Northern lights destination tour interest heats up Churchill

Northern lights destination tour interest heats up Churchill

The northern lights are having a moment — and Churchill is profiting.

This year, the aurora borealis is expected to reach peak visibility, as per the solar cycle. Travel technology behemoth Expedia crowned northern lights viewing the most sought-after experience in 2024.

The northern Manitoba town of Churchill took Expedia’s spot for second-highest trending northern lights location worldwide, based on year-over-year search growth. The Lapland region in northern Finland ranked first.

“We’re definitely trying to make that known far and wide that the northern lights this year… will have a banner year,” said Wally Daudrich, owner of Lazy Bear Expeditions.

The Churchill-based company created a tour specifically for northern lights seekers during this period of the solar cycle. Research scientists from Colorado will give a series of lectures about the natural wonder, including space weather updates, Daudrich said.

“The northern lights is such a hot phenomenon,” he added. “To be able to… explain that this year is going to be the height of solar activity is quite exciting.”

Scott Young booked a trip to Churchill for March. For the Manitoba Museum’s planetarium astronomer, it’ll be his second time visiting the community.

“This is really the time to go,” he said.

The northern lights are caused by activity on the sun. Solar flares and other phenomena burst out, shooting towards earth. The energy collects by the north and south poles and builds up, creating the aurora borealis (north) and aurora austalis (south), respectively.

“The sun’s activity is on the rise right now,” Young said. “When the sun’s activity increases, we get more northern lights.”

It’s part of an 11-year cycle, he added.

Young often sees travellers preparing for voyages to Churchill. Many tour groups first stop at the Manitoba Museum for a rundown on the aurora borealis (and how to set their cameras for optimal pictures).

Churchill is among the best places on earth to view the lights because the magnetic pole is almost straight north of the town of some 900 people, Young added.

“When the northern lights are visible, Churchill has a front-row seat, essentially.”

Many travellers visit from Japan and parts of Europe, he noted, along with South Americans and people from various Asian countries.

Young expects an uptick in northern lights enthusiasts trekking to Churchill this year.

John Gunter, president of Frontiers North Adventures, said he has noticed a “meaningful increase” in tour bookings for February and March.

He’s unsure how much is attributable to the solar cycle; the average consumer seems to be inspired by what they see on social media, Gunter said.

Still, Frontiers North Adventures has been advocating for a shift to marketing Churchill as a northern lights destination.

“Autumn polar bears is an amazing season, but does not have a lot of opportunity for growth,” Gunter noted.

“To receive and host northern lights travellers from around the world in Churchill, I think it’s just a tremendous opportunity for growth.”

Polar bear and beluga whale seasons last a few months each, while northern lights can be seen nearly year-round. Branding Churchill as such a locale would be good for Manitoba, Gunter stated.

Destination Canada launched a campaign in fall 2023 to raise awareness of northern lights viewing hubs in the country. It targeted United States residents.

Expedia clocked a 173 per cent increase in Churchill hotel searches from 2022 to 2023. Searches for winter trips to Churchill have been “skyrocketing,” an Expedia news release described.

Travel Manitoba partnered with Destination Canada on the marketing campaign. The initiative also showcased the Northwest Territories and Yukon.

Travel Manitoba has since noted a 10 to 20 per cent boost in people visiting its website’s northern lights content, according to Cody Chomiak, the Crown corporation’s vice-president of marketing.

Google searches of Canadian northern lights spots also increased after the campaign, Chomiak said.

“We’re able to really capitalize on a lot of increased chatter around the lights, given this specific moment in time,” he said. “It really gives us a great opportunity to highlight and elevate Churchill.”

The aurora borealis appears over Churchill some 300 days a year.

Chomiak called the shout-out from Expedia “really exciting… This is a very special time.”

Expedia conducted an online survey about travel experiences using 2,000 Canadian adults who planned to travel this year. OnePoll led the study.

Experiencing the northern lights topped vacation options such as going on an African safari, exploring Japan during cherry blossom season and visiting Machu Picchu in Peru.

Lapland in Finland and Alta in Norway, like Churchill, have logged increases in Expedia searches.

[email protected]