In the previous month, Innovation Norway, under the auspices of the Norwegian government, introduced the Made in Norway initiative, with Hurtigruten serving as the principal brand and the sole representative from the travel sector. Participation in the Made in Norway project requires companies to undergo a comprehensive application process characterized by strict criteria that emphasize product quality and a strong dedication to sustainability, thereby guaranteeing that only the most exceptional standards of Norwegian craftsmanship are maintained within the new Made in Norway brand.