Nordic specialist Hurtigruten will drum up awareness of its vast land-based program, as the cruise business capitalises on its 133 year history with more options in Svalbard, and entry into Iceland.
Damian Perry, Managing Director APAC for Hurtigruten said the company’s strategic focus has been to integrate its historic coastal cruises with tailored land services, creating a seamless cruise-and-tour offering.
“Every one of our trips has been created so the Hurtigruten program is the core,” Perry explained to LATTE. “Either the Coastal or the Signature programs with aligned land services wrapped around the voyage.”
“We’ve designed every journey to have our iconic voyages at its heart, supported by premium land experiences that bring each destination to life,” Perry said. “This approach allows us to offer guests a complete Nordic journey, whether they’re travelling independently or as part of a group.”
“At the core of what we do, we’re fundamentally a cruise/tour operator, and we always have been.”
The Signature range, featuring an elevated standard of accommodation and services, has been aligned with key air partners such as Finnair.
“By leveraging Helsinki as a hub, we’ve been able to design itineraries that combine Finland, the Norwegian coast, and now extensions into Iceland,” Perry explained. “It’s about giving guests greater choice and more ways to experience the Arctic and Nordic regions in depth.”
“Extensions from one of those itineraries will have you finishing in Bergen and flying up to Iceland and doing an extension in Iceland.” This option in 2026 will be the first time Hurtigruten has offered Iceland.
Hurtigruten Svalbard’s expanding footprint
Hurtigruten’s Svalbard operations have undergone significant investment in recent years, positioning the company as the dominant operator in the region.
“We’ve built the most comprehensive offering in Svalbard, with three hotels – including the award-winning Funken Lodge – alongside a full suite of premium adventure services,” Perry said. “From zero-emission catamarans to dog sledding, guided hikes and fine dining at Huset, our guests can immerse themselves in one of the world’s most extraordinary destinations.
Hurtigruten’s expertise extends beyond land, with its sister-brand operating the classic MS Serenissima for intimate four- and five-day expedition sailings to 80 degrees North, offering up-close encounters with wildlife such as polar bears at the ice edge.
The APAC market continues to play a pivotal role in Hurtigruten’s growth.
“Australia has been a key driver of demand for years, and we’re now seeing a healthy mix of travellers from targeted Asia markets including Singapore, Malaysia, Taiwan, Hong Kong and Japan alongside increasing numbers from New Zealand,” Perry said. “This growing diversity reflects the global appeal of immersive Nordic travel.”
