Central to Tromsø Friluftsenter is the core value of sustainable thinking for a sustainable future, something that has been internationally recognised. Tromsø Friluftsenter was the first tourism agency in Norway to carry the illustrious blue flag, known worldwide for substantial knowledge about the environmental implications of tourism and ways to combat them on a daily basis. The family business is run by the father- and-daughter duo, Alf and Trine Risvik. The pair does a great deal of the guided tours and direct customer interaction. They keep the tourist groups small and intimate, avoiding big crowds.