Press release -
The Antidote to Overtourism? Hurtigruten Introduces 'Open Village' Experiences Along Norway’s Remote Coastline
Oslo, Norway (July 21, 2025) – As summer holidays get into full swing and overtourism challenges continue to grow across Europe, Hurtigruten is offering a quieter, more meaningful alternative with its new ‘Open Village’ concept in Norway. The iconic leader in Norwegian coastal voyages has collaborated closely with locals to create exclusive, community-led experiences that immerse guests in everyday life across three tranquil and remote coastal villages: Træna, Bessaker, and Sæbø.
From local traditions and homemade cuisine to guided activities, an array of thoughtfully designed and sustainably managed ‘Open Village’ experiences are available exclusively on its Signature Line voyages between May and September. Hurtigruten’s smaller ships are the only cruise vessels visiting these remote coastal villages during the summer season, offering access where larger ships simply cannot go. Furthermore, with up to 500 passengers on board each ship, Hurtigruten directly contributes 250 Norwegian Krone (approximately €20/£18) per guest to each community every time they visit.
In Bessaker, guests are warmly welcomed with a festive village parade and access to historic buildings where hosts share personal stories and traditions, alongside live music, woodcarving, and homemade treats like fresh cake, coffee, and sodd, a traditional meat soup. In Sæbø, nestled among dramatic fjords, visitors attend a live church concert featuring local musicians, explore the Avalanche Centre, and engage with guides about the area’s natural and cultural history. Meanwhile, in Træna -which is one of Norway’s oldest fishing communities - guests tour the Træna Local Museum, Petter Dass Chapel, and village church, using a curated booklet for a flexible, self-guided cultural experience.
“As some of Europe’s best-known destinations struggle with the pressures of overtourism, our approach is deliberately different: slower, more meaningful travel rooted in genuine connection,” said Odd Tore Skildheim, Head of Product Development at Hurtigruten. “These villages, with a combined population of fewer than 1,000, are not just points on a map. Through our ‘Open Village’ concept, there is no cost to our guests. Instead, for every visit we make there is a direct financial contribution made by Hurtigruten to each community based on the number of guests onboard, ensuring the benefits are felt by the people who live there. Our aim is for guests to feel truly welcomed and for locals to feel genuinely supported.”
“For us in Bessaker, the Open Village contribution is about more than income, it is the foundation for growth and optimism in our community. In a village of just 170 people, 12 businesses benefit directly, from activity providers to artists, bakers and local producers,” said Knut Johan Monkan, from Coastal Host Bessaker. “Without this initiative, places like FABrikken, our new restaurant, and Stokkøy Bakeri, named Norway’s best bakery in 2023, would not have managed to keep going. The ripple effects are wide-reaching, and Hurtigruten’s presence is essential to creating a sustainable, living village and district.”
Topics
Since 1893, Hurtigruten has connected Norway’s coastal communities. They transport locals, cargo, and international guests to 34 ports along the legendary 12-day round trip between Bergen and Kirkenes - sailing what is often called ‘the world's most beautiful voyage’.
Today, their custom-built fleet offers authentic, immersive experiences, showcasing the natural beauty and cultural richness of this stunning coastline and the communities that call it home.
Committed to setting a higher standard for more sustainable travel initiatives, their fleet includes four battery-hybrid powered ships, while they prioritise energy efficiency, responsible waste management and locally sourced ingredients. Through their ambitious Sea Zero project, Hurtigruten aims to develop their first ship that can sail emissions-free in normal operations on the Norwegian coast by 2030.
Hurtigruten operates year-round, offering two different experiences: the Original Coastal Express voyages and the premium, all-inclusive Signature voyages, dedicated to Svalbard (summer) and the North Cape (winter).
