Torunn Tronsvang

Torunn Tronsvang, Founder & CEO of Up Norway

Tell us about you and your company.

I started Up Norway in 2016 with the goal of offering Norway to international travelers in a more interesting way than what was currently being done. While what was offered was mainly based around Oslo, the Northern Lights and Hurtigruten, and marketing was based on geography, I wanted to build concepts around people’s unique interests and introduce them to the best of Norway, which I felt was currently not being sold.

We had business from the moment our website went live, and have catered to travelers from all over the world since. We specialize in tailored journeys which are presented to individual—mainly leisure—travelers in a digital itinerary where we act as a personal concierge through chat while they travel, if they need us. Our journeys and concepts are more and more value driven, with the goal of enriching our travelers’ lives by introducing them to our favorite people and places, offering inspiration and new learning and sending them home motivated to make positive change in their own lives and the lives of people around them, as well as the world we live in. 

A lot of my inspiration comes from my time with Aman in Bhutan, where I was able to take a pivotal role in experience development in a country which probably focuses more on quality over quantity and on values and sustainability than any other. Furthermore, in Dubai I was able to specialize in quality assurance while working with Jumeirah, and in both Thailand and the Maldives I have been lucky to get to take part in new concept development at hotel pre-opening projects. I feel that all my previous experience can be utilized in Up Norway. We’ve now become the go-to travel curator for crafting unforgettable, sustainable luxury experiences in Norway and the Nordic countries. 

What’s the entry level to talk to you?

We ask for a NOK 3500 (~$300) trip planning fee before we start detailing itineraries, confirming availability and prices. This increases to NOK 6000 (~$500) for journeys longer than 10 days, and to 9000 (~$840) for last-minute requests. The amount goes towards the final journey cost. We are happy to offer a call before clients commit to plan their journey with us through payment. The goal of this call is to get the best possible starting point to tailor the journey to that particular traveler’s unique needs and interests.  

What is the sweet spot of your expertise?

I believe our team of passionate insiders, experts in understanding travelers’ interests, a deep knowledge of the region, and a commitment to quality, authenticity, and sustainability truly sets us apart. Acknowledgement of our commitment to high standards include our B Corp certification, and our recognitions on the Travel + Leisure Travel Specialist A-List, and as a Condé Nast Top Travel Specialist.

A favorite experience/trip/itinerary you’ve planned that best represents your philosophy… 

We currently have guests traveling with us who chose Norway for three particular reasons: architecture (especially Peter Zumthor), art (especially Munch, Gustav and Emmanuel Vigeland) and nature. They wanted quality time together as a family after the husband had retired following many years of hard work. We created a journey consisting of, for example, private tours at the very special Emmanuel Vigeland mausoleum and Gustav Vigeland’s apartment, the Munch and Kon-Tiki Museum, as well as the legendary Neseblod record store, which was on top of the teenagers’ to-do list. 

They continued to Varanger, where we introduced them to the breathtaking Arctic nature and our indigenous sami culture, the dark history behind Peter Zumthor and Louise Bourgeois’ Steilneset witch monument, and the incredible local birdlife. A Michelin chef and the local sami hosts, who is also a king crab fisherman, used top local produce such as freshly caught cod and crab and newly foraged molte—cloudberries—to dish up incredible meals for them while there.

To top that, their journey ended with a mini-expedition at Svalbard, to experience more explorer history and wildlife such as polar bears, seals, walruses, whales etc. The never-ending daylight radiates energy in the summertime, inviting travelers to enjoy active outdoor adventures and quality kos time, long into the nights. 

A favorite hotel/lodge/house you love and go back to again and again…

Hattvika Lodge in the Lofoten islands, especially in the autumn with crisp and clear days that can be used for hiking the majestic mountains, constant and unpredictable weather changes, starry nights when the Northern Lights sometimes appear, evenings of kos in front of the fire while sharing a meal in a fangst (seafood) restaurant with good friends and partners. 

Another gem is Storfjord Hotel, part of our partner 62° Nord’s collection. Their junior suites with forest views are my personal favourite—they make me feel at home every time I visit. Picture this: You wake up in the softest bed, grab a freshly brewed coffee, and slip back under the duvet. With the press of a button, the fireplace flickers to life, casting a warm glow across the room. Outside, snow-covered trees stand still in the quiet morning light. Inside, the fire crackles as night gently fades into day.

The most memorable meal you’ve had while traveling…

This past year it must have been the rustic homemade meal we were served by host and explorer Randi Skaug and her team at Naustholmen island in July.  We were seated outside in the warmth of the evening sun and were served fish with traditional condiments such as seasonal potatoes, melted butter, cucumber salad and local beer. A nostalgic simple meal, but with high quality produce, and served family style. There were great conversations around the table and Randi topped the night when she brought out the keyboard and started playing Northern Norwegian tunes. The setting was magical with mountains, sea and sky surrounding us. Just after we watched the midnight sun almost go down, then turn and go back up, we took the boat to the local harbor pub and kept the conversation going until the early morning in the neverending midnight sunlight. 

A not-to-be-missed favorite experience in your region(s) of expertise…

A visit to a local dairy farm to meet the passionate Norwegian farmers and understand why Norway has such good animal health and welfare, and why we continue to win the world cheese awards year after year. And also to understand why Norway’s summer pasture farm culture has achieved UNESCO status as of December 2024.

What is a place we should consider traveling to that could really use our dollars, and what is a place we should put on hold because, even though we love it, it sees too many tourists?

Spend dollars in other months than June-August and December! This is when one can contribute to businesses so that people can get all-year rather than seasonal jobs, but it is also when local hosts truly have time to get to know you, and you get a sense of what local life is like. Summertime and Christmas can tend to get a touristy feel in several locations. 

Don’t go to Polar Park to kiss wolves or insist on swimming with orcas. Wolves are not supposed to be tame in captivity, and killer-whales are not meant to be this close to humans. 

Underrated location, overrated location, personal favorite, recent discovery?

Underrated: Rjukan! Industrial history may sound boring to many, but the stories you’re introduced to there – WOW. Heroes from WW2, pioneering engineering art, UNESCO heritage, you name it! 

Overrated: Flåm in Summer – too many people, not what you imagine it to be.

Personal favorite: Mountain village Lom—timber log buildings, the food, the mountains! 

Recent discovery: All the buzzing restaurants in Oslo: Bar Amour, Hos Peder, Restaurant 200, Bistro Fourrage! 

The hardest-working item you always pack…

A bathing suit to be prepared for a cold plunge and Nordic sauna anywhere and at anytime

What is something you wished we all knew or were better at as travelers?

Actively engage in conversation with local host to gain the most important asset of travel—new perspectives

How do you want people to reach out to you?

upnorway.com, or send an inquiry through Tailor My Journey. +47 57 11 99 88