Hurtigruten, a Norwegian cruise company, held a special event called the **Global VIP Partner Summit at Sea** from September 22 to 25 aboard the MS Trollfjord. The cruise traveled from Bergen to Oslo and brought together nearly 200 partners from different markets. The event included strategy discussions, product demonstrations, visits, and excursions. The main goal was to help distributors better understand the unique experiences they offer to their customers. Christine Bois-Beauval, Director of France and Benelux for Hurtigruten, highlighted the challenge of "succeeding in building trust" with partners, especially in the French market, which the company sees as growing. A major focus of the summit was on Hurtigruten’s new **Signature** cruises, a range launched in 2023 to complement the traditional **Coastal Express** product. While the Coastal Express is known for its Norwegian coastal route, the Signature line emphasizes exploration, extended stays, and onshore activities. Distributors were encouraged to experience the product firsthand before promoting it. Activities such as hiking, kayaking, electric biking, and guided excursions with expedition teams were highlighted as key features of the experience. The summit also featured conferences on the landscapes and geology of the fjords, presentations on **Sámi culture**, and excursions to Kristiansand. Sessions on the Northern Lights were included to align with the different workshops offered to customers. The company’s strategy includes expanding its programming with existing products like the **Spitzberg Line** (Bergen to Svalbard) and the **Nordcap Line** (Oslo), which allow Hurtigruten to expand its offerings toward the Arctic and into autumn and winter seasons. New additions to the programming include the **Odyssey in the Fjords**, an eight-day trip from Bergen; the **Arctic Line**, connecting Copenhagen and Tromsø; and the **Boreale Odyssey**, departing from Tromsø, which focuses on Arctic experiences and the Northern Lights. This expansion aims to maintain core products while increasing sales opportunities for distributors across different durations, territories, and seasons. Hurtigruten is working to position Norway as a four-season destination, offering different experiences depending on the time of year. Summer is associated with the fjords, long days, and the Midnight Sun, while autumn and winter focus on snowy landscapes and the Northern Lights, which are highly sought after from late September to March. Gastronomy was also a key element, with partners able to explore three restaurants aboard the Trollfjord: Flora, Røst, and Árran. French partners were especially interested in the presentation of local products such as cheeses, beers, seaweed, and seafood. Hurtigruten emphasizes local sourcing, with over 80% of the food served coming from local producers. The **Signature** strategy uses a different ship model compared to large cruise ships. The MS Trollfjord, along with the MS Finnmarken and the MS Midnatsol (which joined the range in the summer of 2026), maintains a relatively limited capacity, focusing more on the destination and ports of call. The company is also offering various cabin types, including the Polar Internals, Polar Externals, Arctic Superiors, and the premium Expedition Suites, which can reach up to approximately 45 square meters aboard the Trollfjord.