In recent years, the Arctic has become an increasingly sought-after destination, attracting travelers fascinated by its untouched nature and local traditions. In Russia, the number of visitors has reached 1.2 million, with the potential to double thanks to the expansion of cruises and tourism programs. However, the sector faces challenges related to sustainability and climate change. While Russia focuses on tourism growth, the European Arctic (Finland, Sweden, and Norway) invests in a responsible approach. Different strategies, such as restrictions in Svalbard and new infrastructure in Greenland, highlight the need to balance economic development with environmental protection.