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Margaret Hystad, investing in tourism


Investor with special expertise and long experience from establishing and working with growth companies

 

Margaret Hystad is passionate about local tourism, and in the autumn of 2021 she bought the old venerable Utne Hotell in Hardanger. This is to preserve an irreplaceable cultural treasure, as well as make it somewhat more accessible in collaboration with the local population combined with an already established concept.

The main intention for the initiative is to gather and offer attractive experiences to both locals and visitors. “We see a clear trend where tourists seek authentic experiences surrounded by coast, fjords and mountains, often combined with dining experience and accommodation. We see great potential in this type of authentic experience.”

Margaret’s travel investment was established in 2019 through the company Viking Adventure AS, to interact activities and offers with the intention of including as many as possible. This in a vulnerable tourism industry with great potential that needed traction on Haugalandet (region between Bergen and Stavanger). The target group at establishment was initially a growing cruise market in the region with a low degree of anchored local value creation. Margaret has so far invested in speedboats, Fjord cruises, micro cabins and certification of local guides, as well as continued RIB activities.

 

Hear more about Margaret’s main philosophy on including the local community and collaborating with all actors to be able to offer safe and good experiences, as well as appear as an overall attractive destination on the industry day at TravelXpo!