Download the full length pdf booklet here
NEW OPPORTUNITIES IN A BUSY MARKET
The Spaniard Marc Carreras came to Ilulissat in 2012 to work as a guide and ski instructor. He soon discovered that there was a niche market for adventure-based tourism in Disko Bay for which his expertise and experience could be used to good use. In a market where many operators are already at large,
Marc and his company have already carved out a niche in adventure tourism based on kayaking, rock climbing, snowshoe tours, ice climbing and skiing. They work with small groups, offering guests tailor-made experiences in Disko Bay.
Product development is based on a combination of market demand and local knowledge of what is practically on hand. This is perhaps best illustrated in a selection of new kayak tours that the company operates from a large kayak centre in Oqaatsut.
These tours were set up as a result of PGI carrying out market research which identified the lack of kayaking opportunities in Disko Bay.
In order to strengthen his position on the market, Marc Carreras teamed up with Pas Grau International, also known as PGI. Hence the company acquired its name, PGI Greenland.
This strategic partnership is a good example of how working with the right external partners can bring investment capital and support from an established name in the industry. This gives the company credibility and opens doors to new markets.
These forms of collaboration are also a well-proven and effective model for product development which means that local operators are not alone when it comes to quality assurance, safety challenges, market adjustment and marketing.
In order to strengthen his position on the market, Marc Carreras teamed up with Pas Grau International, also known as PGI.
The PGI Greenland model is tailor-made for Greenland’s business environment
The PGI Greenland model is tailor-made for Greenland’s business environment where the majority of tourist operators are too small to be able to meet the demands of the market all by themselves.
In its literature, PGI Greenland highlights the company’s core values which are based on passion, professionalism, safety and respect for nature and culture.
PGI stands by these values, communicating them to visitors through its marketing. This strengthens the bond with the adventure-based philosophy on which the company's activities are based.
INVOLVEMENT IN THE LOCAL COMMUNITY
Collaboration is a core component in Marc’s work to develop the company. The kayak centre in Oqaatsut was set up as a result of working with North Greenland Adventure which provides a logistical platform for products by offering local accommodation, Restaurant H8 and boat trips to and from Ilulissat.
The aim in the longer term is to strengthen Oqaatsut’s involvement in the kayak centre and tourism as a whole. PGI Greenland would like to help the local community to gain a greater share of the earnings by providing services and eventually cultural experiences.
PGI Greenland’s tours are also offered by a number of existing tour operators in Ilulissat. Marc is therefore trying to create the widest possible access to the important local market. This local market forms part of the client basis for the business in addition to the international tourists that the parent company can bring in.
PGI Greenland would like to help the local community to gain a greater share of the earnings by providing services and eventually cultural experiences.
WHAT IS ADVENTURE TRAVEL IN GREENLAND?
The core values of adventure tourism are what underpin tourism in Greenland. Growth in employment and income in the coming years will come from companies that think sustainably, take responsibility for culture and the environment and understand how to involve visitors in active experiences.
KEY FACTS ON ADVENTURE TRAVEL
Between 2010 and 2014, the adventure tourism industry grew by 195%. Greenland has every opportunity to become part of this international trend which is generating more money for local communities and raising awareness of responsible tourism.
ADVENTURE IN PRACTICE - GREENLAND OUTDOORS
Jens-Pavia Brandt’s company Greenland Outdoors specialises in combining kayaking, wildlife tours, storytelling, and hiking in the backcountry around Kangerlussuaq.
ADVENTURE SEGMENTS IN GREENLAND
Visit Greenland's work with mapping and segmentation of tourists in Greenland is closely related to the definitions of adventure by the Adventure Travel Trade Association, and in this article we will explore how the two models are connected.
ADVENTURE IN PRACTICE - INUK HOSTELS
Liisi Egede Hegelund offers a combination of accommodation and cultural encounters in a backcountry oasis right in the heart of Nuuk’s urban environment, and her concept shows how adventure in Greenland can be based just as much in urban settings as in the mountains.
FRAMEWORK CONDITIONS AS A TOOL FOR ENHANCING VALUE
Natural and cultural resources are the building blocks for adventure tourism, and public-private collaboration on preservation and protection can create a platform for sustainable resource management and future business development.
ADVENTURE IN PRACTICE - TRAVELLODGE GREENLAND
Travellodge Greenland in East Greenland has created strong adventure tourism products. It is now a growing business based on local knowledge, passion and a desire to make a difference in the local community.
SHARED RESPONSIBILITY THROUGHOUT THE SUPPLY CHAIN
Partnership between companies in a supply chain can be critical for local and global implementation of business development based on sustainable and responsible business practice.
ADVENTURE IN PRACTICE - PGI GREENLAND
PGI Greenland is a newly set-up company in the Disko Bay. In a busy market, PGI Greenland has found a niche in adventure-based tourism, developed in close collaboration with local logistics providers and an international partner.
HUMAN RESOURCES AND ADVENTURE
Professional guides are one of a tour operator’s main assets. The guides must have specialised knowledge that can inspire and help the company’s clients in a way that is safe and responsible.
ADVENTURE TRAVEL TRADE ASSOCIATION
Together with a few domestic operators Visit Greenland uses the global Adventure Travel Trade Association network to help promote the development of the adventure tourism industry in Greenland.