Boosting sustainable luxury travel: Up Norway Founder sheds light on building brand, expanding global partnerships

Up Norway Founder and CEO Torunn Tronsvang 

By Charumini de Silva

Sustainable luxury travel curator, Up Norway Founder and CEO Torunn Tronsvang recently visited Sri Lanka to strengthen its business partnership with top tech firm 99x Technology. During her brief stay, in an exclusive interview with the Daily FT she shared valuable insights into her journey in building a distinctive and successful sustainable luxury travel firm. Tronsvang also shed light on innovative approaches that may support Sri Lanka Tourism to attract discerning travellers seeking authentic and enriching experiences. 

Here are the excerpts from the interview;

Q: What inspired you to start Up Norway? 

Well, being in Bhutan heightened my awareness of a unique form of tourism that I was eager to introduce in Norway. The concept revolves around leveraging the town’s natural and cultural assets, as well as emulating the exemplary practices of the company I was employed with back then, Amanresorts. After spending many years and gaining extensive experience in high-end tourism abroad, I returned to Norway and moved into consultancy, specialising in hospitality, feasibility studies and market research. During my travels, I realised that Norway had a wealth of untapped potential for international visitors, yet there was a lack of cohesive offerings which catered to diverse interests. Understanding this gap, I started to conceptualise and market these exceptional destinations abroad but encountered resistance in convincing others to share my vision, particularly companies. Undeterred, I pursued further education, completing a Master’s degree. I did my thesis focused on Up Norway as a business idea. Fortunately, during this time, the Norwegian Research Council introduced a funding initiative to support aspiring student entrepreneurs. With determination and a leap of faith, I transitioned from full-time employment to part-time studies, securing NOK 1 million (Norwegian Krone) in funding and launching my venture. My main goal was to curate meaningful experiences that empower individuals to realise their aspirations and encourage positive change. It was something that inspired and offered new perspectives so that the whole concept of sustainability is not just about carbon saving, it is about coming to a destination and returning with a mindfulness to make positive changes in your life, and the lives of the people around you and the world that we live in. 

Q: What sets your company apart from others?

 What truly distinguish us are our deep knowledge of Norway and the unwavering passion of our team to fulfil our clients’ dreams. However, what also sets us apart is the innovative technology we have developed in collaboration with 99x Technology since 2017. Operating in a country with one of the highest labour costs globally, delivering our complex itineraries efficiently to ensure profitability necessitates advanced technology. We use cutting-edge tech for booking and administration, catering to small operators who may lack tech proficiency. Our platform facilitates seamless communication, simplifying interactions and enhancing collaboration with our partners.

Q: How did you get to know about 99x?

 We initially requested proposals from several companies but ultimately did not engage. However, during discussions, a company introduced us to 99x Technology, initially for backend development. We began working together and gradually expanded our collaboration. In the beginning, I had no idea what I was doing as I was not a tech-savvy person. I thought building a system would suffice to operate a business. As Up Norway progressed, we needed a tech team to work with regularly to develop new features and to ensure that we can use technology to deliver streamlined and personalised services. Now, we engage in various exciting initiatives, such as crafting proposals, integrating payment solutions and offering a digital travel guide accessible via chat, a sort of digital concierge service.

Q: What are the upcoming trends or developments for sustainable travel you are excited about? 

 We have noticed a growing trend where travellers seek connections with local people and places. Travellers recognise the value of booking with someone at the destination they are visiting, understanding that it has a multiplier effect on the local economy. This trend is positive for both developing countries and modern destinations like Norway. I also think that people are no longer solely interested in material luxuries; they seek inspiration, knowledge, and an authentic understanding of local life. They travel with curiosity and compassion; eager to give back to the communities they visit. While they may not always inquire about carbon footprints, they are receptive to sustainable travel suggestions, such as our minimum requirement of four nights and emphasis on using a mix of public and private transportation. Sustainable travel not only benefits the environment but allows travellers to immerse themselves in local life and culture, creating meaningful experiences that resonate long after their trip.

Q: When it comes to discerning travellers, what do they look for in a destination? 

 Travellers implicitly seek out the best experiences and people when planning their trips. Upon returning home, they often mention and cherish those memorable individuals they encountered during their journey. In Norway, specifically, travellers express a desire for experiences that are unique to the country. They entrust travel curators like Up Norway to introduce them to these authentic Norwegian experiences. However, on the other hand, we receive requests from companies that prioritise familiar comforts, such as specific meals reflecting the cuisine they are familiar with every day. Although we respect these preferences, our focus remains on offering authentic experiences, even if they diverge from familiar tastes. We aspire to provide travellers with the opportunity to open their minds and appreciate the authenticity of their destination. At least they have tried what is and what is authentic.

Q: Sri Lanka has set ambitious goals in terms of tourist arrivals and earnings. How do you see that the industry could evolve and what strategies should be adopted to achieve those? 

