Trump's Greenland Bid: A Tourism CEO's Perspective

The intersection of geopolitics and tourism has never been more apparent than in Greenland's recent experience. When US interest in acquiring the island resurfaced in early 2025, the global spotlight brought both opportunity and uncertainty to the Arctic nation's adventure travel sector.

Casper Frank Møller, the 28-year-old CEO and co-founder of Raw Arctic, has experienced this dual impact firsthand. Based in Nuuk, his company offers high-end adventure tours across the vast Greenlandic wilderness. His story reveals how international headlines can simultaneously boost a destination's profile while creating hesitation among potential visitors.

The journey began three and a half years ago when Møller and his friend Isak traveled along Greenland's west coast. Both outdoor enthusiasts—Isak an expert in Arctic hiking and hunting, Møller a fly-fishing aficionado—they noticed a recurring pattern wherever they went.

People seeking tourist opportunities consistently asked if they wanted to be their guides. This revealed a clear market gap for authentic adventure tours that they were uniquely positioned to fill.

In 2024, they formalized this insight by establishing Raw Arctic alongside a third co-founder. The company differentiated itself in a competitive market by focusing on:

• Expensive, tailor-made tours for adventure-seeking clientele
• Exploration of the entirety of Greenland, not just popular spots
• High-value experiences like multi-day helicopter charters
• Access to remote locations unreachable by standard tourism operators

The strategy proved successful. Møller notes that some customers charter helicopters for multiple days to go skiing in the mountains, spending upward of 20,000 pounds (about $26,000) per day. This premium positioning targets travelers who want more than a standard vacation—they seek transformative Arctic experiences.

When US interest in Greenland resurfaced in early 2025, the impact on tourism was immediate and dramatic. International attention brought unprecedented visibility to the destination, creating a surge of interest from potential visitors.

The attention was really good for business in the beginning because it put us on the world map and into people's subconscious.

However, this initial boost came with complications. The geopolitical situation raised concerns that extended beyond simple tourism marketing. Møller explains that the power behind these statements created uncertainty not just among people in Greenland, but regarding broader world order.

Geopolitical instability affects tourism spending patterns significantly. Greenland is not an inexpensive destination—it requires substantial investment to reach. Travelers must navigate:

• Transportation costs of at least 200 pounds ($270) per hour for small boat charters
• Limited connectivity requiring travel by sea or air between cities
• Significant time investments to move between locations

For many visitors, a Greenland trip represents a once-in-a-lifetime investment requiring substantial savings. When uncertainty looms, these travelers become more conservative with their spending.

Despite the uncertainty, Raw Arctic has continued its growth trajectory. The company has made strategic investments in new boats, marketing, and digital solutions, demonstrating confidence in the long-term viability of Greenlandic tourism.

The business model has also evolved. Moving beyond being a direct tour operator, Raw Arctic now functions as a comprehensive agent across Greenland. This expansion involves partnering with dozens of local guides and operators in smaller coastal settlements throughout the island.

This decentralized approach reflects a core mission for Møller and his team. They believe tourism shouldn't be centralized in the capital city of Nuuk. Instead, the people who live in remote areas are best positioned to showcase their regions, nature, and way of life.

By giving these local communities a voice and economic opportunity, Raw Arctic contributes to sustainable tourism development that benefits the entire nation, not just urban centers.

Some folks are spending their savings on a once-in-a-lifetime trip to come here. So when there's geopolitical instability, people become more conservative with their money.

The direct impact has been measurable. Since the US raid on Venezuela, approximately 20 to 30 customers have placed their plans on standby, indicating they'll wait to see how the situation develops before making final decisions.

Beyond business considerations, Møller observes a significant shift in Greenlandic political consciousness. About a year ago, the general elections revealed a polarized nation divided between those wanting rapid independence from Denmark and those favoring a more gradual approach.

Independence involves two distinct dimensions:

1. Cultural Independence - A sense of national identity and self-determination
2. Economic Independence - The ability to function without external financial support

Currently, Greenland receives approximately 4 billion Danish crowns ($628 million) annually from Denmark as a block grant. This funding stabilizes the Greenlandic economy, and Møller acknowledges that immediate separation would create significant economic challenges.

However, the recent geopolitical attention has paradoxically created a unifying effect. Møller notes seeing a less polarized Greenland emerging from the situation.

We don't want to be American. We don't want to be Danish. We want to be Greenlandic. The question is just, when should we cut the ties?

This statement captures the essence of Greenland's current position—balancing cultural aspirations with economic realities while navigating complex international relationships.

For Møller personally, the situation represents a complex mix of emotions. As a relatively young entrepreneur, this is his future at stake. The business he co-founded represents not just a livelihood, but a commitment to his country and its development.

He admits to feeling concern about the state of global affairs, yet maintains a logical perspective that the US won't ultimately acquire Greenland. The risks to international relations would be too great, and the move would face significant opposition from multiple directions.

The experience highlights how global power dynamics directly affect local businesses and communities. What happens in Washington or Caracas can immediately impact booking calendars in Nuuk, demonstrating the interconnected nature of modern tourism.

Despite the uncertainty, Møller's story ultimately reflects resilience and adaptability. Raw Arctic continues investing in growth while navigating geopolitical headwinds, representing the entrepreneurial spirit that drives Greenland's economic evolution.

The Greenlandic tourism sector stands at a fascinating crossroads where international politics meets local enterprise. Casper Frank Møller's experience with Raw Arctic illustrates both the opportunities and challenges facing businesses operating in geopolitically sensitive regions.

Key indicators to watch include:

• How geopolitical tensions evolve and affect international travel confidence
• The pace of Greenland's journey toward greater autonomy
• Continued investment in sustainable, decentralized tourism infrastructure
• Development of local guiding capacity across remote settlements

What remains clear is that Greenlandic entrepreneurs like Møller are building businesses that reflect their values—authentic experiences, local empowerment, and national pride. While external forces may create temporary headwinds, the fundamental appeal of Greenland's pristine wilderness and rich culture continues to attract global interest.

The question isn't whether Greenland will remain a premier adventure destination, but rather how its people will shape their own future while navigating the complex currents of international relations.