For travel businesses, the opportunity lies in promoting nature and outdoor activities while preparing for long-term climate risks that could reshape demand.
The latest edition of the industry’s only ranking of destinations focused on sustainability benchmarks the strategies, action plans, and initiatives of 100 cities and regions worldwide.
Online travel agencies report spikes in bookings for activities in Norway, Denmark, and Sweden. Some places see a near doubling over last year. Are travelers seeking cooler climes as extreme heat increasingly plagues southern Europe?
As demand has increased, the Arctic has expanded its visitor infrastructure. It just needs to ensure that it has the personnel to preserve the experiential part of it.