RESPONSIBLE TOURISM
DON’T LET AI RUIN YOUR VACATION
GREENLAND
Photo: Visit Greenland
Relying on artificial intelligence to plan a trip skips the valuable insights that only people who live there can offer, and it can jeopardize your journey. Greenland, having increasing numbers of international tourists and a less familiar language, recommends trusting residents and operators as your source for travel tips.
What's
changing
A 2023 Matador Network survey found that more than 60% of travelers intend to use artificial intelligence (AI) for travel planning. In remote destinations, AI-generated itineraries risk oversimplifying local cultures, missing meaningful interactions with residents and plotting trips to areas with unpredictable weather or rugged conditions without the benefit of a guide.
What's already
possible
The Greenlandic language was added to Google Translate in 2024. The limited volume of properly translated information about Greenland reduces AI’s ability to be a reliable tool for planning a trip there. As the island prepares for more visitors arriving on a growing number of flights over the next few years, Visit Greenland is getting ahead of challenges posed by a dependency on AI by coaching visitors about how to lean on local knowledge and authentic connections while traveling in the country.
Seizing
the opportunity
Through the “Local Knowledge” initiative, Visit Greenland champions authentic intelligence over artificial intelligence, demonstrating the richness and value that comes from spontaneous interactions with everyday Greenlanders during a visit rather than random information online. Online resources, including a “Meet the Locals” content series, cover a wide range of topics from the best local pubs to the significance of traditional tattoos. Travelers are encouraged to consult with travel advisors who specialize in Greenland to ensure they connect with someone who knows about the region. The program also offers guided tours to simplify planning and ensure that visitors experience the local culture and the scenic landscapes.
Standout
tactic
“Kaffemik,” a traditional Greenlandic celebration where guests come and go throughout the day to mark special events, has deep cultural roots. Originally created to accommodate smaller homes, invitations are now often informal, shared by word of mouth or via social media. The “Local Knowledge” initiative offers guidance for visitors on proper etiquette, so they can respectfully participate in local dining experiences inspired by kaffemik traditions.
How
it helps
Because the campaign involves numerous stakeholders across the country, local residents can see their own experiences and sentiments reflected in the program’s content.
Diving
deeper
How can destinations facing an influx of tourists encourage interactions with locals and local activities without disrupting residents’ daily lives?
Increasing
impact
Destinations could add online or in-person workshops led by residents to teach travelers about local culture, traditions and etiquette before or when they arrive.
Traveling
better
Travel is inherently carbon intensive. Whether you are taking a mini-break or an annual vacation, consider ways to minimize your impact by staying longer in one place, reconsidering how you travel to the destination, and supporting businesses that are working to make their community and the world a better place.
