THE ICELANDIC TOURIST BOARD. Its role and operations operations

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1 THE ICELANDIC TOURIST BOARD Its role and operations operations and role Its

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3 A NEW ORGANISATION RESTING ON A SOLID FOUNDATION At the beginning of the year 2006, the Icelandic Tourist Board commenced operation concurrent with the entry into force of the new Tourism Administration Act. The Board assumed all of the obligations and tasks of the previous Tourist Board. No tasks were omitted or transferred elsewhere. The Icelandic Tourist Board therefore continues to undertake the projects that the offices of the previous Tourist Board carried out vis-à-vis the government, the tourism sector, and both domestic and foreign tourists. A number of important new functions were added as well. Chief among these are affairs relating to permits issued to travel agencies and tour operators and all administrative matters concerning such permits. Furthermore, the Icelandic Tourist Board was assigned the new task of formulating a tourism strategy, which was approved by Althingi, the Parliament of Iceland, last year. This brochure provides an overview of the primary functions of the Icelandic Tourist Board a new organisation resting on a solid foundation. A key factor in the Board s operations is that the employees of the Icelandic Tourist Board both in Iceland and abroad will continue to work tirelessly to foster the tourism sector. Our aim is to promote enhanced profitability of the national economy and of the individual companies that are dedicated to a spirit of professionalism and whose activities centre around Iceland s culture and natural surroundings. Magnús Oddsson, Director of the Icelandic Tourist Board HEAD OFFICES OF THE ICELANDIC TOURIST BOARD GIMLI 3

4 An expanded role LOOKING TO THE FUTURE According to the provisions of the new Tourism Administration Act, the Icelandic Tourist Board plays an extensive role in the Icelandic tourism industry. The Icelandic Tourist Board is responsible to the Minister of communication The Tourism Administration Act defines the Board s multi-faceted role with respect to the following three categories of activity: MINISTER OF COMMUNICATION GENERAL DIRECTOR Issuance of licences, registration of operations, and monitoring in order to ensure that requirements for operations are met. Development, quality control, and organisational issues related to tourism; that is, the implementation of a defined tourism strategy, the co-ordination of environmental and educational affairs, the dissemination of information, regional and local development, and international collaboration. DEPARTMENT OF MARKETING DEPARTMENT OF FINANCE AND ADMINISTRATION DEPARTMENT OF INFORMATION AND DEVELOPMENT Marketing and promotion of tourism services in accordance with the Minister s decision as current at any given time. It can be said that in 2005, when the Parliament of Iceland approved the parliamentary resolution concerning a tourism strategy extending until the year 2015, a sort of guidepost was established for all of the Icelandic Tourist Board s activities. The tourism strategy emphasises the importance of Iceland s natural wilderness, culture, and regional stability, as well as stressing professionalism in tourism affairs. It is necessary to guarantee the existence of a competitive tourism industry that maximises the success of the sector; furthermore, it is crucial that the strain resulting from tourism be distributed evenly around the country and its inhabitants. Last but not least, the strategy emphasises that Iceland s image as a travel destination should be cultivated and protected insofar as is possible. All of the work done by the Icelandic Tourist Board is based on three pillars of the tourism sector: natural surroundings, culture, and professionalism. These key factors are central to all of the Board s day-to-day activities. New York Reykjavík Copenhagen Akureyri Frankfurt 4

5 OPERATIONS IN ICELAND AND ABROAD The operations of the Icelandic Tourist Board are divided into three overall functions, and they are centred in five offices in Iceland and abroad. The domestic offices of the Icelandic Tourist Board are located in Reykjavík and Akureyri. At the head offices in Reykjavík are two functions: the marketing division and the operations and administration division. In Akureyri is the information and development division. The operations and administration division handles all of the general operational affairs of the Icelandic Tourist Board, including organisation and planning, legally mandated administrative tasks, contract negotiations, permit affairs, complaint issues, opinions and consultancy, and international collaboration. Among the duties of the Board s marketing division are market-related planning, participation in travel and tourism exhibitions, promotion and advertising, and marketing campaigns, as well as the operation of the Icelandic Tourist Board s foreign offices, which are located in New York, Frankfurt, and Copenhagen. The Icelandic Tourist Board s stand at the Vestnorden Travel Mart The Board s information and development division is located in Akureyri. The tasks of the division centre on information matters, database creation and maintenance, environmental affairs, education and training, website development and maintenance, quality affairs, and advisory services. The Icelandic Tourist Board maintains a staff of 21 employees, 13 of whom are located in Iceland. The opening of Iceland Naturally for UK market, fall

