Published on
October 29, 2025
Iceland, US, Canada, Sweden, Norway, Finland, Greenland, and others are joining forces to promote Northern Lights tourism, offering travelers a chance to explore breathtaking landscapes and vibrant auroras. This collaborative effort aims to highlight the unique features of each destination, from Iceland’s geothermal wonders to Finland’s cozy glass igloos, all under the mesmerizing glow of the Northern Lights. With countries renowned for their natural beauty coming together, this new campaign makes it easier than ever for eco-conscious travelers and adventure seekers to plan an unforgettable journey to witness one of nature’s most spectacular phenomena. Whether you’re chasing the lights in Norway’s Arctic fjords, experiencing the serenity of Greenland’s vast wilderness, or enjoying the winter activities in Canada’s Northern Territories, each destination offers something truly special for those looking to embrace the aurora season. Here’s everything you need to know before embarking on your Northern Lights adventure.
Iceland: “A.U.R.O.R.A.S. Mockumentary” Campaign
Iceland has creatively positioned itself as a prime aurora viewing destination through the innovative “A.U.R.O.R.A.S.” mockumentary campaign launched by Visit Iceland. This playful, fictional storytelling campaign showcases the country’s extraordinary landscapes as the dramatic backdrop to the aurora. It highlights Iceland’s geothermal and volcanic wonders, attracting eco-conscious travelers seeking adventure. The marketing not only emphasizes the ethereal beauty of the Northern Lights but also connects it to Iceland’s unique features, such as hot springs and glaciers. The aurora season in Iceland runs from late August to mid-April, with the peak period between November and January being the most popular.
Campaign“A.U.R.O.R.A.S. Mockumentary”DateOctober 2025Key FeaturesCreative storytelling, focus on aurora and natural landscapesTarget AudienceEco-conscious adventure travelersSeasonLate August to mid-AprilTop Viewing LocationsÞingvellir National Park, Jökulsárlón Glacier Lagoon, Snæfellsnes PeninsulaFinland: “Lapland: The Magic of the Aurora” Campaign
Finland’s tourism campaigns, such as “Lapland: The Magic of the Aurora,” focus on the enchanting appeal of Lapland, particularly its glass igloos that allow guests to enjoy the Northern Lights in warmth and comfort. Rovaniemi, the “Official Hometown of Santa Claus,” plays a central role in attracting families and romantic travelers to Finland’s winter wonderland. The campaigns emphasize the serene beauty of the Arctic, where visitors can combine aurora viewing with other winter activities such as dog sledding and snowmobiling. The best time to visit for aurora sightings is from November to March, with the long nights in Lapland enhancing the experience.Campaign“Lapland: The Magic of the Aurora”DateOctober 2025Key FeaturesGlass igloos, Santa Claus experience, winter activitiesTarget AudienceFamilies, romantic travelersSeasonNovember to MarchTop Viewing LocationsLevi, Ylläs, Saariselkä, Ivalo
Norway: “Gateway to the Arctic” Campaign
Norway’s tourism strategy, branded as “Gateway to the Arctic,” promotes Tromsø and Svalbard as top Northern Lights destinations. With its strategic location directly under the Auroral Oval, Norway ensures exceptional aurora viewing experiences. The marketing emphasizes the comfort and adventure of chasing the lights in the Arctic, with offerings such as Northern Lights cruises and high Arctic expeditions. Tromsø, often known as the gateway to the Arctic, is the most accessible aurora viewing location. Other spots like the Lofoten Islands and Narvik offer unique views of the lights over dramatic fjords and peaks, making them prime locations for aurora chasers.
