Arctic Tourism: Growth, Investments, and the Challenge of Sustainability

In recent years, interest in Arctic tourism in Russia has grown significantly. As reported by Tass – Russia News Agency, travelers are drawn to the region for its exotic appeal, rich culture, and indigenous traditions. 

According to the Russian Ministry for the Development of the Far East and the Arctic, around 1.2 million people visited the Russian Arctic—less than 1% of all domestic tourists. This highlights a vast growth potential, with projections suggesting that visitor numbers could double thanks to the expansion of cruises and new tourism programs in Arctic regions. However, despite rising demand, the current tourism infrastructure still struggles to fully meet travelers’ expectations. 

Beyond the domestic market, Russia is also aiming to promote Arctic tourism internationally. The “Year of Arctic Tourism” project, launched in 2024 by the Association of Russian Tour Operators (ATOR) in collaboration with the tour operator Polar Travel Club, seeks to showcase the Russian Arctic’s tourism potential to global travelers. 

European Arctic tourism is also experiencing increased demand, leading to the creation of promotional initiatives such as Visit Arctic Europe (VAE), involving Finland, Sweden, and Norway. This project unites over 120 companies and tour operators, with a budget of €12.8 million, partly funded by the EU Interreg Nord program. VAE focuses on sustainable tourism, both socially and environmentally, aiming to make the Arctic a competitive and year-round destination while preserving its fragile ecosystem. 

As reported by Osservatorio Artico, climate change is significantly impacting Arctic tourism. Ice melting has opened access to previously unreachable areas, increasing traffic from both small boats and large cruise ships. While a longer summer season benefits tour operators by improving accessibility, shorter winters affect snow-based activities like skiing and sledding. Additionally, extreme natural events—such as avalanches and storm surges—make organizing safe excursions increasingly complex. 

The Arctic presents a wide variety of cultures and tourism approaches, each responding differently to the challenges of expanding tourism. The Svalbard Islands have adopted restrictive policies to limit mass tourism, whereas Greenland is focusing on building new infrastructure to accommodate a growing influx of visitors. These contrasting approaches reflect a delicate balance between environmental protection and economic growth. 

At Twissen, we have observed that Arctic tourism is growing, fueled by cultural interest and greater accessibility due to ice melting. However, the sector faces challenges related to sustainability and climate change. Diverging strategies across the Arctic highlight the need to balance economic growth and environmental preservation for a responsible tourism future. 

Martina Baldo

She graduated in Intercultural Development of Tourism Systems and she has a passion for foreign languages and cultures. Since 2016 she works as administration and tourism project manager at Twissen.