Toward culturally sensitive Report from

CARINA REN DANIELA CHIMIRRI METTE S. ABILDGAARD

1 Culturally sensitive tourism in the Arctic sensitive tourism Culturally ARCTISEN

Multidimensional Tourism Institute (MTI) Rovaniemi www.luc.f/matkailu

Design: Lappi Design / Tytti Mäenpää

ISBN 978-952-6620-45-9

2 3 Publications of the Multidimensional Tourism Institute Matkailualan tutkimus- ja koulutusinstituutin julkaisuja

Toward culturally sensitive tourism Report from Greenland

CARINA REN DANIELA CHIMIRRI METTE S. ABILDGAARD

Rovaniemi 2020

3 ARCTISEN Promoting culturally sensitive tourism across the Arctic

Main result: Improved entrepreneurial business environment for culturally sensitive tourism

Culturally sensitive tourism in the Arctic sensitive tourism Culturally that will be achieved by improving and increasing transnational contacts, networks and cooperation among different businesses and organizations. Improvement of business environment will also result in concrete products and services, locally and transnationally designed, that support the capacities of start-ups and SMEs to develop ARCTISEN sustainable, competitive and attractive tourism businesses drawing on place-based opportunities.

Funder: Northern Periphery and Arctic Programme

Partners: University of Lapland (Lead Partner), Finland UiT The Arctic University of Northern Norway Tourist Board Umeå University, Ájtte - Mountain and Sámi museum, Sweden

Aalborg University, University of Waterloo, WINTA - World Indigenous Tourism Alliance

Budget: 1.455.547,88€

4 5 5 Contents Introduction...... 8 Structure of the report...... 9 Framework for culturally sensitive tourism in Greenland...... 12

Culturally sensitive tourism in the Arctic sensitive tourism Culturally History of tourism development in Greenland...... 12 Existing guidelines and quality certifcates...... 14 Legal, territorial and cultural minority-majority challenges in tourism development...... 15 ARCTISEN Demand for culturally sensitive tourism...... 15 Possibilities and challenges of culturally sensitive tourism...... 20 Possibilities in business innovation, product, service and capacity development...... 20 On challenges...... 21 Examples...... 22 Final refections...... 26 Acknowledgments...... 30 Notes and references...... 30

6 7 Introduction

7 Introduction

While visitor numbers to Greenland are still strong tourism industry as one path toward While challenges still abound, many

Culturally sensitive tourism in the Arctic sensitive tourism Culturally relatively low compared with other parts of growth (with fshing, mining, farming and tourism strategies, research and develop- the Arctic, tourism currently is experienc- hunting being the others)3, they also noted ment projects, funding opportunities and 1 ing unprecedented attention in Greenland . such a path’s impediments, some of which networks have recently been launched to 4 Successful marketing, combined with a already are known to Arctic destinations. uncover and alleviate barriers, raise the ARCTISEN 5 growing global interest in the Arctic, has led For example, the Rambøll Group identifed level of service and entrepreneurship, de- to a volume of tourists and a correspond- the most important impediments as being velop products, improve digital and phys- ing rise in political and societal interest in a short tourism season, lack of infrastruc- ical infrastructure etc. In this context, the tourism. Today, tourism is viewed as one of ture, current limited capacity, low customer Towards More Tourism (TMT) conference Greenland’s three economic pillars, next to service standards, low tourism growth rate, in 2018, hosted by Visit Greenland and Air fshing and mining, as well as a promising lack of package tours, low overnight-stay Greenland, illustrates current and ongoing lever for the Arctic nation’s future econom- average (only four nights per trip), low ex- efforts to develop to develop the Green- ic development. Furthermore, its success- penditures per tourist (~1,100 Danish Kro- landic tourism feld by showcasing best ful development potentially could help pave ner or ~$160 US dollars per day), a lack of practice cases, inspiring and creating dis- the way for the Arctic nation’s independ- concrete initiatives by Greenland’s govern- cussions about current and future tourism ence from the Danish Commonwealth. ment (and a low priority given to them), lack development in Greenland, secure better The growing attention from political of online information about the nation’s local and regional coordination and owner- and other public actors in Greenland has tourism destinations, and diffculties with ship6. Attended by 137 tourism actors, pre- elicited several reports, policy documents internal and external coordination in the dominantly micro- and small enterprises and strategies conducted during the 2010s Greenlandic tourism sector. from all over Greenland, it shows how tour- to explore Greenland’s tourism potential2. ism – unlike mining and infrastructure ven- While they all recognised development of a tures – is not just a waiting game for large

