Hurtigruten Joins Norway’s “Made in Norway” Initiative
Hurtigruten is proudly participating in the Norwegian government’s ambitious new initiative, “Made in Norway,” which launched on August 21 in Oslo. This significant project is designed to promote and celebrate Norwegian craftsmanship, authenticity, and sustainability on a global scale. As the sole travel brand involved, Hurtigruten is set to play a pivotal role in highlighting Norway’s rich cultural heritage and commitment to environmental stewardship.
The “Made in Norway” project is an exciting collaboration featuring 22 Norwegian brands in its initial pilot phase. Hurtigruten, alongside key partners such as Mack Brewery and Aurora Spirits, is spearheading the travel sector’s involvement. The initiative aligns seamlessly with Hurtigruten’s ongoing “Live the Legend of Norway” campaign, with plans to integrate the Made in Norway branding across all channels and markets.
Hedda Felin, CEO of Hurtigruten, emphasizes the company’s unique position to represent this initiative. “Hurtigruten is the ultimate travel brand to represent Made in Norway around the world,” Felin states. “With our 131 years of operations and long-standing commitment to sustainable solutions, no other brand understands, highlights, or supports the Norwegian coast and its vibrant local communities as we do.”
Hurtigruten’s dedication to sustainability is evident in its operations. The company’s Norway’s Coastal Kitchen food concept, established over a decade ago, ensures that at least 80 percent of the food served on its voyages is locally sourced from Norway. In a groundbreaking move, Hurtigruten is working toward developing the world’s first zero-emission ship by 2030. The cruise line is also targeting a 25 percent reduction in fuel consumption and carbon dioxide emissions by 2025. Additionally, Hurtigruten is committed to achieving zero edible food waste and will introduce four battery-powered ships to its fleet by early 2025.
Hurtigruten’s efforts to enhance the travel experience are not limited to sustainability. For the past decade, the cruise line has offered a “Northern Lights Promise,” granting travelers a free cruise if they do not witness the aurora borealis on select itineraries. Earlier this year, Hurtigruten appointed the world’s first “chief aurora chaser” to further enrich the Northern Lights experience for its guests.
Håkon Haugli, CEO of Innovation Norway, which is leading the “Made in Norway” initiative, praises Hurtigruten’s involvement. “The Made in Norway label of origin is a crucial element of our effort to strengthen and boost Norwegian exports,” Haugli says. “We are thrilled that Hurtigruten is among the early adopters of this label. Their products and services, rooted in Norway’s history, culture, and nature, perfectly embody the essence of Made in Norway. We look forward to seeing the label applied not only to physical products but also to unique experiences.”
As Hurtigruten integrates the “Made in Norway” branding into its global marketing strategies, it underscores its role as a leading ambassador of Norwegian heritage and sustainable tourism practices. The cruise line’s participation in this initiative is set to further enhance its reputation as a champion of authentic and eco-friendly travel experiences.