The ongoing surge in Arctic travel bookings has led to the expansion of programmes by Not in the Guidebooks. The demand for trips to Finland, Iceland, and Norway is outpacing other destinations, indicating a growing interest in Arctic experiences.

• New itineraries have been introduced, featuring two- and four-night stays in Finnish Lapland’s Pyha resort, showcasing authentic Arctic experiences.
• The trend aligns with industry observations from the Association of Adventure and Touring Suppliers (Atas) conference, underscoring the increasing popularity of Arctic destinations.
• Sales data confirms that bookings for Arctic adventures in the winter of 2024-25 have surpassed previous years, reflecting significant market interest.
• Agents appreciate the immersive, non-commercialised experiences offered, with flexibility in travel dates highlighted as a key attraction.

A significant increase in Arctic travel demand has prompted Not in the Guidebooks to expand its offerings in Finland, Iceland, and Norway. These destinations have captured the enthusiasm of travellers seeking unique and immersive experiences in the north, aligning notably with broader industry trends observed at the Association of Adventure and Touring Suppliers (Atas) conference in Leeds.

Travel statistics reveal that agents are increasingly booking trips to the Arctic, with current sales significantly outperforming those of other global destinations. This surge is mirrored in Not in the Guidebooks’ own sales figures, where Arctic itineraries for the upcoming winter season have already eclipsed those from the previous year.

The expansion includes new itineraries such as two- and four-night stays in lakeside cabins at Pyha in Finnish Lapland, offering travellers a chance to engage deeply with the local environment. Key attractions in these itineraries include Northern Lights viewing, stays in glass-roof igloos, traditional log cabins, as well as unique activities such as husky sledding, reindeer farm visits, and ice fishing.

Sales director Debbie Sowden commented on the trend, noting, “The popularity of Arctic getaways has reached exciting levels. We’re seeing increased interest not just for winter breaks, but year-round travel to these captivating northern destinations.” She highlighted that the recent Atas conference allowed them to present their expanded Arctic lineup to partners, which was met with enthusiasm.

Agents have expressed particular interest in these new Arctic offerings, praising the less commercial nature of the trips, which provide a more genuine winter wonderland experience. A significant selling point is the flexibility to travel on any preferred dates, allowing for customised travel plans.

The growing interest in Arctic travel demonstrates the appeal of authentic, immersive experiences in pristine and less commercialised settings.