Transforming local Arctic tourism businesses in times of multiple crises: a post-pandemic perspective

Abstract

ABSTRACT External effects significantly affect Arctic tourism. This not only relates to climate change proposing a long-term threat but also other events, like the COVID pandemic. Small regional business active in Arctic tourism is forced to adapt to this reality and cannot escape from the consequences. The study aims to evaluate the situation from the perspective of the small- and medium-sized companies, representing the backbone of Arctic tourism. It focuses not only on the challenges that the pandemic has created but also those that lay ahead because of an inevitable climate change. The semi-structured interviews conducted in northern Norway provide new perspectives for businesses based on changes in traveler behavior and the subsequent adjustment in the touristic offering, as presented in the research. With the emerging trends of more individualized offers and social bonding during travel, the future of Arctic tourism no longer has to rely on adventure activities. A holistic appreciation of nature and culture by tourists provides the opportunity for a more resilient and less climate-dependent touristic product.