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..