The team at Volvo Penta invited members of the media out to Svalbard for the formal unveiling and first official voyage of the Kvitbjørn to determine whether or not they succeeded with both. Along the way, we were able to explore what such commitments and customizations can mean for others that are exploring their own hybrid opportunities and how new business models can change an entire way of doing business.
Oh, and we also found out that carrying a gun in Svalbard is not just recommended but mandatory due to the threat of polar bear attacks. Lessons on every level but none as relevant as the ones related to what this environment says about changes that are just around the corner for individuals and the maritime sector as a whole.
The world’s northernmost town
To say that Svalbard is like another world doesn’t convey the sense that the uninitiated get when flying over and then landing in a place that doesn’t just look cold but is literally frozen in the warmest of times. This Norwegian archipelago is only about 800 miles from the North Pole, which means temperatures well below freezing are normal in the winter months while the average summer water temperature is around 0°C. The largest settlement is Longyearbyen that has a population of just over 2,000 people, enabling it to become known as the world’s northernmost town.
That small number of human beings has allowed the native animal population to remain relatively stable, with signs warning of polar
bears being an especially stark reminder that this world still belongs to those animals. They’ve become a popular spot for tourists to take photos, although posing with such signs is just one of the many activities available to them.
That’s for good reason since the local economy is primarily geared towards tourism and scientific research. While year-round coal mining operations defined Longyearbyen in the early 20th century and continue to be the biggest industry on Svalbard, the last coal mine in operation is set to shut down in 2023. The future of the town is very much connected to the tourism industry but it’s a tricky needle to thread. Too much growth can ruin the appeal of such locations not to mention the settings themselves. In a place that’s as serene and untouched as Svalbard, finding that balance is essential.
Doing so is exactly what Hurtigruten Svalbard is prioritizing in the short and long-term. As a full-service provider of experiences that make Arctic dreams a reality, the organization offers everything from dog sledding to kayak paddling to ice caving to skiing expeditions. The Hurtigruten team knows better than anyone how such experiences can tax these same
landscapes though, an understanding of which drove their commitment to sustainable tourism. This ethos is designed to take into account the effect that tourism has on the current and future economic, social and environmental impacts of visitors.
“Our ambition is to be the most sustainable travel operator in the world,” said Henrik Lund, managing director of Hurtigruten Foundation. “That’s not the cheapest way of doing business, but it is the best way. It would have been easier for us to buy a regular boat but it wouldn’t have been the right thing to do. Our commitment to sustainability is engrained in everything we do which means it can’t just stay in a slide deck.”
Their commitment to sustainability partially drove initial conversations with the Volvo Penta team but considering the impact to the way they operate today was also a priority. Boat tour operators could see the sound of their engine caused the wildlife to scatter, preventing guides from being able to showcase the true wonders of Svalbard. The relative silence of the electric motor changes these experiences for the better, which was something that was front and center on the maiden voyage of the Kvitbjørn.
The Report • September 2022 • Issue 101 | 89
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128
