North Cape fam trip successfully focuses on a niche

In early August Ports of North Cape organised a fam trip focusing exclusively on the expedition, luxury and small-ship cruise segment. Hosting cruiseline representatives and destination management companies, sustainability & marketing coordinator Emmi Inch said: “Our goal is to open new doors to expedition cruising and help spread tourism to more remote communities.”

The small communities chosen - typically between 1,000 and 2,300 residents - can genuinely only welcome smaller groups of visitors. Inch says: “All of our ports are not intended for large cruiseships, and that's part of their appeal. They are designed for smaller vessels whose guests are looking for meaningful encounters, local stories and access to places that remain largely undiscovered.”

Judging by cruiseline feedback, the trip achieved its aim. Simona Reiprichova, manager, expedition production & destination development, Silversea Expeditions, said: “This fam trip gave us a unique opportunity to experience a part of Northern Norway that remains largely undiscovered by the cruise industry. Visiting these remote communities firsthand showed the true expedition potential of the region, from authentic cultural encounters and Arctic landscapes to passionate local storytellers and small-scale experiences that feel genuinely connected to the destination.

“What stood out most was the enthusiasm and commitment of the local communities, who are eager to welcome expedition guests while preserving the authenticity that makes these places so special. Considering the remoteness of the destinations and the limited existing tourism infrastructure, Emmi and the local partners did an outstanding job showcasing both the opportunities available today and the long-term potential of the region.”

Visits were made to the fishing village of Gjesvaer, with its new ISPS-approved landing facilities; the fishing community of Kjollefjord; Lakselv with its Silfar Canyon and turnaround possibilities; and Karasjok, the cultural heart of the Norwegian Sami.

Inch says: “One experience stood out above all others. The cruise representatives unanimously highlighted Davvi Siida's Sami cultural dinner in Kjollefjord as the most memorable experience of the itinerary. They appreciated the honest, heartfelt storytelling and the opportunity to meet a modern Sami family in an authentic setting.”

Deborah Eccles, manager destinations management at Swan Hellenic Cruises, comments: “It was fantastic to have the opportunity to experience parts of Norway that we wouldn’t normally get to see and, most importantly, to meet local people who are so passionate about what they do and sharing their traditions with visitors. The trip was extremely well organised, and it was clear that a lot of thought had gone into selecting the places and people we visited.

“I was also really impressed by how well the local partners had been briefed on our product and the type of experiences we are looking for, which made the visits particularly relevant. I definitely came away with some exciting ideas, and there are several ports and experiences that I’d really like to explore further and potentially develop for our guests.” 
 
Dario Papa, itinerary planner at Mystic Cruises, sees fam trips as a great opportunity, especially for smaller or lesser-known destinations, to give cruise companies the chance to explore the area, experience its offerings firsthand and assess whether it could be a good fit for their operations. Specifically, he says: “I think these locations have strong potential to deliver exclusive and unique experiences. Of course, both the destination and the itinerary should be tailored to the specific needs of each cruise company, and additional resources may be required to ensure that everything runs smoothly for all parties involved.”

But he was keen to point out: “At the same time, it is essential to preserve the authenticity of these places. Mass tourism should be carefully managed and avoided where possible, so as not to compromise the character, traditions, culture, and way of life that make these destinations so special.”

Inch is delighted with the outcome. Having recognised the untapped potential in the region, she realised a tailor-made Fam trip was the only way to showcase the ports/destinations. “We wanted to introduce expedition cruiselines to the opportunities beyond the North Cape. The response confirmed exactly what we hoped, that there is genuine interest in our region. All in all, I'm incredibly happy we decided to do this, and I already can't wait to organise the next one.”