8 9 foreign investors7. It is also a place where conducted in February and March 2019 in how indigenous culture plays a different national and local strategies, investments , Greenland’s capital, and in Sisimiut, and much less prominent role in promot- and people can make things happen and the second largest town in Greenland. The ing, developing and articulating tourism in make a difference despite lingering diffcul- respondents represented a handful of small Greenland. This is explained partially as ties, which also were mentioned during the and medium-size tourism companies, and a consequence of, among other aspects, conference, in coordinating and developing a range of other central tourism-related or- Greenland’s status as a self-rule nation, the tourism and associated products at a re- ganisations such as associations, public quest for economic and national independ- gional and national level. authorities and research institutes. The in- ence,9 and the modest (for now) presence Tourism offerings in Greenland cur- terview questions revolved around the use of tourism in Greenlandic society. rently centre around adventure tourism and of local culture in tourism, operating tour- the ‘big Arctic fve’ sights and experienc- ism businesses, development ideas, and es marketed by Visit Greenland8: dog sled- tourism possibilities and challenges. Inter- ding; ; Northern Lights; ice/ viewing different kinds of tourism actors snow; and the nation’s pioneering people. allowed for approaching cultural sensitivity In addition to economic development, In combination with sailing, hiking, fshing from multiple perspectives. culturally sensitive tourism enhances: and hunting, as well as cultural offerings, y stakeholders’ self-determination such as kaffemik coffee parties in private Structure of the report y homes and visits to handicraft workshops, intra- and intercultural understanding these comprise the products offered to the The report frst offers a cursory intro- and respect nearly 100,000 people who visit Greenland duction to the history of tourism in Green- y inclusion and empowerment.10 annually. land in Section 2, setting the stage for a In this report, we will introduce and discussion of the frameworks for cultur- discuss how this recent interest and ris- ally sensitive tourism in Greenland in Sec- ing numbers of tourists intersect with the tion 3. Particular interest is shown in how interpretation and evaluation of actual and culture and cultural practices in Greenland expected growth by Greenlandic tourism are connected to tourism and how com- actors, with a specifc emphasis on cultur- munities experience it, either in benefcial ally sensitive development. This overview or conficting ways. Section 4 offers a per- is based on desk research, as well as 11 spective on the character and challenges solo interviews and two double interviews tied to cultural sensitivity specifc to Green- with 15 tourism actors. The interviews were land compared with other Arctic tourism regions. A major identifed difference is

9 CULTURALLY SENSITIVE TOURISM

LOCALITY Things are discussed together at RECOGNITION AND RECIPROCITY Culturally sensitive tourism in the Arctic sensitive tourism Culturally local level with many stakeholders

ARCTISEN PERSONAL INTERACTIONS RESPECTFUL AND FACE-TO-FACE ENCOUNTERS DISCUSSIONS

DISCUSSING AND CULTURAL KNOWLEDGE LISTENING Interest and willingness to learn from other cultures

COCREATING

Figure 1. Characteristics of culturally sensitive tourism.

10 11 Framework for culturally sensitive tourism in Greenland

11 Framework for culturally sensitive tourism Greenland

Greenland) on airstrips built by the U.S. 12

Culturally sensitive tourism in the Arctic sensitive tourism Culturally This section approaches culturally sensi- land annually. This demonstrates how the tive tourism from four different perspec- army under World War II. infux of tourism has been diffcult to predict tives that are important in Greenland: his- This slowly paved the way for oppor- in the past and mirrors the current situation, tory of tourism development; guidelines tunities to make tourism a viable industry in which predictions of a tourism boom so ARCTISEN and quality certifcates in tourism; legal, and an alternative to traditional hunting and far have failed to materialise. territorial and cultural minority-majority fshing merely for economic gain. Tourism In 1990, the Home Rule government challenges in tourism development; and consolidated over time in the 1960s,11 and once more decided to intensify its focus demand for culturally sensitive tourism. in 1973, the frst commission-based white on tourism, viewing it not just as one of paper was written, ’Tourism in Greenland’. many opportunities, but as a staple sector. History of tourism development Data indicated that 500 tourists visited the A tourism development plan, ‘Turismeplan nation in 1960, a number that rose to 6,500 for Grønland 1991-2005’, was developed, From 1721 until 1953, Greenland was a in 1972 (comprising tourists and visiting and in 1992, Greenland Tourism was es- colony under Danish rule, and people wish- friends and relatives [VFRs]). tablished to further tourism in accordance 13 ing to visit Greenland had to seek permis- The commission expected the num- ‘with Greenlandic nature and culture’. sion from the Danish Ministry of Green- ber of international tourists to reach ap- Throughout the 2000s, Greenland Tour- land to enter the country. Visitors typically proximately 35,000 by 1980 and, based on ism, later renamed Visit Greenland, worked would travel there as part of the colonial this assumption, concluded that tourism to make tourism the second most important government (trade and commerce, teach- would become the second-largest sector. sector in Greenland. As a development phi- ing) or through missions or expeditions. Although the sector did grow in the ’70s and losophy, Greenland Tourism stressed, ac- The basis for tourism in a more tradition- ’80s, it contributed only modestly to employ- cording to a 2001 report, that tourism ‘de- al sense was laid shortly after 1953, when ment and income. In 1981, two years after velops in full harmony with the Greenlandic chartered fights were initiated to Kulusuk instalment of Greenland’s Home Rule gov- nature and culture’ and that ‘local anchor- (East Greenland) and (South ernment, only 10,000 tourists visited Green- ing should characterise tourism, as should 12 13 broad support from the Greenlandic popu- lation’.14 This philosophy can be traced fur- ther back to a tourism conference in South Greenland in 1975. Here, it was decided that tourism was to beneft and be owned and controlled by Greenlanders, thereby boost- ing Greenland’s economy, but also function- ing as a vehicle to improve understanding of Greenlandic culture, strengthen understand- ing and cohesion of the Greenlandic people through national tourism and expand Green- landers’ horizons.15 Later, in 1984, the Landsting decided that by recognising tourism as an industry, emphasis would be placed on employment and income in local communities.16 This view was maintained and strengthened in the 1990s, and in 2000, Simon Olsen, Greenland’s deputy for tourism, in a speech to tourism actors, mentioned the impor- tance of developing and making available Greenlandic products, including handicraft and product development of Greenlandic food. Again, it was emphasised that the na- tion should ‘develop tourism on our own terms and hereby become integrated in the culture of our country’.17 From a political perspective, this emphasis on developing tourism on the nation’s own terms (‘på lan- dets egne vilkår’)18 is linked closely with na- Figure 2. Map of Greenland. (Credit Greenland Travel.) tional, local and indigenous culture.

