Air Greenland and Greenland Tourism and Business Council strengthen co-operation

Members of the boards for Air Greenland and Greenland Tourism and Business Council (GTBC) have approved a co-operation agreement between the two companies. The agreement is initially to run for three years. The agreement concerns joint promotion efforts in major tourist markets outside Greenland and includes joint financing of trips for the media designed to increase knowledge of Greenland and stimulate the desire to travel to Greenland.

The agreement – which follows up on our declaration of intent in July – is a result of our common interest in the promotion abroad of tourism to Greenland. This includes the North American market in particular, where we want to heighten the awareness of American travellers to Air Greenland’s route to Baltimore.



- Joint efforts are focused especially on the American market in order to boost the route to Baltimore which we and Air Greenland have a lot of faith in for the future, says CEO for GTBC, Thomas Rosenkrands, who is backed up by CEO for Air Greenland, Michael Binzer:

- Air Greenland is delighted that GTBC has taken the initiative to coordinate efforts on markets abroad with regard to both PR and marketing. We look forward to a constructive collaboration which can hopefully be expanded to include other tour operators and hotels in Greenland.

The two CEO’s also stressed that European markets like Denmark, Germany and Great Britain will not be neglected with relation to the joint marketing efforts which, according to Binzer, have a general, measurable criterion for success.

More airline passengers to Greenland
- One of the specific aims of the collaboration is to increase the number of passengers who fly to Greenland with 10 percent each year in the coming three years, 2008-2010. In addition, the agreement includes the provision that Air Greenland and GTE together with Baltimore Airport share the costs of a campaign in 2008 which is to put focus on our USA route, says Michael Binzer.

His colleague within tourism and business believes that this is an ambitious initiative, but not so ambitious that it cannot be implemented.

- At present we still have room for more tourists here in Greenland, both on land, at sea and in the air. Together with other businesses, we must constantly ensure that tourism develops its sustainability with due respect for nature and culture. This is why we have set realistic goals which will contribute to creating more jobs within tourism and generate more income for the benefit of society, adds Thomas Rosenkrands.

One of the other central points of the agreement is centred on the funding of trips to Greenland for the media from prioritized tourist markets. This is in recognition of the fact that positive coverage in e.g. travel magazines and newspapers is an effective and relatively cheap way to bring more customers into the shop.

The two companies already have a close partnership within the framework of Branding Group Greenland.