Cruise Destination ALTA: practices, challenges and opportunities

Alta municipality is situated in Northern Norway, specifically in Troms and Finnmark County, positioned well above the Arctic Circle at 70 degrees north (Fig.1). The town of Alta serves as the administrative hub of the municipality, strategically located at the convergence of the Altafjord, the Alta River, and the vast high plains of Finnmark known as the "vidde."  

Alta holds the distinction of being the most populous municipality in Troms and Finnmark, boasting a population of 21427 as of 2023 (ssb.no). The majority of the population is engaged in the service sector, which includes tourism, followed by the health sector and industry. The tourism industry in Alta contributed a total economic value of 192,007 (x 1000 NOK) in 2019, with the municipality employing 750 individuals in this sector (Menon, 2019). Alta has long been characterized by its diverse and multicultural population, consisting of Sami and Kven people, ethnic Norwegians, as well as an influx of individuals from various nationalities such as students, entrepreneurs, and refugees in recent years. As a destination, Alta is renowned for its exclusive and upscale winter-focused experiences. Access to Alta is available via car through the E6 or E45 routes, as well as by plane, ferry, or cruise ship.

Alta receives relatively fewer cruise tourists compared to other harbors in Northern Norway, such as Tromsø and North Cape. The focus of cruise tourism in Alta is primarily during the winter months, from January to April, however cruise tourism in other seasons is growing. The first cruise ship arrived in Alta in 2003, with a shift towards winter expedition cruises since 2009. In 2019, Alta had 27 cruise arrivals, but due to the COVID-19 pandemic, only 15 cruise ships arrived in 2020, resulting in 29 days of activities. In the 2022 season (January-April), 31 cruise ships arrived, offering 46 days of activities. During this period, a total of 22,214 guests were served by 820 buses, 831 guides, and 24 tourism providers…

Cruise tourism in Alta is organized through incoming local agents who collaborate directly with cruise companies and book local experiences and services. The incoming agency acts as the intermediary between cruise agents, cruise companies, and local tourism providers, controlling prices and ensuring quality experiences. They also provide additional services to cruise ships, such as transportation to hospitals and arranging provisions.

During March and April, Alta also receives land-based winter tourists, which can strain the resources available for offering experiences and services. In summer, most tourists arrive by plane or car/bus, using Alta as a hub to reach the North Cape. The destination is working towards obtaining a Sustainable Tourism Destination Certification, engaging tourism providers in discussions about the concept of sustainability and weighing the pros and cons of different tourism practices.

Cruise tourism has faced criticism in recent years due to concerns about pollution and crowding. However, it's important to consider the larger context of the tourism industry. If we take Alta as an example, when a cruise ship with two and a half thousand guests docks there, it is equivalent to having 55 charter planes, which also add to the pollution. We must consider the number of people on board a cruise in comparison to other forms of tourism. Ultimately, the travel industry is designed to generate revenue, and tourism has become a crucial part of Norway's economy, with cruises playing a significant role in the region's politics (Alta1).

Alta has two cruise quays; the terminal quay (169 m) and marine quay (63 m) (Fig.2-3). Cruise ships can also drop their anchor at a designated anchorage area when all piers are occupied, or when the ship is too big to dock. Tender docks, pilot, and tugboats are available and managed by the port authority.

Alta harbor, located near the city's airport, requires vessels planning to enter the caution area in proximity to the airport to report to the control tower. To accommodate larger cruise ships, Alta Municipality is in the process of planning a larger quay situated further away from the airport. Refueling of cruise vessels is facilitated using a fuel truck. The utilization of Alta harbor's infrastructure incurs costs for cruise ships, including quay charges based on the length of stay, a harbor charge for safety and accessibility, a passenger fee of 10 NOK per person, and an administration fee per call.

Currently, there is no dedicated terminal building for passengers, crew facilities are unavailable, and transportation options are limited, with the nearest public bus stop located 500 meters from the pier. Shuttle buses are arranged when contracted by the ships. Shopping and service facilities are situated in Alta's city center, approximately four kilometers from the quay. The airport is around one kilometer away, while the closest hospital is a two-hour drive in Hammerfest.

Waste disposal in Alta is managed by the municipality. Cruise ships are responsible for arranging waste disposal with the waste disposal company, VEFAS, and will be charged according to the type and amount of garbage. Captains of cruise ships are required to report waste to the harbor manager and fill out a form at least 24 hours prior to arrival. The waste is sorted into eight different containers (plastic, paper, glass, etc.) on the quay, with additional sorting performed by employees of the waste company to align with the municipality's sorting practices. This paid service is provided to prevent mixing of waste due to differing sorting rules and practices between the ship and the municipality.