 Sri Lanka stands out as a captivating option, especially when compared to more popular destinations like Thailand. Although Thailand benefits from its direct air connectivity from Norway and robust marketing, Sri Lanka holds immense potential, particularly in niche markets from the high-end segment to the adventure-seeking tourists. Having visited Sri Lanka four times, I have come to appreciate the contrast between its various regions – whether exploring the lush landscapes around Kandy, indulging in yoga retreats, or soaking up in the sun on the beaches, Sri Lanka offers a myriad of experiences that cater to different preferences. Despite its relatively compact size, exploring Sri Lanka’s diverse offerings can be a challenge. To fully leverage Sri Lanka’s potential as a tourist destination, I believe it is crucial to boost collaboration among stakeholders and restore confidence in the tourism sector. Conveying a unified message to international travellers and stressing the unique experiences awaiting them in Sri Lanka can boost interest and position the country as a must-visit destination. It is also important to have a tourism branding that resonates with the destination. With its untapped potential for train tourism and abundance of scenic opportunities and wildlife, Sri Lanka has much to offer discerning travellers seeking authentic and enriching experiences, not to mention wellness. Being able to travel around the country safely and effectively with a mix of private and public transport is what travellers want to experience as I said before. Through strategic marketing efforts and a renewed focus on sustainability, Sri Lanka can emerge as a premier destination, captivating travellers with its natural beauty and cultural treasures.

Q: Do you think independent travellers are interested in tailored experiences in Sri Lanka? What’s your perspective in this regard?

 Absolutely. We have observed in our forums that there is considerable potential for our business model in destinations like Sri Lanka. Like our approach, travellers often seek assistance in navigating the complexities of planning their trips, especially in destinations where independent travel can be challenging. Curating experiences that encourage a slower pace and immersing travellers in local gems like Taylor’s Hideaway Estate can provide invaluable assistance to guests seeking authentic experiences. We have also noticed discrepancies in pricing among properties, with some offering similar experiences at significantly different price points. This inconsistency can be attributed to varying levels of professionalism among villa operators. For travellers, these disparities can be overwhelming, as they may struggle to determine the value of each offer. Thus, it underscores the importance of having a knowledgeable guide to curate and navigate the plethora of options available. At Up Norway, we have a digital itinerary, which serves travellers in real-time, allowing them to ask questions and receive guidance throughout their journey which has become a game-changing and valuable tool for us. By providing curated experiences and expert guidance, Sri Lanka can simplify the travel planning process and ensure that each guest enjoys a memorable experience. 

Q: How does Up Norway address concerns about over-tourism in popular tourist destinations?

 We have implemented a minimum length of stay in certain destinations to ensure guests fully immerse themselves in their surroundings. Additionally, we strategically avoid overcrowded periods in popular destinations, redirecting our guests to alternative times to optimise their experiences. By engaging travellers in dialogue about their preferences and redirecting them to less crowded alternatives, we enhance their overall satisfaction and enjoyment. Although it may take time to convince them, they eventually trust our expertise. We are also embarking on an exciting two-year project with select partners, aiming to develop experiences centred on value-based concepts. By aligning experiences with core values, we aim to generate interest during slower seasons and distribute tourism more evenly throughout the year, breaking the seasonality. Similarly, Sri Lanka can also follow the same pattern by offerings, from historical and cultural insights to innovative practices and sustainable industries. Through factory tours, tastings, and immersive experiences, travellers gain a deeper understanding of Sri Lanka’s tea production, agricultural practices, and other key industries. We are also committed to fostering inclusivity in tourism by collaborating with organisations dedicated to improving accessibility for individuals with disabilities. We aim to create opportunities for all visitors to explore and enjoy the offerings fully. Additionally, we explore opportunities to boost the storytelling aspect via guided tours to offer premium experiences at higher price points. By focusing on the quality of storytelling and content, we can increase profitability without significantly raising costs, benefiting operators and travellers.

Q: How does Up Norway incorporate cultural experiences into sustainable tourism?

 Authenticity lies at the heart of our approach to tourism. We believe that true cultural experiences are rooted in the local customs, traditions and practices that resonate with the community. Our commitment to the United Nations Sustainable Development Goals (SDGs) underscores our dedication to preserving and celebrating the natural and cultural heritage of Norway. We actively seek out individuals and organisations that are guardians of cultural regeneration, breathing new life into age-old practices and traditions. Our partners are also passionate about preserving Norway’s rich history and sharing it with travellers in meaningful ways. For example, one of our partners, Skåbu Mountain Lodge, has earned certification as a Regenerative Hotel, pioneering sustainable practices such as foraging and traditional food preparation. By embracing historical methods and teaching them to others, they ensure that cultural heritage remains vibrant and relevant. Similarly, we collaborate with interior designers like Gunvor Røkholt who infuse historic buildings with modern luxury, while honouring their heritage. Through thoughtful design, these spaces tell the story of Norway’s architecture and history, creating a tangible connection to the country’s cultural identity. From immersive storytelling to locally inspired cuisine and hands-on activities, every aspect of our offerings is designed to foster a deeper understanding and appreciation of Norway’s cultural heritage. 

