Aurora Zone Drives Growth With Northern Lights Tours To Finland, Iceland, Norway, And Sweden

Wednesday, July 2, 2025

Few adventure travel specialties are more thrilling than viewing the Northern Lights, and Aurora Zone, headquartered in Ouseburn, UK, has carved out a unique reputation as the only UK travel company that focuses exclusively upon aurora-based travel experiences. With experience in organizing travel to Northern Lights destinations like Finland, Iceland, Norway, and Sweden, Aurora Zone has recently experienced a massive increase in bookings, bringing over 3,000 tourists last winter on once-in-a-lifetime encounters.

The company’s strength is that it provides a genuinely specialized and experiential travel experience, centered around one of the world’s most awe-inspiring natural wonders. As global enthusiasm for these mystical displays of light continues to show no signs of slowing down, Aurora Zone is looking forward to greater and greater success in the coming years, hitting a turnover of £10 million by 2028.

A Surge in Demand for Northern Lights Travel

The solar cycle maximum expected to occur in 2025 and 2026 is expected to heighten the intensity and frequency of the Northern Lights, which has contributed significantly to an increase in bookings for these awe-inspiring journeys. According to Amy Hope, Managing Director of The Artisan Travel Company (the parent company of Aurora Zone), these powerful light displays have sparked greater interest in traveling abroad to witness them firsthand. “The recent sightings in the UK have definitely whetted the appetite for people to see stronger displays abroad,” Amy notes.

While around 80% of the company’s guests are from the UK, the global market for Northern Lights tours is expanding. The US market, in particular, saw substantial growth last year, and there are promising signs that interest from parts of Asia is also on the rise. This broadening international demand for aurora-focused holidays has paved the way for rapid growth in turnover, with the company now setting its sights on an ambitious £10 million goal within the next three years.

Expert Support: Adding Value to the Aurora Experience

A key aspect of Aurora Zone’s success has been its commitment to providing expert-guided tours. These highly specialized trips are not merely about booking a package; they offer a unique opportunity to explore the science and wonder behind the Northern Lights. Aurora Zone recently ran an aurora-hunting holiday where guests were accompanied by Dan Monk, Director of Astrophotography at Kielder Observatory in Northumberland, who shared valuable insights into how best to photograph the Northern Lights.

“The feedback from having Dan there was fantastic,” says Amy Hope. “The local guides are excellent, but the expert knowledge Dan and his colleague Matt brought was the next level of insight. We’d love to do more escorted trips with Dan in the future.”

Dan Monk, reflecting on the experience, shared, “It was a real privilege to join the trip as an astronomy guide and share the wonder of the Northern Lights with such an enthusiastic group. Finland offers some of the best conditions in the world for aurora viewing, and being able to help guests understand the science behind the spectacle while experiencing it together was incredibly rewarding.”

The Origins and Evolution of The Artisan Travel Company

The Artisan Travel Company, which operates both Aurora Zone and Activities Abroad, was founded by Ali McLean in 2002. Ali’s journey began after cycling around Europe, where he sought a way to build a living through his passion for travel and adventure sports. With a degree in Travel and Tourism Management and experience with tour operators, Ali created Activities Abroad. Initially focused on summer activity holidays, the company soon expanded its offerings, including winter holidays in Lapland.

According to Amy, “Even if other travel companies went to Lapland, there were barely any photos showing the Northern Lights. It was all huskies and snowmobiles, so we started working on Aurora Zone, specifically to see the Northern Lights.” This shift towards focusing entirely on aurora tourism was a pivotal moment in the company’s evolution, and it laid the foundation for Aurora Zone’s launch in 2012.

Partnerships and Long-Term Relationships: Key to Success

One of the defining features of Aurora Zone’s operations is its long-term relationships with suppliers, local guides, and hotels in the Nordic countries. These partnerships ensure that the quality of the experiences offered is consistently high. “It’s grown ever since, and because of our relationship with the hotels and local partners, they’ve grown too,” says Amy. “We’re very particular with who we work with, so we can guarantee the quality of what we’re offering.”

These partnerships also enable Aurora Zone to offer a range of unique and exclusive experiences. For example, in Norway, guests can embark on spectacular whale-watching tours and explore the famous fjords. Similarly, in Sweden, travelers can stay in innovative ice hotels—one of the many distinctive elements that set Aurora Zone’s tours apart from other operators in the region.

The Thrill of Aurora Hunting and Beyond

One of the most exciting aspects of Aurora Zone’s offerings is the opportunity for guests to experience the Northern Lights up close and personal. While Finland is the primary destination for aurora hunting, other countries in the Nordic region also offer fantastic opportunities for sightseeing and outdoor adventures.

“People come to us saying they want to see the Northern Lights, and we guide them to other places they want to experience,” says Amy. “I’ve been going out there for 16 years, and I still get equally as excited when I see them because it’s something you can’t guarantee. I get such a thrill watching guests enjoy them and sharing the experience with them.”

The excitement of the trip, combined with the expertise offered by guides and specialists, makes every Northern Lights journey a truly special event. As a result, customers leave with unforgettable memories and a deep appreciation for this natural spectacle.

A Bright Future for Aurora Zone

By being true to its promise of quality, expert-led experience, and formidable partnerships, Aurora Zone is set to continue its rising growth. The future is looking excellent not only for such a niche travel firm but especially given that it is basking in surging demand for unique and experiential products in travel. As long as the Northern Lights continue to enthrall tourists all over the world, Aurora Zone is set to lead Aurora-based tourism such that every kind of visitor delights in seeing the beauty of the lights in the most spectacular possible way.

References: The Aurora Zone Official Website, Official Tourism Websites of the counties mentioned

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