National tourism board case study | Visit Greenland
Context
Visit Greenland is the national tourism organisation responsible for representing Greenland to international audiences.
I worked with Visit Greenland on multiple commissions, producing destination writing and photography aligned with national positioning, while addressing the practical realities of travel in Greenland, including access and infrastructure.
Assignments spanned multiple regions.
Scope of work
- Destination guides covering 30 locations
- Trail guide for the Arctic Circle Trail
- Experience guide for the Sarfaq Ittuk ferry
- Photography produced alongside written content
Deliverables were designed for reuse across platforms rather than tied to individual projects.
What made the work effective
Extended time in Greenland provided seasonal context, helping clarify how places change throughout the year and what remains consistent over time.
This familiarity made it easier to identify common visitor misunderstandings, distinguish between seasonal variation and permanent conditions, and focus content on what travelers actually need to know.
The work also benefited from shared context. Internal teams had access to someone who could explain the conditions behind the content, not just deliver finished assets, supporting clearer decisions during each project.
See how tourism projects are typically structured →
How the work is used
The work is used across national destination platforms, visitor information services, and editorial channels.
Written content is published on the Visit Greenland website and structured for longevity. Core narrative sections remain stable over time, with only time-sensitive details, such as accommodation or operator information, requiring periodic updates.
The photography forms part of Visit Greenland’s media database and is available for use by organisations and individuals promoting Greenland, subject to defined usage criteria. Images were developed for long-term use and remain relevant beyond the scope of the original commissions.
Selected samples
The examples below represent commissioned writing produced as part of this work, even where individual bylines are not consistently displayed. Some links point to archived versions of pages that have since been updated or replaced.
• One of the 30 destination guides (originally published) ->
• Sarfaq Ittuk guide (originally published) ->
• Photography for Visit Greenland ->
A similar approach informs collaborations with regional destination organisations and tour operators.
• See selected clients →
• Regional destination organisation case study | Destination Arctic Circle →
• Tour operator case study | Icelandic Mountain Guides →