Whale watching, iceberg treks and almost guaranteed Northern Lights – why wouldn’t you want to visit Greenland? Yet tourism in the country is a relatively young business, and one that the world’s largest island is keen to grow.

Greenland is seeking to diversify its economy. About 90 per cent of its exports currently come from fishing, but relying so heavily on a single industry is seen as potentially risky.

The government is aiming for tourism to reach 40 per cent of its export value by 2035. Although tourism isn’t ‘exported’ as such, it brings foreign money into the country, so is classified as an economic export.

To put that into context, the tourism revenue generated in 2023 (€250 million) would need to triple in the next decade to come close to 40 per cent of Greenland’s export value.

So the island is hoping to attract many more intrepid travellers to its shores in 2025, with a unique offering of remote seclusion and bucket-list Arctic activities.

One big reason it will be easier to visit Greenland

In October 2024, the capital of Greenland, Nuuk, officially opened its new international airport. Although there has been an airport in Nuuk since 1979, its runway was too short for large airliners to use, and flights were limited to small turboprop and regional jet aircraft.

Now, the runway has more than doubled in length to 2,200 metres and a new terminal has been built. Major airlines with large passenger jets are able to fly in and connect the island’s capital directly to destinations around the world.

“Previously, Nuuk did not have a sufficiently long runway or suitable terminal for non-stop flights to Europe or beyond,” notes airline route analyst James Pearson.

“This meant that Air Greenland’s A330s had to fly from Kangerlussuaq, with most passengers connecting on to Nuuk,” he says. “Nuuk’s enhanced facilities will be vital for tourism and economic development.”

Several airlines have already made a move to begin serving Nuuk in 2025. United Airlines will launch a nonstop flight from Newark, just outside New York on the East Coast of the US. The route starts from 14 June, initially scheduled to operate seasonally until 25 September.

Joining United is Scandinavian airline SAS, which will begin flights from Copenhagen in June. SAS has served Greenland on and off for decades but can now connect to the capital with a larger aircraft.

SAS noted its Danish roots and historic links to Greenland, saying it is “with a special humility and pride that we now fully resume this role.” It added, “We hope that with our new route to Nuuk, we can help support this development and increase growth and employment in Greenlandic society.”

Also operating out of the new airport are Icelandair, connecting the island to Keflavik, and home flag carrier Air Greenland. As well as its long-established route to Copenhagen, Air Greenland is adding connections to Aalborg and Billund for summer 2025.

While it’s still early days for the new airport, hopes are high that more international airlines will begin service.

And it’s not just Nuuk that’s getting an aviation upgrade. Ilulissat in the north and Qaqortoq in the south both plan to open an international airport by 2026 with equally long and capable runways. Discussions are ongoing about modernising other airports in Greenland in a bid to make the country more accessible.

Why is Greenland keen to attract tourists?

Targeting more tourists is seen as a key economic enabler for Greenland. The remote, sparsely populated island is keen to diversify away from its reliance on the fishing industry, and sees tourism’s potential as an additional revenue source.

Tourism is already beginning to grow, with a record number of foreign visitors in 2023. Almost 40,000 arrived by air, 9 per cent higher than in 2022, while over 76,000 arrived on cruise ships – almost twice as many as pre-pandemic in 2019.

Statistics from Visit Greenland show that in 2023, foreign tourism contributed revenue to Greenland of almost DKK 1.9 billion (€250 million). Not only that, but tourist arrivals directly accounted for over 1,000 jobs.

While the new airport and Greenland’s unique environment have the right recipe for tourism success, organisations are cautious about overstimulating the market. A pledge for sustainable tourism, signed in 2023, aligns increased tourism with direct benefits to local residents while maintaining important cultural connections.

“Among the tourism companies and organisations, there is a strong desire for a common and sustainable direction for tourism development,” says Visit Greenland’s CEO, Anne Nivíka Grødem. “That’s why I am so encouraged that the tourism industry itself is setting clear direction with this pledge for sustainable tourism development that benefits all of Greenland.”

