Northern Lights guide travel group growth

A North East travel company is set to grow after a surge in bookings for aurora-focused holidays.

Based in Ouseburn, Aurora Zone is operated by The Artisan Travel Company and specialises in bespoke Northern Lights trips to Finland, Iceland, Norway and Sweden. 

More than 3000 customers travelled last winter alone, with Aurora Zone now accounting for 95 per cent of the group’s £7 million turnover.

The parent company also runs Activities Abroad, founded in 2002 by Ali McLean and originally focused on summer activities such as kayaking, later expanding to Lapland holidays.

Amy Hope, managing director of The Artisan Travel Company, which employs 27 people, said: “Even if other travel companies went to Lapland, there were barely any photos showing the Northern Lights. 

“It was all huskies and snow mobiles, so we started working on Aurora Zone, specifically to see the Northern Lights, and launched in the winter of 2012.

“It’s grown ever since and, because of our relationship with the hotels and local partners, they’ve grown too.

“We’re very particular with who we work with so we can guarantee the quality of what we’re offering.

“Around 80 per cent of our guests are from the UK but the global market is growing for us.

“Last year was a big year for the US and we see that increasing, along with parts of Asia.

“We want to see a turnover of £10 million within the next three years.”

The upcoming solar maximum in 2025–2026 is expected to boost demand further, with Amy suggesting the company’s success lies in strong supplier partnerships and expert-led trips, such as a recent aurora hunting holiday guided by Dan Monk, director of astrophotography at Kielder Observatory.

Amy Hope, managing director of The Artisan Travel Company, and Dan Monk, director of astrophotography at Kielder Observatory

Amy added: “The feedback from having Dan there was fantastic. 

“The local guides are excellent but the expert knowledge Dan and his colleague Matt had was the next level of insight. 

“We’d love to do more escorted trips with Dan in the future.”

Dan added: “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.

“It was a fantastic opportunity for us to gain greater experience of astronomical events too, so we can bring additional knowledge back and embed into our events.”

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