After Trump’s media spotlight, Greenland boosts its tourism growth

04-07-25

Greenland, the world’s largest island, is aiming to become a must-visit destination on international travelers' lists. Offering experiences that range from whale watching to exploring remote settlements, the country is determined to expand its tourism sector, according to a new report by the Associated Press.

“We truly want to grow tourism—it’s an activity that fits well with many people in Greenland,” said Naaja Nathanielsen, Greenland’s Minister for Business. “Tourism is about sharing good energy, culture, and history. And as Inuit, that’s part of our heritage,” she added.

Renewed global interest in Greenland emerged after controversial comments made by former U.S. President Donald Trump, who in 2025 expressed his intention to purchase Greenland or even take control of it by force. Although the proposal was firmly rejected by both Denmark and Greenland, the episode generated unprecedented media attention that some local residents are now using to promote the country as a unique travel destination.

“It really put Greenland on the map,” said Frank Møller, a tour guide for Raw Arctic based in Nuuk. “It’s definitely a situation we’ve turned to our advantage,” he added. The capital, Nuuk—with its colorful houses and polar landscapes—is at the forefront of this new strategy to attract visitors.

A major step has been the launch of a direct air route between Nuuk and Newark, New Jersey, operated by United Airlines, which began on June 14. This is the first direct connection between the United States and Greenland operated by a U.S. airline. Previously, travelers had to connect through Denmark or Iceland to reach the island.

In addition, Greenland has introduced a ten-year tourism development plan, with goals focused on improving local quality of life and promoting sustainable growth in the sector. In 2024, approximately 150,000 tourists arrived by cruise ship, and Greenland was recognized as one of the top ten emerging destinations to watch. However, Møller warns that tourism growth must be measured and inclusive, respecting the voices and needs of local communities.

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