This story is part of a weeklong series on climate change and sustainability. It’s in partnership with Covering Climate Now, a global journalism initiative to cover climate change in the week leading up to the U.N. summit on climate change in New York on Sept. 23. Click here to learn more about the initiative and read all of Adweek’s coverage on how sustainability and marketing intersect.
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 [we] are part of the problem”
To read the rest of this article, see: https://www.adweek.com/brand-marketing/climate-change-overtourism-glaciers-norway-marketing/