NUUK, Greenland — Greenland is extending a warm invitation to the world: “Come visit us.” This message is echoed by Nukartaa Andreassen, an employee at a water taxi company in Nuuk, the capital city. “Learn about it, learn about us. We love to have you. We love to tell our stories and our culture,” Andreassen passionately shared. The mineral-rich Arctic island is now more accessible than ever, thanks to new direct flights from the United States.
The tourism offerings in Greenland are as vast and varied as its landscape. Visitors can embark on whale-watching tours, explore the iconic puffin island, and take guided charters through remote settlements. These experiences showcase the island’s unique charm, which locals are eager to share, moving beyond the recent diplomatic stir caused by U.S. President Donald Trump’s interest in purchasing Greenland.
New Direct Flights Boost Tourism
The tourism sector in Greenland is poised for a significant boost following the launch of a new direct route between Nuuk and Newark, New Jersey. The inaugural flight on June 14 marked the first direct travel from the U.S. to Greenland by an American airline. Before this, travelers from the U.S. had to endure layovers in Iceland or Denmark to reach Greenland.
Doug Jenzen, an American tourist on the inaugural United Airlines flight, expressed his excitement about exploring Greenland’s natural sites. “I came with the purpose of exploring some of the natural sites around the world’s largest island, hoping to support things like ecotourism and sustainable travel while supporting the local economy,” Jenzen noted.
Local Perspectives and Economic Impact
Tourism is not just a business opportunity for Greenland; it is a cultural exchange. Naaja Nathanielsen, Greenland’s business minister, emphasized the importance of the tourism sector. “We really want to grow the tourism sector. It’s a very good fit for many in Greenland,” she stated. “Tourism is about good vibes. It’s about sharing culture, sharing history. It’s about storytelling. And as Inuit, that’s very much part of our heritage.”
In 2024, approximately 150,000 tourists visited Greenland, a number expected to rise with the new flight route. However, the influx of tourists also brings challenges. Cruise ships, while bringing visitors, often contribute less economically as passengers typically dine and sleep on board. The focus is now on attracting tourists who engage more deeply with local businesses and communities.
Diplomatic Tensions and Opportunities
Greenland gained international attention earlier this year when President Trump expressed interest in acquiring the semiautonomous Danish territory. Both Denmark and Greenland firmly rejected the idea, emphasizing that the island is not for sale and condemning reports of U.S. intelligence activities in the region.
Despite these tensions, some see potential benefits. Casper Frank Møller, CEO of Nuuk-based tour guide company Raw Arctic, remarked, “It has kind of put Greenland on the world map. And it’s definitely a situation that Raw Arctic has used to our advantage.” The increased visibility has sparked curiosity and interest in Greenland’s unique offerings.
Preserving Culture Amid Growing Tourism
As Greenland opens its doors wider to the world, there is a strong emphasis on ensuring that tourism growth respects local culture and the environment. Andreassen of Nuuk Water Taxi highlighted the importance of personal storytelling and cultural representation. “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 said.
Pinar Saatci, a Turkish tourist, shared her awe after witnessing whales breaching the ocean surface during a boat tour. “It’s very exciting to be here, at the other part of the world, so far away from home,” she said. “It’s a very exciting and unforgettable moment.”
However, there are concerns about the potential negative impacts of mass tourism. Risskov Rejser, a travel company operator, warned, “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. It has to be done in a respectful way and you have to consider what the consequences are.”
Greenland’s approach to tourism is a delicate balance between welcoming the world and preserving the integrity of its culture and environment. As the island navigates this path, it remains a place of breathtaking beauty and rich cultural heritage, ready to share its stories with those who visit.