I love traveling. I love seeing a new place and diving deep into a culture that is foreign to me. I also love the kind of travel where I can combine history, adventure, and a little bit of luxury. I want to be Indiana Jones before 5 pm, wearing some of the best workwear, outerwear, and exploration gear. And then I want to be James Bond after 5 pm, wearing the best elevated clothing and drinking the best spirits. I got to do that in one of the best ways to date this year when I got to travel to Norway. However, I didn’t do what most people do and hop on the Google machine and find the most traveled spots. Instead, I linked up with Torunn Tronsvang, who founded a new way to see her home. Her company, Up Norway, is helping tourists see the best her little corner of the world has to offer, all while protecting the planet.
Given the growing global interest in Nordic values and lifestyle, as well as personal development, one way forward is to conceptualize Norwegian values and transform them into marketable, transformative, and sustainable experiences. – Torunn Tronsvang, Founder of Up Norway
Going off the beaten path
The first thing that struck me when I got the itinerary from Torunn was that we weren’t spending a lot of time in Oslo. Since my preconceived notions for what there was to do in Norway almost entirely centered on the city, I was curious as to what the trip would entail. What I got was a collection of experiences that your normal guest wouldn’t receive due to staying with the crowds in Oslo. After a luxurious flight on SAS Airlines, I stayed in a cabin three stories off the ground and woke up to a foggy view of the countryside, I got a chance to listen to the history of the early settlers and their belief system while drinking coffee overlooking a magnificent vista followed by a trek through the forest, and I even got to kayak down a river to see the wildlife, allowing my superior aquatic skills to dump Torunn in the water. All of this (except her falling in the water) was designed specifically to give me the trip of a lifetime.
“I saw an opportunity to design concepts around interests (rather than geographical markets) and show travelers and agents what Norway could offer through all seasons and throughout the country,” Torunn says. “I also saw that standard programs were presented in boring PDFs (and often still are!) and instead wanted to present itineraries in a dynamic and interactive itinerary where travelers could easily reach us through chat if desired. This would allow them to explore independently without thinking about logistics, but have us readily available in their pockets if they needed assistance or had questions. There was an opportunity (and still is) to use tech to deliver highly personalised service rather than replacing it.”
Getting away from the cities
The moment I returned from the trip, I was inundated with questions about where my friends and family should go. What should they experience? What should they eat? My answer was Isfjord Radio Adventure Hotel. When we left mainland Norway for the next location, we landed in Svalbard, a collection of islands that are about as far north as you can go before you’re knocking on Santa’s front door at the North Pole. It felt remote, but we weren’t finished. We then hopped on a boat and landed at the Isfjord Radio Station, which has been converted into a hotel for those of us looking to find peace, solace, and adventure. There was something there that I hadn’t experienced in a long time. Silence. No city noise, no crowds, no Netflix, no TikTok. And most importantly, no inner noise. I was able to quiet myself and get lost in nature. It was just me…well, just me and the guide who was required to accompany anyone outside to safeguard against polar bears. Yeah, that is a thing. So, that is my suggestion. Torunn, however, has a different idea.
“It really depends on their interests, but if I were to generalize and say one thing, I’d say one of our signature private farm visits. Farmers are often among Norway’s most passionate people, and the ones we collaborate with are incredibly proud of how and what they deliver when it comes to animal health, agricultural practices, and quality of produce, whether it is cheeses, meats, chicken, vegetables, herbs, etc. They appreciate the chance to invite our guests into their farms and homes to show them and tell them about their passions, give them a taste of their worlds (literally) and exchange thoughts over friendly, informal conversations.”
A global future in tourism
There is a lot to worry about in the world today. Being an adult is hard enough without having to apply all the same stress you have on a day-to-day basis to your getaway. It is supposed to be stress-free, but it is rarely that way. Money, experiences, the environment, safety, these are all things that have to be considered when visiting another country. You can try to do it all yourself, or you can let Torunn from Up Norway take it all off your plate and give you a truly once-in-a-lifetime experience.
“Norway’s National Tourism Strategy has a clear vision: ‘A big impact, a small footprint.’ It’s supported by four main goals focused on sustainable development in Norway. But will we truly have a big impact if our goals focus only on creating value in Norway, rather than creating value for the world? What I’d like to see is a shift from a Norway-centred to a world-centred perspective — where our national strategy doesn’t just make travel in Norway more sustainable, but makes travel as a whole more valuable. I think we can do this by focusing on two-way community impact. Community impact shouldn’t only include the local communities our travellers visit – in our case, Norwegian destinations – but also the communities they return to, for example, in the US.”
