Icelandic Minister addresses decline in tourist numbers and outlines new marketing strategy

The Icelandic Minister of Tourism, Lilja Dögg Alfreðsdóttir, has addressed growing concerns about a decline in tourist numbers visiting the country, stating that this trend is not unexpected. She emphasized the need for a comprehensive consumer marketing strategy to promote Iceland as a year-round destination.

In light of recent challenges, including misinformation surrounding volcanic activity in the Reykjanes Peninsula, the Minister revealed that efforts are underway to communicate accurate information. Iceland’s tourism board has reached out to influencers and stakeholders to help disseminate the correct details.

Discussions have surfaced regarding a significant drop in interest in traveling to Iceland, as highlighted by a long-time British travel operator who noted a drastic reduction in package sales. The current discussions and findings suggest that the issue has been developing for some time.

The Minister confirmed that, in collaboration with Iceland’s tourism board, the Ministry has prepared a consumer marketing campaign aligned with the newly approved tourism policy set to extend through 2030. She aims to have this plan finalized in consultation with the Minister of Finance soon.

According to Oddný Arnarsdóttir, head of tourism at the tourism board, various initiatives have been taken over recent months, including a substantial marketing campaign launched at the end of last year. Despite a lack of marketing activities since 2022, the tourism board has allocated funds to counter misinformation and promote tourism in key markets, including the UK, Germany, and the US.

The message is clear: the tourism sector must take the emerging situation seriously as the appetite for travel to Iceland appears to be diminishing, threatening the vitality of the industry.