => {
 
         const claims = getVisitorUnsignedClaims({ cookies: [], url });
 
-        expect(claims).toStrictEqual({
+        expect(claims.all).toStrictEqual({
+            isEnterprise: true,
+            language: 'fr',
+            country: 'fr',
+        });
+        expect(claims.fromVisitorParams).toStrictEqual({
             isEnterprise: true,
             language: 'fr',
             country: 'fr',
@@ -203,10 +208,13 @@ describe('getVisitorUnsignedClaims', () => {
 
         const claims = getVisitorUnsignedClaims({ cookies: [], url });
 
-        expect(claims).toStrictEqual({
+        expect(claims.all).toStrictEqual({
             isEnterprise: true,
             // otherParam is not present
         });
+        expect(claims.fromVisitorParams).toStrictEqual({
+            isEnterprise: true,
+        });
     });
 
     it('should support nested query param keys via dot notation', () => {
@@ -216,7 +224,14 @@ describe('getVisitorUnsignedClaims', () => {
 
         const claims = getVisitorUnsignedClaims({ cookies: [], url });
 
-        expect(claims).toStrictEqual({
+        expect(claims.all).toStrictEqual({
+            isEnterprise: true,
+            flags: {
+                ALPHA: true,
+                API: false,
+            },
+        });
+        expect(claims.fromVisitorParams).toStrictEqual({
             isEnterprise: true,
             flags: {
                 ALPHA: true,
@@ -235,7 +250,7 @@ describe('getVisitorUnsignedClaims', () => {
         const url = new URL('https://example.com/');
         const claims = getVisitorUnsignedClaims({ cookies, url });
 
-        expect(claims).toStrictEqual({});
+        expect(claims.all).toStrictEqual({});
     });
 
     it('should merge claims from cookies and visitor.* query params', () => {
@@ -250,16 +265,27 @@ describe('getVisitorUnsignedClaims', () => {
             },
         ];
         const url = new URL(
-            'https://example.com/?visitor.isEnterprise=true&visitor.flags.ALPHA=true&visitor.flags.API=false'
+            'https://example.com/?visitor.isEnterprise=true&visitor.flags.ALPHA=true&visitor.flags.API=false&visitor.bucket.flags.HELLO=false'
         );
 
         const claims = getVisitorUnsignedClaims({ cookies, url });
 
-        expect(claims).toStrictEqual({
+        expect(claims.all).toStrictEqual({
             role: 'admin',
             language: 'fr',
             bucket: {
-                flags: { SITE_AI: true, SITE_PREVIEW: true },
+                flags: { HELLO: false, SITE_AI: true, SITE_PREVIEW: true },
+            },
+            isEnterprise: true,
+            flags: {
+                ALPHA: true,
+                API: false,
+            },
+        });
+
+        expect(claims.fromVisitorParams).toStrictEqual({
+            bucket: {
+                flags: { HELLO: false },
             },
             isEnterprise: true,
             flags: {
diff --git a/packages/gitbook/src/lib/visitors.ts b/packages/gitbook/src/lib/visitors.ts
index c6a7aae98..7ae970666 100644
--- a/packages/gitbook/src/lib/visitors.ts
+++ b/packages/gitbook/src/lib/visitors.ts
@@ -41,13 +41,15 @@ type ClaimPrimitive =
     | ClaimPrimitive[];
 
 /**
- * The result of a visitor info lookup that can include:
+ * The result of a visitor data lookup that can include:
  *   - a visitor token (JWT)
  *   - a record of visitor public/unsigned claims (JSON object)
+ *   - a session cookie response to persist any visitor query params across navigations.
  */
-export type VisitorPayloadLookup = {
+export type VisitorDataLookup = {
     visitorToken: VisitorTokenLookup;
     unsignedClaims: Record<string, ClaimPrimitive>;
+    visitorParamsCookie: ResponseCookie | undefined;
 };
 
 /**
@@ -74,21 +76,26 @@ export type VisitorTokenLookup =
     | undefined;
 
