Visit Greenland has published a new 10-year strategy today that sets the framework for the organisation’s strategic priorities and initiatives towards 2035.
The strategy focuses on strengthening tourism development with consideration and respect for nature, culture and people. It clarifies how the organisation will work towards making tourism a responsible and long-term driver of societal development, focusing on creating value, pride and new opportunities locally.
From ambition to action
As Greenland’s national tourist board, Visit Greenland has a central role in transforming political ambitions into specific action. The strategy therefore builds directly on the Government of Greenland’s sector plan for tourism and will help realise the political goals through collaboration, coordination and knowledge sharing.
With this strategy, Visit Greenland takes the next step in implementing the Government of Greenland’s sector plan. While the sector plan sets the overall policy direction, Visit Greenland’s job is to bring stakeholders together, promote collaboration and develop solutions that create real and lasting value – locally and nationally.
“Greenland is experiencing increasing international attention, new airports and a growing interest from travellers abroad, which creates great opportunities for our country but also significant responsibilities. With this strategy, Visit Greenland takes clear responsibility for seizing opportunities wisely and contributing to tourism development for the benefit of both the population and our guests,” says Anette Lings, Chair of the Board.
Three landmarks towards 2035
Visit Greenland’s strategy defines three key objectives that serve as benchmarks for development towards 2035. The first is that tourism must be co-created. We want people to feel ownership and co-responsibility, and we want tourism to be something we develop with – not around – the people who live in the country.
The second benchmark focuses on the value creation of tourism. It’s not just the number of visitors, but also the quality of their stay, engagement and contribution to society that takes centre stage. Tourism should benefit the whole country, both geographically and year-round, and boost local businesses, jobs and experiences.
The third guiding principle is that tourism must be developed in balance with the country’s most valuable resources: nature, culture and community. Tourism must not erode what makes Kalaallit Nunaat special. It must be responsible – both in practice and in principle – and developed with respect for all that we share.
Visit Greenland’s strategy 2025-2035 KALAALLIT NUNAAT …and all that we share can be read here.
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