The purpose of Arctic-365 is to increase the value creation and employment in the cluster and in the tourism industry in Northern Norway through cooperation across industries to solve the low season challenges.

Our work will focus on identifying potential target groups throughout the year and developing «reason to go» experiences to meet their needs. Our purpose is also rooted in the new strategy of Innovation Norway, which works «to promote a nationwide tourist and tourism development throuhout the whole country».

Through the work in the cluster Winter Experiences Northern Norway, we have achieved to build a new winter season for the members. We will use the same methods and tools to eliminate the low seasons. During six years of cooperation, there has been a continuous strengthening of relationships and trust among cluster members, authorities and R&D institutions. The cluster has developed products and services, created packages which have been tested and presented in international markets, developed educational programs, and engaged in several R&D projects.

Northern Norway still has a great potential of increasing winter tourism, but also in spring, summer and autumn. The potential is to be redeemed by efforts within four priority areas:
Innovation, Internationalisation, Competence and Collaboration.

Photo: Kristin Folsland Olsen / www.nordnorge.com


The cluster has developed an innovation model consisting of three parts:

1.    The segmentation model provides common knowledge about the markets, and also new knowledge especially about the Asian markets

2.    Common methodology for product and other development. The BLT methodology consists of developing solutions based on needs and testing the products before sold to the market

3.    A common online-based infrastructure that gather and categorise product sheets, documents and other relevant information used in the dialog between cluster members and the market

The innovation model will be expanded in Arctic-365 to include other companies and deliveries from other businesses. This in order to meet our target groups’ needs of new and innovative experiences.  


Within the cluster, work to identify new distribution channels is essential. It is a priority to work with international markets, to open up distribution channels to the cluster members, and to strengthen our relationship to established international partners.

The cluster’s CRM system counts more than 800 international partners. The cluster connects its members and international partners through various sales activities in the different markets, and also by attracting potential collaborators to the cluster. To understand business culture, negotiations and how to build long-term relationships are important in our work.

The cluster also focus on accessability to Northern Norway by working with airlines and charter operators to improve means of transportation.

Through the work in Winter Experiences Northern Norway, we have developed methods and tools for the cluster members to use in their work.


Competence and quality have a high priority within the cluster.

A wide-range of competence enhancing measures have been taken. In cooperation with Visit Tromsø several courses for northern lights guides – in five year a total of 500 people have participated. Good feedback led to the development of courses focusing on whale safari and winter guiding.

The tourism clusters NCE Tourism – Fjord Norway, Arena Winter Experiences Northern Norway, Arena USUS, Arena Innovative Experiences, and HANEN (a national organisation for rural tourism and food) have initiated the development of a National Quality System for activity suppliers, attractions and museums. Combined with new knowledge about price elasticity, the quality system is a key element in order to meet the challenge of great differences in quality.

In cooperation with UiT The Arctic University of Norway, the cluster has developed the Arctic Nature Guide study to educate competent adventure guides. The focus is on the role of the guide, regional history, local traditions, and the use of local nature in a global environmental perspective.

The subproject «Arctic Tourism Competence» develops Norway’s first experiential based Master in Tourism. The study will start in 2019.

The individual cluster members have to strengthen their competences to be able to meet future challenges. Bases on a broad competence mapping, we will refer to existing courses or develop new ones when necessary. All courses are available locally / regionally, as long as there are enough participants.


When the cluster Winter Experiences Northern Norway was established in 2011, there was not a lot of interaction among the tourism companies. Therefore, one of the goals was to work strategically to strengthen unity and cooperation. An external evaluation made autumn 2017 concludes that the cluster, to a great extent, has reached its goal.

This work continues by organising interesting meeting places for the members, for example 3 – 4 cluster meetings a year and the annual SNOW conference. Furthermore, stimulating and facilitating common projects that also contributes to increased interaction among the cluster partners.




A National Quality System for companies which offer activities, attractions, museums and festivals will be launched autumn’18. Winter Experiences Northern Norway is the main initiator, but cooperates with other clusters and organisations.

The need to develop a National Quality System is business driven, and the two Arena projects Innovative Opplevelser and Lønnsomme Vinteropplevelser conducted a R&D project in 2012/13. The goals were to define positive and negative consequences of certifications in tourism, especially related to nature-based experiences and guiding. The project was conducted as a comparison with existing quality systems in Scotland, New Zealand and Iceland, and made up a valuable basis.

The study shows that certifications, both on an individual and business level, contribute to increased quality. Competing countries have an advantage as Norway is a high-cost nation and has to compete on quality. Norway’s greatest potential is experience-based tourism, especially the nature-based travel industry with very little formalised and certified competence and quality.

