Sustainable TourismSustainable TourismThe view of the Icelandic The view of the Icelandic
Tourist BoardTourist Board
Elías Bj. GíslasonDir. of Information and Developement
February 15th 2008
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Regognition by legislationRegognition by legislation
• 1985 sustainability was first mentioned indirectly in laws governing the Icelandic tourism.
• 2005 a new Tourism Act was approved.Guiding principles:– Icelandic culture– Environmental protection– Professionalism– Safeguarding of consumer interests
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1997 a turning point?1997 a turning point?
• The first strategy regarding sustainable tourism approved by the ministry of tourism.– main emphasis on
beautification – less understanding of
cultural and social aspects
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TOURISM PLAN 2006 – 2015TOURISM PLAN 2006 – 2015
Approved by“Alþingi” The parliament.
Has therefore morepotential of being apowerful tool.. thusbeing used in the
near future..
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The Tourism Plan 2006 - The Tourism Plan 2006 - 20152015
Uniqueness and our images as aTourist destination• Three main pillars–Nature– Culture– Professionalism
Sustainability
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5 studies of Carrying 5 studies of Carrying Capacities Capacities
• The key factors studied– The Capacity of the physical environment
• The soil, vegitation, animals, water, landscape• Roads, trails, service facilities etc.
– The capacity of the socio-cultural environment • Expectations, longings, needs, experiences,
etc. of the visitors• Cultural, economical, etc. of the locals
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Studies on Carrying Studies on Carrying CapacityesCapacityes
Lónsöræfi
Skaftafell
Landmannalaugar
MývatnJökulsárgljúfur
Snæfellsnes Pilot studdy
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Number of guests to Iceland Number of guests to Iceland 1950 - 20071950 - 2007
4.400
490.000
2,233.000
815.000
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Factors affecting decis. to visit Factors affecting decis. to visit Iceland Iceland
Our bread and butterOur bread and butter
0 10 20 30 40 50 60 70 80
Nature
Culture, history
Priceoffer
Stopover
Busines relation
Friends, relatives
Conference
Special event Educational
Educational
Other
Summer Winter
78%
56%
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Our golden goose…Our golden goose…
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Environmental grants Environmental grants The IcelandicTourist Board The IcelandicTourist Board
• Started in 1994• 600 millions ISK. to date (€ 6,2mill.)• Underlying emphasis sustainability• Building up new leisure opportunities–Húsavík , whale watching (old oak boats)–Hofsós, roots to roots, Iceland –
Canada/US–Hvammstangi, seal watching – museum
– Þingeyri, Viking heritage
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Our targets are as followsOur targets are as follows
• 80% of travelers to Iceland should believe that Iceland is among the leading nations in environmental concerns / issues.
• 80% of travelers to Iceland should not think Iceland is overcrowded by tourists, within carrying capacity.
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Sustainability is the Sustainability is the ONLYONLY way way
Thank you..Thank you..