“Why is our way of living ‘fake news’?”: Norwegian ‘time-free zone’ leader responds to media backlash
The leader of the Sommarøy ‘time-free zone’ project has hit back at media backlash over the alleged PR stunt that put the destination on the map.
Last week, an island lobbying to make itself a time-free zone was found out to be a PR stunt headed by Visit Norway and Innovation Norway, the country’s public tourism board. This prompted an apology by the director of Innovation Norway, Håkon Haugli, who promised that “we will not do such a thing again”.
The idea behind the TIME-FREE ZONE project, started by community member Kjell Ove Hveding, insisted that disregarding watches would make it easier for residents, especially students, employers and workers, to make the most of the precious months when the sun does not rise in the region through November to January.
Innovation Norway caught wind of the story and worked with the islanders to capitalise on the push for a time-free zone, with Hveding meeting with a Norwegian member of parliament on 13 June to hand over the locals’ signatures and to discuss the initiative, with cameras at the ready.
The project was then sent to media agencies around the world, garnering massive attention for the island; Innovation Norway celebrated the success by gloating that the “response has been exceptional”.
Hveding has defended the project, saying that it is entirely genuine:
“It is real. It isn’t ‘fake news’ … We told our story, and we have told it openly and honestly,” Hveding said.
“On Sommarøy, we have lived in a time-less way for generations, with fishermen and others who have used the weather, the light, and the tide as work hours. I grew up taking a siesta every day, and when Innovation Norway suggested we should focus on the clock and the time, I naturally said yes. In the middle of the night, we do everything from painting our houses and mowing our lawns to going on swims and boat trips, while the rest of Norway is sleeping. And there are a lot of children on Sommarøy who don’t have a strict bedtime during summer,” he said.
Hveding said covering a bridge with watches was his idea, and that he also encouraged other islanders – if they wanted to – to do the same as a personal decision to take their own time seriously.
However, Hveding did admit that VisitNorway had collaborated with agencies, produced videos, and sent out press releases to promote the project. He said that the criticism VisitNorway had received for not being upfront about its role in the project was valid. He also said he did not think the time-free zone would be formalised.
“We, the people of Sommarøy, have told the story of how we live, and of how we wish to take it even further. We wish to continue to tell our story, even if VisitNorway’s project has ended.”
Latest News
Nauru Airlines offers new direct flights from Brisbane to Palau on ‘Paradise Express’
Nauru Airlines is offering new direct six-hour flights from Brisbane to Palau on the ‘Palau Paradise Express’ to the 300-island archipelago, with launch fares from $999 return. Nauru Airlines will commence direct flights between Brisbane and Palau from 21 May 2024, opening the new non-stop air route to this archipelago nation of more than 300 […]
Etihad Airways boosts connectivity with five interline partnerships
Etihad high fives itself with interline partnerships with a handful of new airlines, including Rex.
Discover the Enchantment of India- A Tale of Timeless Cities
Whether you're game enough to test out the street food or not, we recon India should be top of your list.
Qantas cops $100m penalty with passengers to get $20m back over cancelled flights
Qantas cops a $100m civil penalty, passengers to get back $20m over cancelled flights to resolve ACCC court battle.
Search underway for missing cruiser of Sydney Heads
Carnival Cruise Lines have confirmed a search is underway for a passenger who went overboard P&O Cruises Pacific Adventure about 20 kilometres off Sydney Heads this morning. Pacific Adventure was due to dock at Sydney Harbour at 6am this morning but is now searching the waters after a man went overboard around 4:15am. One passenger told 2GB […]
Wendy Wu Tours ‘Wonderlust Sale’ offers the wonders of the world for less
Wendy Wu Tours opens the month of May with some very special deals across its most sought-after destinations. From Japan, China and South Korea to Southeast Asia, Central Asia and across India and Latin America, the ‘Wonderlust Sale’ sees all destinations on sale. The ‘Wonderlust Sale’ is an offer too good to resist with incredible […]
Booking.com launches AI Trip Planner in Australia and New Zealand
Booking.com has announced its AI Trip Planner (Beta) is now available for travellers in Australia and New Zealand, the first markets to launch in Asia Pacific. Until now, AI Trip Planner was only available for US and UK travellers after it was launched in the Booking.com app in June last year. Built using Booking.com’s existing […]
Voyages celebrates 40 years at Uluru with two new immersive experiences
No plans for celebrating your 40th this year? Here's a hot tip from us.
SkyDeck: The inflight entertainment you could never have imagined
Forget those external cameras you can live stream while in the air... With SkyDeck you can check it out for yourself.
Second Boeing whistleblower dies of ‘mystery infection’
Joshua Dean died from a fast-growing mystery infection on Tuesday.
Aussie winners of American Airlines ‘Sell Your Way to the USA’ announced
Show me the money! For the winners, Sell Your Way to the USA was worth getting involved in.
ANZCRO celebrates 30th with special edition of iconic New Zealand Book
Choice bro! ANZCRO celebrates its 30th with a special edition of its iconic New Zealand Book. Chur!
Room to move at Cairns Harbourside Hotel with ‘spacious’ new family package
Moody teens can eat two-minute noodles while younger brothers and sisters get to eat free with mum and dad. Win, win!
A&K unveils lavish around the world wildlife adventure in private jet
The kind of holiday that if you need to ask the cost, you probably can't afford it.
Flight Centre and Reforest hit one million trees target early
Nice one Flight Centre, we think you've earned an early Friday knockoff.
New cruise options spearhead stacked APT 2025 program
Just in case you thought you were running out of cruise itineraries, APT's here with a fresh batch.
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.
Sober travel and TikTok guide Australian Gen Z trips
Can you call it a sober holiday if you enjoy a few glasses of red on the flight? We think yes.
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.
Qantas ‘working urgently’ to fix app data leak
Qantas is looking into customer reports that passengers have this morning been able to access other passengers’ personal information on the airlines app. X user Lachlan posted that he was able log into different accounts every time he opened the app. My @Qantas app logs me in to a different person each time I open […]