During the test period, running from August 16 to September 18, Cruise Pass will be sold both on-board the cruises and at retail outlets in Stavanger, Bergen, Geiranger and Andalsnes.
In total, the cruises will carry around 24,000 passengers, although the supplier of Cruise Pass has not disclosed which cruise lines or ships are involved in the pilot programme.
Cost of the Cruise Pass for one cruise to Norway is NKr175(£14) per adult and Nkr80(£6) for a child providing discounts up to 40% on a range of products and services in multiple destinations including car rental, cafes, restaurants specializing in local food, Norwegian brands, souvenirs, Scandinavia-designed products, museums and tourist attractions and a range of activities.
‘The intention is not to compete with on-board shorex sales but as a supplementary product aimed at boosting tourist consumption on shore,’ says Wenche Nygard Eeg, founder of Cruise Pass and adviser at Cruise and Maritime Management Adviser.
Cruise Pass benefits both tourists and cruise lines, Nygard Eeg told Seatrade Cruise News, adding, ‘it can provide increased profitability from independent guests, better guest satisfaction, contribute to a stronger cruise product and compete against third-party shorex providers.’
The Cruise Pass can be branded with cruise lines’ logo.
Nygard Eeg says the number of vendors already signed up to the scheme stands at around 60 in 14 destinations but she sees this number gradually increasing with all major Norwegian cruise destinations included from 2016.
More cruise lines have also indicated their intention to start selling Cruise Pass on-board, she informs.
‘I firmly believe that Cruise Pass will contribute to a greater spend ashore by cruise tourists in Norway,’ said Nygard Eeg who tapped into funding from Innovation Norway to facilitate development of the product.
‘We want visitors to get a taste of Norway and to have pleasant memories of our country whether from a pre-booked excursion, a trip of their own by rental car or bicycle,  a cup of coffee, a lunch in a local restaurant, a taste of Norwegian seafood, a cultural or active experience, or shopping for local products.’
