Norway to offer superyacht owners an alternative Summer experience

A number of actors have come together to formulate the basic template for ‘Norway á la carte for Superyachts’, a new marketing initiative to attract superyachts to the western and northern seaboards of Norway.

The various interested parties and beneficiaries have already assembled for a consultative meeting at which, among the attendees, were former MP Magnus Stangeland, fishing magnate Inge Halstensen from Bekkjarvik Austevoll, cruise consultant Ola Hiis Bergh, former Hurtigruten CEO Knut Sevaldsen, Edmund Utne from Ullensvang Hotel in Hardanger and representatives from the local county and national marketing fund Innovation Norway.

Jon Amtrup, whose company Explore North specialises in tailor-made trips to the region, welcomed the move when he spoke to SuperyachtNews.com. Amtrup said the project was still in its infancy, with the next meeting scheduled for June 2013. But he was confident that the infrastructure to support such a marketing drive to boost traffic is already adequate.

“We’re looking to attract superyachts [to Norway] between June and mid-August”, Amtrup said. Obviously this would put Norway in direct competition with more established cruising grounds in the Mediterranean and the marketing drive will thus need to appeal to the more adventurous owner. “We have the fjords on the west coast and, beyond the Arctic Circle, the midnight sun and Lofoten.”


Ben Lyons, whose company Eyos Expeditions organises trips of such a nature, sees genuine potential in a campaign of this nature.

“The northern and western seaboards of Norway are great expedition superyacht destinations. The cruising, hiking, kayaking, fishing, etcetera is fantastic, and having an expedition leader who really knows the area intimately can add immeasurably to the experience”, Lyons explained.

“We usually operate several trips a year there - sometimes Norway alone, or sometimes part of coastal Norway combined with a trip to Svalbard. This upcoming season we've again got clients signed up for both of those trips.”

Lyons expressed his surprise at Norwegian assurances that the infrastructure existed to support an increase in superyacht traffic. “I don't see Norway becoming the next Caribbean or Mediterranean as it is too remote, the villages are too small and the season too short”, he said. But there is no doubt it is a wonderful expedition yacht destination, and one I imagine is poised for more growth.” Interestingly Lyons said his own marketing of the region was minimal and most enquiries were speculative or through a prior knowledge of the region.

The project will be funded in part by regional governments, with support from the various beneficiaries and backing from Innovation Norway. 

Profile links

EYOS Expeditions

Explore North

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