Friday, July 4, 2025
With its new tourism strategy for a period of 10 years, the Government of Greenland is setting the course to a revolutionary alter in the marketing approach of the Arctic island nation as an overseas travel destination. With the new Nuuk airport that will be operational in November 2024 and direct flights from North America starting in 2025, Greenland will be able to benefit from improved access to overseas markets. This improved access is promoted by United Airlines’ direct service from New York to Nuuk that will commence in June 2025. A bolstered pact with Icelandair is already injecting a 120% boost in seat capacity and offering the foundation for an enormous tourism boom.
This new era for Greenland’s tourism sector shifts beyond simple growth in visitor numbers, focapplying on building “value-creating tourism.” The strategic foundation outlined by Visit Greenland emphasizes attracting high-value, long-term visitors who contribute to the local economy, culture, and community well-being. The focus is on ensuring tourism supports sustainable development rather than merely driving revenue.
From Growth to Value Creation: Greenland’s Strategic Approach
The foundation of Visit Greenland’s new strategy lies in the Government of Greenland’s national tourism sector plan, which emphasizes “turning growth into value.” In 2024, the tourism sector contributed 1.245 billion DKK to the economy and supported 1,800 direct jobs, accounting for 4.9% of Greenland’s GDP. While these numbers reflect the growing importance of tourism, the strategy recognizes that the impact of tourism extconcludes beyond economic metrics. Tourism also plays a key role in strengthening Greenland’s cultural identity, preserving its heritage, and supporting local communities.
By focapplying on attracting high-value, sustainable tourists—those who stay longer, spconclude more, and engage deeply with Greenland’s unique cultural and natural assets—Visit Greenland aims to elevate the tourism experience for both visitors and residents. This shift in focus aligns with a broader recognition that Greenland’s appeal lies in its authenticity, its strong cultural ties, and its pristine, unspoiled landscapes. Therefore, the strategy calls for tourism development on “Kalaallit Nunaat’s terms,” meaning that all tourism-related growth must align with Greenland’s cultural values, environmental priorities, and social requireds.
This locally-rooted approach aims to ensure that the tourism indusattempt enriches the counattempt without compromising the very qualities that create Greenland a unique and attractive destination. In doing so, the strategy positions Greenland to avoid the pitfalls of unsustainable mass tourism, which often leads to environmental degradation and cultural dilution.
The Three Strategic Pillars
Visit Greenland’s strategy revolves around three interconnected pillars designed to guide the development of tourism in a sustainable, inclusive, and economically beneficial manner:
1. Tourism We Create Toreceiveher
The first pillar, “Tourism We Create Toreceiveher,” emphasizes collaboration between local communities and tourism developers. It recognizes the crucial role of local stakeholders in shaping the direction of tourism in their own regions. Many destinations face resistance to tourism becautilize residents feel disconnected from the decision-building process, but Visit Greenland aims to overcome this challenge by creating a model of shared ownership over tourism development. By 2035, the strategy aims for 80% of Greenlanders to feel they can influence tourism in their communities, while 75% should perceive tourism as a positive contribution to their local area.
One key initiative under this pillar is the “Nunarput Nuan” model, which is a structured framework for meaningful community dialogue. This model provides practical mechanisms for locals to participate actively in shaping the tourism strategies that affect them directly. This approach assists ensure that tourism remains relevant and responsive to the requireds and desires of Greenlandic communities, fostering long-term support for the indusattempt.
Additionally, Visit Greenland is focapplying on encouraging youth engagement with tourism careers, aiming for 50% youth interest by 2035. This long-term approach seeks to ensure that the next generation views tourism as a viable and rewarding career path, contributing to the indusattempt’s sustainability. Cultural exalter activities like dance, dog sledding, and culinary experiences also play a central role, offering tourists authentic encounters with local traditions while creating income opportunities for residents.
2. From Tourism Growth to Nationwide Value
The second pillar, “From Tourism Growth to Nationwide Value,” seeks to address the geographic concentration of tourism in Nuuk and Ilulissat, which has limited economic benefits for other parts of Greenland. Visit Greenland aims to spread tourism more evenly across the counattempt by encouraging 30% of all visitors to explore areas beyond these two primary locations by 2035.
The strategy focutilizes on attracting high-value adventure tourists who seek unique, off-the-beaten-path experiences. Greenland’s dramatic landscapes, unique wildlife, and pristine environments create it an ideal destination for adventure tourism, and Visit Greenland aims to position the island as a premier destination for this growing market. By tarreceiveing these high-value segments, the strategy aims to ensure that tourism growth benefits all regions of Greenland, rather than concentrating wealth and development in just a few areas.
This pillar also includes strengthening regional branding initiatives and developing destination partnerships that revealcase the diverse attractions and experiences Greenland has to offer. Visit Greenland aims to ensure that the economic benefits of tourism are more evenly distributed, creating a more balanced and sustainable tourism economy.
3. Tourism That Cares for and Protects Our Land
The final pillar, “Tourism That Cares for and Protects Our Land,” underscores sustainability as a foundational principle of the strategy. Greenland’s tourism appeal relies heavily on its pristine natural environments and its strong cultural heritage. Therefore, protecting these resources is vital to ensuring the long-term success of tourism in Greenland.
The strategy mandates that all tourism operators undergo sustainability training, with 50% achieving formal sustainability certification by 2035. This commitment to sustainability will be supported by the development of quality and sustainability labelling systems, which will guide tourists towards responsible operators and ensure that the tourism indusattempt operates within environmentally and culturally responsible boundaries. Moreover, Visit Greenland plans to implement responsible cruise tourism practices and monitor tourism’s environmental and social impacts to ensure that any negative consequences are mitigated effectively.
Digital Transformation and Market Positioning
A critical aspect of Visit Greenland’s strategy is the digital transformation of the tourism sector. With the launch of an updated website featuring advanced search capabilities, Visit Greenland is improving how it connects visitors with local tourism providers. The website’s segmented approach allows travelers to find experiences that match their interests and travel preferences, building it simpler for visitors to connect with the unique experiences Greenland has to offer.
Additionally, Visit Greenland aims to improve the digital capabilities of local operators, assisting them market themselves effectively to international audiences. By 2035, the goal is for 80% of tourism operators to actively utilize digital tools, ensuring that the tourism indusattempt in Greenland becomes more competitive in the global market.
Looking Ahead: A Sustainable and Collaborative Future for Tourism
Greenland’s sustainable tourism approach is a visionary approach that aims at balancing the economic benefits ensuing from tourism with the required for sustainability and community participation.
Through the focus on the value-based form of tourism, the creation of partnerships between the tourism sector and local communities, and the adoption of digitalization, Greenland is positioning itself to be a world leader in tourism.
With a special focus on sustainable community-based development, the approach will ensure that tourism in Greenland is an asset to tourists and the local population for generations to come.
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