Trolltunga features prominently in promotional material from DMOs in Norway. Indeed, it is often found on the cover or in double page spreads. These images refer almost exclusively to the rock ledge and the unique photo opportunity that exists there. From my experiences, it did seem that the rock ledge at Trolltunga was the current star of Norwegian tourism. Its image kept popping up throughout the trip: on postcards and brochures, a glossy canvas in the restaurant at our hotel, in a slideshow at the rental car office… Throughout the trip, we (I), felt its presence: something worthwhile, something we should go and do…
The image the rock ledge at Trolltunga sits within the context of wider Norwegian Tourism. Fjords are an iconic image of Norway. This distinctive landscape underpins Norway’s destination image as “powered by nature”. Fjords and glaciers have been popular destinations in Norway for a long time. The ‘discovery route’ developed for continental tourists was popular in the early c20th as tourists moved by passenger liner or horse and cart along the Hardanger Fjord. Industrialisation ended this tourist rush as industry and pollution tarnished the views. Yet, in the later half of the c20th, Norwegian tourism was reinvigorated by new forms of excursion like cruises and self-driving tours as supported by the growth of destinations like Bergen, Trollstigen, the Lofoten islands and the North Cape. In recent years, hiking has ascended as a more active way of experiencing the Norwegian landscape. An example of this can be seen in Pulpit Rock (Preikestolen) near Stavanger. Much like Trolltunga, this impressive rock platform is accessed via a strenuous hike. The sites of Pulpit Rock and Trolltunga are quite similar, yet there are salient differences. The hike at Pulpit Rock is considerably shorter and the rock platform is much larger and flatter. The ‘iconic’ images of these sites reproduce these differences. Images of Pulpit Rock usually show a heterogenous group of visitors (from a quick browse of Google image search, around 20-40 people), or, if the subject is alone, the foreground is much shorter than at Trolltunga and thus the image less impressive. In contrast, images of Trolltunga usually feature a single traveller or a small intimate group on the rock ledge and generally do not show unknown others. Saliently, Trolltunga has a turn-taking system ensuring that tourists can get a photo by themselves or with chosen others on the ledge (someone in line may take this shot for them). This system is undoubtedly safety-oriented given the rock ledge’s narrow profile and steep drop-off, however, it likely responds to the photographic opportunities presented by this space as well. The catwalk-like shape of the rock ledge at Trolltunga, combined with the magnificent view in the background creates a unique space for photographs which is simultaneously intimate and transcendent. The ledge at Trolltunga is thus a stage; a space of self-performance where a single actor or group of actors enact a monologue or dialogue for the (online) audience. Owing to the wide reach of Trolltunga images in both social and mainstream media, tourists may perform a self that is concocted in advance, one that is imagined as tickets are booked and finalised during packing when costume and props are decided upon. Digital photography and social media are an explicit context for this performance, and, thus, for the site as a whole. The arduous nature of the journey (a 20-30 km return hike done either in one day or combined with overnight camping) adds legitimacy to the traveller’s chosen performance on the rock ledge (and is often mentioned in comments). Travellers’ self performance is thus earned not merely self-proclaimed.
The image of Trolltunga in promotional materials, foregrounding, but perhaps underplaying, the challenging nature of the hike, portrays the rock ledge as a space where identity is constructed. The active nature of hiking supports traveller’s self-presentation, allowing them to assert self-image through choices in performance, capture and display. The arduous hike, and self-transformational nature of tourism itself, add credibility to the performance at Trolltunga. The performative space of the rock ledge builds on the context of Norweigan nature tourism as a whole including sites like Pulpit Rock. Indeed, one should not miss the symbolism that a pulpit is indeed a kind of stage. This symbolism is enhanced by the physical shape of the ledge at Trolltunga and furthermore the construction of touristic place by tourists themselves (i.e. turn-taking) which is shaped by the pedagogical and performative background of social media. While the spatial and interpersonal relationships at Trolltunga have a predominantly harmonius nature at present (excepting rescues, accidents), it is worth considering how sustainable this atmosphere is considering growing tourist numbers, and whether there will need to be any changes in this place (the path, for example, or other amenities) as tourist numbers grow. If so, what effects would these have on this “natural”, challenging experience?
1) “Powered by Nature” from Visit Norway homepage
2) A modernised version of the “Discovery Route” promotion at a hotel in Hardanger region
3) Visual your improved self, while enjoying our complementary buffet breakfast! Oslo airport hotel.
4) Promotional materials and postcards
5) Trolltunga vs Pulpit Rock as presented in Fjord Norway brochure. Full page image below. Notice the intimate vs shared nature of the rock platform.