Norway leads the way in sustainable tourism at ITB Berlin 2025
Norway showcased its commitment to sustainable tourism at this year's ITB Berlin travel trade show. The Visit Norway stand featured 38 companies and 53 participants, all highlighting eco-friendly travel options. From electric fjord cruises to zero-emission transport, the focus was on protecting the environment while welcoming visitors.
At the event, every exhibitor under the Visit Norway banner emphasised sustainability. Brim Explorer, an operator of electric excursion vessels, made its first appearance at ITB. The company offers silent, emission-free fjord cruises throughout the year.
The cruise industry itself is shifting towards greener practices. Port calls are now spread more evenly across different harbours, reducing congestion and environmental strain. Havila, which runs the coastal route from Bergen to Kirkenes, serves as a model for sustainable cruise tourism. Beyond cruises, some providers now offer trips through Norway using only zero-emission cars, ferries, or trains. Air travel is also expanding, with Norwegian and German airlines adding more routes to northern Norway, especially in winter. The Northern Lights continue to draw visitors, boosting local economies. Tourism plays a key role in Norway, supporting small businesses and maintaining the country's high quality of life. Visit Norway strengthens ties between German and Norwegian travel industries through B2B workshops, the Digital Competence Day, and the Norwegian Travel Workshop. These efforts ensure visitors enjoy their trips while preserving Norway's natural and cultural heritage.
Norway's presence at ITB Berlin reinforced its reputation as a leader in sustainable tourism. With electric cruises, expanded flight routes, and zero-emission transport, the industry is adapting to meet demand while protecting the environment. The country remains open to all travellers, balancing economic benefits with responsible tourism practices.
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