What do the polar explorer, Roald Amundsen, and Greenland’s new tourism strategy have in common? Answer: They both built their success around Inuit knowledge and the spirit of exploration. We caught up with Hjörtur Smárason, CEO of Visit Greenland & one of our 2021 CNP Awards Judges, to understand how Greenland is forging a path to recovery that simultaneously celebrates the Greenlandic spirit and creates a sustainable, long-term tourism that benefits and supports their local communities. 

  

Firstly, congratulations on the new role. What’s it been like stepping in as a CEO at a time when the tourism industry is at the precipice of major change? 

  

I have been working with tour operators and authorities on crisis management for a long time. First in Iceland in the economic collapse of 2008 and the eruption of 2010, and later on in Nepal after the earthquakes in 2015. Since then, I have been involved in different crisis scenarios in Africa and the Middle East. I embrace the opportunity given here to not just work on the strategy, but execute it, following it all the way through. I am not just on the sideline as a consultant here, but inside the eye of the storm. The COVID crisis is forcing the travel industry to redefine itself. Our main task now is to understand how perceptions and behaviour are changing and spot opportunities that will emerge. I believe Greenland will come out as an exceptionally interesting destination for the post-COVID traveller with its remote locations and strong focus on responsible tourism.  

It's great to see that you're enjoying our content.

You've already read one article this month. Please sign in or create an account to continue reading - it's completely free and will only take a minute!

Thank you for using City Nation Place!

To access please sign in