Hurtigruten deepens its Fjord and Arctic focus with new voyages

Three new ‘Limited Collection’ itineraries underline Hurtigruten’s premium positioning – emphasising immersion, winter depth and flexible routing

Hurtigruten has unveiled three new Signature voyages for 2027/28 aboard MS Trollfjord. The launch includes the company’s first fjord-only itinerary and two winter-focused Arctic routes designed for deeper exploration. The concept centres on longer stays in fewer ports, adaptable sailing routes shaped by the captain and a more immersive coastal experience.

Fjord-only innovation

The new “Inner Fjords Explorer” represents a strategic product shift. Rather than combining coastal transit with multiple short stops, the itinerary ventures further into Lysefjord, Hardangerfjord, Sognefjord and Nordfjord. This approach appeals to travelers who prioritise landscape depth over port variety.

Strong Northern Lights positioning

The winter itineraries “Arctic Circle Explorer” and “The Arctic Line” maximise time under the auroral oval, including overnight stays in Alta and Tromsø. The extended Arctic presence and smaller-ship format create a competitive advantage compared to traditional fly-in winter programs. The Dutch and Belgian markets show consistent interest in Northern Lights travel, especially within experience-driven premium segments.

Flexible routing as a selling point

Hurtigruten highlights adaptive routing based on daily conditions, aiming to optimise scenery and wildlife encounters. This flexibility enhances the perception of authenticity and nature-led travel.

The key lies in positioning these itineraries not as cruises, but as curated Norwegian nature experiences at sea.

More on Hurtigruten.

Header: © Hurtigruten