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.

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.

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.

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.

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.