While customers are hesitant to decide, distribution networks are redoubling their efforts to stimulate demand.
A mobilization welcomed by Christine Bois-Beauval, France managing director of Hurtigruten.
« We had an excellent first quarter, which keeps us ahead of our objectives », explains the leader. « However, since April and May, things are quieter. »
In May 2026, the company’s sales fell by 15% compared with the same period in 2025. A slowdown being felt by a large part of the French tourism market, in a context marked by economic uncertainties and concerns about air travel.
Hurtigruten has thus had to respond to health concerns following the Hantavirus episode.
A mobilization welcomed by Christine Bois-Beauval, France managing director of Hurtigruten.
« We had an excellent first quarter, which keeps us ahead of our objectives », explains the leader. « However, since April and May, things are quieter. »
In May 2026, the company’s sales fell by 15% compared with the same period in 2025. A slowdown being felt by a large part of the French tourism market, in a context marked by economic uncertainties and concerns about air travel.
Hurtigruten has thus had to respond to health concerns following the Hantavirus episode.
Distribution networks at the helm
In response to this situation, Christine Bois-Beauval emphasizes the responsiveness of travel agencies and distribution networks.
« I find that the distribution is very reactive », she says. « We have campaigns with Havas Voyages, TourCom or even TUI. There is a real willingness to work together. »
Promotional campaigns, dedicated storefronts, last-minute operations, trainings in person and via videoconference: initiatives are multiplying to support sales.
« Nobody wants to give up. We are all in the same boat», continues she. The company is notably seeing a strong participation in training sessions organized around the new brochure and its Norwegian products.
The company will participate this weekend in the Cruise and Travel Show organized by Périer Voyages in Le Havre, a meeting that will allow it to meet travelers directly and better gauge their expectations for the coming months.
« We need these moments of interaction with customers », stresses Christine Bois-Beauval.
« I find that the distribution is very reactive », she says. « We have campaigns with Havas Voyages, TourCom or even TUI. There is a real willingness to work together. »
Promotional campaigns, dedicated storefronts, last-minute operations, trainings in person and via videoconference: initiatives are multiplying to support sales.
« Nobody wants to give up. We are all in the same boat», continues she. The company is notably seeing a strong participation in training sessions organized around the new brochure and its Norwegian products.
The company will participate this weekend in the Cruise and Travel Show organized by Périer Voyages in Le Havre, a meeting that will allow it to meet travelers directly and better gauge their expectations for the coming months.
« We need these moments of interaction with customers », stresses Christine Bois-Beauval.
The Norway Advantage
Despite the slowdown observed since spring, Hurtigruten continues to benefit from the appeal of Norway.
The company believes it benefited early in the year from its strategic refocus on this destination after the separation of its expedition activities.
« We have become more than ever the reference for Norway », says Christine Bois-Beauval.
The destination is benefiting, for example, from the growing enthusiasm for the “coolcation,” that search for milder destinations during the summer, as well as the still-strong interest in the Northern Lights.
The company believes it benefited early in the year from its strategic refocus on this destination after the separation of its expedition activities.
« We have become more than ever the reference for Norway », says Christine Bois-Beauval.
The destination is benefiting, for example, from the growing enthusiasm for the “coolcation,” that search for milder destinations during the summer, as well as the still-strong interest in the Northern Lights.
A new brochure geared toward 2027-2028
If the market remains cautious in the short term, Hurtigruten continues its commercial investments and is already preparing the 2027-2028 seasons.
The company recently unveiled its new Norway & Spitzbergen brochure, which further strengthens its positioning as a destination specialist.
Among the novelties are three limited-edition Signature itineraries, a new Arctic Line between Copenhagen and Tromsø, and the strengthening of French-speaking departures on the Coastal Express. The Signature cruises will also continue to offer Francophone support aboard.
While sales have stalled since spring, the leader hopes for a revival of demand in the coming weeks.
The task now is to convert this mobilization into bookings. And if the market wakes up by then, Hurtigruten’s teams will be able to breathe a sigh of relief before the Norway-France World Cup match on June 26!
The company recently unveiled its new Norway & Spitzbergen brochure, which further strengthens its positioning as a destination specialist.
Among the novelties are three limited-edition Signature itineraries, a new Arctic Line between Copenhagen and Tromsø, and the strengthening of French-speaking departures on the Coastal Express. The Signature cruises will also continue to offer Francophone support aboard.
While sales have stalled since spring, the leader hopes for a revival of demand in the coming weeks.
The task now is to convert this mobilization into bookings. And if the market wakes up by then, Hurtigruten’s teams will be able to breathe a sigh of relief before the Norway-France World Cup match on June 26!
Published by Laurent Guéna Journalist – TourMaG.com See all articles by Laurent Guéna
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