Hurtigruten Norway may not be currently top of mind with agents and Canadians, but the company wants to change that. With two new premium offerings that mark the biggest product evolution in its 130-year history and a 130 Jubilee Year they’re celebrating, there’s lots of things happening that will help grow the brand in Canada.

TravelPulse Canada met with the team Wednesday afternoon in Toronto as part of a mission that saw them meet with members of the industry in Montreal, Toronto and NYC.

Hurtigruten Norway CEO Hedda Felin says that Indicators have signaled that Canada is a good match market for Hurtigruten Norway, as visitation from Eastern Canada has been very small, including from the Quebec Region which traditionally has higher overall numbers to European countries. But she has that they are starting to see those numbers spike.

“We are looking at this year, around 20% from North America, so that's a huge rise,” says Felin. “And the change in growth from a source market, we think is because our experiences are tailored a little bit more than other itineraries; we’re a little bit more higher-end than others and the new routes will allow more options to experience Norway.”

After its refurb this spring, MS Trolljford will be used for Hurtigruten’s two new routes: the Svalbard Express and the North Cape Express. The Svalbard Express will run during the summer, while the North Cape Express is timed specifically for the Northern Lights season (autumn, winter, and spring) following its inaugural sailing on September 26, 2023.

Sustainability has been a major factor in Hurtigruten cruises, the company was the first to eliminate single-use plastics (in 2018) and stopped using heavy fuel more than 10 years ago and is committed to the UN UN’s Sustainable Development Goals. But part of that sustainability is also helping to boost local markets in the ports the ships visit contribute to the livelihood and welfare of people.They currently have 250 partners on the coast, and 50 serving local specialties in each harbour.

“Our foods are 90% local foods and Hurtigruten Norway is starting to really be noticed for the quality of the foods,” says Felin. “The fish, the cheese, everything is sustainable policy wise and I think that's a main component of our promise.” The menu also offers many plant-based meals which have a low or even zero CO2.

The new Svalbard/North Cape Express itineraries will be drastically different than Hurtigruten Norway’s Norwegian Coastal Express that has more or less operated the exact same route and stops for the past 130 years. The new experiences will offer:

- Half-or full-day port visits: To this day, Norwegians use the historic route for local travel and freight. Thus, the Coastal Express visits up to seven ports a day, often for less than two hours. The new Svalbard/North Cape Express itineraries will stop in only one port per day, allowing time for deeper exploration with 63 new, experience-rich excursions.

- Upgraded culinary program: first-ever culinary offerings include a food center with cooking demonstrations/classes; picnics; afternoon tea; and wine, beer, champagne, and whisky tastings, as well as a cocktail bar.

- Premium service: a higher crew-to-passenger ratio and an upgraded ship, MS Trolljford.

Hurtigruten Norway is the only cruise line to offer its unique Northern Lights Promise which is applicable to both the Coastal Express and North Cape Express sailings. It means that if a traveler sail during the auroral season and the Northern Lights doe not occur, Hurtigruten Norway offers a free, second voyage.

While there are no current incentives for agents, the company does have agent rates and are working on incentives for 2023. We are currently planning 3 hosted Canadian FAMs for this year, of which one is specifically for Svalbard Express. Agents are directed to their portal for more information agentportal.hurtigruten.com.