There is a clear and growing demand for Greenland in the US market, but there are also concerns about regularity and capacity.

Overall, the participation in Denver was both a confirmation of the potential of the American market and a reminder of how important it is that the adventure industry in Greenland is strong – with both operational reliability and a clear common direction, says Hotel SØMA, which participated in Adventure Elevate North America 2025 in Denver, Colorado at the end of May.

Overall, it was

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Overall, the participation in Denver was both a confirmation of the potential of the American market and a reminder of how important it is that the adventure industry in Greenland is strong – with both operational reliability and a clear common direction, says Hotel SØMA, which participated in Adventure Elevate North America 2025 in Denver, Colorado at the end of May.

Overall, it wasAnnouncement

Contact us in USA

But Hotel SØMA also noted that American travel agents are concerned about the regularity of flights to Greenland, and whether the capacity is large enough to accommodate many tourists.

– I saw a clear interest in Greenland at Adventure Elevate North America 2025 in Denver Colorado at the end of May. The tourism fair is aimed at the adventurous segment that seeks unique destinations outside of mainstream tourism, says Magnus R. Elleby, COO of Hotel SØMA in Ilulissat, Aasiaat, Sisimiut and Nuuk.

It was a travel fair and networking forum that was both relevant and rewarding for the Greenlandic participants. It is particularly well suited to the Greenlandic market, where adventure, authenticity and nature are at the center.

– Hotel SØMA brought home 3-4 new warm partners and several good contacts with potential for future collaborations, informs Elleby.

Interest and values

The US market is exciting because it is large, well-defined and driven by travelers who know what they want: unique adventures, high quality, great comfort and strong narratives. 

– This is something that Hotel SØMA, with its local presence, great facilities and focus on present guest experiences in both Nuuk, Ilulissat, Sisimiut and Aasiaat, can deliver, assesses Magnus R. Elleby.

The travel fair also fit very well with SØMA’s values.

It was clear that the participants at the conference appreciate sustainable solutions and tourism that gives something back to society, something that Hotel SØMA as a non-profit organization does precisely through its social work among seafarers and local communities. Hotel SØMA is the new name for the former seafarers’ homes and is run by the Seafarers’ Mission in Denmark.

– It creates conversations that go beyond the commercial – and the American agents who attended the travel fair appreciated that, says Elleby.

Forsinkelser

However, it was also clear that there is a growing concern among American travel agents about sending tourists to Greenland due to the declining regularity of flights and the overall logistical instability of Greenland as a destination.

Travel agents are professionals and do their preliminary work thoroughly, he notes.

– Many of the agents expressed concern about sending groups and travelers on their own to Greenland, especially in the shoulder and low season, if the logistics are not reliable, Magnus R. Elleby tells Sermitsiaq.

Capacitet

Another important concern is the capacity in Greenland and the necessary willingness to invest in the tourism industry.

– If we are to meet the increasing interest from markets like the USA, it requires investments in both facilities and tour capacity building. But Hotel SØMA notices that some societal agendas can create uncertainty in relation to future investments, says Magnus R. Elleby, without specifying which agendas he has in mind.

Waiting for stability

Instability in Greenland’s infrastructure and operations quickly spreads to the market, especially in the long term, because travel agents become more reluctant, he points out, adding:

– Many of them are therefore waiting to promote Greenland until they have seen with their own eyes that the destination can deliver stably, both in terms of transportation, accommodation and experiences, says Magnus R. Elleby.

Greenland simply has difficulty meeting demand on its own, and without an open model for collaboration and investment, it will be difficult to deliver at the level that international guests and agents expect. It is a balance that we as an industry and society will have to deal with, assesses the operations manager at Hotel SØMA. 

Overall, the participation in Denver was both a confirmation of the potential of the American market and a reminder of how important it is that the adventure industry in Greenland is strong – with both operational reliability and a clear common direction, says Hotel SØMA, which participated in Adventure Elevate North America 2025 in Denver, Colorado at the end of May.

Overall, it was

Contact us in USA

Overall, the participation in Denver was both a confirmation of the potential of the American market and a reminder of how important it is that the experience industry in Greenland is strong – with both operational reliability and a clear common direction, says Hotel SØMA, which participated in Adventure Elevate North America 2025 in Denver, Colorado at the end of May.

Overall, it wasAnnouncement

Contact us in USA

But Hotel SØMA also noted that American travel agents are concerned about the regularity of flights to Greenland, and whether the capacity is large enough to accommodate many tourists.

– I saw a clear interest in Greenland at Adventure Elevate North America 2025 in Denver Colorado at the end of May. The tourism fair is aimed at the adventurous segment that seeks unique destinations outside of mainstream tourism, says Magnus R. Elleby, COO of Hotel SØMA in Ilulissat, Aasiaat, Sisimiut and Nuuk.

It was a travel fair and networking forum that was both relevant and rewarding for the Greenlandic participants. It is particularly well suited to the Greenlandic market, where adventure, authenticity and nature are at the center.

– Hotel SØMA brought home 3-4 new warm partners and several good contacts with potential for future collaborations, informs Elleby.

Interest and values

The US market is exciting because it is large, well-defined and driven by travelers who know what they want: unique adventures, high quality, great comfort and strong narratives. 

– This is something that Hotel SØMA, with its local presence, great facilities and focus on present guest experiences in both Nuuk, Ilulissat, Sisimiut and Aasiaat, can deliver, assesses Magnus R. Elleby.

The travel fair also fit very well with SØMA’s values.

It was clear that the participants at the conference appreciate sustainable solutions and tourism that gives something back to society, something that Hotel SØMA as a non-profit organization does precisely through its social work among seafarers and local communities. Hotel SØMA is the new name for the former seafarers’ homes and is run by the Seafarers’ Mission in Denmark.

– It creates conversations that go beyond the commercial – and the American agents who attended the travel fair appreciated that, says Elleby.

Forsinkelser

However, it was also clear that there is a growing concern among American travel agents about sending tourists to Greenland due to the declining regularity of flights and the overall logistical instability of Greenland as a destination.

Travel agents are professionals and do their preliminary work thoroughly, he notes.

– Many of the agents expressed concern about sending groups and travelers on their own to Greenland, especially in the shoulder and low season, if the logistics are not reliable, Magnus R. Elleby tells Sermitsiaq.

Capacitet

Another important concern is the capacity in Greenland and the necessary willingness to invest in the tourism industry.

– If we are to meet the increasing interest from markets like the USA, it requires investments in both facilities and tour capacity building. But Hotel SØMA notices that some societal agendas can create uncertainty in relation to future investments, says Magnus R. Elleby, without specifying which agendas he has in mind.

Waiting for stability

Instability in Greenland’s infrastructure and operations quickly spreads to the market, especially in the long term, because travel agents become more reluctant, he points out, adding:

– Many of them are therefore waiting to promote Greenland until they have seen with their own eyes that the destination can deliver stably, both in terms of transportation, accommodation and experiences, says Magnus R. Elleby.

Greenland simply has difficulty meeting demand on its own, and without an open model for collaboration and investment, it will be difficult to deliver at the level that international guests and agents expect. It is a balance that we as an industry and society will have to deal with, assesses the operations manager at Hotel SØMA.