Cruise Destination ALTA: practices, challenges and opportunities

Our research findings demonstrate that cruise tourism presents economic and social opportunities for tourism stakeholders and the wider community in Alta. The impact of the pandemic highlighted the consequences of not having any cruise guests at all. While not everyone encountered problems, a significant number of tourism stakeholders faced challenges without the influx of cruise tourists. However, these challenges can also serve as opportunities for improvement and innovation. Our findings reveal that actors involved in cruise tourism in Alta have adapted their practices to address the issues they face. By adjusting their approaches to tackle the challenges of cruise tourism, they create opportunities for moving towards a more sustainable direction.

Effective management of waste from cruise tourism can be transformed into a business opportunity for the local waste management company. However, the waste sorting practices on board cruise ships do not align with those of the local community. Therefore, the local waste company offers a paid service to sort garbage from cruise ships at the quay, aligning it with the local waste management system. To achieve sustainable cruise waste management, local actors must establish rules for the cruise industry and clearly communicate how they want to receive waste for sustainable local management, along with the associated costs.

In Alta, tourism providers have implemented price mechanisms to prevent further environmental degradation caused by excessive human presence. For instance, a popular hiking trip to a local mountain was made significantly more expensive to discourage cruise guests from visiting with a guide. This economic measure also garnered social support for cruise tourism, as the area is frequently used by local residents. When it is necessary to limit and regulate the number of people in an area, the local community must decide whom to allow access and at what cost.

Several informants expressed the need for further development of community guidelines for Alta, including instructions on how the community expects tourists to behave. While one central actor has taken the initiative to start developing these guidelines, a collective and inclusive process is essential to ensure support for them.

Local politicians and actors are collaborating to improve existing cruise infrastructure and develop new facilities in the community. The construction of a new quay is a key project for further developing cruise tourism in Alta. However, the project is not currently economically viable, requiring external investors for realization. The consideration of land-based electricity is also mentioned for the new quay, but this would necessitate improvements in local electricity capacity.

The municipality is working with the Destination Management Organization (DMO) to develop a vision and plan for the tourism destination of Alta. Additionally, their collaboration with Innovation Norway's sustainability label has provided a shared foundation and language for sustainability in Alta. This has guided stakeholders in identifying areas to improve the environmental footprint of tourism, such as transitioning from diesel to electric buses. Working with external labels helps the destination understand the meaning of sustainability, assess their current status, and determine their desired future. It also facilitates the development of social capital within the destination by involving stakeholders in shaping the future ambitions of those involved in tourism. These dialogues also aid in defining the target market and striking a balance between individual and mass tourism. They establish a shared understanding of sustainability within the destination, enabling other stakeholders to gain knowledge and ideas for their own improvement practices. However, it is crucial to include tourism actors in these governance processes to foster collective ownership of the sustainable development of the destination.

Empowering local providers is a vital factor in achieving a more sustainable coexistence with cruise tourism in Alta. Some providers have implemented rules for cruise tourism, such as specifying the tour duration or the time frame within which the product can be offered. Others have chosen not to cater to cruises during the busiest months when individual tourists also travel to Alta. Coordination among different tourism segments presents an opportunity to develop year-round tourism and mitigate peak seasons. Cruise tourism should not be encouraged when the destination is experiencing a surge in individual tourists but should instead be encouraged to visit during quieter months to distribute the pressure throughout the year.

Another crucial aspect of empowerment is fostering local collaboration among cruise tourism providers. Building social ties among these providers strengthens the influence of demands and ideas originating from the local community. Additionally, it reduces the vulnerability of smaller providers by providing them with a network of tourism actors to rely on for workforce support, exchange of ideas, and sharing of knowledge. By working together, these providers can enhance their collective resilience and contribute to the sustainable development of the cruise tourism industry in Alta.