Hurtigruten is now a key participant in the “Made in Norway” initiative, a campaign launched by the Norwegian government and Innovation Norway to promote the country’s craftsmanship, authenticity, and sustainability globally, according to a press release.

The initiative, which officially launched on August 21, 2024, in Oslo, aims to highlight the best of Norwegian products and services.

Hurtigruten is one of the 22 Norwegian brands selected to carry the “Made in Norway” certification, a trademark designed to enhance the international competitiveness of Norwegian products.

“Hurtigruten is the ultimate travel brand to represent Made in Norway around the world,” said Hurtigruten CEO Hedda Felin. “With our 131 years of operations and long-time ambitions for more sustainable solutions, no other brand knows, highlights, or supports the Norwegian coast and its amazing local communities as we do.”

Innovation Norway CEO Håkon added: “The Made in Norway label of origin is an important part of the government’s initiative to strengthen and increase Norwegian exports. We are proud that Hurtigruten is one of the early adopters of the label.”

Hurtigruten’s participation in “Made in Norway” coincides with its ongoing “Live the Legend of Norway” campaign, solidifying its role in promoting Norwegian culture.

The company said it plans to incorporate the “Made in Norway” branding across its global channels, emphasizing its commitment to displaying Norwegian excellence to the world.