Hurtigruten Expands Signature Cruises with Three New Itineraries in Norway


Le MS Trollfjord est le vaisseau amiral des croisières Signature @Hurtigruten

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Hurtigruten strengthens its premium offering in Norway for the 2027-2028 seasons. The company has just unveiled its new brochure featuring several novelties on its Signature cruises, including three “Limited Edition” itineraries designed to deepen immersion along the Norwegian coast.

These new voyages will be offered in an all-inclusive package with beverages included and French-speaking staff.

Among the main novelties is “The Odyssey at the Heart of the Fjords”, an eight-day itinerary between Bergen and Ålesund offered in spring and autumn 2027-2028.

Hurtigruten promises here a “slower and more immersive” approach to the fjords of western Norway, with sailings through the heart of the Sognefjord, the Hardangerfjord or Lysefjord, in areas difficult for large ships to access.


Launch of the Arctic Line

Another novelty : “The Boreal Odyssey”, an eight-day winter cruise departing from Tromsø to Honningsvåg. The itinerary emphasizes Norway’s Arctic landscapes, the Lofoten Islands, Finnmark and the Lyngen Alps, with several panoramic sailings beyond the Arctic Circle.

The company is also launching “The Arctic Line”, a crossing between Copenhagen and Tromsø, offered in both directions. Hurtigruten notes that the itinerary will pass the Arctic Circle twice to maximize chances of seeing the aurora borealis, with overnight stays in Alta and Tromsø.

Hurtigruten also reiterates its two flagship Signature cruises: “The Spitsbergen Line”, between Bergen and Longyearbyen, and “The North Cape Line”, between Oslo and Honningsvåg.

These premium itineraries rely on longer port calls, all-inclusive dining, and deeper exploration of the Norwegian landscapes.


Coastal Express and the Promise of the Northern Lights

In parallel, the company continues to highlight its iconic Coastal Express connecting Bergen to Kirkenes for more than 130 years. Hurtigruten also plans several departures with French-speaking guides on its themed cruises around the fjords, the Lofoten Islands, the North Cape or the Northern Lights.

The 2027-2028 brochure also emphasizes land extensions, scenic trains and more than 70 seasonal optional excursions.

Finally, Hurtigruten extends from September 20 its “Aurora Promise”, a commercial guarantee that has become one of the company’s hallmarks. If no aurora borealis is observed during certain eligible winter itineraries of 11 days or more, Hurtigruten offers its clients a new classic cruise the following year.

Hurtigruten: Travel Agencies Are Highly Responsive


Grâce à son recentrage sur la Norvège, Hurtigruten a conforté sa place de référence sur cette destination auprès des voyageurs français © Hurtigruten / Espen Mills

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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.


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.


The Norway Advantage


Christine Bois-Beauval directrice générale France d'Hurtigruten - Photo Hurtigruten

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.


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!


Laurent Guéna Published by Laurent Guéna Journalist – TourMaG.com
See all articles by Laurent Guéna

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