One of world's most beautiful countries is begging tourists to come
One of the world's most striking and least visited countries is bucking the anti-tourism trend.
Greenland is extending an open invitation to globetrotters and sharing a warm message with eager adventurers across the globe: We're all set for your arrival.
"Come visit Greenland," invites Nukartaa Andreassen, an employee at a water taxi service in Nuuk. "Learn about it, learn about us. We love to have you. We love to tell our stories and our culture."
This island, rich in minerals and nestled in the Arctic, is embracing tourism with open arms. From whale-spotting odysseys to treks to the famed puffin island and guided tours of distant hamlets, Greenland is eager to exhibit its charms, hoping to shift focus away from past political squabbles, notably with Donald Trump.
"Our goal and mission is to present and be the ambassadors of Greenland," declares Casper Frank Møller, CEO of Raw Arctic, a Nuuk-based tour operation. "and to show what beauty you can experience while you're here."
Following the initiation of a newfangled flight path between Nuuk and Newark, New Jersey, expectations are high for a surge in tourist interest this year. The first-ever direct link from the United States to Greenland via an American carrier launched with fanfare on June 14.
Previously, U.S. voyagers had to stopover in Iceland or Denmark before continuing their journey to Greenland. This development has simplified travel significantly, much to the delight of travellers like Doug Jenzen, who was among the inaugural passengers on the United Airlines flight departing from New Jersey.
"I arrived with the intention of exploring some of the natural wonders on the world's largest island, aiming to promote ecotourism and sustainable travel while bolstering the local economy," stated Jenzen.
Cruise ships are already able to dock on the island, but they contribute less to businesses catering to tourists as passengers typically eat and sleep onboard.
In 2024, Greenland welcomed around 150,000 tourists, according to Naaja Nathanielsen, Greenland's business minister.
"We're keen to expand the tourism sector. It's a great fit for many in Greenland," added Nathanielsen. "Tourism is about good vibes. It's about sharing culture, history. It's about storytelling. And as Inuit, that's very much part of our heritage."
Earlier this year, Greenland found itself in the global spotlight when Trump announced his desire to gain control of the semi-autonomous Danish territory, either through purchase or potentially by force.
Denmark, a NATO ally, along with Greenland, have firmly stated that the island is not for sale and have condemned reports of the U.S. gathering intelligence there.
Despite the diplomatic strain, Frank Møller of Raw Arctic sees a silver lining.
"It has kind of put Greenland on the world map. And it's definitely a situation that Raw Arctic has used to our advantage," he said.
However, he emphasised that any expansion of the tourism industry should occur at a pace that respects the voices and comfort levels of the approximately 56,000 residents on the island.
Andreassen, from Nuuk Water Taxi, agreed. "It's very important for me to tell my own story. Because I always feel like when I meet new people, I always introduce a whole Greenland," she remarked. "It's important for me to show our own culture, our own nature. Not by television, not by other people from other countries."
During a boat trip in June, Pinar Saatci, a 59-year-old holidaymaker from Turkey, was thrilled to observe several whales leaping out of the sea.
"It's very exciting to be here, at the other part of the world, so far away from home," she exclaimed. "It's a very exciting and unforgettable moment."
Risskov Rejser has been organising jaunts to Greenland for Danish globetrotters via her travel agency. Nevertheless, she harbours concerns over the effects of a deluge of tourists.
"For me, the worst thing would be if mass tourism starts and people come here, and sort of look upon the Greenland people as if they were a living museum," she stated. "It has to be done in a respectful way and you have to consider what the consequences are."
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