13 In the book Tikeraaq19 by Liisi Egede Plans to undertake certifcation are one’s shoes and leaving the kaffemik once Hegelund, based on her decade-long in- in the government’s pipeline for Greenlan- no more free chairs are available. volvement in Greenlandic tourism, she dic stone products, including gems (rubies, Besides these scattered initiatives, describes the slow, but sure, creation of typically) and soapstone, to strengthen the no labels or guidelines exist in Greenlandic Greenlandic tourism initiatives, operators unique brand of hand-carved Greenlandic tourism. This might indicate that guidelines and ownership, from the frst visits to East stones towards locals and tourists, and to most often are instigated due to a prob- Greenland from in the early ’50s ensure transparency, consumer safety and lem and that because of its still relatively through the Home Rule government estab- more sales/higher prices.21 small size, tourism is not yet perceived as lished in 1979, to the initiation of Greenlan- The Association of Arctic Expedition a highly competitive feld (outside of cruise dic Self Rule in 2009. For many, the transi- Cruise Operators (AECO) currently is work- tourism, where we also are seeing the frst Culturally sensitive tourism in the Arctic sensitive tourism Culturally tion to Self Rule was viewed as a fnal step ing to develop site-specifc guidelines in guidelines being created). This is in line before total independence from Denmark, Greenland. These are in line with similar with a comment by the manager of a local and in this expected transition, tourism and community guidelines in Svalbard, where tour operator in Nuuk, in answering a ques-

ARCTISEN its economic role ‘(are) embedded (in dis- AECO is based. A local guide for Sisimiut tion on whether guidelines might ease ten- course) in the ongoing nation building pro- already has been developed in collabora- sions between locals and tourists: 20 cess in Greenland’. In this light, tourism tion with Arctic Circle Business, with a sec- ‘No, not really. I know that there have development is not only about business ac- ond guide for Nuuk in the making. been issues in with tourists, tivity, but also about political activity. for example, taking pictures of the With the tourism sector continually kindergarten and people. I have not heard witnessing steady growth in Greenland, the of issues here in Nuuk, though. It might Existing guidelines and quality largest tourism actors, such as Visit Green- come when more tourists are coming’. certifcates land, are taking a more explicit role to shift Interestingly, and in line with Visit Green- tourism in a sustainable direction. In 2018, land head Julia Pars’ call to ‘clean up at While debates and initiatives, such as the Visit Greenland became a member of CSR home’ when receiving guests, an interview- ones cited above, are still taking place, so Greenland. Also, Visit Greenland has creat- ee discussed Greenlanders’ own responsi- far, no overarching certifcation in Green- ed a ‘how to kaffemik’ guide on the popular bility to ‘be green’: land exists for tourism operators, local activity for tourists, which entails visiting guides, experiences or for specifying the ‘A lot of people come to Greenland people’s homes during special occasions and imagine a country where we are origin of cultural tourism products and sou- (birthdays, frst day of school etc.). In the respecting our nature. We do that, venirs, which usually include handcrafted guidelines, a light-hearted infographic ad- maybe not in the same way as they (we) fgures (in soapstone, antlers or tusk), nee- vises tourists on proper dress codes and used to. It does not say organic all over dlework (pearls), silver and ruby jewellery, the place, but we are doing it in other Greenlandic etiquette, such as removing sealskin and musk ox wool products. ways. So, we need to be better in telling