Q: What factor holds the most significance when choosing a travel destination?

 Safety remains a paramount concern for travellers, serving as a fundamental driver of tourism. Ensuring that destinations are perceived as safe is essential for attracting visitors, particularly those with wealth and influence. Safety includes various aspects, such as protection from terrorism and other threats, as well as considerations such as traffic safety. In destinations like Sri Lanka, addressing safety concerns related to traffic is crucial. Reports of expensive spare parts and the prevalence of unsafe vehicles contribute to tourists’ discomfort and reluctance to explore beyond their accommodations. Improving road safety and enhancing transportation infrastructure can broadly enhance visitors’ experiences and push them to venture beyond their comfort zones. By prioritising measures to mitigate traffic-related risks and enhance overall safety, destinations can instil confidence in visitors and foster a welcoming environment conducive to exploration and enjoyment. 

Q: Many global travel companies went through a rough patch during the COVID pandemic. How did it impact Up Norway and what measures were taken to overcome the challenges? 

 Certainly, the pandemic posed significant challenges for many businesses, including ours. We witnessed a wave of companies shuttering their doors and retaining our footing amidst the uncertainty was indeed daunting. The Norwegian tourism strategy, unfortunately, did not seize the opportunity to boost the industry during this time of crisis. Instead, many were encouraged to abandon their ventures, making the road to recovery even more tough. Navigating through the uncertainty was both terrifying and frustrating. Securing funding from organisations like Innovation Norway was instrumental in weathering the storm. With their support, we were able to undertake ambitious projects, such as sustainability certifications, website enhancements and the development of new experience concepts. Despite the decline in sales and revenue, we found solace in the unexpected rise in domestic travellers. This newfound market represented a silver lining amidst the gloom, allowing us to not only survive but thrive in unprecedented circumstances. Our resilience, motivation and unwavering commitment to our vision propelled us forward. We understood that success is not just about making money; it is about having a strong sense of purpose and drive. 

Q: What were the key challenges you faced in building up a successful business? 

 From a young age, I have been fortunate to have a tough mother who instilled in me the value of perseverance. I have never been the one to give up easily and I have always believed in working hard to achieve my goals. Being a woman has never felt like a disadvantage to me; if anything, it has often garnered more admiration and support from others. I have been fortunate to have both men and women backing me up and offering their support whenever I needed it. In Norway, I believe that success is within reach for those who are willing to put in the effort and dedication. However, starting a business requires a significant commitment, often at the expense of other aspects of life. It is essential to find fulfilment in what you do and maintain the drive to persevere through challenges. There have been efforts in Norway to promote gender diversity in leadership roles, including initiatives to increase the representation of women on Boards. As a B Corp-certified company, Up Norway adheres to standards that promote diversity and inclusivity, ensuring that our leadership teams reflect a balance of genders, nationalities and perspectives.

Q: What were the main factors that contributed to Up Norway’s success? 

Success is rooted in our hard work. Nothing worthwhile comes without dedication and effort. When there is a clear vision, surrounded with individuals who share the same vision, you create a team willing to put in the necessary work to achieve success. I have been fortunate to have long-standing relationships with my closest colleagues, who have been instrumental in our journey. Our partnership with 99x Technology has also evolved over the years, enhancing our capabilities and improving our services. At the core of our business is the commitment to providing exceptional experiences for our guests. This requires a combination of skilled individuals and technology to support both our team and our clients. 

Q: Looking ahead, what are the long-term goals of Up Norway?

 Our vision is to craft the finest experiences in Norway, establishing ourselves as a premier, sustainable luxury travel curator. We aspire to elevate Norway as the world’s most sought-after tourism destination, driven by values of quality and sustainability. We envision Norway as a beacon for sustainable tourism, akin to Davos, where tourists come to learn about innovative travel practices. Our model of value-based travel can serve as a blueprint for destinations worldwide, including Sri Lanka. By sharing our recipe for success and adapting it to local contexts, we aim to catalyse positive change in the travel industry. Through extensive media outreach, we aim to showcase the transformative power of our approach. Up Norway’s commitment extends beyond travellers to our partners, who play a key role in delivering exceptional experiences. Around 75% of our revenue flows directly to our partners, enabling us to support and encourage sustainability initiatives. By aligning ourselves with partners who share our values, we empower them to create meaningful employment opportunities and foster sustainable growth. As Up Norway progresses, we remain focused on incremental progress and the cultivation of core experiences that resonate with our vision. Through strategic partnerships with 99x Technology, we are poised to shape the future of travel, one step at a time.