As the year comes to a close, we would like to take this opportunity to wish all our international partners, media, and collaborators a Merry Christmas and a Happy New Year from Visit Greenland.
The year in review
2025 has been a transformative year for tourism in Kalaallit Nunaat, as we welcomed many international visitors, introduced the country’s first tourism legislation, and continued preparing for new infrastructure and changing travel patterns. These developments are shaping the future of tourism in Greenland and setting new frameworks for everyone engaged in our destination.
A recent survey conducted by Visit Greenland among tourism businesses in Greenland shows that 2025 has been both busy and demanding. Local operators report more visitors, new partnerships, and a growing interest in Greenland worldwide. Visitors increasingly seek longer stays, closer encounters with communities, and deeper insights into our nature and culture.
The year has also brought new challenges that affected both operators and guests. Yet through it all, Greenland’s tourism industry and its international partners has proven its resilience – with professionalism, adaptability, and deep local expertise continuing to define the visitor experience. As global interest increases, these qualities are essential in shaping high-quality experiences that meet global expectations while staying true to local priorities. We are grateful, and thank you for the open dialogue and strong partnerships that help us navigate these changes together.
All that we share
Kalaallit Nunaat has received exceptional international attention this year, not only as a unique destination, but also due to its geopolitical significance in the Arctic. This highlights the importance of strengthening the Greenlandic voice internationally while continuing the national conversation about who we are and what kind of tourism we aspire to develop.
In Visit Greenland, we use this momentum as the foundation for our strategic work. Through our long-term branding efforts, we continue to strengthen Greenland’s narrative – at home and abroad. This year, we also launched our new national strategy: “Kalaallit Nunaat – and all that we share.” For international stakeholders, this strategy reflects Greenland’s ambition to develop tourism that contributes positively to local communities, while still creating new opportunities to shape visitor experiences that are meaningful, responsible, and aligned with global travel trends. This shared framework supports stronger collaboration and long-term partnerships that will benefit both local communities and the international networks connected to Greenland.
Tourism created together
The strategy becomes reality through collaboration across the entire sector: from the guides in the fjords and hosts in Greenland’s tiny communities, to cruise operators, package providers, and cultural and nature interpreters. These are the people who welcome visitors every day and shape the stories that reach the world. To our international partners, your engagement – whether through media investment, operations, research, or collaboration – plays an equally important role. Your work helps ensure that experiences in Greenland reflect both local values and international expectations, supporting responsible development and deepening global awareness of our country. Together, we can transform the growing international interest and new infrastructure into responsible development and better opportunities across the country.
Merry Christmas & Happy New Year
As we approach Christmas and a New Year, we would like to extend our sincere appreciation for your interest, collaboration, and support throughout 2025. Your work contributes to a deeper global understanding of Greenland and helps ensure that tourism continues to make a meaningful difference in the communities across our vast country. From all of us at Visit Greenland, we wish you, your families, and your colleagues a Merry Christmas and a Happy New Year. We look forward to continuing our shared efforts in 2026 to advance responsible tourism that reflects all that we share in Kalaallit Nunaat.
Warm regards,
Anne Nivíka Grødem
CEO, Visit Greenland
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