Detailed information and forms pertaining to waste disposal, as well as other relevant information for captains and cruise companies, can be found on the harbor's website. Pre-ordering waste disposal is necessary, and it is then transferred by the municipal waste company either through the harbor company or directly to the waste company via the agent.

Port of Alta / harbor office.

The harbor is responsible for various aspects related to receiving cruise ships, including planning, provisioning, and ensuring safety. It directly receives payment when a cruise ship arrives and determines the fees applicable to different types of ships. Additionally, the harbor is tasked with the maintenance and development of cruise infrastructure, ensuring it meets the necessary standards and requirements.

Municipality of Alta.

The municipality of Alta views cruise tourism as an opportunity for business development. The involvement of local tourism actors in the industry leads to job creation, tax contributions, and overall economic benefits for the community. Additionally, the municipality is committed to enhancing the appeal of Alta, aiming to create an environment where people can reside and work throughout the year, thus promoting sustainable growth and prosperity.

Residents of Alta municipality.

The residents of Alta are important stakeholders in the cruise industry as they directly interact with cruise passengers visiting their community. They encounter tourists at local establishments such as shopping malls, restaurants, and bars. They also witness the presence of cruise ships in the harbor and engage with guests during their various experiences. Many residents of Alta are employed in the tourism industry and have direct connections to the cruise sector through their roles as employees. Their active involvement and engagement make them integral stakeholders in the cruise industry within the community.  

Destination marketing organization (DMO: visit Alta) and Nord Norsk Reiseliv.

The Destination Management Organization (DMO) in Alta plays a crucial role in marketing and developing the tourism destination. Historically, their focus has primarily been on land-based tourism activities. However, the DMO has recently expanded its portfolio to include cruise tourism development as well. Recognizing the importance of sustainability, the DMO is actively engaged in the process of obtaining a sustainable tourism destination certification for Alta. Their efforts aim to ensure the responsible and long-term development of the destination, considering the environmental, social, and economic aspects of tourism.

Incoming agent 

North Adventure, a prominent player in the cruise industry, has served as the incoming agent for cruise tourism in Alta. In 2019, the company became a part of Boreal Travel, further strengthening its position in the market. As the incoming agent, North Adventure is responsible for selling experiences and services to cruise companies visiting Alta. They play a crucial role in organizing the logistics to ensure that cruise passengers are connected with the appropriate tourism providers, while also providing knowledgeable local guides to enhance the visitor experience.From the early stages of cruise tourism development in Alta, North Adventure has been actively involved and has played a significant role in marketing the destination on an international scale. In addition to their role as an incoming agent, the office of North Adventure serves as a central hub for tourism information in Alta, catering not only to cruise tourism providers but to the entire local tourism community. Their expertise and comprehensive services contribute to the overall success and growth of the tourism industry in Alta.

Transportation  

Boreal Travel, a leading bus and coach company, plays a crucial role in transporting the majority of cruise guests to various tourism providers in Alta. They ensure convenient and reliable transportation services for tourists, enhancing their accessibility to different attractions and experiences. While tourists also have the option to rent a car, take a taxi, or utilize public transport to explore the area, it's important to note that they bear the responsibility of ensuring they return to the cruise ship on time when choosing these alternative modes of transportation. Planning and managing their own schedules become imperative to avoid any delays or potential issues with the ship's departure.

Cruise ship industry actors  

Cruise Norway is a prominent organization representing stakeholders in the cruise industry in Norway. It plays a vital role in promoting Norwegian cruise destinations and coordinating various cruise services throughout the country. Membership in Cruise Norway is widespread among businesses involved in the cruise industry, highlighting the organization's influence and importance within the sector. Through collaboration and advocacy, Cruise Norway works towards enhancing the overall cruise experience and fostering sustainable growth in the Norwegian cruise industry.

Users of the harbor 

In addition to cruise ships and expedition vessels, the port at Alta accommodates various other types of ships, including ferries (hurtigbåt and rutebåt), fishing vessels, cargo ships, oil tankers, and coast guard vessels. These diverse maritime activities contribute to the overall functionality and significance of the port, serving both passenger transportation and commercial purposes. The port of Alta plays a crucial role in facilitating the maritime operations of multiple sectors, further emphasizing its importance as a maritime hub in the region.

In Alta, cruise passengers, as well as other types of tourists, have the opportunity to purchase experiences from 42 different companies. These providers rely on income from cruise tourism to sustain their businesses throughout the year. The activities and experiences offered in Alta can be categorized as nature-based, culture-based, or a combination of both. The Arctic winter and the chance to witness the captivating Northern Lights have been the key attractions that Alta has promoted to visitors. For more detailed information and specific examples of tourism experiences in Alta, please refer to Table 2.

Table 1: Main tourism experiences in Alta