A surge in Arctic travel bookings has prompted Not in the Guidebooks to expand its programme with new itineraries across Finland, Iceland and Norway.
The trend aligns with broader industry trends revealed at the Association of Adventure and Touring Suppliers (Atas) conference in Leeds last week.
Statistics from the adventure and touring sector show that travel agents are booking trips to the Arctic region at a rate that far outperforms other global destinations.
The trend is mirrored in new Atas member Not in the Guidebooks’ own sales data, with Arctic itineraries for winter 2024-25 already surpassing last year’s figures.
New itineraries include two- and four-night adventures in lakeside cabins in the Finnish Lapland resort of Pyha.
Sales director Debbie Sowden said: “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.
“Our recent Atas conference exhibition in Leeds allowed us to showcase our expanded Arctic portfolio to agent partners.
“Agents love that our Lapland breaks are less commercialised than others and that they offer a more immersive winter wonderland experience, with the flexibility to fly on any dates.”
She added: “The demand for our Finland experiences has been exceptional. Peak dates in December 2024 now have limited availability, but we’ve opened bookings for 2025 and 2026 to meet the growing interest.”
Key attractions include Northern Lights viewing opportunities; Authentic accommodation from glass roof igloos to traditional log cabins; and unique experiences such as husky sledding, reindeer farms and ice fishing.
“As interest in Arctic travel continues to soar, we’re dedicated to offering our customers unparalleled, authentic experiences while ensuring the long-term sustainability of these remarkable destinations,” Sowden said.