 /**
- * Get the visitor info for the request including its token and/or unsigned claims when present.
+ * Get the visitor data for the request potentially including:
+ *   - a JWT token that may contain signed claims or can be used for VA authentication.
+ *   - a record of the unsigned claims passed via a cookie or visitor.* params.
+ *   - a session cookie response that is used to persist any visitor.* params that were passed via the site URL.
  */
-export function getVisitorPayload({
+export function getVisitorData({
     cookies,
     url,
 }: {
     cookies: RequestCookies;
     url: URL | NextRequest['nextUrl'];
-}): VisitorPayloadLookup {
+}): VisitorDataLookup {
     const visitorToken = getVisitorToken({ cookies, url });
     const unsignedClaims = getVisitorUnsignedClaims({ cookies, url });
+    const visitorParamsCookie = getResponseCookieForVisitorParams(unsignedClaims.fromVisitorParams);
 
     return {
         visitorToken,
-        unsignedClaims,
+        unsignedClaims: unsignedClaims.all,
+        visitorParamsCookie,
     };
 }
 
@@ -128,9 +135,19 @@ export function getVisitorToken({
 export function getVisitorUnsignedClaims(args: {
     cookies: RequestCookies;
     url: URL | NextRequest['nextUrl'];
-}): Record<string, ClaimPrimitive> {
+}): {
+    /**
+     * The unsigned claims coming from both `gitbook-visitor-public` cookies and `visitor.*` query params.
+     */
+    all: Record<string, ClaimPrimitive>;
+    /**
+     * The unsigned claims from the `visitor.*` query params.
+     */
+    fromVisitorParams: Record<string, ClaimPrimitive>;
+} {
     const { cookies, url } = args;
     const claims: Record<string, ClaimPrimitive> = {};
+    const searchParamsClaims: Record<string, ClaimPrimitive> = {};
 
     for (const cookie of cookies) {
         if (cookie.name.startsWith(VISITOR_UNSIGNED_CLAIMS_PREFIX)) {
@@ -149,11 +166,13 @@ export function getVisitorUnsignedClaims(args: {
         if (key.startsWith('visitor.')) {
             const claimPath = key.substring('visitor.'.length);
             const claimValue = parseVisitorQueryParamValue(value);
+
             setVisitorClaimByPath(claims, claimPath, claimValue);
+            setVisitorClaimByPath(searchParamsClaims, claimPath, claimValue);
         }
     }
 
-    return claims;
+    return { all: claims, fromVisitorParams: searchParamsClaims };
 }
 
 /**
@@ -221,6 +240,26 @@ function parseVisitorQueryParamValue(value: string): ClaimPrimitive {
     return value;
 }
 
+/**
+ * Returns to cookie response to use in order to persist visitor params that were passed to the URL.
+ */
+function getResponseCookieForVisitorParams(
+    visitorParamsClaims: Record<string, ClaimPrimitive>
+): ResponseCookie | undefined {
+    if (Object.keys(visitorParamsClaims).length === 0) {
+        return undefined;
+    }
+
+    return {
+        name: VISITOR_UNSIGNED_CLAIMS_PREFIX,
+        value: JSON.stringify(visitorParamsClaims),
+        options: {
+            sameSite: process.env.NODE_ENV === 'production' ? 'none' : undefined,
+            secure: process.env.NODE_ENV === 'production',
+        },
+    };
+}
+
 /**
  * Return the lookup result for content served with visitor auth.
  */
diff --git a/packages/gitbook/src/middleware.ts b/packages/gitbook/src/middleware.ts
index 04b1b40dd..3e5f682cc 100644
--- a/packages/gitbook/src/middleware.ts
+++ b/packages/gitbook/src/middleware.ts
@@ -24,7 +24,7 @@ import {
     type ResponseCookies,
     type VisitorTokenLookup,
     getResponseCookiesForVisitorAuth,
-    getVisitorPayload,
+    getVisitorData,
     normalizeVisitorAuthURL,
 } from '@/lib/visitors';
 
@@ -392,7 +392,7 @@ async function lookupSiteInProxy(request: NextRequest, url: URL): Promise<Lookup
  * When serving multi spaces based on the current URL.
  */
 async function lookupSiteInMultiMode(request: NextRequest, url: URL): Promise<LookupResult> {
-    const { visitorToken } = getVisitorPayload({
+    const { visitorToken } = getVisitorData({
         cookies: request.cookies.getAll(),
         url,
     });
@@ -609,7 +609,7 @@ async function lookupSiteInMultiPathMode(request: NextRequest, url: URL): Promis
     const target = new URL(targetStr);
     target.search = url.search;
 
-    const { visitorToken } = getVisitorPayload({
+    const { visitorToken } = getVisitorData({
         cookies: request.cookies.getAll(),
         url: target,
     });