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Hurtigruten's MS Trollfjord in Lofoten, Norway. Photo: Espen Mills.
Hurtigruten's MS Trollfjord in Lofoten, Norway. Photo: Espen Mills.

Press release -

Hurtigruten Named Most Sustainable Brand Within the Travel & Tourism Industry in Norway

Oslo, Norway (March 13, 2024) – Hurtigruten was named the leading sustainable brand in the travel and tourism industry in the latest edition of the Sustainable Brand Index for 2024. Based on a survey among 13,000 Norwegian consumers, Hurtigruten was the only brand in its category to make the top 100. The survey featured 282 brands across 25 industries. SB Insight has been carrying out the survey since 2013.

"We are so pleased to see that Norwegians perceive Hurtigruten as the most sustainable company in the travel industry. We view this as a validation of the tangible results we have consistently delivered in safeguarding nature and culture along the iconic coastline we sail throughout the year and the value we co-create with the local communities along the Norwegian coastline,” said Hedda Felin, CEO of Hurtigruten.

Felin emphasized Hurtigruten's commitment to actual sustainability outcomes: "For Hurtigruten, it is essential that our perception as sustainable aligns with our real-world performance. This drives our investments in solutions aimed to effect genuine change, including emission reduction, food waste management, sourcing local produce, and purchasing services from coastal vendors."

Last year, Hurtigruten Group achieved the highest ESG (Environmental, Social, and Governance) ranking among cruise companies globally in a review conducted by renowned Morningstar Sustainalytics. This recognition placed Hurtigruten among the top 3% of companies in the international travel industry.

"We have made substantial investments in emission reduction measures, including significant environmental upgrades to our vessels. Currently, we are collaborating with a wide range of stakeholders from the industry, government sector, and academia on zero-emission ships aimed at eliminating emissions while drastically reducing energy consumption. We acknowledge that the journey ahead is long, but our commitment remains resolute,” added Felin.

Last summer, Hurtigruten unveiled renderings and plans for its Sea Zero project, the world’s most energy-efficient cruise vessel currently in the research and development phase for a 2030 introduction. The company is also undertaking one of the most extensive environmental upgrades in European maritime history with its existing fleet. Three of the seven ships have been upgraded to battery-hybrid-powered ships. The other vessels are being outfitted with various technologies that will cut CO² emissions by 25% and NOx (nitrogen oxides) by 80%. In 2019, sister company HX Hurtigruten Expeditions introduced the world’s first battery-hybrid-powered ship, MS Roald Amundsen.

Furthermore, in 2009, Hurtigruten Group was the first cruise line to ban heavy fuel oil and, in 2018, the first to ban single-use plastics.

For more information, please contact:
Anders Lindström

Please visit Hurtigruten Group’s online media center here, where you can download high-res images and videos and access the press release archive.



Anders Lindström

Anders Lindström

Press contact Head of Press and Communications (Americas) Hurtigruten Expeditions & Hurtigruten +1 646 944 9029
Øystein Knoph

Øystein Knoph

Press contact Head of Media Operations Hurtigruten +47 977 39 224
Hurtigruten Norway Press Duty Phone

Hurtigruten Norway Press Duty Phone

Press contact Hurtigruten Norwegian Coastal Express +4748027700
Hurtigruten Group

Langkaia 1
0150 Oslo