In 2015, Visit Greenland has placed focus on developing expedition cruising in Greenland. A main initiative was working together with Hurtigruten, a leader in cruise tourism, to develop visual and written content and gain insights from ship, tourist and local perspectives.

A content production and market development project

Expedition cruising

A new framework for tourism was discussed in the Greenland cruise workshop this year, where it was acknowledged that cruise passengers are increasingly getting younger, more active and demanding experiences that they can better participate in. This is especially true of guests travelling on expedition ships to Greenland.

...cruise passengers are increasingly getting younger...

This particular expedition was chosen because of the soft adventure experiences offered both on the ship and in West Greenland

Cruising Greenland photos and stories

In order to support the development of this trend, Visit Greenland sent its content team onto Hurtigruten’s Fram for the Greenland Explorer voyage. This particular expedition was chosen because of the soft adventure experiences offered both on the ship and in West Greenland. Furthermore, there is need to improve the storytelling surrounding the town and settlement visits offered in West Greenland, as it is a culture-focused voyage rather than a nature-based experience.

Consisting of a photographer and content producer, Visit Greenland created a suite of images and content that will be mutually available for both parties in the first instance, and later released for public use. This content features guests experiencing Greenland’s nature and culture through activities such as hiking, kayaking and interacting with locals both in organised and impromptu settings.

Expedition cruise website

The content and intelligence will be used to develop a new subsection of Greenland.com, one that will show the reality of a cruising experience in the country, and also feature settlements that are rarely visited except for by cruise ships. This will allow tourists and the industry to better understand what is on offer in Greenland.  

Furthermore, the intelligence that was gathered from the trip is in the process of being discussed with both local and international stakeholders. For example, Visit Greenland has held follow-up meetings with Hurtigruten about how we can work together to improve future experiences, and representatives will also make presentations at the AECO conference about CSR opportunities and improving the relationship between the ship and local stakeholders on shore. 

This will allow tourists and the industry to better understand what is on offer in Greenland

Knowledge gained from this trip, including practical information about ship planning and guest expectations will be fed into ‘Port Readiness’ workshops for local communities to be held next Spring, in order to prepare engaged parties for future visits next year. There will be also local outreach to the citizens of Greenland, both through both print and online channels.

For questions about content production contact Mads and Tanny. For cruise in general, contact Anders and Mads.