6 INTRODUCING ICELAND TO THE WORLD One of the most important projects carried out by the Icelandic Tourist Board is the general promotion and introduction of Iceland, both within the country and abroad. The Board fulfils its role through a number of avenues, including the following: the operation of marketing offices for North America: in New York for the Nordic countries: in Copenhagen for Continental Europe: in Frankfurt for the United Kingdom and distant markets: in Iceland participation in travel and tourism exhibitions publication of promotion and advertising material, such as brochures and video discs websites public relations and visits by members of the media Participation in travel fairs is an important part of the operations of the Icelandic Tourist Board. The pictures are from TUR in Gothenburg and from the Vestnorden Travel Mart. 6

7 INTRODUCING ICELAND TO THE WORLD Tourism exhibitions Each year, travel shows and tourism exhibitions of various sorts are held all over the world, and the Icelandic Tourist Board participates in approximately 40 of them. Primary emphasis is placed on promoting Iceland at three key venues: the International Tourism Börse (ITB) in Berlin, which takes place in March; the Swedish International Travel & Tourism Fair (TUR) in Göteborg, also in March; and the World Travel Market (WTM ), which takes place in London each November. Furthermore, in 2005 the Board participated for the first time in the China International Travel Mart, the largest tourism exhibition in Asia. Participation in travel and tourism exhibitions takes place in close collaboration with parties in the Icelandic tourism sector, but the Icelandic Tourist Board handles all organisational matters. Such participation brings Iceland to the attention of hundreds of thousands of exhibition guests each year. Brochures and handbooks in hundreds of thousands of copies! The Icelandic Tourist Board s largest regular publication project each year is the Iceland booklet that is issued in 11 languages and in a print run of 600 thousand copies. It is distributed to various marketing regions, as well as to travel and tourism exhibitions and sales agents. In addition to this booklet, the Icelandic Tourist Board publishes a handbook in Icelandic and English. The handbook, which is issued yearly, contains detailed information on services provided by companies, as well as information on tours and outings, transportation, accommodation, and many other useful topics. Websites and multimedia materials The Internet is truly a window on the world, and the Icelandic Tourist Board makes extensive use of the Internet s possibilities by maintaining information and promotional websites for both Icelanders and foreigners. In ever-increasing measure, websites present opportunities to market Iceland as a travel destination. This means that website development and maintenance constitute an important and growing part of the Icelandic Tourist Board s activities. The Icelandic Tourist Board has also prepared a promotional video and multimedia material on Iceland, and these materials are shown all over the world. In addition, the Board has produced promotional videos on Iceland s potential as a venue for conferences and incentive-based corporate travel. 7

