After acquiring the local tourism operator Hvitserk of Norway in 2020, Norrøna has now also acquired the global adventure tourism company Hvitserk & Eventyrreiser AS, which was founded in the 1970s. Hvitserk & Eventyrreiser offers trips to 50 countries all over the globe. Following the transaction, the company, now operating under the new name of Norrøna Hvitserk Adventure, is expanding its offerings to a global scale.
However, the company underscores its efforts to pursue its sustainability roadmap, despite being a player in the international travel business with the acquisition: “We are working to develop tourism initiatives while acting as responsibly as possible within the Norrøna responsibility roadmap 2029, just like Norrøna Sport,” says Jørgen Jørgensen, CEO and owner of Norrøna. According to the company, Norrøna Hvitserk Adventure aims to contribute in a positive way to achieving meaningful development in tourism for culture, nature and people in the countries visited.