Air Greenland and Visit Greenland continue to work together to improve tourism

Air Greenland and Visit Greenland have just signed a new 3-year framework agreement for 2025-2027 with a common goal of creating growth in Greenland’s tourism. The agreement will promote year-round tourism and help more destinations benefit from the growing interest in Greenland as a travel destination.

Nuuk, April 23, 2025

This is the fifth time the parties have extended the co-operation, which aims to attract more tourists and strengthen the tourism industry. Through joint strategic marketing and strengthened relationships between local players and international partners, the collaboration will create new commercial opportunities and a stronger foundation for the industry.

Jacob Nitter Sørensen, CEO of the Air Greenland Group, looks forward to continuing the collaboration with Visit Greenland and the opportunities the agreement brings for both the industry and travellers.

– With the opening of Nuuk Airport as the first of several new runways, we can expect an increase in the number of tourists. It is therefore crucial that we work together to develop the tourism industry in a sustainable way. One of the ways we do this is by spreading the tourists around the country. The new runways also bring a responsibility to create a good framework for the development of tourism. When tourists visit more destinations, we also get more passengers on the domestic route network, which benefits society as a whole, says Jacob Nitter Sørensen. 

Joint focus on marketing and knowledge sharing

The cooperation agreement sets the framework for a strengthened effort in marketing and knowledge sharing to strengthen Greenland’s position as an attractive travel destination. Visit Greenland and Air Greenland continuously prepare and share market analyses, experiences and insights from workshops, network meetings and international events to support tourism development.

Attracting foreign media and travel agents from the prioritised markets is also a key part of the collaboration. Through familiarization trips, carefully selected players are invited to Greenland to experience the destination first-hand and share their experiences through their own channels.

– By raising awareness of the many opportunities and experiences in Greenland, we create a direct route to new customers for the local tourism industry. When travel agents and media get a first-hand impression of the destination, they can better sell and market Greenland, which in turn leads to more bookings. In particular, our goal is to extend the season by attracting more guests outside the peak season so that tourism operators can maintain a more stable business all year round. By strategically collaborating on this task, we ensure the greatest possible benefit for the industry and jointly support the long-term development of tourism, says Anne Nivíka Grødem, CEO of Visit Greenland. 

*FAM trips, or ‘familiarisation trips,’ are trips organised by travel providers such as airlines, hotel chains, tourism organisations or other destination management organisations. The purpose of these trips is to give travel professionals, such as travel agents, journalists, bloggers and others, the opportunity to experience a destination or product first-hand.