Tourism that Never Takes More than it Gives

‍How can tourism become a force that strengthens an entire nation, its culture, economy, and sense of belonging? For Kalaallit Nunaat (Greenland), this question lies at the heart of a decade-defining strategy. With new airports connecting the country to the world and a growing global curiosity for the Arctic, Greenland is stepping into a new era of tourism. But instead of chasing numbers, the ambition is clear: growth must translate into real value – for the people, nature, and community alike.

In 2024, Visit Greenland and Group NAO were tasked with shaping Greenland’s first-ever national tourism sector plan – a cornerstone for the Government’s ambition to make tourism a strategic driver for national prosperity. The process began with dialogue tours across the country, collecting voices from towns, settlements, businesses, and citizens. Their message was clear: tourism must be built on Greenlandic terms, rooted in culture and care for the land.

The resulting strategy and vision, "KALAALLIT NUNAAT …and all that we share," sets a new benchmark for how a small nation can shape tourism on its own terms. Upholding a model where every visitor, investment, and experience creates opportunities, contributes to community life, and safeguards the Arctic environment, the strategy defines how tourism can contribute to the development and prosperity of the entire society. The work marks a milestone in Greenland’s journey to become a world-class Arctic tourism nation, where tourism benefits everyone, strengthens pride in Kalaallit Nunaat, and makes the country an even better place to live.

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