Trump is once again kicking off business

This is not the first time this has happened. Last year, Hotel Hans Egede in Nuuk experienced a significant influx of international journalists when Donald Trump and his family put Greenland on the world map. Now history is repeating itself.

The beginning of the year – historically a quiet period for tourism – is unusually busy in the lobby at Hotel Hans Egede.

Cameras, microphones and foreign press personnel fill the common areas, and according to the hotel's CEO, 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 back on the scene – we have been able to notice a significantly increasing demand, says CEO Jørgen S. Bay-Kastrup.

– It is mainly press people, journalists and TV crews who are visiting us right now. Now business is picking up.

Lobby as a workplace

In the lobby of Hotel Hans Egede, press personnel are working intensively in front of their computers and technical equipment. Camera equipment is on the floors and tables, journalists work at café tables, and the reception desk functions in practice as a temporary press center.

– This is where they gather. It's a common space where you can work, relax and stay focused when you're going out and doing things around the city, explains the director.

It pulsates like a typical hotel reception, but right now it is very clearly marked by press.

The journalists use the lobby as a base while they follow developments closely, where they can see what is happening in the city, locally but also politically and diplomatically – and await the next step on the international agenda surrounding 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 a wave of visits from newspapers, magazines and journalists from almost all over the world,” he says.

– Subsequently, throughout the spring we had an unusually high number of visits from politicians, parliamentarians and ambassadors. Now we can see signs that the same is happening again.

The difference this time is that the attention seems even more intense.

– Greenland is even more in focus now. Trump's rhetoric and his way of referring to Greenland are creating a completely different international attention, and we can see that directly in our bookings.

Press all over the city

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

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

– When I flew to Nuuk with Tuukkaq, there were almost more cameras than passengers. That says something about how massive the pressure is right now.

The arrival of even more international media teams has already been announced in the coming time.

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 awareness 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 statements have acted 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 has ended up being the most effective marketing we have ever had. Suddenly everyone knew where Greenland was – and so they wanted to go up there.

Together with cheaper tickets, more routes and direct flights – including from the USA – this has given a significant boost to activity, especially in Nuuk.

Records and more jobs

The effect has also had concrete economic consequences.

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

– It shows that the effect that was hoped for with the airport is working from day one. And then the Trump story comes along and gives the final push.

The hotel has therefore expanded its staff.

– We have increased our workforce by about 10 percent and have gone from about 70 to 80 employees. This means more jobs and more tax revenue – not only for us, but for the entire country.

Economic gain – human insecurity

Although hotels and businesses are feeling the progress, 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 comes at a price, he says.

– The way Greenland is being talked about – especially by Trump – creates insecurity and uncertainty. You wake up and think: What stories will be there tomorrow? It's uncomfortable.

The world press is in place

In the lobby and around Nuuk you will meet journalists from, among others, BBC and Al Jazeera, who have already been to Greenland several times in the past year to cover various stories.

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

For now, the press presence continues – and the hotels in Nuuk are once again feeling how international tensions and Trump's repeated aggressions against Greenland are directly boosting business.