14 15 that, but also being more conscious in Greenland cannot be bought or owned by ment of Greenlandic tourism, as refected when it comes to the use of plastic, for anyone. Thus, everyone still has the right to in this interview with the Sisimiut Museum: example. Being more aware’. access the land to fsh, hunt, gather plants ‘We try to find a balance between the In some conversations, Iceland is men- etc. According to an interviewee, colonial history and life today. Colonial tioned as a ‘signifcant Other’ and as some- 'the idea of the concessions is that locals history obviously plays an important role can go to the river any time, but there is in the Greenlandic development and the one to learn from, both in attracting more Greenlandic society. You do not want it tourism and regulating it. In the context only one tourist operator who can take tourists to that specific area. So, we as to overpower the story of the traditional of raising more awareness among trav- locals can still go and use the areas. culture. However, the museum is right ellers to Greenland, the Icelandic Pledge Concessions do not change that, but here in the colonial centre of Sisimiut, was mentioned as an inspiration in inviting there is only one who can sell a tourist and the Greenlandic culture is out in tourists to pledge for responsible tourism: product linked to that area’. nature’. ‘It could be interesting to prepare tourists However, people have voiced concerns over Some of this tension also can be traced to more (about) what they are coming to and how concessions would, de facto, interfere discussions on tourism development and that they are more aware. I think in Iceland, with the allemandsret (all people’s right) to labour that have revolved around young they have a pledge and they have made the land. Also, and on a larger scale, com- Danish guides coming to Greenland for some kind of guidelines’. peting interests from mining have their the summer and preventing locally trained own vision for certain landscapes and land Greenlandic guides from entering the in- 22 Legal, territorial and cultural use. dustry. Furthermore, it has been discussed how to ensure that local companies can minority-majority challenges As the in Greenland form the ma- beneft from cruise tourism and become in tourism development jority of the population, no indigenous-mi- better at developing – and making a living nority issues exist as known, for instance, from – locally anchored cultural tourism One of the tools for stimulating investments from the Sámi areas. However, while still products. in Greenlandic tourism has been through a minority, Danes and Danish migrant la- concessions, in which investors gain the bour in Greenland, until recently, have re- exclusive right to develop an area by, as ceived privileges in Greenlandic society Demand for culturally sensitive one of the respondents explained, ‘applying (higher salaries, frst right to accommoda- tourism for concessions, so they [...] are the only ones tions etc.). As a consequence of this and Generally, demand for cultural tourism in who can take tourists to this area and build fa- the continued, troubling presence and infu- Greenland is not high. In conversations cilities’. So far, fshing grounds, feld areas ence of colonial history, distrust and latent with a travel agent from Greenland Tours, for skiing and grounds for development of racism are not unusual between the two an agency operating from Berlin and Rey- huts have been mentioned. However, this groups. Colonial infrastructure is also a po- kjavik, the agent describes how people has been somewhat controversial, as land tentially problematic, though integral, ele-

15 travelling to Greenland are predominantly '‘All the culture is linked to after ice in its many forms – icebergs, the icefjord in Ilulissat and the ice cap – and nature. That is our DNA. show very little interest in cultural commu- You cannot separate it. All nity activities that the agency promotes on its website (often free of commission). the elements of culture are In the interviews, operators also main- somehow related to nature, ly talked about nature-related activities, such as dog sled rides, sailing and fshing so what we fnd here is what trips, and hikes. However, all these activi- we call culture symbols. Culturally sensitive tourism in the Arctic sensitive tourism Culturally ties naturally also contain a cultural com- ponent: If you would ask anyone ‘All the culture is linked to nature. That is about a cultural symbol, they our DNA. You cannot separate it. All the ARCTISEN elements of culture are somehow related will say the kayak, the ulu, to nature, so what we find here is what the sled dog. Everything is we call culture symbols. If you would ask anyone about a cultural symbol, they connected to nature’. will say the kayak, the ulu, the sled dog. Everything is connected to nature’. Nevertheless, many believe that this as- pect could be strengthened and made more visible, e.g., by becoming better at ‘telling the story’. Recent successful attempts from Visit Greenland to ‘repopulate’ Greenland through branding campaigns and a new visual identity might help spark interest in – and awareness of – local Greenlandic cul- ture and communities.

