Up Norway marks its 10th anniversary in 2026 while securing a NOK 5.75 million ($586,000 USD) grant from the Research Council of Norway to expand research, innovation, and tourism development focused on sustainable luxury travel.
Founded in 2016 by Torunn Tronsvang, the company curates bespoke travel experiences across Scandinavia that combine cultural connection, environmental responsibility, and high-end service. The funding supports new experience concepts, smarter resource use, and upgrades to the company’s technology platform.
The Oslo-based travel curator has spent the past decade building a portfolio of off-the-beaten-path journeys across Norway and the wider Nordic region, designed around authenticity and positive local impact. Its approach targets modern luxury travelers seeking immersive experiences rooted in place while benefiting communities and environments. The anniversary and grant signal a major step in scaling this model internationally.
Up Norway began as a master’s thesis project after Tronsvang returned to Norway following leadership roles at global luxury hospitality brands across Asia and the Middle East. Her goal was to build a travel company shaped by Scandinavian values, with a focus on thoughtful design, personal connection, and responsibility. Over time, the brand has grown into a recognized name among travelers seeking meaningful, high-end experiences rather than traditional mass tourism.
Across its itineraries, Up Norway blends remote Arctic adventures, culinary-focused journeys, and stays in some of Scandinavia’s most tranquil landscapes. Each trip is crafted around guest interests while prioritizing social and environmental impact, from supporting local artisans to working with small-scale hosts and regional guides. The company’s long-standing partnerships are central to delivering experiences that feel personal and deeply connected to local culture.
A cornerstone of its sustainability credentials is its B Corp certification, which documents its commitment to responsible business practices and positive change in tourism. This framework supports transparency in environmental performance, community engagement, and long-term impact, aligning with growing global demand for slower and more intentional travel experiences.
“This grant allows us to take everything we’ve learned over the past decade and translate Norwegian values into future-focused, market-ready travel experiences,” said Torunn Tronsvang, Founder of Up Norway. “We’ll be piloting new values-based experience concepts, exploring smarter resource use, and enhancing our tech platform to further support our customer journey, all while continuing to deliver deeply immersive journeys for our travelers.”
The initiative aims to help shape a more resilient, year-round tourism model for Norway by expanding travel into lesser-known regions and seasons. By reducing pressure on peak destinations and distributing visitor flows more evenly, Up Norway hopes to demonstrate that luxury travel can support long-term sustainability rather than strain local resources.
The company also seeks to challenge the idea that luxury tourism must be extractive or superficial. Instead, its model focuses on depth of experience, meaningful cultural exchange, and measurable positive impact. With international interest rising in responsible travel and experiential journeys, Up Norway positions its next decade around innovation that balances exclusivity with ethics.
As it enters its second decade, the company maintains its founding mission of creating transformative travel experiences that enrich travelers’ lives while contributing positively to communities and environments across Scandinavia.
For more information, please visit upnorway.com