There is a need for a stronger focus on coherence, coordination and reliable solutions, says Anne Nivíka Grødem, Director of Visit Greenland.

 The unstable air traffic in the recent period has had consequences for the tourism industry, notes Director of Visit Greenland Anne Nivíka Grødem.

 The unstable air traffic

– This applies both to the guests who travel to Greenland and to the operators and destinations that are ready to welcome them.

 The unstable air traffic in the recent period has had consequences for the tourism industry, notes Director of Visit Greenland Anne Nivíka Grødem.

 The unstable air trafficAnnouncement

– This applies both to the guests who travel to Greenland and to the operators and destinations that are ready to welcome them.

Visit Greenland has noticed that uncertainty and last-minute changes make it difficult to deliver the professional and valuable experiences that Greenland should be known for, and this can challenge both the industry’s credibility and the country’s image as a travel destination, Visit Greenland’s director assesses.

At the same time, Anne Nivíka Grødem believes that the reasons for the irregularity are many and complex.

– Seen through tourism lenses, it is worrying that the consequences are affecting an industry that has actually done what has been asked of it – namely preparing for a future with an increased number of tourists, she says.

Have invested

In line with plans for new airports, investments have been made in increased capacity across the country in recent years, with a natural expectation that the framework for growth would follow suit. 

– The industry’s readiness and commitment are clear and form a solid starting point for the further development of tourism. However, in order to unleash its full potential, it is crucial that stability is created within the framework. Unfortunately, recent times have shown that unpredictability in transport and infrastructure can challenge both planning, operations and guest experiences. This is precisely why there is a need for a stronger focus on coherence, coordination and reliable solutions, says Anne Nivíka Grødem.

strategies

In Visit Greenland’s strategy towards 2035, the goal is to develop value-creating tourism, where success is not only measured in volume, but also in quality, consumption, length of stay and geographical spread.

– This requires that we attract the right guests and deliver the experience they have been promised. That is why we work purposefully with international marketing, where expectations are aligned and a sharp focus on the adventure segment are central elements.

– At the same time, we support operators throughout the country with visibility, marketing tools, data insights and stronger relationships with international partners. 

– Progress in tourism requires shared ownership, and we are aware of the role we ourselves play in driving responsible development.

– Visit Greenland sees tourism as a whole, where all destinations in the country – large and small – have both a role and potential, emphasizes the director.

A strong collaboration

Strong and well-functioning cooperation is a prerequisite for developing tourism throughout the country. Therefore, Visit Greenland works purposefully to strengthen interaction across destinations, sectors and municipal borders.

– We work closely with the regional tourism councils, local stakeholders and authorities to gather both challenges and opportunities – and ensure that they are translated into concrete actions that create value both locally and nationally.

– We know that weather will always be a factor, and that no infrastructure is without challenges. Nevertheless, it is our clear expectation and belief that the experiences now being made will be translated into the necessary adjustments, so that we ensure a solid and well-functioning foundation for the development of the tourism industry throughout the country.

– Tourism is created together, and it is precisely through a joint effort that we can create the right framework for the industry to deliver world-class experiences, points out Anne Nivíka Grødem.

 The unstable air traffic in the recent period has had consequences for the tourism industry, notes Director of Visit Greenland Anne Nivíka Grødem.

 The unstable air traffic

– This applies both to the guests who travel to Greenland and to the operators and destinations that are ready to welcome them.

 The unstable air traffic in the recent period has had consequences for the tourism industry, notes Director of Visit Greenland Anne Nivíka Grødem.

 The unstable air trafficAnnouncement

– This applies both to the guests who travel to Greenland and to the operators and destinations that are ready to welcome them.

Visit Greenland has noticed that uncertainty and last-minute changes make it difficult to deliver the professional and valuable experiences that Greenland should be known for, and this can challenge both the industry’s credibility and the country’s image as a travel destination, Visit Greenland’s director assesses.

At the same time, Anne Nivíka Grødem believes that the reasons for the irregularity are many and complex.

– Seen through tourism lenses, it is worrying that the consequences are affecting an industry that has actually done what has been asked of it – namely preparing for a future with an increased number of tourists, she says.

Invested

In line with plans for new airports, investments have been made in increased capacity across the country in recent years, with a natural expectation that the framework for growth would follow suit. 

– The industry’s readiness and commitment are clear and form a solid starting point for the further development of tourism. However, in order to unleash its full potential, it is crucial that stability is created within the framework. Unfortunately, recent times have shown that unpredictability in transport and infrastructure can challenge both planning, operations and guest experiences. This is precisely why there is a need for a stronger focus on coherence, coordination and reliable solutions, says Anne Nivíka Grødem.

strategies

In Visit Greenland’s strategy towards 2035, the goal is to develop value-creating tourism, where success is not only measured in volume, but also in quality, consumption, length of stay and geographical spread.

– This requires that we attract the right guests and deliver the experience they have been promised. That is why we work purposefully with international marketing, where expectations are aligned and a sharp focus on the adventure segment are central elements.

– At the same time, we support operators throughout the country with visibility, marketing tools, data insights and stronger relationships with international partners. 

– Progress in tourism requires shared ownership, and we are aware of the role we ourselves play in driving responsible development.

– Visit Greenland sees tourism as a whole, where all destinations in the country – large and small – have both a role and potential, emphasizes the director.

A strong collaboration

Strong and well-functioning cooperation is a prerequisite for developing tourism throughout the country. Therefore, Visit Greenland works purposefully to strengthen interaction across destinations, sectors and municipal borders.

– We work closely with the regional tourism councils, local stakeholders and authorities to gather both challenges and opportunities – and ensure that they are translated into concrete actions that create value both locally and nationally.

– We know that weather will always be a factor, and that no infrastructure is without challenges. Nevertheless, it is our clear expectation and belief that the experiences now being made will be translated into the necessary adjustments, so that we ensure a solid and well-functioning foundation for the development of the tourism industry throughout the country.

– Tourism is created together, and it is precisely through a joint effort that we can create the right framework for the industry to deliver world-class experiences, points out Anne Nivíka Grødem.