74 REGIONAL SPOTLIGHT: NORTHERN EUROPE and destination experience at Windstar Cruises. “A few examples include London’s Tower Bridge in the UK, Cork’s city centre docking location in Ireland, Caen in Normandy, and the Seine River transit up to Rouen in France. One initiative we recently launched is our RiverOcean voyages, which highlight the fact that we are a river cruising company. We time river transits for when guests are awake and, once we reach the destination city, we often stay for multiple days.” When planning expedition itineraries in Northern Europe, HX Expeditions looks for “accessibility and cultural depth” as well as the opportunity for “authentic exploration beyond traditional cruising”, explains Lasse Roebers, head of expedition product at HX Expeditions. “A key part is, of course, the flexibility of the itinerary in the destination. Whilst we have fixed dates and ports in the itinerary, we also have an element of flexibility to react to local conditions, wildlife sighting opportunities or, in winter, the possibility of seeing the Northern Lights. We also differentiate ourselves from traditional cruise operators by cruising in the off season. This allows for a more diverse nature experience, with golden trees and red leaves in southern Scandinavia and potentially the first snowfall in the Gulf of Bothnia.” As operators seek to create deeper connections between guests and destinations, shore experiences are becoming an increasingly important component of itinerary design. Viking is seeing increased demand for shore experiences offering “an authentic insight into local culture and everyday life”; as such, the cruise line has curated its ‘local life’ shore excursions. “Our ‘local life’ experiences are one of the three key excursion pillars shaping Viking itineraries worldwide,” says Atkin-Smith. “On our newer Scandinavian voyages, guests can join traditional fishing trips in the Åland archipelago alongside local fishermen, take part in a Scandinavian cooking class at a local restaurant, visit the historic village of Kristianopel in Karlskrona for a glimpse into traditional Swedish life, or explore Gotland’s countryside with a visit to a local farm. We’ve also developed longer itineraries, such as our 22-day ‘Icons of the Viking Age’ voyage, to enable guests to spend longer exploring a region and engaging more deeply with its culture and heritage.” Many destinations in Northern Europe are facing growing scrutiny over the impact of cruise tourism and high visitor numbers, especially during the peak summer season. These concerns are already influencing planning decisions across the region. “As destinations place greater emphasis on visitor management, sustainability and local priorities, we are working more closely with ports, tourism authorities and local stakeholders throughout our planning process,” says Iaccarino. “As every destination is unique, with different priorities, capacities and expectations, itinerary planning is not just about which destinations guests want to visit. It is increasingly about how tourism can be managed in a way that works for destinations, communities and visitors alike. Therefore, collaboration has become more important than ever to align itineraries with local priorities while delivering a high-quality guest experience.” In response to growing tourism pressures, Norway is introducing a cruise passenger tax in 2027, with revenue expected to fund improvements to local infrastructure in municipalities experiencing high visitor numbers. This follows a similar tax in Iceland, Photo: iStock/NicoElNino MSC Cruises offers guests shore excursions to Paris directly from the Port of Le Havre in France
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