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9 ICELAND CONVENTION AND INCENTIVE BUREAU, CRUISE ICELAND, ICELAND NATURALLY In recent years, the Icelandic tourism industry has demonstrated both creativity and success in marketing matters, and the Icelandic Tourist Board has been a participant in a number of joint projects. Three of these projects are now hosted at the Icelandic Tourist Board, and Board employees are actively engaged in working on them. Bringing conferences and incentive travel to Iceland With its participation in the Iceland Convention and Incentive Bureau (IC&IB), the Icelandic Tourist Board makes a valuable contribution to Iceland s participation in the large global conference and incentive travel market. The Iceland Convention and Incentive Bureau was established in 1992 with the aim of marketing Iceland as a venue for foreign travellers attending meetings and conferences, and for those taking incentive trips. In addition to marketing Iceland abroad, the IC&IB has the role of encouraging Icelandic business travellers especially those whose business or professional activities involve attending Nordic, European, or international conferences and/or meetings on behalf of their organisations to offer to host conferences and corporate meetings in Iceland. A port of call for cruise ships Cruise Iceland is a collaborative project among those stakeholders who reap the benefits of cruise ship travel to Iceland. This is but one of many avenues for growth in the tourism industry, and through a concerted, harmonised effort, these parties have managed to increase the number of cruise ship stops in Iceland, thus increasing the overall number of tourists who visit the country. Iceland Naturally sculpting Iceland s image The promotional project entitled Iceland Naturally was launched in the fall of 1999 for the purpose of cultivating Iceland s image among American consumers. The project, which has grown in scope since that time and now extends to Europe, is sponsored by the Icelandic government and a group of Icelandic companies. Member corporations are Icelandair, Icelandic USA, the Farmers Association of Iceland, Iceland Spring Water, Leifur Eiríksson International Airport, 66 North, the Blue Lagoon, and Glitnir. 9

10 PROMOTION OF ICELAND ON THE INTERNET Millions of people visit Iceland on the Internet every year. With this in mind, the Icelandic Tourist Board has stressed Internet-based services more and more through the years. The focal point of the Board s Internet-based service consists of four marketing and promotional websites that contain the most in-depth presentation of Iceland that can be found on the Web. These websites serve the dual purpose of making a large amount of information on Iceland accessible to the public and kindling foreign and domestic travellers interest in touring around the country. An indicator of this surging increase in the use of promotional websites is the fact that, in only a few years time, the number of visits to the website has increased by nearly 1000%. Clearly Iceland and the presentation of information on the country have piqued the interest of people wishing to travel here. Not only does the Iceland Tourist Board website contain a wellspring of information on the Board s activities; it is also a potent source of information on tourism in Iceland and its scope and development. % Where from do foreign visitors to Iceland receive information about Iceland? Information about Iceland can be obtained through various sources, brochures and handbooks, through travel agencies, friends and family as well as through the internet which is a fast growing source of information. SUMMER Internet Travel agency Icelandair Other WINTER Brochures, travel guides Friends, family Icelandic Tourist Board 10

11 PROMOTION OF ICELAND ON THE INTERNET This is the main information and promotion website operated by the Icelandic Tourist Board. It is now available for perusal in nine foreign languages: English, Danish, German, French, Spanish, Norwegian, Swedish, Dutch, and Italian. This website is primarily for Icelanders, and provides an extensive travel guide to travel and tourism within Iceland. This web site is a cooperation between the members of the European Travel Commission, of which Iceland is a member. The web site is mainly designed for far away markets such as Amercas, Asia, Africa and Australia. Each member country is responsible for adding and editing information about their country. The website of the Icelandic Tourist Board office in New York specifically targets the North American market. 11

12 ENVIRONMENTAL AFFAIRS INCREASINGLY IMPORTANT Environmental affairs are a fundamental element in the build-up of tourism services. For this reason, the Icelandic Tourist Board stresses environmental matters in a number of ways. The following are examples of environment-related projects in which the Board is involved: Allocation of grants for nature conservation, as well as improve ments and build-up of environmental affairs in tourist destinations Educational work, including the publication of instructional and educational materials Consultancy Individual environmental projects Environmental grants totalling ISK 500 million The allocation of environment-related grants is the most salient project undertaken by the Icelandic Tourist Board s environmental affairs staff. Through these grants, subsidies totalling roughly ISK 500 million have been allocated to a wide range of environmental projects since 1995, and travellers have been well aware of various improvements at popular tourist destinations. Among individual environmental projects are the cleaning and tidying of highland roads and tracks, signage and labelling on hiking routes, and the purchase of cigarette butt bins for use in tourist destinations, as well as various conferences and symposia on environmental affairs. In many such projects, the Icelandic Tourist Board works closely with municipalities, government agencies, individuals, non-governmental organisations, and corporations. All projects of this sort aim at improving the treatment of the land and increasing the tolerance limits of the areas in question. 12 Operations around tourist sites Grants to smaller projects , total of 333 projects.

