From its origins to a leading Arctic tourism provider
When you choose to travel with Best Arctic Group’s services, you are not just joining a tour, you are stepping into a story that began more than 65 years ago, on narrow roads winding through Northern Norway. Our history is deeply rooted in the Arctic, in local communities, and in a family legacy that continues to shape who we are today.
A family business born in Northern Norway
The story starts in 1957, with the foundation of Bussring, a family-owned bus company with roots in Nordreisa, about four hours driving from Tromsø. Back then, Northern Norway was a very different place. Distances were long, infrastructure was limited, and communities were often separated by high mountains, deep fjords, and harsh weather.
With a single small bus, Bussring began transporting people between villages in North Troms. These early journeys helped connect communities, taking children to school, neighbors to gatherings, and families to important social events. On winding northern roads, under the midnight sun and the northern lights, it became a lifeline in the region, contributing to viable communities and strong social ties.
This company later on originated what we nowadays now as Bussring. Since the 1950s, the company has worked with purpose and dedication. What began as a small family operation has grown into a modern logistics partner and tour operator, without ever losing its local soul.
Henry’s story: A childhood shaped by the road
At the heart of Best Arctic’s story is Henry, today our Chief Business Developer, whose childhood is inseparable from the early days of the company.
Henry grew up in humble circumstances. His parents were sheep farmers, and to make ends meet they bought a small Volvo bus. Both parents drove in shifts, day and night, in all kinds of weather and terrain. At that time, there was no kindergarten, and Henry was too young to stay home alone.
So when his mother, Lilly, drove the bus, Henry sat in the front row, tied securely with a scarf. Every night, when he went to bed, he brought two toys with him: a dish and a wooden spoon. The dish became the steering wheel, the wooden spoon the gear lever. That’s how Henry drove the bus into dreamland.
Before turning 30, Henry bought his first bus and began his own journey into the bus and tourism industry. He went on to give thousands of tourists their first encounter with the Arctic summer and the midnight sun at the North Cape, an adventure that would later grow into something much bigger.
How Best Arctic was born – From Tromsø Safari to a top leader Arctic tourism provider
While Bussring laid the foundation, Best Arctic as we know it today was born out of a bold winter vision.
In 2012, four local founding fathers saw an opportunity that would change Tromsø forever. At the time, Tromsø was primarily known as a summer destination, but winter tourism was still in its early stages. These pioneers believed that the Arctic winter deserved its moment. Their idea was simple but powerful: invite the world to Tromsø to experience the northern lights. That vision became Tromsø Safari.
Using the buses and minibuses from Bussring, Tromsø Safari began transporting guests out into the Arctic night in search of the aurora borealis. With local knowledge, professional drivers, and a deep respect for nature, the company helped turn northern lights chasing into a safe, accessible, and unforgettable experience.
The idea proved to be a turning point. Tromsø Safari didn’t just attract visitors, it helped ignite the winter tourism industry in Tromsø, contributing to the city’s growth into one of Europe’s leading Arctic winter destinations. What started with a few tours quickly became part of a much larger movement that shaped Tromsø into what travelers know and love today.
As the company grew and its offerings expanded beyond safaris, the brand evolved. In 2021, Tromsø Safari officially rebranded to Best Arctic — a name that better reflects the full scope of experiences, destinations, professionalism, and Arctic expertise the company represents today.
Guests who are curious to learn more about this transition can read the full story of the rebranding here.
From Bussring to Best Arctic Group
More than 50 years later, that original bus adventure has grown into what is now known as Best Arctic Group, counting 40 buses and over 100 employees.
The group has evolved through different phases and brands, and today consists of three main companies:
- Bussring – logistics, maintenance, and bus charter
- Best Arctic – tours and Arctic experiences, including sales, product development, operations, booking, marketing, and customer service
- Farout – a Norwegian inbound tour operator specializing in tailor-made itineraries and the cruise market
Together, these companies allow us to offer safe, seamless, and authentic Arctic experiences, from transportation to unforgettable adventures.
Proudly local, deeply Arctic
Being local is not a slogan for us, it’s who we are. Our owners are Norwegian, both living in Tromsø, and the company was founded by the parents of one of them. They still work at the office in Tromsø, every single day. Our CEO is Norwegian, born and raised in Tromsø, with deep knowledge of the region and its people.
Most of our bus drivers are Norwegian, but we also have and welcome other drivers from other nationalities, who are experienced professionals who know Arctic roads, weather conditions, and safety like no one else. This local expertise is a cornerstone of everything we do.
At the same time, our office reflects the world we welcome. We are proud to have a diverse team, with both Norwegian colleagues and international employees. We believe that different backgrounds, cultures, and perspectives make us stronger. At Best Arctic, everyone is welcome, no matter where they come from.
Supporting local businesses and a circular economy
Best Arctic is committed to supporting the local economy. We collaborate closely with local suppliers and partners, from activity providers to accommodation and services. By sharing our revenue with local businesses, we help create a circular economy, where money stays in Norway and benefits the communities we operate in.
This approach strengthens local livelihoods, preserves Arctic knowledge, and ensures that tourism contributes positively to the region, today and for generations to come.
A legacy that drives us forward
From a small bus in North Troms to a leading Arctic experience provider in Tromsø, Best Arctic’s journey is built on trust, hard work, family values, and deep local roots.
When you travel with Best Arctic, you travel with people who were born here, live here, and care deeply about the Arctic. And that makes all the difference.
