May 29, 2026 – 5.00amLike many good business ideas, Torunn Tronsvang’s concept for Oslo-based travel company Up Norway was sparked by irritation that something similar didn’t already exist. “I had been really annoyed by how Norway was marketed,” she says. “So few international travellers were experiencing the alternatives to the cruise lines.”In 2018, she gathered a team of people distinguished by their deep knowledge of Norway to open doors to insider experiences. “Most companies selling Norway aren’t even based here, while we’re off visiting orchards, mountain cabins, privately run hotels and inspiring passion projects,” she says.Subscribe to gift this articleGift 5 articles to anyone you choose each month when you subscribe.Subscribe nowAlready a subscriber? Kate HennessyContributorKate Hennessy is a Walkley Award-winning arts and travel journalist. Follow her on Instagram @katehennessywriterFetching latest articles