HURTIGRUTEN is planning to roll out its Open Village Experiences to more towns along the Norwegian coastline, following a successful first season of the community-led shore excursion program (CW 23 Jul).
The cruise line last year collaborated with locals in three remote coastal villages to create exclusive, community-led experiences designed to immerse guests in Norwegian life.
Felin told CW the Experiences have been far more successful than anticipated, with plans to roll them out further.
Hurtigruten has community-based relationships with more than 30 ports it visits along the Norwegian coast, although Felin did not specify which destinations would be next.
“The Open Village Experiences concept came up as part of our response to competitors,” the Hurtigruten head explained.
“There’s a lot of cruise competition in the world, and more coming to Norway, but we are the largest operator in [the country], the expert, and the one showing the authentic Norway.”
The approach has created what Felin described as a win-win outcome, where local towns get to showcase their destination and benefit from it, while offering a better experience for Hurtigruten’s passengers.
“We wanted to see how can we involve the communities more in tourism development, because we see the tendency of the big cruise ships to bring their own guides,” Felin explained.
“When we involve them in tourism development, we create so much value for them, and they welcome our guests warmly.”
The first season involved the towns of Traena, Bessaker, and Sbo, showcasing highlights such as a festive village parade, a church concert, and guided visits to local museums. MS
