Export sectors



Tireless work has gone into making Iceland a popular tourist destination. Rapid growth in tourism makes the sector one of the largest in Iceland and was intramental for strong COVID-19 recovery.

Cell 7 in her Sweatpant Boots
Exploring Icelandic glacier
Icelandic glacier and lone hiker

Marketing Iceland as a destination

Tourism has grown exponentially in Iceland in recent years and is now one of the main pillars of the country’s export earnings. Business Iceland manages promotion and marketing activities for Iceland as a destination. The marketing aims to attract foreign visitors to the country, improve perceptions, and increase awareness of Iceland as a year-round destination to increase tourism in close cooperation with regional marketing agencies and several companies in the sector.


Marketing activities for Iceland

Water feels more real in the Icelandverse

Inspired by Iceland

Through targeted measures over the past two years, protecting Iceland’s competitive position in a very difficult season and strengthening Iceland’s image as a destination has been successful.

The marketing project Inspired by Iceland (Saman í sókn) aims to increase demand for Icelandic tourism, strengthen the perception of Iceland as a destination and maintain the competitive position of Icelandic tourism and other export sectors in times of great disruption.

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Meet in Reykjavík - Iceland Convention Bureau

Meet in Reykjavík aims to strengthen the image of Iceland and Reykjavík as a destination for conferences, meetings, incentive trips, and international events (MICE).

The company merged with Business Iceland in 2020 and is now run as an independent project.

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Visit Iceland booth

Travel trade events abroad

As a rule, Business Iceland is responsible for participating in around 30 tourism-related exhibitions and workshops abroad. These include exhibitions such as ITB Berlin, Top Resa in Paris, and World Travel Market in London. Attendees connect with Travel Trade workshops in about 20 cities across Europe and North America annually.

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View over Landmannalaugar

The toolkit

The Toolkit is a training tool for foreign vendors to design destination marketing materials for Iceland.

The goal is to educate foreign vendors about Iceland as a destination, and increase their knowledge of the country and its people while promoting responsible travel behavior.

View the Travel Trade website

Icelandic waterfall with rainbow and people

Target groups for the destination

Here, tourism stakeholders can gain knowledge and deepen their understanding of the target groups most suitable for Icelandic tourism, along with instructions on improving marketing tactics.

Get to know your best customers


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See all contacts with foreign markets in the field of tourism