TORONTO — It’s a tall order to summon the Northern Lights to Toronto – so Hurtigruten did the next best thing by bringing its very own Chief Aurora Chaser to the city to talk auroras, magnetospheres and more.

As reported in Travelweek earlier this year, scientists predict that the solar maximum in 2024-25 will bring the most frequent and impressive Northern Lights in over a decade.

In Hurtigruten’s view, “there’s no better place to experience the Northern Lights than from a Hurtigruten ship, as we sail through the large geographical hotspot for the Aurora Borealis (Nordland, Troms and Finnmark).”

This season, Hurtigruten is also celebrating the 10th anniversary of its Northern Lights Promise.

Travelweek connected with Chief Aurora Chaser, Tom Kerss, as well as Carly Biggart, Head of Hurtigruten Americas, to find out more.

Travelweek: Hurtigruten believes so strongly that its passengers should see the Northern LIghts, that it offers a Northern Lights Guarantee. Can you tell us how it works?

Biggart: “We are celebrating 10 years of our unique Northern Lights Promise this season. While we have offered guests cruises to see the Northern Lights since 1893, this coming winter season will be one of the best ever to see this natural phenomenon due to the solar maximum. Hurtigruten really does offer one of the best possibilities in the world to see the Northern Lights as our ships travel through the large geographical hotspot for the Aurora Borealis – Nordland, Troms, and Finnmark in Northern Norway – for multiple days each sailing, hence our confidence to our guests.

“Additionally, the chances of viewing the Northern Lights from a ship are significantly better compared with on land, especially with minimal light pollution onboard Hurtigruten’s ships. We’ve also been offering astronomy-led itineraries for over a decade now, and we’ve increased the amount due to their popularity. And earlier his year, we also introduced our very own, and the world’s first, Chief Aurora Chaser, Tom Kerss.”

Travelweek: Can you share any anecdotes with us that underline the high importance travellers place on experiencing the Northern Lights?Kerss: “We have such a remarkable variety of travellers from all over the world, and each have a unique desire when it comes to the Northern Lights. This year I met a young couple from Mexico who travelled so far to fulfil their dream of seeing auroras in Norway. On our first night in view of the oval, we witnessed a quiet, gentle display. From my long years of experience, I know that this is the baseline for a sighting, and that things can be much more spectacular. But the young couple was absolutely spellbound at just a glimpse. Needless to say, when we saw grand auroral displays later in the voyage, they were completely overwhelmed and by the time we all said our goodbyes, they had made life-changing memories.

“Last year I met Jim, a now-retired professional photographer from Colorado, with decades of experience capturing the natural world. Most budding aurora-chasers want to take as many photos as time allows, but Jim – insisting upon his retirement – simply took the phenomenon in by eye. We had several long nights out in the cold together, talking about everything and appreciating the Northern Lights without a camera. I saw my favourite natural wonder through Jim’s eyes, and gained a new perspective as a result. I hope that when I reach my retirement, I’ll remember to be more like Jim.”

Travelweek: For the curious, what’s involved in being a Chief Aurora Chaser?

Kerss: “No two days (or nights) are the same when you’re the Chief Aurora Chaser! My role takes me around the world and very frequently to Norway, where I can witness the Northern Lights aboard Hurtigruten’s fantastic fleet. I help our travellers understand auroras at every level, from history and science to popular culture and photography, and also liaise globally with the media to make this uniquely beautiful phenomenon accessible for all.

“I’m also involved with working to make the already world-class Hurtigruten aurora-chasing experience even better. The Sun has reached its maximum period of activity for the current solar cycle, and interest in the Northern Lights is at fever pitch, so it’s a busy and exciting time to be the world’s first Chief Aurora Chaser. Moreover, I work with Hurtigruten’s brand team to create inspiring content that advisors can use, for instance, to share with their clients who are considering Norway and or where would be the best place to see the Northern Lights.”

Travelweek: Is there anything travel advisors should have on their radar when booking Hurtigruten for their clients in 2025?

Biggart: “The Northern Lights are continuing to dance in the skies in Norway and are at peak viewing for the next two to three seasons. Our Northern Lights promise, which goes from Sept. 20 through March 31 each season, is a worthy confidence-builder for agent’s clients to see the lights while immersing themselves in the coastline of Norway.

“For those who want to learn even more about the Northern Lights we would encourage advisors to look at our wide range of astronomy tours for their clients. We also have an amazing new land and sea tour called Follow the Lights, which includes chasing the Northern Lights in Finland, which continues to gain popularity.

“Beyond the Northern Lights, and also our popular Midnight Sun sailings during the summer, 2025 will continue to be a heavy focus on our award-winning culinary and spirits program. Today, 80% of all food onboard is locally sourced along the Norwegian coast, and 60% of the 154 drink products are now Norwegian. Our premium, all-inclusive Signature Voyages will delight any culinary aficionados whether it is the Svalbard Line in summer and the North Cape Line in winter, which is operated by our upgraded and refurbished ship MS Trollfjord. Its a la a carte restaurant, Røst, has received incredibly positive feedback, with many seasoned cruisers claiming it is the best restaurant on the sea.”

Travelweek: 2024 was a big year for the company. What’s been the reaction from travel agents?

Biggart: “In 2024, we have taken the opportunity to build trade tools and partnerships to ensure proper support when clients are asking for destinations that are recommended for off-peak travel, cooler climates, authentic connection with the region and the people, adventure, culinary, and sustainable travel that Norway and Hurtigruten are their destination of choice.

“The reaction has been incredibly positive with record growth for both groups and FIT bookings. We have partnered with Approach Guides and BranchUp and developed our first every advisor guide. Supporting flyers, videos, webinars, sales, and marketing team are all a quick connection away. If advisors haven’t had the opportunity to utilize these selling tools we encourage them to join our Facebook group, agent portal, and or email distribution list for succinct updates on the opportunities to sail one of our eight ships in Norway year-round with our Original or Signature voyages.

“In terms of truly providing the most authentic Norwegian experience, being the only travel brand to be part of the launch of the major Made in Norway initiative, which is a visionary project by the Norwegian government and spearheaded by Innovation Norway, a key partner of us. The initiative was created to promote and celebrate the very best of Norwegian craftsmanship, authenticity, and sustainability on a global scale. That accolade truly highlights how synonymous Hurtigruten is with Norway.

“Another major focus this year was finalizing the complete separation from our former sister brand HX (Hurtigruten Expeditions), which will hopefully make it easier for advisors to fully understand what a unique and authentic product Hurtigruten offers in the destination we know better than any other cruise line with our 131 years of experiencing servicing the Norwegian coast.”

For more information see Hurtigruten.com.