In Nuuk, the municipality is collaborating with the tourism industry on increasing the number of hotel rooms by 50 per cent by the end of 2030, which will add 500 more beds. However, that won’t happen quickly, and analysis by Visit Greenland suggests both Nuuk and Ilulissat could face a shortage of accommodation in the short term.

What are the best things to do in Greenland?

Greenland’s wow factor comes from its untouched natural surroundings and uncrowded spaces. Like Iceland, its Arctic Circle location means there are vast opportunities for experiences that are hard to find elsewhere in the world.

Greenland is marketing itself as an adventure tourism hotspot, and it’s easy to see why. Icebergs the size of skyscrapers and ancient glaciers can be explored by boat or kayak. The Ilulissat Icefjord, a UNESCO World Heritage site, is one of Greenland’s most iconic attractions, with massive icebergs calving off the Sermeq Kujalleq glacier.

Greenland has perhaps the best ‘dark sky’ environment of anywhere, due to its minimal light pollution, vast, untouched landscapes, and clear skies. Its northerly location and long, dark winters make it one of the best places in the world to view the Aurora Borealis.

Winter fun is year-round here, with dog sledding a popular pastime for visitors and locals alike. Sisimiut and Kangerlussuaq offer long, snow-covered trails ideal for sledding, while Tasiilaq in the east offers an authentic Innuit dog sled experience. Skiing and snowboarding are popular too, with heli-skiing an option for thrill seekers.

There are opportunities to spot some of Greenland’s diverse wildlife throughout the island, but the most popular excursions take visitors out to sea to view the giant whales in their natural environment. From Disko Bay and Nuuk, tourists can take a boat tour to view humpback whales, fin whales and even minke whales in the Arctic waters.

Alongside this, there are numerous cultural and historical experiences to be found in Nuuk and other towns across the island, as well as infinite opportunities for hiking, wildlife watching, and simply relaxing.

The unspoilt riches of Greenland are beginning to be discovered, and with easier connections than ever, it’s sure to make its way onto many travellers’ bucket lists in 2025.

British Airways is terrible value for money, has uncomfortable seats, and lousy food and drink. That’s according to the results of an annual passenger satisfaction survey conducted by UK consumer group Which?.

The survey of more than 7,000 passengers taking 9,000-plus flights, ranks airlines based on customer feedback on various areas, including boarding and booking processes, and the experience in the cabin. It also uses data from the UK Civil Aviation Authority to establish how many flights were on time or cancelled.

According to this year’s survey, BA and Air Canada are the worst long-haul airlines in the world, scoring an overall 62 per cent customer rating. Conversely, the top-performing airlines like Emirates, Qantas and Etihad all scored over 70 per cent, and the best-ranked carrier – Singapore Airlines – scored 81 per cent.

“There’s a clear disparity between airlines at the top and the bottom of the rankings,” says Rory Boland, Editor of Which? Travel. “Some airlines seem to think they can get away with treating their customers badly, knowing they are unlikely to face consequences in a sector with weak regulations.”

British Airways says the results are “entirely at odds” with the feedback it gathers itself from its own passengers. It points out its £7 billion (€8.44 bn) investment in improvements, and says customers are “already seeing the benefit.”

On the short-haul side, budget giant Ryanair scored the lowest, with a 49 per cent customer score. Which? noted that, despite being a value-for-money proposition, Ryanair “got a mediocre two stars for value for money.”

The consumer group quoted a Ryanair passenger as saying, “You think you are getting a fairly cheap flight only to find that you have to pay extra for everything. I would rather the price was higher but not have to pay to take on a cabin bag.”

But the Irish low-cost has hit back, saying the results are not representative of the millions of passengers who choose to fly with it each year.

“Ryanair this year will carry 200m passengers, all of whom (like us) ignore these fake Which surveys, and your invented passenger quantities,” Ryanair stated. “Not one of our 200m passengers wish to pay “higher prices” as you falsely claim. More Which rubbish.”

Which airlines were ranked the best to fly with?

At the top of the table, Singapore Airlines achieved a consumer score of 81 per cent, getting five stars for customer service, cabin environment, cleanliness and boarding process.

Etihad scored one percentage point more than Emirates at 78 per cent, to take second place. However, Emirates ended up being the long-haul Which? Recommended Provider (WRP) for one good reason.

