Hurtigruten's Slogans & Taglines

Hurtigruten is a Norwegian cruise, ferry, and cargo operator founded in 1893 by Captain Richard With. Established by government contract to improve communications along Norway’s rugged coastline, the company began its maiden voyage from Trondheim to Hammerfest on July 2, 1893. For over 130 years, it has operated the Norwegian Coastal Express, connecting 34 communities between Bergen and Kirkenes with a unique blend of passenger transport, freight service, and immersive coastal tourism. Following the phasing out of operating subsidies in the 1980s, the company shifted toward tourism while maintaining its essential cargo and local passenger role. In 2006, Troms Fylkes Dampskibsselskap and Ofotens og Vesteraalens Dampskibsselskab merged to form Hurtigruten Group, which later split its operations into Hurtigruten Norway and the expedition cruise division HX.

Today, Hurtigruten operates a fleet of coastal ships offering year-round voyages, Norway’s Coastal Kitchen dining, and sustainable travel initiatives including the Sea Zero emission-free ship project. Its brand messaging has evolved from the classic claim The world’s most beautiful voyage to the experiential positioning A different kind of cruise. In 2022, the company introduced Hard to say. Impossible to forget. for international markets, emphasizing its unforgettable Norwegian coastal experience.