16 17 17 Culturally sensitive tourism in the Arctic sensitive tourism Culturally ARCTISEN

18 19 Possibilities and challenges of culturally sensitive tourism

19 Possibilities and challenges of culturally sensitive tourism

Culturally sensitive tourism in the Arctic sensitive tourism Culturally This section examines the ideas, challeng- but we do not even meet 50%’. This articulated While there is general interest in build- es and opportunities in business and prod- imbalance between existing capacities of ing critical mass – both in terms of visitor uct development that were brought up dur- well-functioning tourism businesses and numbers, offers and experiences, and tour- ing the interviews. visitation numbers seems to hinder devel- ism staff – the perceived large-scale and ARCTISEN opment of products and services. Ongoing top-down focus on tourism development, mainly centring around infrastructure, is Possibilities in business innovation discussions on increasing capacities disa- ble innovation potential for development, viewed as a threat to sustainable and local- and product, service and capacity ly anchored tourism. One respondent stat- development as unused capacities exist in other desti- nations in Greenland. This is prevalent in a ed: ‘Well, if we talk sustainability, then we are on Tourism in Greenland is distributed une- statement by the largest tourism operator the wrong path right now. We are focussing on venly. In Ilulissat, signs of what we might in Sisimiut: ’The funny thing is that, on a nation- building up what we call enormous destinations, term overtourism during the summer sea- al scale, we say we need to have a better incom- and the rest of the area just stays or slowly de- son are starting to appear, but elsewhere ing system. So, what we do here is that we keep velops’. However, another respondent con- – like in Nuuk, Sisimiut – numbers of tour- on improving our incoming system. That means versely stressed the positive and benefcial ists are generally low. In these places, the we now have a huge incoming system here, and aspects of tourism and the development of principal concern is to increase the num- we only use around 50%. That [referring to the local infrastructure through this activity: bers and spread activity beyond July and lack of capacities] is what we say in general in ‘Tourism is also a good way of August. As stated by a Sisimiut tourism Greenland, but the only place that has challeng- improving infrastructure. Infrastructure in Greenland today is only improving entrepreneur: 'I know that they [other entrepre- es is actually Ilulissat’. It is apparent that a through tourism. We would not even neurs] say that [referring to overtourism], but in need exists to work more closely together talk about new airports without our case, we have tourism; we have the incom- to nourish innovation, as well as spread out tourism. I believe that tourism will, in ing system. We do have the capacities needed, existing capacities. a way, always initiate improvements in

20 21 infrastructure. That is all, from bins in so that they make it their own’. Doing it this way the street to benches at viewpoints’. aims to ensure culturally appropriate devel- While having said this, our interviewees opment of tourism products and services. 'We would like locals to all work on the ground to engage with or develop tourism in their own ways, and On challenges engage more in tourism one general characteristic is concern over on a small-scale level. how to integrate tourism into building and No certifcates currently exist in Greenlan- strengthening the community, in terms of dic tourism, and no plans are in the pipe- For example, meeting the both culture and economy: line to develop any, neither in relation to locals, inviting them for ‘We would like locals to engage more sustainability, nor locally manufactured in tourism on a small-scale level. For products. However, guidelines have been coffee or dinner, presenting example, meeting the locals, inviting prepared in Sisimiut and are in the plan- Greenlandic food and (them) for coffee or dinner, present(ing) ning stages elsewhere. The guidelines pre- Greenlandic food and lifestyle. And dominantly are targeted at cruise tourism lifestyle. And again, I am not again, I am not talking traditional old and are unlike other guidelines in the Arc- Inuit. I am talking Greenlandic modern talking traditional old Inuit. tic cruise industry (e.g., those of AECO), as life’. they are oriented towards habitation and I am talking Greenlandic This indicates – as also examined by Wen- culture, rather than wildlife and nature. The 23 modern life.’ necke, Jacobsen and Ren – that tourism local museum in Sisimiut has collaborated entrepreneurship in Greenland often is mo- with AECO to develop community-specifc tivated – at least partially – by a wish to guidelines and print fiers: support family and community. Interview- ‘The National Museum made fliers ees pointed to the need to build local part- mainly for locals on guidelines, like only nerships ‘so people get involved and are not drive your ATV on the tracks because marginalised that way’. Regarding culturally you might go over a site. Basically, you sensitive tourism, tourism entrepreneurs should follow the law and only drive have stressed the need for inclusion and where it is legal to drive. We also do involvement by locals when talking about not want to exclude locals from using the landscape. That is where the culture developing tourism products and services is still alive. It is a work in progress based on cultural heritage. ‘You need to get developing guidelines, and it only now people involved; you need to involve the locals. becomes relevant because it is now that You need to inspire them, to have them onboard, tourism is being a bigger element here’.

21 The Sermersooq Business Council in Nuuk how we want tourism: “We want this, but we do ported by many interviewees, as is an in- also noted potential benefts and the need not want this”. It is fully accepted. It seems that creased awareness of keeping things local, for guidelines for tourists, something that nowadays, it is also expected in a way’. In con- although foreign workforce issues have was experienced frsthand during a recent clusion, the need for guidelines – and on been raised. The perception that a low level Svalbard visit. It is addressed primarily as a a more basic level, signage around towns of confict related to development tourism way to frame the tourism encounter and re- and on trails – will grow together with tour- exists in Greenland also was supported by duce confict more explicitly: ism numbers. Gaining inspiration from oth- one of our interviewees in Sisimiut: ‘What we learned through the recent trip er destinations and learning from others ‘Here in Sisimiut and Qeqqata to Svalbard was that there is a necessity how to carry such things out without ‘scar- municipality, there is a lot of talking, and to have guidelines because we are the ing tourists away’ are viewed as valuable. people are trying to make the tourism

