New Tourism Campaign Prompts Criticism Skip to content
Locals and tourists enjoy the sunshine in Reykjavík's Austurvöllur square.
Photo: Golli.

New Tourism Campaign Prompts Criticism

A new collaborative project aimed at promoting tourism in Iceland, called “Good Hosts,” has drawn vocal criticism from Efling union chairperson Sólveig Anna Jónsdóttir.

The project was announced Friday, July 14th, with Minister of Tourism Lilja Dögg Alfreðsdóttir, Chairperson of the Tourist Service Association Bjarnheiður Hallsdóttir, Director of Tourism Arnar Már Ólafsson publishing the project’s website on social media.

The project aims to encourage Icelanders to embrace the important role of being “good hosts.” According to the project website, “the hospitality of the nation is a significant part of creating a positive experience for tourists in Iceland. Together, we are a part of some of the most valuable moments for people on their journey. We all enjoy the benefits of tourist visits. We can thank the vibrant tourism industry for its diverse services and outstanding hospitality throughout the country. The visits of these enthusiastic guests have made our society more diverse and enjoyable.”

The project additionally calls upon individuals and companies to take part in a “good host pledge.”

The project, however, has drawn criticism from some, including Efling union chairperson Sólveig Anna. In a recent post, Sólveig Anna recalls the strikes earlier this year during a particularly contentious contract negotiation:

“Last winter, Bjarnheiður Hallsdóttir claimed that the tourism industry was in ruins following COVID. She accused Efling, a union representing low-wage workers in the capital area, of manufacturing a disaster […] She also expressed concerns that if Efling’s members went on strike, exercising their constitutional right, inflation would increase, and people would become unemployed. In essence, she portrayed the legitimate and self-evident fight of low-wage workers, mostly immigrants, for a better life, as a criminal attack on the well-being of all Icelanders […] Now Bjarnheiður wants to compel all of us to promote our beautiful country for her […] She wants us all to help her sell our homeland so she can become richer.”

Among the benefits of the recent growth in Icelandic tourism, the project highlights 25,770 jobs that have been created, in addition to increased services for the entire nation.

 

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