Demand for travel to the Arctic is on the rise, sparking expansion plans from travel experts.
- New itineraries in Finland, Iceland, and Norway are being introduced to meet the surge.
- Not in the Guidebooks is leading this trend with notable growth in Arctic travel bookings.
- The expansion reflects a broader industry trend highlighted at a recent conference.
- Agents report that Arctic itineraries are outperforming other destinations in popularity.
A marked increase in the popularity of Arctic travel has prompted a significant expansion in travel itineraries, particularly across Finland, Iceland, and Norway. This surge in demand is being spearheaded by Not in the Guidebooks, a company that is responding to exceptional growth in Arctic bookings by broadening its travel offerings.
The current expansion aligns with findings presented at the Association of Adventure and Touring Suppliers (ATAS) conference, which highlighted that travel to the Arctic region is experiencing unprecedented growth. According to sales data from new ATAS member Not in the Guidebooks, winter 2024-25 Arctic travel bookings have already surpassed prior years’ figures, indicating a substantial shift in consumer interest towards these destinations.
Not in the Guidebooks has carefully crafted new itineraries that include captivating two- and four-night adventures in the Finnish Lapland resort of Pyha, providing visitors with a less commercialised and more immersive winter wonderland experience. Key attractions include opportunities to view the Northern Lights, authentic accommodations such as glass roof igloos and traditional log cabins, and engaging activities ranging from husky sledding to ice fishing and visits to reindeer farms.
Sales director Debbie Sowden emphasised the attractiveness of Arctic getaways, noting an increase in interest not only for winter breaks but also for year-round trips to these fascinating northern locations. She highlighted that peak dates in December 2024 have limited availability, which has driven the company to open bookings for 2025 and 2026, reflecting the ongoing and growing appeal of these itineraries.
The company’s expanded offerings were showcased at the recent ATAS conference in Leeds, where travel agents expressed appreciation for the unique and flexible travel options available through Not in the Guidebooks. Sowden remarked on the sustained demand for the company’s Finnish adventures, stating that their appeal lies in the less commercialised nature and immersive experiences available.
The growing interest in Arctic travel underlines the region’s rising prominence as a destination offering unique and sustainable experiences.
