Intervention réalisée lors des 14èmes Rencontres Nationales du etourisme, à Pau, les 10 et 11 octobre 2018. #ET14

1. L’ISLANDE, ICEBREAKER
DE DESTINATION !
Daði Guðjónsson

2. How did we become Inspired by Iceland?
Daði Guðjónsson - Manager for interna4onal consumer marke4ng - Promote Iceland

3. Promote Iceland is a public-private partnership,
promoting Iceland internationally for trade, tourism,
foreign direct investment, and culture.
Visit Iceland is the official destination marketing office.
We work effectively on promoting and marketing in
cooperation with the tourism industry under the
umbrella brand of Inspired by Iceland.

4. STAKEHOLDERS
&
STORYTELLERS

5. WORKING WITH
STAKEHOLDERS
IN ICELAND
TOURISM
Division
& Team
Board
Meetings
Marketing
Meetings
Regional Marketing
Offices
Advisory
Boards
Information
Meetings
in all Regions
Joint Strategy
Meetings
Government
WEE
K
MONTH 3 MONTHS 6 MONTHS YEAR

6. South Iceland
www.south.is
East Iceland
www.east.is
North Iceland
www.northiceland.is
Westfjords
www.westfjords.is
West Iceland
www.westiceland.is
Reykjanes
www.reykjanes.is
Reykjavik – Capital
www.visitreykjavik.is
Close Cooperation with Regional Marketing Offices (7)

7. INTEGRATED
MARKETING
APPROACH

8. Building Blocks for Marketing
We base all our marketing on a guiding light developed with the tourism industry

9. Objec4ves for Icelandic tourism
Decrease
seasonality
in every region
for Icelandic
tourism
Increase
commerce from
tourists
Increase
awareness of
Iceland as a
year-round
destination
1 2 3 4
Inspire
responsible
travel behavior
and maintain
positive visitor
experience
Maintain positive
attitude towards
tourism in
Iceland
5

10. Our Guiding
Light
ICELAND
It’s not for everyone.
It’s not for those who go where everyone else goes.
It’s not for the conserva4ve and expected traveler.
It’s for those who travel the world to experience something
different, to come back with stories to tell and secrets to share.
The stories of Iceland don’t stop as winter comes.
Every season, and in every region, Iceland offers secrets to the
adventurous and enlightened traveler.
So welcome! To all those who travel with the spirit of adventure,
exploring and crea4vity.
It may not be the first place you think of travelling to this season,
but it’ll be the first place you tell your friends about
Come and be inspired by Iceland

11. 2010
Tourism the third largest foreign revenue generating
industry
Eyjafjallajökull – crisis communication
Promote Iceland established

12. Tourism the third largest foreign revenue generating
industry
Eyjafjallajökull – crisis communication
Promote Iceland established
Public Private Partnership in marketing
Inspired by Iceland
Visitors per year: ≈ 500.0000
Not a whole year industry
“Inspire fans of Iceland to tell their stories to the world”
2010

13. Increase awareness of Iceland as a year-round
destination
Iceland: Adventures, Pure, Sustainable, Creative,
Cultural and Mysterious 2011

14. Increase awareness of Iceland as a year-round
destination
Iceland: Adventures, Pure, Sustainable, Creative,
Cultural and Mysterious
Three airlines flying all year around
20% increase in tourism
Employees 11.000 in Icelandic Workforce
Tourist Site Protection Fund
2011

15. Tourism the largest revenue generating industry
20-30% increase in tourism
Tourism Task Force
Travelling to all regions – Ask Gudmundur 2015

16. 2015
THE HUMAN SEARCH ENGINE
When you want answers, you usually use a search
engine.
But why ask a computer when you can ask a human?

18. 2016
Foreign Currency Revenue ISK 462 Billion (39%)
Employees 25.000 – 14% of the Icelandic workforce
Destination Management Program (DMP)
Responsible Travel Behavior

19. 2016

21. 2017
Sustainability & responsibility
Lowest seasonality
Growth in all seven regions
Happy visitors: ≈ 2.2 m
Icelanders: culture & nature

22. 2017

24. 2017

27. 2018
Considerate Travel – Sustainability & responsibility
A whole year around industry in most regions
New Long Term Destination Strategy
12 airlines all year around (29 summer)

28. Team Iceland
The smallest na4on ever to have made it onto
the biggest stage in sports.
With a population of only 338,000, we want
to build a fan club to give our team the best
support possible.
This means inviting people across the globe
to join us on this incredible adventure. It
doesn’t matter where you’re from or what
you’re a fan of, there’s a place for you on
Team Iceland.
Above all, this is a celebration of all that’s
good about Iceland. It’s a once-in-a-lifetime
opportunity to show the world not just our
sport, but our culture, people and traditions.
This is a party in the true spirit of Icelanders
– inclusive, progressive and fun – and the
whole world is invited along for the ride.

33. LAUNCH IN OCTOBER