New Icelandic Tourism Initiative Kicks Off Skip to content

New Icelandic Tourism Initiative Kicks Off

The project “Ísland – allt árid” (“Iceland – all year”) was formally launched yesterday. It is an initiative to promote Iceland as a travel destination year-round in which 130 companies participate, along with two ministries, the City of Reykjavík and special interest associations.



From the launch. Second photo from left to right: Finance Minister Steingrímur J. Sigfússon, Minister of Industry Katrín Júlíusdóttir and Mayor of Reykjavík Jón Gnarr sign the contract. Photos by Geir Ólafsson.

The marketing campaign, to which the Icelandic state will contribute ISK 300 million (USD 2.6 million, EUR 1.9 million) annually for three years and private companies a comparable amount, is based on the success of the award-winning “Inspired by Iceland” campaign; its website will also serve this project, Morgunbladid reports.

Minister of Finance Steingrímur J. Sigfússon commented that he signed this contract smiling, contrary to most other contracts promising millions in expenses.

Minister of Industry Katrín Júlíusdóttir added that the intention is to follow up on the storytelling theme of “Inspired by Iceland” where both Icelandic residents and tourists are encouraged to share their stories of the country through social media.

The first part of the project is called “Íslendingar! Bjódum heim” (“Icelanders! Let’s Open our Doors”), which is based on the idea that locals around the country invite foreign tourists to their homes or invite them to participate in their daily routines.

Already, 40 Icelanders are enlisted to participate, among them the presidential couple who will serve pancakes to guests at their residence, Bessastadir, Mayor of Reykjavík Jón Gnarr who will serve Icelandic sushi at Höfdi, Minister Júlíusdóttir who invites people to have footbaths in Seltjarnarnes and stylist Arnar Gauti who invites people to personal shopping trips with him.

Alongside the initiative, a travel development fund will be established to which Landsbanki will donate ISK 40 million (USD 342,000, EUR 252,000) annually and the Ministry of Industry ISK 30 million (USD 257,000, EUR 189,000) and a contest on innovative ways to promote Iceland will be launched.

Go to to learn more about and/or participate in the project.


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