How do you build brands and relationships in a changing world?

We are pleased to welcome Hedda Felin, CEO of Hurtigruten, to The Nordic Summit 2026 in Tromsø.

Hedda will be sharing how Hurtigruten is navigating shifting customer expectations as it feeds into the day's roundtable on what it takes to win and keep the digital customer.

Having led Hurtigruten since 2021, through the pandemic, a renewed focus on sustainable tourism, and the company's move to independent operation in 2025, Hedda brings first-hand experience of building customer trust and brand loyalty through sustained change, a challenge every Nordic merchant in the room will recognise.