Visit Greenland has recently completed a thorough analysis of its most important markets in Scandinavia, France, North America, Germany and the UK. These markets are of high priority for the national tourist council, as they have strategic importance for the development of Greenland as a travel destination.
“The market analyses represent a considerable investment on our part and are designed to boost business for tourism operators. By investing resources in market analyses, we not only obtain a deeper understanding of our market segment and the competitive landscape, but we also discover uncharted horizons and opportunities which can generate great value for the development of the tourism industry. In addition to providing valuable insights into market potentials, it will also attract the right agents that can sell the operators’ products,” explains Visit Greenland’s CEO, Anne Nivíka Grødem.
The market analyses reveal, amongst other things, that there has been an increasing interest in Greenland as a destination since analyses were last conducted on the same markets (2016-2018). At the same time, however, there is fierce competition from other destinations with regard to these adventure tourists, and it is very much a question of having ‘the right product at the right price’. Unspoilt scenery and nature experiences are still the overriding aspects that drive interest on all markets, but since 2016-2018 interest in cultural experiences has developed in only one direction: upwards. In addition, the analysis indicates that potential tourists primarily search for knowledge and information about Greenland online.
The market analyses are regarded as valuable tools for the tourism industry to help it understand developments, potential market segments, growth opportunities and new trends. By identifying these potentials, tourism operators can target their resources and develop products that appeal to these segments, and thereby exploit potentials for growth.
Visit Greenland’s CEO elaborates on this: “Understanding your market and having an insight into its potentials are crucial to the success of any business. It’s like having a compass that guides us towards the most valuable potentials. Without this insight, we risk wasting resources in unnecessary directions. Market insight thus gives us the ability to identify trends, and the needs and wishes of our market segment, as well as giving us the chance to deliver the right products and services at the right time. It’s this insight that enables us to make well-informed decisions, identify strategic partnerships and develop innovative and sustainable solutions that put us in the driving seat as an adventure destination.”
Through these market analyses, Visit Greenland wishes to support the growth and success of Greenland’s tourism industry. All interested parties can download the analyses. See below.
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