Icelandic Minister highlights need for year-round marketing to address tourist decline

The Icelandic Minister of Tourism, Lilja Dögg Alfreðsdóttir, stated that discussions surrounding a decline in tourist numbers to the country are not surprising. She emphasized the need for coherent year-round consumer marketing to address this issue.

Alfreðsdóttir mentioned that the downturn in tourist influx has been anticipated for some time, and in response, a strategic marketing plan is being prepared in collaboration with Icelandic tourism authorities. This plan aligns with the newly approved national tourism policy aiming for sustainable promotion of Iceland as a destination through 2030.

Recent reports highlighted a significant drop in interest for trips to Iceland, attributed in part to misinformation surrounding volcanic activity in the Reykjanes Peninsula. A veteran UK travel operator noted a dramatic decline in Iceland tour sales, illustrating the impact of this confusion.

In light of these challenges, Icelandic tourism representatives have taken proactive measures, including a substantial marketing campaign initiated late last year and a 50-million-króna budget for immediate media outreach in key markets such as the UK, Germany, and the United States. The intention is to ensure that accurate information reaches potential travelers and to regain interest in Iceland as a travel destination.

The marketing efforts have increased since the onset of seismic activity in Grindavik, with an annual marketing budget used strategically to communicate positive narratives about Iceland’s tourism offerings, even in unfavorable circumstances. Alfreðsdóttir anticipates further action in consultation with the Minister of Finance in the upcoming weeks to strengthen the marketing strategy for the tourism sector.