How do you say no to people holding your baby?😭

I’m really struggling with visitors wanting their ‘newborn cuddle’. I feel like so many of these visitors, mean well but are only coming to hold the baby and wouldn’t normally be seeing us outside of bigger gatherings. I also am struggling with the expectation that we just hand our baby over for multiple people. I always hold our baby and do not offer people to have him, but what do you say when they outright ask why/if they can hold him?? I’ve seen other posts of people struggling which helps, but how do i address when people want a cuddle and there’s no obvious answer to saying no??