Maloy Adventure: Cruise Europe new Associate member
Maloy Adventure (Måløy Adventure, Norway) was originally established in 2022 by 30 local businesses as a destination development company, with the goal of developing Maloy into a vibrant and responsible travel destination.
As there were no shore excursion agents willing to invest in product development or destination growth in the area at that time, MA also took on that role in order to ensure that cruise tourism could create value locally, entering into direct agreements with cruiselines.
“This decision laid the foundation for a close and constructive relationship between cruise operators, local suppliers, and the community, ensuring that cruise tourism contributes positively both for guests and for residents,” says ceo, Frank Willy Djuvik.
From the beginning, the company chose to focus on sustainable excursion development. It wanted to ensure that cruise tourism would generate local value while protecting the nature, culture, and heritage that make the Norwegian coast so special. “By working closely with local guides, transport providers, farms, museums, and small businesses, the company has developed authentic experiences rooted in the local community. This approach has helped create competitive pricing for cruise guests while ensuring fair income and stable growth opportunities for local partners,” adds Djuvik.
Over time, the demand for locally developed, high-quality shore excursions grew beyond Maloy itself. Today, the company delivers and develops excursions across much of Western Norway, including destinations such as Alesund, Geiranger, Olden, Nordfjordeid, and Leirvik. The company also works closely with municipalities and destination companies along the coast to prepare communities for cruise visits and to ensure that tourism growth happens in a responsible and sustainable way.
In its first year of operation in 2023, the company worked on about 30 calls from companies such as MSC Cruises. This year, the number is more than 170 in several ports and for most cruise companies calling the Norwegian coast, such as AIDA, Holland America Line, Ambassador, Costa and more that are attracted to MA’s ethos, as Djuvik explains.
Together with local partners, Maloy Adventure has also developed its own system to map and document how cruise calls and visiting passengers impact nature, culture, the local community, value creation, and employment. “This knowledge helps destinations make informed decisions about capacity, product development, and long-term planning. It also gives cruiselines confidence that their operations contribute to sustainable tourism and local prosperity,” explains Djuvik.
Through national partnerships with GAC and Norwegian Travel, the company has established Shorex Norway, a network that makes it possible to develop and deliver sustainable excursions in cruise ports across the entire country. This collaboration aims to ensure consistent quality, strong local connections, and reliable operations for cruise lines visiting Norway.
“By continuing to invest in sustainable excursion development and community partnerships, Maloy Adventure aims to help ensure that cruise tourism along the Norwegian coast remains both competitive and responsible for years to come,” concludes Djuvik.
(Maloy Adventure: Cruise Europe new Associate member)
