Hurtigruten combats overtourism with new itinerary concept
Hurtigruten is hoping to quell overtourism challenges across Europe this summer with a new range of “more meaningful” cruises in Norway
The coastal cruise operator has worked with locals to develop an “open village” concept, which offers guests community-led experiences in Træna, Bessaker, and Sæbø.
Hurtigruten will also contribute approximately £18 per guest to each community every time it visits, which, at maximum capacity, equals a £9,000 donation every call.
Odd Tore Skildheim, head of product development at Hurtigruten, said: “These villages, with a combined population of fewer than 1,000, are not just points on a map. Through our ‘open village’ concept, there is no cost to our guests.
“Instead, for every visit we make there is a direct financial contribution made by Hurtigruten to each community based on the number of guests onboard, ensuring the benefits are felt by the people who live there. Our aim is for guests to feel truly welcomed and for locals to feel genuinely supported.”
In Bessaker, guests are welcomed with a festive village parade and access to historic buildings where hosts share personal stories and traditions, alongside live music, woodcarving, and homemade goods like cake, coffee, and sodd, a traditional meat soup.
In Sæbø, nestled among dramatic fjords, visitors attend a live church concert featuring local musicians, explore the Avalanche Centre, and engage with guides about the area’s natural and cultural history.
Meanwhile, in Træna – which is one of Norway’s oldest fishing communities – guests tour the Træna Local Museum, Petter Dass Chapel, and village church, using a booklet for a self-guided cultural experience.
Knut Johan Monkan, from Coastal Host Bessaker, said: “For us in Bessaker, the Open Village contribution is about more than income, it is the foundation for growth and optimism in our community.
“In a village of just 170 people, 12 businesses benefit directly, from activity providers to artists, bakers and local producers. Without this initiative, places like FABrikken, our new restaurant, and Stokkøy Bakeri, named Norway’s best bakery in 2023, would not have managed to keep going.”
It comes after Hurtigruten promoted Iain Powell to the role of chief commercial officer earlier this year to oversee the line’s global commercial strategy.
