Adventure Segments
Explore how the mapping and segmentation of tourists in Greenland are connected.
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Adventure tourism values at eye level
Globally, adventure tourism operators have on average more than 40 members of staff. The continued expansion of the industry means that this trend will doubtless lead in the coming years to the formation of larger companies with more clout.
In Greenland, the picture remains different. Companies here are voluntarily embracing values such as sustainability and responsibility.
There are also far fewer human and financial resources available on Greenland’s domestic market. However, this does not stop a number of local companies from offering adventure tourism on a scale appropriate to what can be done in Greenland.
Greenland Outdoors is a small tour operator based in Kangerlussuaq. The company declares that its values are based on sustainability and responsibility. It offers a range of services that clearly demonstrate that adventure tourism does not have to be large-scale and cost a lot of money to be successful.
The founder of the company, Jens-Pavia Brandt, focuses on offering a combination of experiences relating to nature, wildlife, history and culture.
He believes that it is important for visitors who venture into Greenland’s natural environment to feel part of a three-dimensional landscape, a landscape which has a tale to tell about the use of its land and wildlife in the past and present.
The core products are kayaking, wildlife tours, hiking tours, cultural and historical tours and storytelling. Often, the same tour combines any number of these elements.
Greenland Outdoors began when a dream became reality. Jens-Pavia was driven by a passionate desire to share his experiences of the natural world around Kangerlussuaq, where he now lives with his family.
“The idea of setting up my own company and organising trips into nature is something that I had for a very long time,” he says. “The joy of being in nature and living off nature is the fundamental driving force behind this. When I worked as a ship’s mate, I spent many hours peering in towards the land and imagining how amazing it would be to be able to explore the stunning coastline and inland areas we were sailing past.”
Accordingly, Jens-Pavia set himself up in Kangerlussuaq on the basis of offering tourists the best possible experience when it comes to nature, wildlife, culture and history.
“I want to do this in an honest way that shows our country’s good sides and not so good sides. We do this in a way that shows care and consideration for the natural environment and wildlife, so that our footprint in nature is as small and unobtrusive as possible. I also want to make sure that our tours show respect for the trapper families that live here. We should not disturb their hunting or make them feel that they are being put on show in any way.”
Adventure tourism takes many forms and operators in the business express their underlying values in different ways.
However, ultimately the heart of Jens-Pavia’s business is classic adventure tourism with a pronounced focus on combining nature, culture and active experiences in a form that is sustainable:
“I would like to see Greenland Outdoors develop in the longer term on the basis of these underlying values and our care and concern for the environment, so that any desire for economic growth does not take precedence over these. I would also very much like to train new Greenlandic guides who can be part of our business – or even better, start their own businesses with which we can then collaborate.”
“One of the experiences that made me set up Greenland Outdoors comes from the time I spent at the Ice Centre in Narsarsuaq, where I saw many foreigners coming to lead guided tours for the tourists. Some of the guides had never been to Greenland before. I felt that this was an area of work we Greenlanders ought to be able to manage ourselves.”
– Jens Pavia
Explore adventure in Greenland
What is Adventure Travel?
What is Adventure Travel in Greenland? How Visit Greenland works with it?
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What’s ATTA?
What is Adventure Travel Trade Association (ATTA) network and how does it work?
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Framework Conditions
Framework conditions as a tool for enhancing value. What are the building blocks for adventure tourism?
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Human Resources
Human resources and adventure. Professional guides are one of a tour operator’s main assets.
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Shared Responsibility
Shared responsibility throughout the supply chain. Read how important the Partnership between companies is in a supply chain.
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