8 3 experience with us, it’s important that we include ports of call that provide easy access to popular attractions.” For Ambassador Cruise Line, these attractions include Norway’s fjords, featured in the line’s Fjordland cruises, as well as some of the hidden gems of Denmark, Sweden, Latvia, Estonia and Finland. “Destination experiences are very important as they give our guests the opportunity to enjoy attractions and visit areas that are not always easily accessible by air or on package holidays,” says Lupino. “We work closely with our local agents to deliver cultural experiences and ethical and sustainable options.” Like in most other industries, sustainability has become a key theme in improving business operations and meeting customer demand. To deliver on this, Cruise Baltic and its member ports have been creating more sustainable shore excursion options for cruise guests. “For example, many of our Baltic destinations offer bike tours to see the local landscape,” says Skaarup. “Some ports also encourage visitors to travel by river and in the archipelagos, both for tours and as an alternative to road transport. Others have also developed tours with electric and solar-powered boats.” These strategies not only promote more environmentally friendly activities, but also improve guest experiences, for example by enabling them to visit places that are less crowded with tourists. “It impacts cruise guests and locals, so our destination partners have been developing more shore excursions outside city centres,” adds Skaarup. This focus on slow tourism has been particularly encouraged by small cruise operators, including Fred. Olsen. “We know that our guests want to have real experiences when they travel with us,” says Lister. “They don’t want mass-market tours or to battle large crowds, instead they’re looking to experience different cultures and immerse themselves in “ Guests visiting this part of the world with us are pretty adventurous, and really want to have new and unique experiences while they are there” Martin Lister, Fred. Olsen Cruise Lines Visitors to Northern Europe can make the most of many unique experiences, including the northern lights which are visible in Norway Photo: Ambassador Cruise Lines
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