It’s Not the First Time Around
Last year, Hotel Hans Egede in Nuuk witnessed a wave of international journalists flocking to the city, ignited by Donald Trump’s surprising interest in Greenland. Now, history appears to be repeating itself.
Typically, the beginning of the year sees a lull in tourism, but the lobby of Hotel Hans Egede is anything but quiet these days.
Cameras, microphones, and a throng of foreign press are filling the hotel’s common areas. According to Jørgen S. Bay-Kastrup, the hotel’s managing director, this surge is closely tied to Trump’s recent and more assertive remarks about Greenland.
“In the last week or two, especially after Trump resurfaced in the conversation, we’ve noticed a significant uptick in demand,” Bay-Kastrup shares. “Right now, it’s mainly reporters, journalists, and TV crews taking advantage of the space. Business is definitely picking up.”
Lobby as Hub of Activity
In the bustling lobby of Hotel Hans Egede, journalists are hard at work, laptops open and equipment strewn about. Camera gear is scattered across tables, and the café area has transformed into an informal press center.
“This is where they gather,” Bay-Kastrup explains. “It’s a communal space to work, relax, and strategize for assignments around town.”
The atmosphere buzzes like any busy hotel reception, yet it’s distinctly marked by the presence of the press. Journalists monitor both local happenings and broader political developments, eager to stay updated on the ever-evolving story surrounding Greenland.
A Familiar Scenario
Bay-Kastrup notes that the current situation bears a striking resemblance to January of last year, when Trump’s son visited Greenland.
“Last year followed a similar pattern, leading to a monumental influx of coverage from media outlets worldwide,” he recalls. “As we progressed into spring, we welcomed an unprecedented number of political figures, parliamentarians, and ambassadors. It’s clear that we’re on the same trajectory again.”
This time, however, the spotlight appears even brighter.
“Greenland is more in focus now than before. Trump’s rhetoric has amplified international interest, which is clearly reflected in our bookings,” Bay-Kastrup adds.
Journalists Across Nuuk
It’s not just Hotel Hans Egede feeling the impact. Bay-Kastrup has heard from colleagues at other hotels, such as Hotel Aurora, that they too are hosting numerous journalists.
“I recall flying to Nuuk recently, and there seemed to be more cameras than passengers. That speaks volumes about the high demand right now,” he observes.
With additional international media teams expected in the near future, the influx shows no signs of slowing down.
A Double-Edged Sword
Bay-Kastrup acknowledges the paradox of the situation. While the business boom is welcomed, the implications of Trump’s focus on Greenland can’t be overlooked.
“In the short term, society benefits financially. But there’s a human cost,” he admits. “The way Greenland is portrayed—especially by Trump—creates a sense of anxiety. Each day, people wonder: What will the headlines bring tomorrow? That uncertainty is unsettling.”
The Bigger Picture
The new airport, slated for completion by 2025, has profoundly transformed accessibility to Greenland. As Bay-Kastrup notes, “Years of effort by Visit Greenland have built a foundation, but it was Trump’s remarks that acted as an unexpected catalyst.”
“While discussions about the underlying issues are essential, it’s hard to deny that Trump has been remarkably effective in raising our profile. Suddenly, people everywhere became aware of Greenland and wanted to experience it,” he continues.
With cheaper flights and more direct routes from places like the USA, Nuuk is witnessing a surge in activity.
Economic Gains, Rising Concerns
The financial benefits are tangible. “In July of last year, Hotel Hans Egede had one of its best months on record,” Bay-Kastrup reports. “The anticipated effects of the airport have manifested right from the start, and Trump’s narrative added the final nudge.”
The hotel has responded by expanding its workforce by approximately 10%, increasing staff from about 70 to 80, a positive sign for both job creation and increased tax revenue for the entire country.
The Press En Masse
In and around Nuuk, journalists from major networks like the BBC and Al Jazeera are present, many having returned multiple times within the past year to cover a range of stories.
“We don’t know when we’ll be back again,” says Olliver, a producer from Al Jazeera, as he reflects on the ongoing developments. “It all depends on what unfolds next, including an upcoming meeting involving Marco Rubio and foreign ministers.”
As the international media continues to converge on Nuuk, it’s clear that the ripple effects of political tension and Trump’s provocative comments are significantly influencing business in this remote corner of the world.