Iceland’s tourism debate intensifies as celebrities like Ron Howard and Brad Pitt generate mixed social media impact

The conversation around Iceland’s prominence on social media is not universally positive. The director of communications at Promote Iceland highlights that while internationally renowned celebrities can attract attention to the country, their impact on Iceland’s tourism can be both beneficial and detrimental. Popular figures on social platforms can generate significant interest, though not always in favorable ways.

Recently, Oscar-winning director Ron Howard shared a travel photo from Iceland on social media, which garnered considerable attention. Just days before, reports surfaced of Brad Pitt enjoying a hamburger in northern Iceland.

Daði Guðjónsson of Promote Iceland notes that the arrival of well-known foreign stars indeed generates buzz; however, it may not align with the attention they seek for promoting the destination. He mentions their efforts to manage their own social media presence and collaborate with major global media and influencers, which allows them to emphasize their messaging.

The value of celebrity chatter can be unpredictable, as seen when Canadian musician Justin Bieber filmed a music video in 2015, which quickly led to increased tourism pressure on the location.

Daði points out that influencers sometimes exhibit undesirable behavior that can negatively impact tourism, posing risks or environmental concerns. While Promote Iceland cannot control these actions directly, they closely monitor the situation and seek to rectify misinformation. Through partnerships with international media and influencers, they aim to shape the narrative surrounding Iceland as a year-round travel destination, emphasizing improved perceptions and increased awareness.