Emirates is one of a few long-haul airlines that doesn’t automatically cancel your return ticket if you miss your outbound flight. Known as a ‘no show’ clause, both Etihad and Singapore Airlines missed out on the WRP status due to this practice.

In the short-haul market, the survey concluded Jet2 was rated the best airline with a customer score of 80 per cent. Passengers praised its booking process, helpful staff and low cancellation rate.

British regional airline Loganair scored well at 72 per cent, with five stars for customer service. Scandinavian airline SAS took third place with just one percentage point less, helped by its impressive 77 per cent on-time flight record.

Are British Airways and Ryanair really that bad?

Being named and shamed is never pleasant for any brand, and both Ryanair and BA have hit back at the accusations from the Which? survey.

British Airways, in particular, is spending a great deal of cash on improving the experience for its passengers, investing over €8 billion in new cabins, technology, operational improvements and lounges. A key investment has been the rollout of free WiFi messaging for all passengers on all flights – a significant benefit in today’s connected world.

The Which? survey highlighted the plight of a British Airways customer who had waited for nine weeks for a refund for a cancelled flight. However, the route she was flying was not operated by BA, but by its partner airline Aer Lingus, therefore the refund process lay with them.

At the 2024 Skytrax awards – the ‘Oscars of aviation’ – British Airways was named the world’s most family-friendly airline. In the same year, it won best short-haul airline at the Business Traveller Awards and was voted Most Trusted Airline Brand in a survey by Newsweek.

“There is always room for improvement and we know we don’t always get things right,” British Airways admits. “But we’re proud of the progress we’re making and will continue to focus on delivering the best possible service for our customers.”

As airlines have raised in the past, the sample size for the Which? survey is very small. For an airline like BA, the opinions of the 253 long-haul travellers included in the results represent a tiny percentage of the total number of passengers it carries each year. For Ryanair, the 1,027 people who fed back to Which? are 0.0005 per cent of its customers.

With a customer score of 51 per cent, Wizz Air was second to last in the short-haul rankings. Like Ryanair and BA, it has lamented the small sample size.

“Wizz Air flew over 12 million passengers in the UK over the last year and Which? only surveyed 109 Wizz Air customers – less than 0.001 per cent of our customer base,” the airline says. “It is therefore not a fair or accurate representation of Wizz Air’s industry-leading operational performance and significantly improved customer service.”

What are the top tips for airline passengers?

While the efficacy of the Which? survey is up for debate, the ranking does give some nuggets of useful information. Most notable is the ‘no show’ clause, which is certainly one to watch out for when booking long-haul flights.

Just like Emirates, Virgin Atlantic and BA won’t cancel your return ticket if you miss your outbound flight. However, all three airlines say it’s important to let them know as soon as possible that you won’t make your outbound flight so they can preserve the return portion.

When it comes to low-cost airlines, it pays to know what you’re getting into. Customers may complain about paying for bags and seat selection, but that’s the deal here – a bargain basement flight with no frills. Everything additional will mean additional spending.

And finally, if you’re planning to book a flight from Europe to the USA, it pays to fly with a European airline. Even on return flights, you’re covered by the strong consumer rights protections of the EU, including up to €600 if your flight is severely delayed or cancelled.

St David’s Day is just around the corner, and the perfect opportunity for a day out in Wales. But visitors to the country’s most popular attractions may be disappointed this weekend, as dozens choose to close in protest of the government’s proposed tourist tax.

Organised by the Welsh Association of Visitor Attractions (WAVA), the protest is designed to highlight the impact the proposed tax will have on local people and businesses.

According to WAVA spokesperson Ashford Price, around 100 plus businesses will either close completely on St David’s Day, Saturday 1 March, or fly the Welsh flag at half-mast.

“Despite repeated efforts to engage through normal channels, our concerns have been ignored,” says Jim Jones, CEO of North Wales Tourism.

“As a result, we are escalating our opposition and calling on businesses to join us in a symbolic gesture of lowering flags to half-mast, reflecting the profound damage to what was once one of Wales’ most stable and economically significant sectors.”