Culturally sensitive tourism in the Arctic sensitive tourism Culturally only ones that can develop tourism as industry local. So, it is coming from we want it. No one else can do that for within the culture, so I don’t see very us. We need to be sharp and clear on Examples many things like that (insensitive ways of what kind of tourism we want to have in developing tourism) because people that Generally, no consensus exists on what

ARCTISEN the future. We want to have guidelines; are selling and creating the products are we want to have rules, maybe some constitutes a sensitivity issue in Greenland from within the culture’. certifications, e.g., for tour operators and tourism, but awareness of cultural sensitiv- Perhaps it is because the still relatively so on. So, we do not have these negative ity exists, as underlined by a Sermersooq small size of tourism keeps the level of con- examples like other destinations have’. Business Council representative, who stat- troversy low. However, as also mentioned Refecting on their impression of the Nor- ed: by a travel agent, conditions will change in wegian guidelines in Svalbard, the Serm- ‘A main resource that you need in this the near future as improved international ersooq Business Council concluded that context is the knowledge, sensitivity tourism infrastructure is built: further work on providing guidelines for and understanding of what the cultural landscape[...] is. It is important to ‘With the longer airstrips coming, we tourists in Greenland was needed to avoid have 4-5 years to prepare the local future clashes. ‘We need to do more in order to understand the stakeholders. It is not only the tour operators and the providers; businesses so we are not run over by inform [tourists] on what being a good tourist in it is also the hunting association or companies coming from the outside. Greenland entails […]’. the Art Museum and drum dancing It would be very easy for large foreign companies to come in and buy up local Interestingly, one interviewee in Nuuk club. These kinds of stakeholders are important’. companies. We have some years to pointed to the fact that even though tour- become strong, so we can withstand the ism entrepreneurs, locals and tourists The quote refects how multiple stakehold- pressure that will come. It is exciting to might perceive guidelines as limiting and ers should have a say and be involved in see what is going to come. Nobody knows negative, ‘out there, it shows us more and developing tourism, considering that it af- for sure what is going to happen. Nobody more that it is OK to set guidelines and rules on fects them. This understanding is sup- knows what will happen when the airport

22 23 is finished. What airlines are interested be independent, but we keep on copying is something that is growing in the to come in and what cruise lines are from Denmark. Denmark is different. So, Greenlandic culture scene. It has its interested in doing their turnarounds many things are different. So, we should roots in the Greenlandic storytelling, here and bringing in new guests? Nobody do it from the inside’. and you have a lot of Greenlandic stories knows. So, these are exciting times’. Many actors in or around tourism focus and myths and events being adapted or translated into dance and musical arts... When asked, interviewed tourism actors on locally based tourism and tourism that It is so interesting that storytelling is so found it diffcult to pinpoint tourism prod- allows for respectful and responsible en- important in the Greenlandic culture. It is ucts that they view as improper in a cul- counters. Some examples of what we the attraction itself. That is what I think turally sensitive way, suggesting a low lev- might interpret as culturally sensitive tour- about a lot these days. How do you do el of controversy – also in relation to the ism products in Greenland that exist on a that in a good manner?’ other areas covered in the ARCTISEN pro- small scale include kaffemik, as well as Also, local jewellery, handicraft and handi- ject.24 For example, very few expressed the open dance and storytelling sessions at craft workshops were mentioned, as were view that selling tupilak as souvenirs might museums and cultural houses. Character- more traditional activities, such as fshing be considered inappropriate: ‘The only thing istic of these encounters are that they are and dog sled activities. Some mentioned I can think of is tupilak because it is originally a small-scale events in which the public and how ‘everyday life’ could become a tourism voodoo thing. I don’t know if it is right to sell that private are not easily discernible or separa- product, with some cited examples includ- to tourists. Personally, for me, it is just a piece of ble. ing small language courses and local or stone, but it depends on what you believe’. Generally, almost all interviewees iden- self-caught-food tastings, either in people’s The most crucial aspect that is prev- tifed storytelling as a particularly Greenlan- homes or after a foraging/fshing/hunting alent throughout the empirical data, and dic activity, and many viewed it as either al- trip. articulated strongly by one interviewee in ready integrated into tourism offerings or in Sisimiut, is the aspect that for tourism en- need of becoming so. However, because of trepreneurs in Greenland, it is not important its close connection to Greenlandic culture, to put a ‘cultural sensitivity’ label on their ‘doing it right’ was mentioned more or less actions: explicitly by one interviewee: ‘I just hope that it is always the ‘It is going to be an exciting experiment Greenlanders that define the roles, what trying to translate Greenlandic is right and what is wrong and what storytelling, like things that go on when to do. Right now, we also have large we sit at a kaffemik or meet someone operators from outside. If Greenland in the supermarket or talk with our wants tourism, it should be under their grandparents or children, to translate rules. I am not a fan of copying a system that into marketing campaigns for from outside. We say that we want to tourists... It can be anything. That