Last but not least, nature-based experiences face higher risks because of weather, wind, landscape and equipment  etc, that can cause accidents, damage and death of both guests and staff.

Now, another R&D project «A science-based quality assurance system for outdoor adventure tourism in Norway» and a main project «National Quality System», are going on. The R&D project will study, analyse and document different aspects of the development and implementation of a quality system in parts of the Norwegian travel industry. The National Quality System will certify companies after being visited by an adviser (mystery guest). Each company receives a report after the visit, and becomes quality assured if achieving the required score. The criterias is developed by IQ International and the previously mentioned R&D project. In 2018 20 companies are being piloted.


Based on market needs and needs of coordinating products, Arctic-365 and NCE Tourism Fjord Norway have established a project-oriented cooperation.

Winter North & Fjord: The development of a new winter experience lasting one week and including Northern Lights experiences in Northern Norway and Fjord experiences at the Western Coast of Norway. The product will be tested in the market as a shared responsibility.

High-End Sport Fishing experience combined with visits to fish farming facilities and accomodation in comfortable hotels. A cooperation with the Norwegian Seafood Council is established in this project, which will work with product development as well as testing of the products in the market.

These are two projects established through a close cooperation between the clusters. We want to strengthen this in the future and other common projects will be considered.


In close cooperation Winter Experiences Northern Norway, Bussring and several partners have established this product, making the Tromsø region more accessible for travelers. In the winter season there are daily departures with modern coaches from Tromsø to Narvik / Narvik to Tromsø and Tromsø to Lyngen / Lyngen to Tromsø. Together, we have made it easier to reach a great variety of activities in Lyngen, Senja, Målselv, Bardu and Narvik. Daytrips and packages with accommodation are also available. The service operates from December 1st until end of March. There will be light refreshments and online guiding onboard the coaches.

There are also departures from Narvik towards Tromsø that correspond with the incoming train from Kiruna to Narvik, and early departures from Polar Park that correspond with the bus from Tromsø making it possible for travelers to catch the afternoon train from Narvik to Kiruna. This makes it possible for travelers to reach Tromsø from Kiruna and Kiruna from Tromsø within the same day.

More information and booking at Bussring, Visit Tromsø, Visit Narvik or directly at the partners.


Winter Experiences Northern Norway initiated direct flights between Frankfurt and Tromsø. From november 2017, Lufthansa increased the number of flights to two departures per week.

Incoming operators in the cluster have made packages with Winter Experiences in Northern Norway that are perfectly matched with the flights Lufthansa operates. The offers are meant for Tour Operators, and cover different parts of Northern Norway from the North Cape to the Lofoten Islands.

Daily bus departures from Tromsø to the regions works well, and the cooperation among Bussring and several tourism companies is extended to increase the effects of the direct flights. 


Arena Lønnsomme Vinteropplevelser / Winter Experiences Northern Norway is a cluster consisting of 70 tourism companies and 4 R&D institutions in Northern Norway. The cluster has existed for 7 years and has contributed to a significant growth in the international winter tourism to Northern Norway.


You will find the listing of all the cluster members here.


Do you want to be part of the cluster? Please e-mail us at borre@arctic-365.no

Photo: Espen Mortensen / www.nordnorge.com


TravelFact – an easy way for Tour Operators to get updated on winter products in Northern Norway

Get updated information about my products and prices for partners in the online system TravelFact. Our company is active in the winter cluster ”Rewarding Winter Experiences”. This cluster of 74 travel companies take a leading position in the development of winter experiences based on tourism, culture and sports in Northern Norway. The vision for the project is;

“Rewarding Winter Experiences must develop the region into a unique and preferred travel destination with attractive world class winter experiences”.

In TravelFact we display our offers and the information you need about us. You can search for any other of the 74 companies in the cluster or even more offers in this system without any charge after a quick registration.

Try it today – and get updated product information easily.


Photo: Trym Ivar Bergsmo / www.nordnorge.com


Arena Lønnsomme Vinteropplevelser
v/ VinterTroms AS
Postboks 90
9251 Tromsø
+47 90 05 68 69



In addition to project manager Børre Berglund, Agnete Ryeng is part of project management from 1 January 2017.

Morten Torp is engaged to work within distribution and sale.

Hans-Olav Eriksen, Lyngsfjord Adventure, represents the cluster in the work of the National Quality System.


Questions about the project and general inquiries are addressed to Morten Torp or fill out the form below.

Morten Torp, + 47 994 28 430, morten@2469reiseliv.no

Name *

Photo: Kondrad Konieczny / www.nordnorge.com