From Newark to Nuuk
For its part, United describes Nuuk as a natural next step in the recent growth of its transatlantic network. However, the airline does not underestimate the task ahead of marketing a relatively unknown destination to its customers.
“Given smaller – but growing – volumes of tourism to Greenland, we are launching service two-times weekly for a short 15-week season,” Darren Scott, United’s director of Atlantic and Hawaii Network Planning, told Skift.
“Our Leisure Sales team has also been focused on engaging with travel advisors, tour operators, and cruise lines to promote the destination. In addition, our marketing team has begun collaborating with our Greenland partners on a marketing campaign that will focus on educating our customers about all Greenland has to offer to visitors.
“We see the only air link from the U.S. to Greenland to have broad appeal from both U.S.-based tourists, VFR [visiting friends and relatives] traffic, as well as outbound demand from Greenland. The remoteness of the destination and unspoiled terrain appeal to adventure travelers that are seeking new opportunities. Operational teams across United have been involved to make this successful, but opening new international destinations is something we’re quite experienced with,” added Scott.
With two more new airports being developed in Greenland, could other destinations follow if 2025’s summer season is a success? Scott wouldn’t reveal what might follow, insisting that United was “focused on launching our service to Nuuk for now.”
A Bumpy Journey So Far
The steady opening of Greenland to more visitors has not been without issue. The process of overhauling the airports has been mired in controversy. Greenland’s government even lost its parliamentary majority in 2018 during a row over whether the Danes or the Chinese should finance it.
Denmark also revoked Nuuk Airport’s international flight authorization in August. This followed reports that it did not meet “the necessary high level of security in the security area.” These challenges have since been overcome.
The prospect of increased numbers has also sparked concern about the readiness of the local hotels and restaurants to cater to demand. Director of Visit Greenland, Anne Nivíka Grødem, recently said there was a need for an “immediate effort to expand both accommodation and dining facilities” in Ilulissat before the new airport opens in the town.
Tourism’s Positive Impact
Despite the surge in overseas arrivals, a Visit Greenland survey carried out at the start of 2024 showed people living in the territory have a positive view of tourism.
More than a third (38.5%) said they believe that tourism improves their quality of life, while 52.5% believe that the quality of life is not affected, and only 1.4% believe that tourism worsens it.
Greenland has the chance to craft a tourism model that supports economic growth while protecting local communities and natural habitats. As interest grows, balancing accessibility with authenticity and preservation will be critical to managing visitor impact.
Learn more about authenticity in travel in our new Skift Research report: How Authentic Experiences Shape the New Tourism Economy here:
Airlines Sector Stock Index Performance Year-to-Date
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Publish date : 2024-12-06 04:11:00
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