The Welsh government has proposed a tax on visitors of £1.25 a night (€1.50), but with VAT on top, it comes out to £1.50 (€1.80). WAVA argues that this will deter visitors from coming to Wales and have a disproportionate impact on local people holidaying at home.

While WAVA doesn’t specify which attractions will participate in the protest, it has over 100 members from all regions of Wales. Member organisations include popular attractions like Anglesey Sea Zoo, Zip World, Oakwood Theme Park and the Royal Mint Experience.

What’s the problem with the proposed Welsh tourist tax?

Tourist taxes have become commonplace in many of Europe’s most popular destinations. Councils and governments have introduced them in hopes of mitigating some of the impacts of overtourism. But WAVA says this is not relevant for Wales, which is experiencing fewer tourists than it has in the past.

“Wales has recently lost 23 per cent of its overnight staying visitors,” says Price, “and I know of no attraction that is getting the figures that they had pre-COVID.”

According to Welsh Government statistics, Wales received 892,000 visits in 2023, 13 per cent fewer than it had in 2019. Tourist spending was at £458 million (€553 million) in 2023, down 11 per cent from 2019.

“Wales remains the only UK nation to not recover spend figures from 2019,” it says.

But the problem is not only the impact a higher cost of visiting Wales will have on those coming from other countries. “Most people in Wales do not realise that they, too, will need to pay this tax,” says Price, “including babies and children.”

According to Welsh government statistics, 21 per cent of people in Wales are living in relative income poverty. For children, that number rises to 29 per cent.

Under the proposals, Welsh people holidaying in Wales will also need to pay the tourism tax. Around 60 per cent of Welsh people holiday in their home country, and account for three in 10 overnight stays.

“I do not think Welsh people will be very happy when this tourism tax comes into force,” says Price. “If you have, and many do, three children and two adults in a tent, it will cost £52.50 (€63.40) to pay the tourism tax on top of your camping fees.”

Price further points out that, while tourism taxes are becoming common abroad, businesses in those countries enjoy lower VAT rates. In Wales, the VAT is 20 per cent.

Why is Wales proposing a tourist tax?

If brought in, Wales would become the first UK nation to introduce a blanket tourist tax. The government has headlined the reasons for the measure as part of its broader effort to support communities impacted by high visitor numbers and ensure tourism remains sustainable.

Officially called a visitor levy, the proposed tax would be applied regionally, with councils deciding for themselves whether to introduce it.

As well as using the funds to better manage tourism and the infrastructure needed to support it, the Welsh government has said the funds will be used to support the Welsh language, “particularly within Welsh-speaking communities where tourism is considered a significant contributor to the local economy.”

The proposed visitor levy is still in the consultation phase, with plans to introduce legislation in 2027.

Is tourist tax the answer to overtourism?

Europe’s 2024 was marked by an exponential rise in protests against overtourism. From the Canary Islands to Greece, local people took to the streets in anger and frustration at the ever-increasing numbers of visitors and the impact tourism has on housing, healthcare and services.

Taxes on visitors are nothing new, with more than 60 destinations worldwide having such a levy in place. However, in response to overtourism, many more destinations are adding tourist taxes, or increasing the rates they charge.

From street protests to an Airbnb ban, all the ways Barcelona said no to tourists in 2024

Not everyone has been happy with the implementation of new taxation on tourists. In Italy, a proposed increase in tourist taxes has sparked opposition from the hospitality sector, with hotel and travel industry associations expressing concern over the proposed hike to €25.

“We must tread very carefully,” Barbara Casillo, director of Italian hotel chain Confindustria Alberghi, told local media last year. “If we scare travellers who come to us by giving the impression that we want to take what we can, we are not doing a good service to the country.”

In Venice, a daily tax was introduced as a response to overtourism. But residents collectively opposed it, claiming it turned Venice into an “amusement park” and arguing that the tax does not disincentivise anyone from visiting. The tax is still in place.

In Thailand, a proposed tourist tax was scrapped after widespread protests against the idea from tourism businesses and the hospitality industry.

The closure of Wales’ attractions and flags at half mast is designed to have an impact on the outcome of the Wales tourist tax proposals. For visitors, the advice is to check before you travel whether the attraction you plan to visit is open.