Greenland is planning tourism on its own terms
It should benefit the whole country.
And, to bring this to reality, Greenland has developed a comprehensive 10-year strategy. It looks beyond the global traditional focus visitor numbers and to prioritises 'value-creating tourism'.
The 10-year strategy spearheaded by Visit Greenland sets a framework for strategic priorities and initiatives between now and 2035.
And it is timely. A new international airport opened in the capital, Nuuk, in November 2024. It's a pivotal moment, as this completely shifts access to Greenland. It lines it up as a reachable Arctic destination.
The first United Airlines direct flight from New York to Nuuk arrived in June, 2025.
And Visit Greenland's partnership with Icelandair has brought a significant increase in visitors.
But Greenland is committed to manage tourism growth on its own terms.
Visit Greenland is the country's national tourist board and its chair, Anette Gronkjaer Lings, is the founder of Greenland Dog Adventure. The company, which is now run by her daughter, Julia, is 'committed to the conservation, protection, and study of the Greenland sled dog and its cultural heritage.'
It has more than 40 Greenland sled dogs and its preservation program.
The company's mission statement adds: 'Our integrated approach includes close collaboration with local communities, governments, and international partners to ensure the survival of this iconic species and the traditions it supports.'
Annette started the company after seeing the decline of the country's sled dog population, as modernisation of tools and hunting methods and the impact of climate change reduced the need for ice-based transportation. Melting ice has meant more use of boats for fishing and hunting.
Her own business is an embodiment of the 10-year strategy: 'The strategy focuses on strengthening tourism development with consideration and respect for nature, culture and people. It clarifies how the organisation will work towards making tourism a responsible and long-term driver of societal development, focusing on creating value, pride and new opportunities locally.
'Visit Greenland's job is to bring stakeholders together, promote collaboration and develop solutions that create real and lasting value — locally and nationally.'
It's quality over quantity, ensuring tourism contributes meaningfully to Greenlandic society rather than simply generating revenue.
Anette adds: 'Greenland is experiencing increasing international attention, new airports and a growing interest from travellers abroad, which creates great opportunities for our country but also significant responsibilities.
'With this strategy, Visit Greenland takes clear responsibility for seizing opportunities wisely and contributing to tourism development for the benefit of both the population and our guests.'
THREE LANDMARKS
Visit Greenland's strategy has three key objectives — benchmarks for tourism development towards 2035.
+ Tourism must be co-created. The strategy says: :'We want people to feel ownership and co-responsibility, and we want tourism to be something we develop with — not around — the people who live in the country.'
+ Focus on value creation. 'It's not just the number of visitors, but also the quality of their stay, engagement and contribution to society that takes centre stage. Tourism should benefit the whole country, both geographically and year-round, and boost local businesses, jobs and experiences.'
+ Tourism must be developed in balance with the country's most valuable resources: nature, culture and community. 'Tourism must not erode what makes Kalaallit Nunaat special. It must be responsible — both in practice and in principle — and developed with respect for all that we share.'
fact file
Visit Greenland: visitgreenland.com
Greenland Dog Adventure: backcountrygreenland.com/dog-adventures/
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