23 Culturally sensitive tourism in the Arctic sensitive tourism Culturally ARCTISEN

24 25 Final refections

25 Final refections

Culturally sensitive tourism in the Arctic sensitive tourism Culturally Generally speaking, the interviewed stake- Visit Greenland was lauded by many as hav- SEN project, this offers a fantastic oppor- holders displayed a great deal of pragma- ing played a substantial role in this work: tunity to work critically and refectively with tism and a willingness to ‘move things for- ‘A lot has happened when it comes to tourism development as a proactive, rath- ward’. Issues were raised around balancing how Greenland is presented to tourists er than reactive, activity, building capacity ARCTISEN tradition and modernity in selling and con- now. In the earlier days, Greenland and to develop the destination, marketing and Greenlandic people have been presented structing Greenland as a tourist destina- content in culturally sensitive ways. in a very traditional way. ...It is more tion, while manoeuvring the often-diffcult modern (now). Before, there was a focus While the political discussion on tour- conditions of making a living in a tourism on icebergs and dog sleds and then when ism development until recently has revolved industry that remains, in most areas of the you had people, they wore the traditional around raising the numbers (primarily country, modest in size and highly season- costume. When people came, they through cruise tourism), an ongoing discus- thought everyone wears it. The last few al. sion in the Greenlandic tourism industry is years, I think they really worked on the However, optimism has prevailed, brand of pioneering nation. They really now taking place regarding a more refex- and many feels that the national marketing worked on showing how we really live. ive and smart approach to ‘whom to invite foundation is moving in the right direction Greenland is more than this idealistic in’. As Julia Pars, head of Visit Greenland, in developing the image of Greenland and picture. It is more realistic now. asked during a recent conference (TMT, Oc- Greenlanders: The lack of cultural controversies or clear- tober 2018): ‘Whom do we want to invite to ‘We were bad in our marketing for quite ly identifed problems in how tourism prod- our home? How should we host them?’25 some years. Before, there were these ucts are developed and marketed in a cul- In regards to this discussion and sup- pictures of Greenlanders in traditional turally sensitive way seems to connect with costumes on a dog sled with a harpoon. ported by desk research, Greenland's ARC- We are now more aware that Greenland is still-moderate tourism numbers in Green- TISEN subproject interprets and articulates so much more than that’. land and has been voiced by many as a culturally sensitive tourism as mutual re- principal concern recently. For the ARCTI- spect, rather than implying cultural ‘frailty’,

26 27 as intuitively understood by some inform- ‘We were bad in our ants. As strongly suggested in the desk re- search, the role and confgurations of indig- marketing for quite some enous and national culture in the ongoing years. Before, there struggle to become an independent na- tion-state are crucial to include as an im- were these pictures of portant aspect of how culture is marketed Greenlanders in traditional and activated in tourism. Mutual respect could be a strong tag costumes on a dog sled with line in the ongoing work, whether it’s be- a harpoon. We are now more tween locals and tourists, or locals and aware that Greenland is so tourism entrepreneurs, as refected in dis- cussions about ‘cleaning up our act’ and re- much more than that’. sponding to complaints about garbage and waste in many Greenlandic ports, towns and settlements.

27 Culturally sensitive tourism in the Arctic sensitive tourism Culturally ARCTISEN

28 29 Notes and references

29 Acknowledgments Notes References 1. Bjørst & Ren, 2015; Ren & Chimirri 2017. Bjørst, L. R., & Ren, C. (2015). Steaming up or staying cool? Tourism development and Greenlandic futures in the light of cli- 2. Instituttet for Fremtidsforskning 2013; Kingdom of Denmark We would like to thank our partners in Sisi- mate change. Arctic Anthropology, 52(1), 91–101. https://doi. 2011; Rambøll Group 2014. miut and Nuuk. They shared their time, ex- org/10.3368/aa.52.1.91 3. Bjørst & Ren 2015. periences and knowledge with us through- Egede, K. K. (1992). Turisme - Fremtidens bærende erhverv i out this project and provided us with 4. Rantala et al., 2019. Gr¢nland? 2. modulsprojekt – geograf, Roskilde Universitet- valuable insights. 5. Rambøll Group, 2014, pp. 40–52. scenter. 6. Ren & Chimirri, 2018. Greenland Tourism (2001). Årsberetning 2000 – Fremtiden i sigte. 7. Ren, Bjørst & Dredge, 2016. Gr¢nlands Landsstyre (1998). Turismeredeg¢relse. Nuuk.

