Trump is once again kicking off business

It's not the first time , that happens. Already last year, Hotel Hans Egede in Nuuk experienced a significant boom international journalists when Donald Trump and his family put Greenland on the world map. Now history repeats itself.

The beginning of the year - is otherwise historically a quiet period for tourism - but it is unusually busy in the lobby of Hotel Hans Egede.

It's not the first time , that happens. Already last year, Hotel Hans Egede in Nuuk experienced a significant boom international journalists when Donald Trump and his family put Greenland on the world map. Now history repeats itself.

The beginning of the year - is otherwise historically a quiet period for tourism - but it is unusually busy in the lobby of Hotel Hans Egede.

Cameras, microphones and foreign press people fill the common areas, and according to the hotel's managing director, the development is closely related to Trump's repeated and more aggressive statements about Greenland.

- There is no doubt that within the last one to two weeks - especially after Trump has come on again - we have been able to feel a significant increasing demand, says managing director Jørgen S. Bay-Kastrup.

- It is mainly press people, journalists and TV crews who visit us now. Now the business is up and running.

Lobby as workplace

Press people sit and work in the lobby of Hotel Hans Egede intensely in front of their computers and technical equipment. Camera equipment is on floors and tables, journalists work at the café tables, and the reception works in practice as a temporary press centre.

- This is where they gather. It is a shared space where you both can work, relax and stay focused on when to go out and act around around town, explains the director.

It pulses like a typical hotel reception does, but right now it is very clearly characterized by press.

The reporters use the lobby as a base while they follow the development closely, where they can see out into the city, what is happening locally but also politically and diplomatically – and await the next step on the international stage agenda around Greenland.

A repeat of last year

According to Bay-Kastrup, the situation is very reminiscent of January last year, when Donald Trump's son visited Greenland.

- Last year we experienced exactly the same thing. It triggered one wave of visits from newspapers, magazines and journalists from virtually all over the world, he says.

- Subsequently, throughout the spring we had an unusually large number visits by politicians, parliamentarians and ambassadors. Now we can see signs that the same thing is happening again.

The difference this time is that the attention still works more intense.

- Greenland is even more in focus now. Trump's rhetoric and his way of referring to Greenland creates a completely different international attention, and we can read this directly in our bookings.

Press everywhere in the city

Hotel Hans Egede is not alone in the experience. According to Jørgen S. Bay-Kastrup, hotels all over the city feel the same development.

- I have spoken to colleagues at other hotels, among other things Hotel Aurora, and they also have many journalists staying, says Jørgen S. Bay-Kastrup, who flew with Tuukkaq on January 8.

- When I myself flew to Nuuk with Tuukkaq, it was almost there more cameras than passengers. That says something about how massive the pressure is now.

The arrival of even more internationals has already been announced media team in the future.

Airport and Trump in interaction

- If you look at 2025 in the big picture, it is clear that the airport has had a huge impact. Greenland has become more accessible, and knowledge of the country has grown significantly, he says.

He points out that many years of work from Visit Greenland have laid the foundation, but that Trump's announcements have worked as an unexpected catalyst.

- You can always discuss the background, and it is sad. But Trump has effectively thrown a grenade into the marketing of Greenland. It is ended up being the most effective marketing we've ever had. Suddenly everyone knew where Greenland was - and then they wanted to go up there.

Along with cheaper tickets, more routes and direct flights – among others from the USA – it has given a significant boost in activity, especially in Nuuk.

Records and more jobs

The effect has also had concrete financial consequences.

- July last year was one of the biggest hotel months ever Hotel Hans Egede, if we compare all the months of the year, says Bay-Kastrup.

- This shows that the effect that was hoped for with the airport, works from day one. And then the Trump story comes on top and gives the final push.

The hotel has therefore expanded the staff.

- We have increased our workforce by around 10 percent and has gone from approximately 70 to 80 employees. This means more jobs and more tax revenue – not just for us, but for the whole country.

Economic gain – human insecurity

Although hotels and businesses feel the progress, is the director has no doubt that there is also a serious downside.

- In the short term, society benefits financially from the situation. But mentally and humanly, it has a price, he says.

- The way Greenland is referred to - especially by Trump - creates insecurity and uncertainty. You wake up and think: What stories are coming there tomorrow? It's uncomfortable.

The world press is in place

In the lobby and around Nuuk you meet journalists from including the BBC and Al Jazeera, which have already been to Greenland several times the past year to cover various stories.

- We actually don't know when we will travel again. It depends of the development – and of the meeting next week between Marco Rubio and the foreign ministers, says Olliver, who is a producer from Al Jazeera.

So far, the presence of the press continues – and the hotels in Nuuk feel again how international tensions and Trumps repeated aggressions against Greenland directly boost the business.