Facing Climate Change and Overtourism, Norway Shifts Its Marketing

Once one of Norway’s most accessible glaciers, the Nigardsbreen has receded to reveal a difficult trek across hard slabs of rock. Instead of 50 tourists at a time, guides now take as few as six people, even though business couldn’t be better.

Steinar Bruheim, a guide who’s led tours across glaciers for over 30 years, knows why tourists flock to Norway’s rural, western countryside in the summer.

“They want to see it before it disappears,” Bruheim said.

The Nigarsbreen, like over 90% of the world’s glaciers, is melting. And while the planet is experiencing record temperatures, global travel and tourism, which researchers believe represent at least 8% of carbon emissions, couldn’t be healthier. In 2017, there were 1.32 billion tourist arrivals internationally, with Norway earning almost $19 billion from tourism representing 4.2% of the country’s gross domestic product, according to Innovation Norway, a government entity focusing on business growth.

Norway, like most countries in Western Europe, is experiencing record numbers of tourists, especially during the peak summer months—more than half of all overnight stays traditionally happen from May to August. And most of those tourists, according to Innovation Norway, come to see the fjords and the famous Northern Lights in northern Norway.

That influx of tourists is putting a strain on its natural wonders, especially glaciers.

“They are part of the problem”

In the late 1980s and ’90s, Bruheim’s business mostly came from German and Dutch tourists. But with help from a falling krone, Norway’s currency, and a rise in overall international travel, Norway’s tourism industry has exploded….[Read More]