Tourism workers in Greenland are looking forward to a surge in visits in 2025, thanks partly to a spike in interest following US President Donald Trump’s remarks about annexing the mineral-rich Atlantic Arctic nation, and partly due to an increase in direct connectivity, as well as the growing popularity of more remote destinations.
Around 150,000 tourists visited the autonomous Danish territory in 2024, according to Naaja Nathanielsen, Greenland’s business minister. The sector accounted for nearly 5% of gross domestic product and employed 1,800 people, the country’s first Tourism Satellite Account (TSA) reported. It’s a success that looks set to be beaten in 2025, after a 14% rise in visitor numbers in January alone.
Connectivity between the US and Greenland includes a new United Airlines connection between New Jersey and Nuuk launched on 14 June 2025, offering direct routes on an American carrier for the first time and avoiding the need for a layover. A further two international airports – one in Ilulissat, known for its UNESCO-listed ice fjords, and another in Qaqortoq – are both slated for completion in 2026.
That sounds like an unforgettable journey! We're honored to be part of your adventure to Nuuk and thrilled you're enjoying the experience. Wishing you magical moments under the midnight sun! ✈️
— United Airlines (@united) June 14, 2025
That air network is in addition to cruise arrivals, though locals are less keen on visitors who spend less onshore, eating and sleeping on their ships. A stay-on-board attitude would appear to go against a philosophy that seems to be developing in Greenland: to share the real country with guests. Anne Nivíka Grødem, CEO of Visit Greenland, told Skift in early 2025 that Trump’s interest “raises Greenland’s profile globally” but that the notoriety comes with a risk of “inaccurate portrayals.”
Instead, Grødem called for authorities and locals to highlight the territory’s “unique cultural and natural experiences” which include volcanic scenery, fjords, basalt mountainscapes and the chance to see the northern lights. She has been echoed by Nathanielsen, who says “Tourism is about good vibes. It’s about sharing culture, sharing history. It’s about storytelling. And as Inuit, that’s very much part of our heritage.”
That message looks like it is getting through. Nukartaa Andreassen, who works for a water taxi company in the capital, Nuuk, has been reported in several outlets urging visitors to: “Come visit Greenland. Learn about it, learn about us. We love to have you. We love to tell our stories and our culture.”
Meanwhile Casper Frank Møller, the chief executive of tour company Raw Arctic said: “Our goal and mission is to present and be the ambassadors of Greenland,” promising to “show what beauty you can experience while you’re here.”
