81 identity, service quality and onboard atmosphere. Nevertheless, long-term renewal remains inevitable. With four ships currently operating year-round between Helsinki and Stockholm, Risberg believes the route suffers from structural overcapacity, making a major newbuilding investment difficult to justify without either market growth or capacity reduction. “Either the market needs to grow or capacity needs to come down,” he says. The gradual return of international tourism is encouraging, but geopolitical developments and reduced air connectivity from Asian markets continue to influence demand patterns. Changing passenger expectations also play a role in shaping future strategy. Risberg acknowledges that attracting younger generations requires continuous adaptation of the onboard offering. The traditional ‘booze cruise’ concept has evolved into a more sophisticated product with lower volumes, higher prices and greater emphasis on quality and themed entertainment. Viking Line has adjusted retail offerings, marketing channels and onboard experiences accordingly, recognising that younger passengers consume differently and expect a more tailored experience. Duty-free sales, enabled by Åland’s special status within the EU, remain an integral part of the business model. Risberg dismisses concerns that the arrangement could disappear, noting that duty-free provisions form part of Finland’s EU accession treaty and would be difficult to alter. Competition has nevertheless intensified in recent years, notably following Finnlines introducing new tonnage on the Naantali-LångnäsKapellskär route in 2023-2024. Although Finnlines remains heavily freightfocused, its new ships have attracted a greater share of passengers travelling with cars. The traditional cruiseoriented passenger segment, however, has remained comparatively stable, with Viking Line’s passenger-focused product continuing to differentiate it from Finnlines’ transport-oriented offering. Operationally, Risberg sees no meaningful quality differences between Viking Glory, built in China, and its Finnish-built Turku-Åland-Stockholm running mate Viking Grace. Many of Viking Glory’s key technical systems, including propulsion and machinery, were supplied by established European manufacturers, contributing to a consistent overall build standard. This, he notes, is equally reflected in the quality of finishes and the way public spaces have stood up to everyday wear-and-tear since entering service. He also points out that the initial novelty period of a new ship typically lasts little more than a year, after which continuous development and adjustments become part of normal operations regardless of where the vessel was constructed. Viking Line also operates Birka Gotland together with Rederi AB Gotland through a 50:50 joint venture, primarily offering 21-hour Stockholm-Mariehamn round cruises. Risberg admits it has taken longer than initially anticipated to build momentum, but performance is gradually moving in the right direction as the product finds its place in the market. For now, says Risberg, Viking Line continues to develop the Helios concept while monitoring how regulation and market conditions evolve. The project remains under active consideration. FEATURED INTERVIEW Viking XPRS is the only Viking Line vessel currently operating on the route between Helsinki and Tallinn Photo: Kaupo Kalda
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