Norway, the luxury of living in nature

In Norway there is a very clear idea: the earth does not belong to man, man belongs to the earth. It is not just an idea, it is a deeply rooted philosophy of life. The country even has a law known as the right of access to nature(Allemannsretten), which allows anyone to move freely through the natural environment, always with respect. Walking, crossing open landscapes or coexisting with the environment is understood as something natural. It is not surprising, then, that some of its most emblematic hotels do not seek to impose themselves on the landscape, but to coexist with it. In Norway, even the architecture accepts that nothing is permanent.

Sorrisniva Igloo Hotel

Every winter, this ice hotel is built from scratch on the banks of the Alta River. When spring arrives, it melts and returns to the nature from which it was born.

Kirkenes Snowhotel

Snow sculptures, frozen rooms and ephemeral architecture that is remade year after year, in a constant dialogue between design, climate and arctic landscape.

Svart (Six Senses)

At the foot of the Svartisen glacier, this circular design hotel on the water marks a before and after in sustainability. Conceived as a positive energy accommodation, it produces more than it consumes and minimizes its environmental impact by “floating” over the fjord on stilts.

Wolf Lodge (Polar Park)

Located inside the northernmost animal park in the world, this lodge offers an experience as exclusive as it is difficult to forget: sleeping inside the wolves’ enclosure. The glassed-in rooms look directly onto their habitat.

Living nature, not looking at it

In Norway, activities are not conceived as an extra to the trip, but as the most direct way to understand the environment. Here everything happens outdoors, in contact with the cold, the silence and the open landscapes. The idea is not to accumulate experiences, but to live them calmly, letting nature set the pace again.

Mushing under the Northern Lights: The experience is in self-drive dog sledding format: each couple drives their own husky sled through snowy landscapes and, if you are lucky, there is a chance to see the Northern Lights during the ride.

Ice Karting: For groups looking for a more dynamic activity, some resorts -especially in areas such as Geilo or the north of the country- offer karting circuits on frozen lakes. It’s fun, competitive and pure adrenaline on ice.

The sun that does not hide

In northern Norway, something happens that is hard to imagine for those who have not experienced it. For several weeks in summer the sun never quite sets. At midnight, instead of darkness, there is a soft, golden light that lingers on the horizon, as if the day is reluctant to end. It is what is known as the midnight sun, a natural phenomenon that completely changes the perception of time and transforms any activity into something out of the ordinary.

Whale safari under the midnight sun: From destinations such as Andenes or Tromsø, private boat trips are organized to watch orcas and humpback whales. Doing it at eleven o’clock at night, with that constant light that seems like an eternal sunset, turns the experience into something difficult to forget and completely redefines the idea of luxury.

Arctic Floating at Vervet: It consists of floating in arctic waters with a thermal suit that keeps the body dry and warm. It is an easy, safe and suitable activity for almost everyone, ideal to disconnect for an hour or two and add a different moment to the program.

Wellness as a way of being

Norway is not just about adventure. As we mentioned, the term kos also speaks of well-being, of lowering revolutions and feeling at ease without great artifice. Therefore, beyond dynamic activities, the destination offers more leisurely experiences, designed to reconnect with the environment and with oneself, where nature is once again the central element.

Urban Saunas – SALT Oslo: Located opposite the Opera House, SALT is one of the most unique cultural spaces in the city. Art, music and Nordic architecture coexist with Árdna, one of the largest saunas in the world, built inside a structure inspired by the old fish drying sheds. A place where afterwork becomes a ritual, with sauna sessions, DJ sets and private events in an environment as bohemian as it is vibrant.

Sauna and cold bath in nature: Alternating the warmth of the sauna with a bath in cold water, surrounded by natural scenery, is part of the Norwegian wellness routine. A simple experience deeply connected with the environment.

How to communicate?

And as for how to communicate all this, Norway has also known how to do it in a coherent and courageous way. If you’ve been to ibtm World, you surely remember the most talked-about claim (or butt) in the industry: that Visit Norway graphic that perfectly embodied the notion of nature (in all its forms!). Beyond provocation, it was a direct and honest way of explaining the destination, aligned with their way of understanding the environment. A piece that has remained in the collective memory of the sector. Communicators: it’s worth daring a little.