by Natasha Lair
Last updated: 12:25 PM ET, Fri July 31, 2026
Norway's remarkable run at the FIFA World Cup has delivered more than sporting success. It has sparked a surge in tourism interest, with Hurtigruten reporting a dramatic increase in Canadian website traffic and bookings as travellers looked beyond the pitch to discover the country itself.
According to Hurtigruten, online searches for Norway increased by more than 1,000% during the tournament, while traffic to the cruise line's website climbed significantly, particularly during Norway's Round of 16 victory over Brazil on July 5 and its quarterfinal match against England on July 11.
MS Polarlys in Trollfjorden (Photo Credit: Hurtigruten)
Canadian travellers were among the most engaged.
During the World Cup, Hurtigruten recorded a 102% increase in Canadian website traffic and a 110% jump in online bookings from Canada.
"That's on top of an already really strong continuous growth over the past year and a half," said Anders Lindström, Head of PR & Communications, North America for Hurtigruten.
While Norway's on-field performance captured global attention, Lindström believes it was the country's authenticity that truly resonated with audiences.
MS Trollfjord (Photo Credit: Hurtigruten)
"I think what really stood out was both the team's and Norwegians' genuine excitement to be back in the World Cup and bringing their Viking Row chant," he said. "That created a cultural moment based on a more than a thousand-year-old tradition that audiences wanted to be part of, whether they were rooting for Norway or not."
Hurtigruten capitalized on the viral phenomenon by sharing videos of crew members performing the Viking Row aboard its ships, generating nearly two million organic social media impressions.
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"It was that authentic charm that made the Norwegian players and supporters stand out more than most, if not all, the other nationalities," Lindström said. "And that enthusiasm directly translated to North Americans becoming intrigued and curious about Norway and its people."
Anders Lindstrom, Head of PR & Communications, N America, Hurtigruten (Photo Credit: Tom Kerss)
The World Cup has also reinforced a broader trend in destination marketing, although Lindström notes Norway's experience was unusual because it wasn't the tournament host.
"Normally it's for the host country, not another country, like in this case, which is what makes it so interesting," he said.
He added that Norway's tourism profile had already been growing thanks to film and television productions including Succession, Mission: Impossible – Dead Reckoning, Dune and the James Bond film No Time to Die.
"A lot of people had heard of Norway, but they hadn't really seen anything from Norway, and suddenly they saw one gorgeous place after another in such high-profile movies," he said.
Although the World Cup accelerated interest, Lindström said the company was already experiencing record demand before the tournament began.
"We already enjoyed a continuously growing trend of increased web traffic and bookings, and this year, even before the World Cup, delivered record figures for us," he said.
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He expects the momentum to continue well beyond the final whistle.
"Absolutely," Lindström said when asked whether the World Cup effect will have lasting tourism benefits. "For a lot of people, this put Norway on their travel list for the first time, but for a lot of others, who already had Norway on their list, it moved it further to the top, or they actually went ahead and booked their trip."
He attributes Norway's growing appeal to longer-term travel trends, including the rise of "coolcations" and slower, more immersive travel experiences.
Hurtigruten's MS Trollfjord (Photo Credit: Kristian Dale/Hurtigruten)
"Travellers want to cruise, but many look for an alternative to the sweltering hot and often overcrowded Mediterranean, and they want a slower, more relaxed and immersive experience, rather than rushing through several countries in just a few days," he said. "And that is exactly what Hurtigruten delivers."
For travel advisors, Lindström says Norway offers opportunities to appeal to a wide range of clients, from soft adventure travellers to more experienced explorers.
"If you want adventure, you can go pretty extreme, but also very soft, which makes it accessible to such a wide range of travellers," he said, pointing to excursions ranging from dogsledding and snowshoeing to scenic coach tours through the country's mountains and fjords.
Lindström also encouraged advisors to become familiar with Hurtigruten's two distinct products.
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The Original Coastal Express is more than a cruise itinerary, it's a piece of Norwegian history. Established in 1893 by shipping pioneer Captain Richard With, the route was created to connect isolated communities along Norway's rugged coastline, where mail could take weeks—or even months in winter—to arrive. The service transformed life in northern Norway by carrying people, freight and post between coastal towns, helping fishing communities reach export markets and knitting the country together in ways that had never before been possible. More than 130 years later, Hurtigruten's ships continue to call at many of the same ports, giving travellers the opportunity to experience Norway much as locals still do today.
"It's the most authentic way to enjoy real Norway, where you're truly a traveller, not a tourist," Lindström said, while the newer Signature Voyages provide a more traditional premium, all-inclusive cruise experience with fewer port calls and longer stays.
Norwegian cuisine has also become an increasingly important selling point.
"Our F&B program, Norway's Coastal Kitchen, is created around tasting the local flavors as you travel along the coast," Lindström said. "We pick up the produce the same day in port and then serve it onboard, so it's the freshest possible food you can eat."
MS Nordkapp - Norway (Photo Credit: Hurtigruten)
Looking ahead, Hurtigruten expects demand to remain strong, particularly as interest in shoulder-season travel continues to grow. The company recently expanded its Signature fleet, doubled departures on its Svalbard Line and plans to introduce new itineraries, including the Inner Fjords Explorer in 2027 and the Arctic Circle Explorer in early 2028.
Canada continues to play an important role in that growth.
"For web traffic during the World Cup, Canada beat the U.S. web traffic by quite a bit, percentagewise, although when it came to actual bookings, they were on par," Lindström said. "North American bookings overall have increased more than any other region... thanks to the support we get from advisors and our partners."
For advisors unfamiliar with Hurtigruten, Lindström hopes they move beyond outdated perceptions.
"There's still some misconception that we're a ferry service, not the award-winning cruise product with some of the best and freshest cuisine you can find on any sea," he said.
Instead, he describes Hurtigruten as an ideal fit for travellers seeking a smaller-ship experience focused on scenery, culture and learning rather than casinos and Broadway-style entertainment.
"Simply put, we are the ideal cruise for both those who don't traditionally cruise and those who have cruised a lot but are now looking for a completely different cruise experience. We're also the gateway to expedition cruising, since we offer plenty of adventurous excursions for those who want them."
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