Tour operators are seeing a boost in traveler interest in Greenland ahead of nonstop flights from the U.S. launching this summer and amid President Trump's frequent comments about wanting the U.S. to acquire Greenland.
According to Visit Greenland, 141,387 tourists visited the territory in 2023. And it is poised to attract even more visitors, thanks to a newly established international airport in Nuuk. Nonstop flights will launch in June from the U.S., making it easier to visit Greenland.
And now, Trump's apparent obsession with Greenland -- the Washington Post reported that the White House is currently studying the cost of a country takeover, even as Greenland and Denmark politicians have repeatedly said the territory is not for sale -- has put the country in the spotlight.
"With the media attention around Trump's comments, Greenland is certainly seeing a natural boost in interest," said Annika Askolin, North America's head of sales for 50 Degrees North, an operator that specializes in Nordic tours.
Though Askolin said the media attention hasn't led to a boom in sales, she said that the company was aware of growing interest and is expecting that to translate to an increase in confirmed bookings.
The introduction of the first nonstop flights from the U.S. -- United is launching Newark-Nuuk service in June -- is also expected to lead to an influx of American travelers and an anticipated change in source markets, including "a more mainstream clientele seeking a unique Arctic holiday," Askolin said. The company has unveiled an itinerary this year, Greenland Escape in Nuuk, a five-day adventure in the country's capital.
Chad Shmukler of Hatch Adventure Travel, which specializes in fly-fishing and adventure travel, said that the company's Greenland tours this year were sold out and were being snatched up for next year. Though Shmukler pointed out, "We cannot say with any certainty what the reasons for anyone's booking decisions are."
Black Tomato, which creates tailor-made trips, has seen a 50% jump in Greenland trips booked for the first quarter of 2025 compared to all of 2024, said head of product Carolyn Addison. Due to the demand, the company launched an itinerary that features paddleboarding and swimming alongside icebergs in Disko Bay and foraging for wild mussels.
"While Greenland was often viewed from the decks of a cruise ship, we're excited that the new flight route from the U.S. will further open up land-based exploration," Addison said. "The local food scene is underrated, and it's the ultimate playground for the adventurous traveler."
Greenland searches spike
Intrepid Travel also has observed outsize interest in Greenland, with a 94% spike in searches for itineraries on the company's website. That jump is "pretty crazy," said president of the Americas Leigh Barnes, who said that a trending destination typically only results in a 20% to 30% uptick in searches. He called the destination "one of the hottest we've seen."
That search boom has translated to bookings, with Intrepid's first trip to the country nearly selling out -- only one spot left, Barnes said -- and other departure dates having limited space. Intrepid's itineraries will include glacier hikes, traditional experiences in the homes of locals and stories from Indigenous storytellers.
Barnes attributes the jump in interest to an appetite to explore the country by land -- as well as to Trump's rhetoric.
"Anytime we see disproportionate media coverage at any destination, we see a spike," he said. "I think in this particular case, there's an increase from a news point of view, which has helped. But I also think Greenland was an underserved tourism destination."
Quark Expeditions, which offers polar region trips, has observed a steady increase in interest in the country. Just three years ago, Greenland ranked as the company's fourth most popular destination, and it has climbed to tops in the Arctic, said David Marathakis, Quark's director of sales for the Americas.
"This has been a growing trend for a number of years," he said, "and the reality is that travelers are looking for the 'next destination' that people have not visited before, and Greenland ticks that box."
The Greenland page on Quark's website has seen double the engagement compared to the previous three-month period. The company has also observed a twofold increase in organic search traffic and conversions related to Greenland, Marathakis said.
The company plans to launch a new itinerary in September 2027, said Catherine Lawton, Quark's senior director of product development.
Although there's an uptick in land tour offerings, cruise companies are also expanding their reach with the addition of new ships to service the country, including from Viking, Silversea and HX (formerly known as Hurtigruten Expeditions).