Iceland's largest DMC will celebrate its 90th anniversary in 2026; in the lead-up, it hopes that some of the 70% of visitors who say they are likely or very likely to return will be inspired by new products in, and direct flights to, Akureyri, in the destination's north
Speaking at World Travel Market in London earlier this month, Iceland Travel's CEO, Helgi Eysteinsson, and marketing coordinator, Sylvia Kjartansdottir, said the DMC hoped to "strengthen what we do" in the UK market both at the trade show and beyond. Helgi explained, "Iceland Travel has been at WTM for decades, usually in a very conventional way.
"What we are doing now is broadening the spectrum and enhancing our activities here."
Sylvia noted the shift at WTM, with less emphasis placed on media exposure to more valuable attendees representing travel agencies, tour operators and fellow DMCs.
Iceland Travel's mission to "broaden the spectrum" at World Travel Market is emblematic of its wider approach to disperse visitation both geographically and seasonally. Noting the "huge demand" that has and continues to remain in the UK market for travel to Iceland, Helgi continued, "Visitors to Iceland are generally around 70% likely or very likely to want to visit again.
"What we want to do now is to target those potential repeating customers. That is a key part of why we are introducing new products, with direct flights from London and Manchester, into Akureyri in the north of Iceland. This gives agents [in the UK] a great opportunity to re-target guests that have already visited Iceland and offer them a new experience."
The new range spotlighting Iceland's northern regions includes a three- or four-night 'Akureyri – Arctic Hot Springs & Northern Lights Getaway' from €443, covering accommodation, return transfers from Akureyri Airport and the Forest Lagoon.
Diversifying where and how guests are visiting Iceland is not just an initiative to capture repeat visitation; Helgi added that Iceland Travel "is really serious about this. It is more than just opening up a new flight route... we truly believe that this will have an effect on developing the destination and contributing to the spread of tourists around the country."
Beyond geographically diversifying its range of tours, the team noted that Iceland Travel is placing equal importance on seasonally diversifying.
"There is a strategic focus within the company to increase the traffic in the winter... coming to Iceland in a different season is one part of the solution for overtourism."
Winter initiatives to entice guests include a 'Winter Assurance', where costs surrounding any issues with road conditions or closures on self-drive tours are entirely covered by the DMC, and a 24/7 customer service team keeping both guests and agents in the loop regarding potential weather alerts or road condition updates.
Helgi believes "all of these strategic focuses, sustainability; the environmental issues; and deseasonalisation, tie into caring for our home... we really want to focus on supporting the smaller rural communities in Iceland."
Sylvia concluded, "There have been a lot of changes in the past years, so we are still a 'young' destination in that sense... there is still some growing to do, but I think there are a lot of initiatives in the next months and years that will see the destination and Iceland Travel grow."
WTM London 2024 took place at ExCel London from November 5th to 7th, 2024.