Culturally sensitive tourism in the Arctic sensitive tourism Culturally 8. Visit Greenland, 2020. Hegelund, L. E. (2009). Tikeraaq: Tourism in Greenland. Nuuk, 9. Kuokkanen, 2017. Milik. 10. See Olsen et al., 2019. Hynne, A. (2002). Kultur & turisme i Grønland: En analyse og diskussion af turismens kulturelle aspekt med udgangspunkt i 11. Johnston & Viken, 1997. ARCTISEN en diskursanalyse af Greenland Tourisms brochurer. Institut for 12. Grønlands Landsstyre 1998; Rosing Funch & Poulsen 1994, Eskimologi, Det Humanistiske Fakultet, Københavns Universitet. p. 8. Instituttet for Fremtidsforskning (2013). Fremtidsscenarier for 13. Rosing Funch & Poulsen, 1994, in Hynne 2002. Grønland: Scenariebeskrivelser for Grønland. 14. Greenland Tourism, 2001, p. 2; Greenland Tourism, 2001, p. Johnston, M. E., & Viken, A. (1997). Tourism development in 4, in Hynne, 2002, p. 19. Greenland. Annals of Tourism Research, 24, 978–982. https://doi. 15. Egede 1992, p. 11. org/10.1016/S0160-7383(97)00034-0 16. Egede 1992, p. 13. Kingdom of Denmark (2011). Danmark, Grønland og Færøerne: 17. Hynne 2002, p. 23. Kongeriget Danmarks strategi for Arktis. Udenrigsministeriet; Udenrigsdirektoratet, Grønlands Selvstyre; Udenrigsministeriet, 18. Hynne, 2002. Færøernes Landsstyre. 19. Hegelund, 2009. Kuokkanen, R. (2017). The pursuit of Inuit Sovereignty in 20. Bjørst & Ren 2015, p. 92. Greenland. Northern Public Affairs. Retrieved from http://www. 21. , 2017. northernpublicaffairs.ca/index/volume-5-issue-2-innovations-in- 22. Ren, Bjørst & Dredge, 2016. community-health-and-wellness/the-pursuit-of-inuit-sovereignty- in-greenland/ 23. Wennecke, Jacobsen & Ren, 2019. Naalakkersuisut (2017). Redegørelse om certifcering af 24. See Olsen et al., 2019. grønlandske smykkesten og stenfgurer. Departmentet for 25. Ren & Chimirri, 2018. Råstoffer, Juni 2017.

30 31 Olsen, K. O., Avildgaard, M. S., Brattland, C., Chimirri, D., De Bernardi, C., Edmonds, J., ...Viken, A. (2019). Looking at Arctic tourism through the lens of cultural sensitivity: ARCTISEN – a transnational baseline report. Rovaniemi: Multidimensional Tourism Institue. Retrieved from http://urn.f/ URN:ISBN:978-952-6620-39-8 Rambøll Group (2014). Hvor skal udviklingen komme fra? Poten- tialer og faldgruber i den grønlandske erhvervssektor frem mod 2015. Report prepared for Greenpeace. Rantala, O., Barre, S. D. L., Granås, B., Jóhannesson, G. T., Müller, D., Saarinen, J., & Niskala, M. (2019). Arctic tourism in times of change: Seasonality. Nordic Council of Ministers. Ren, C., Bjørst, L. R., & Dredge, D. (2016). Composing Greenlandic tourism futures: An integrated political ecology and actor-net- work theory approach. In Political Ecology of Tourism (pp. 284– 301). Routledge. Ren, C., & Chimirri, D. (2017). Turismeudvikling i Grønland: Af- dækning og inspiration. Institut for Kultur og Globale Studier, Aal- borg Universitet. Ren, C. B., & Chimirri, D. (2018). Turisme i Grønland–før, nu og i morgen. Tidsskriftet Grønland, 295–302. Rosing Funch, C., & Poulsen, K. L. (1994). Turisme i Gr¢nland. Hovedopgave HA-jura, Handelsh¢jskole Syd, Kolding. Visit Greenland (2020). https://visitgreenland.com/da/artikler/ the-big-arctic-fve-ker.neoplevelserne-i-groenland/ Wennecke, C. W., Jacobsen, R. B., & Ren, C. (2019). Motivations for Indigenous island entrepreneurship: Entrepreneurs and be- havioral economics in Greenland. Island Studies Journal, 14(2), 43–60.

31 Toward culturally sensitive tourism Report from Greenland

This report examines ongoing tourism development in Greenland through the lens of cultural sensitivity. What does cultural sensitivity mean to actors directly involved in or connected to tourism? In what ways can local communities and businesses utilise their cultural heritage and contemporary way of life in creating successful tourism products and services? Based on interviews among tourism actors, this report offers an overview of the tourism landscape in Greenland, with a particular emphasis on Nuuk and Sisimiut. Culturally sensitive tourism in the Arctic sensitive tourism Culturally

ARCTISEN

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