Arctic GM Experiences review
Self-styled “Original Aurora Hunters” with a huge Tripadvisor following, cheap guaranteed coach tours and 8-hour unlimited small-group chases.
Rovaniemi
Our verdict
A strong, good-value runner-up with a deep review base and an award shelf to match. Choose the small-group product rather than the coach to get the experience its reviews describe.
Overview
Arctic GM markets itself as “The Original Aurora Hunters®”, built on a local family with roots in Lapland going back centuries. It has grown into a multi-country operation running aurora tours from Rovaniemi, Levi, Tromsø (Norway) and Kiruna (Sweden), and says it has hosted more than 100,000 guests.
The company was the first operator in Lapland to receive Tripadvisor's Best of the Best award (2025), and it claims more than 15,000 five-star reviews. That number comes from the operator itself and spans all its destinations, so treat it as indicative rather than Rovaniemi-only.
Pricing is aggressive: the guaranteed coach tour starts at €69, and the 8-hour unlimited small-group tour at €139 — among the cheapest unlimited chases in town.
Illustrative photos from Unsplash — not taken on this operator's tours.
What the night is like
The coach tour is a classic 5-hour bus hunt to dark-sky sites around Rovaniemi with photos, hot drinks and snacks. It's efficient, but you'll share the experience with a full coach.
The Unlimited Small-Group tour uses new 4×4 vans with leather seats, a dedicated photographer and 24/7 aurora tracking, with an 8-hour window to chase clear skies. A Santa Claus & Northern Lights combo (from €139) targets families.
Tours & prices
Prices per adult unless stated. Checked October 2026; seasonal prices vary.
Guaranteed Northern Lights Coach Tour
Photos, guides and transfers included.
Duration: 5 h · Group: Coach
Unlimited Northern Lights Guarantee – Small Group
4×4 vans, unlimited mileage, photographer.
Duration: 8 h · Group: Small group
Santa Claus & Northern Lights
Barbecue, warm drinks and a gift from Santa.
Duration: 4 h · Group: Group
Private Unlimited Northern Lights Guarantee
Private guide, photographer and premium van.
Duration: 8 h · Group: Private
Guarantee: All Northern Lights tours are sold as “guaranteed” hunts with 24/7 aurora tracking.
Strengths and weaknesses
Strengths
- Very low entry price for a guaranteed tour (from €69)
- 8-hour unlimited small-group chase at a mid-range price
- First Tripadvisor Best of the Best winner in Lapland
- Modern 4×4 fleet rated to –40 °C
- Large in-house customer service team
Weaknesses
- Cheapest tour is a full coach — not an intimate experience
- Review count is self-reported and covers several countries
- Heavy marketing language; some travel writers prefer to recommend smaller operators
- Guarantee terms vary by product — read them before booking
What reviewers say
Recurring themes we found across public guest reviews — summarised, not quoted.
Praised for
- Guides who found the lights within a couple of hours
- Very professional organisation and communication
- Comfortable vans on the long unlimited tours
Common complaints
- Coach tours feel crowded at popular viewing spots
- Upselling of extras and combos
Score breakdown
Aurora strategy & chase range · 25% weight
How hard the operator works to put you under a clear sky: forecasting tools, willingness to relocate, distance and time limits.
Guest reputation · 20% weight
Average rating and review volume across Google, Tripadvisor and verified-review platforms. Volume matters: 4.9 from 3,000 reviews outweighs 5.0 from 30.
Guides & photography · 20% weight
Guide expertise, storytelling and safety, plus whether professional aurora photos are included and how good they are.
Group size & comfort · 15% weight
How intimate and comfortable the night is: group caps, vehicles, warm clothing, fire, food and hot drinks.
Value & guarantee · 10% weight
What you get for the starting price, and what happens if the sky doesn't cooperate — money-back, rebooking or nothing.
Transparency & booking · 10% weight
Clear terms, cancellation policies, published company information and sustainability credentials.
Total = weighted average of the six criteria. Full methodology
Tips before you book
- 1Pay the extra for the Unlimited Small-Group tour — the price gap to the coach is small for what you gain.
- 2If you're also visiting Tromsø or Kiruna, Arctic GM is one of few operators that can cover all of them.
Book with Arctic GM
Tours from €69 · 4–8 h · Money-back guarantee
Sources
Ratings and prices as published in October 2026. Review counts marked “+” are rounded figures shown by the operator.