Torunn Tronsvang

“As travel curators, we design bespoke itineraries tailored to an individual’s specific interests. Our local expertise, sustainable approach, digital itineraries, and passion for Norway ensure incomparable journeys for solo travelers, couples, families, and small groups.”

Regions of operation: Europe

Countries of expertise: Norway, Sweden, Denmark

Special categories: Curated itineraries that combine modern luxury and nature & adventure, culinary travel, and arts and culture.

What do you do that competing specialists can’t/won’t:

We are passionately committed to promoting sustainable travel that benefits communities, local economics, and the environment. Traveling with us means getting to know the people in the colorful villages, exploring impressive hiking trails alongside local guides, and dining on the freshest local foods from the farmers and fisherman who procure them. Our educated team creates bespoke trips with uniquely enriching experiences and insider access. As the first and only Norwegian travel company to be Travelife and B Corporation™ certified, we are committed to operate in a way that has a significant positive impact on our community and environment, and encourage others to follow. Plus, our Recipe for Transformational Journeys with a fixed set of principles incorporated in each curated journey inspires positive change.

Another highlight of traveling as an Up Norway guest is our informative digital itinerary where you can find all your travel details, personalized recommendations, and best of all; direct chat to access the Up Norway team with any questions.

What is one of your all-time favorite experiences you've been able to pull off for guests?

Last Autumn we hosted a small foodie group from the US. Throughout the week in Norway, they dined at three Michelin starred restaurants and took part in harvesting and foraging experiences across the country. We picked mushrooms, collected ants and herbs, fished, picked sea buckthorn, and dug for Jerusalem artichokes. The culmination of the trip was  a surprise visit to an oyster and shellfish farm where all guests got to take part in harvesting seafood straight from the ocean. We got our feet wet and hands dirty as we tasted our oyster-harvest while still in the water. Lunch was rustic in the farmer's house in front of the fireplace. The smell of freshly baked bread filled the room, and the jams served were made from plums plucked from trees outside in the garden. We also got to taste self-fermented drinks and freshly harvested and cooked crabs. Later that night, we cooked a meal together with all the ingredients we had harvested on our week-long foodie adventure and shared our trip highlights and lifestories over dinner. Truly enriching!

Do you think the events of recent years have permanently changed the role of the specialist/agent? Any forever pivots that you've made?

During the pandemic, when we lost travel completely, we decided to place a special emphasis going forward on offering experiences that are truly transformational. We participated in industry events offered by the Transformational Travel Council and then created our own Recipe for Transformational Journeys. Having implemented these principles systematically in how we work and design our trips has measurably increased guest satisfaction.