Hurtigruten is taking the lead in the fight against the exploitation and degradation of sites, nature, and local communities by unsustainable mass tourism. We advocate for stricter rules and regulations, and we impose them on ourselves to prove it can be done.
Operations where quantity wins over quality result in poor guest experiences in the short run - and damaged sites and destinations in the longer run. Exploration travel is not about volume, it’s about unique experiences for active guests. We have proven that explorers want quality experiences, learning, understanding and a broadening of their horizons. We need to stop measuring success in more tourists, more ships or more hotel beds. We need to instead measure it in the quality of the guests’ experience and the footprints they leave behind.
Hurtigruten has called for a stop to mass tourism in pristine areas. We work for stricter regulations, such as size limitations on cruise ships and restricting number of guests allowed on shore. We are already following these guidelines ourselves. Our goal is to develop, encourage and maintain sustainable year-round activity, instead of flooding the valuable sites during peak season and leaving them quiet for the rest of the year. This is key to developing sustainable destinations, thriving communities and unique experiences. There is room to grow, but the growth has to be balanced and sustainable.