Campaign“Gateway to the Arctic”DateOctober 2025Key FeaturesNorthern Lights cruises, Tromsø’s accessibilityTarget AudienceAdventure seekers, explorersSeasonSeptember to AprilTop Viewing LocationsTromsø, Lofoten Islands, Narvik, SvalbardSweden: “Aurora Sky Station in Abisko” Campaign
Sweden’s campaign “Aurora Sky Station in Abisko” capitalizes on the unique atmospheric conditions at Abisko National Park, which boasts clear skies even when surrounding areas are overcast. This “blue hole” phenomenon ensures reliable aurora sightings, making Abisko one of the most sought-after locations globally for the Northern Lights. Sweden’s tourism promotion also highlights luxury accommodations, including the renowned Icehotel in Jukkasjärvi, offering a premium Arctic experience. Visitors can enjoy an immersive aurora adventure with dog sledding or guided scientific viewing sessions. The aurora season in Sweden runs from late August to April, with the best conditions often occurring in winter.Campaign“Aurora Sky Station in Abisko”DateOctober 2025Key Features“Blue hole” effect, luxury accommodationsTarget AudienceLuxury travelers, adventure seekersSeasonLate August to AprilTop Viewing LocationsAbisko National Park, Jukkasjärvi, Kiruna
Canada: “Northern Lights in the Canadian Wild” Campaign
Canada’s tourism efforts highlight its Northern Territories—Yukon, Northwest Territories, and Nunavut—as ideal locations for Northern Lights viewing. The “Northern Lights in the Canadian Wild” campaign emphasizes the vast wilderness and minimal light pollution of these regions, offering an authentic, frontier-style adventure. Campaigns target travelers seeking a unique, all-inclusive experience that combines aurora viewing with thrilling winter activities such as dog sledding, snowmobiling, and Indigenous cultural exploration. With aurora visibility up to 240 nights per year in Yellowknife, the campaign promotes this destination as the “Northern Lights Capital of the World,” with a season that spans from late August to April.
Campaign“Northern Lights in the Canadian Wild”DateOctober 2025Key FeaturesWilderness adventures, dog sleddingTarget AudienceAdventure travelers, nature loversSeasonLate August to AprilTop Viewing LocationsYellowknife, Whitehorse, ChurchillUnited States: “Fairbanks: The Best Place for the Northern Lights” Campaign
Alaska’s “Fairbanks: The Best Place for the Northern Lights” campaign highlights the city’s location directly under the Auroral Oval, offering a statistically high chance of aurora sightings. Visitors can enjoy the lights from warm viewing lodges or experience the spectacle while soaking in natural hot springs at Chena Hot Springs Resort. The campaign emphasizes Fairbanks as the optimal destination for aurora hunting, boasting over 90% likelihood of sightings within three nights. The campaign targets adventurous travelers looking to combine the aurora experience with other Alaskan winter activities such as snowmobiling and Arctic Circle tours. The best viewing time is from mid-August to mid-April.Campaign“Fairbanks: The Best Place for the Northern Lights”DateOctober 2025Key FeaturesGuaranteed aurora wake-up calls, hot springsTarget AudienceWinter adventurers, nature enthusiastsSeasonMid-August to mid-AprilTop Viewing LocationsFairbanks, Coldfoot, Chena Hot Springs Resort
Greenland: “Experience the Northern Lights in Greenland” Campaign
Greenland’s tourism campaign focuses on the raw, untouched beauty of its wilderness, positioning the country as a destination for aurora viewing in a truly serene, remote setting. With minimal population and light pollution, Greenland offers a truly immersive experience of the Northern Lights, often seen over massive icebergs and the Greenland Ice Sheet. Key locations such as Kangerlussuaq, Ilulissat, and Nuuk provide clear, dark skies for optimal viewing. Tours involve excursions via dog sled or snowmobile away from artificial light sources, appealing to travelers seeking solitude and the grandeur of the Arctic environment.Campaign“Experience the Northern Lights in Greenland”DateOctober 2025Key FeaturesRemote wilderness, dog sledding, Inuit cultureTarget AudienceSolitude seekers, nature loversSeasonSeptember to AprilTop Viewing LocationsKangerlussuaq, Ilulissat, Nuuk
Iceland Joins US, Canada, Sweden, Norway, Finland, Greenland, and others are collaborating to promote Northern Lights tourism, giving travelers a chance to explore stunning landscapes and vibrant auroras.
Conclusion
Iceland joins US, Canada, Sweden, Norway, Finland, Greenland, and others are uniting to promote Northern Lights tourism, offering travelers a unique opportunity to witness breathtaking landscapes and vibrant auroras. This collaborative effort ensures that travelers can explore some of the most awe-inspiring destinations on Earth, making it easier than ever to experience the magic of the Northern Lights in the best possible settings.