13 THE ICELANDIC TOURIST BOARD S ENVIRONMENTAL AFFAIRS AWARDS The Icelandic Tourist Board presents special awards to companies or individuals involved in tourism services who are considered outstanding in the area of environmental affairs. The awards are granted annually. The Icelandic Tourist Board s Environmental Affairs Awards are intended both as an incentive and as a reminder to those involved in tourism to consider the environment carefully in all planning and operation of their services. It can be said that environment-friendly tourism is the interplay of three factors the traveller, the local residents, and the environment and that the aim of environment-friendly tourism is to promote the protection of culture and the natural environment. 13

14 RESEARCH AND DISSEMINATION OF INFORMATION Research in the tourism sector is critical to its future development, and the Icelandic Tourist Board participates in such research in a multitude of ways. For example, the Board prepares reports on the working and operational environment in the sector, carries out surveys among domestic and foreign travellers, participates in the financial and professional operation of the Icelandic Tourism Research Centre, and participates in research concerning individual aspects of tourism. One example of such research is a group of studies carried out on the tolerance limits of specific tourist destinations. It is safe to say that the Icelandic Tourist Board is, in a broad sense, Iceland s largest databank on tourism. The Board conserves and publishes regularly on its website a broad range of information on developments in the sector; for example, trends in tourist arrivals to Iceland, the number of bed-nights sold, and the like. Furthermore, the Icelandic Tourist Board issues an annual statistical report in Icelandic and English in order to provide such information to parties who need it. The Icelandic Tourist Board also hosts a databank with some 1700 listings. The databank provides a single source for 60 categories of information on over 600 parties involved in entertainment and recreation and some 500 hotels and guesthouses, as well as information on transport, culture, and the arts. An overall increase throughout the year. Aukning utan háannar What do foreign visitors do in Iceland? Foreign visitors are interested in nature related recreation. According to the Icelandic Tourist Board s handbook 75 companies offered horse riding tours in the summer of 2004, 27 offered various boat tours, 30 hiking/trekking tours, 26 offered jeep and glacier safaries and 11 offered snowmobile tours. Around 24 offered daytours. Choises of recreation SUMMER WINTER Nature excursions Swimming Shopping Day tours Nightlife Museums, art exhibitions, cultural events Hiking/trekking, mountaineering Glacier/snowmobile tours Horse riding Whale watching Boat tours River rafting 14 Fishing

15 PERMITS Permit issuance a new project at the Icelandic Tourist Board The issuance of operating permits and registration is one of the Icelandic Tourist Board s newest projects. In a rapidly growing economic sector, it is important that these matters be conducted in a professional manner, and more stringent requirements are an element in improving the quality of Icelandic tourism services. As an indication of the scope of the tourism industry, it is worth mentioning that over 200 tourism service providers received permits in the first year of the Board s involvement in permit issuance. It is necessary to apply for a permit to operate a travel agency or to act as a tour operator. Registration is required for parties operating booking services or information centres. As soon as a permit or registration has been granted by the Icelandic Tourist Board, the listing is added to the Board s website and is thus made accessible to the public. All those with a registration or permit from the Icelandic Tourist Board are required to display the Icelandic Tourist Board permit logo or registration logo on their websites and in any advertising materials they issue. The Icelandic Tourist Board permit and registration logos are shown below. 15

16 DISSEMINATION OF INFORMATION Operation of information centres The Icelandic Tourist Board is financially and professionally involved in the operation of various information centres and thus participates in developing their operations in line with global trends in such services. It is clear that the importance of information centres is constantly increasing in tandem with changes in tourists travel patterns. The tourist information center in Reykjavík is located at Höfuðborgarstofa. Annually great number of tourists make use of the service provided there. 16

17 GROWTH BASED ON QUALITY Quality and quality monitoring are a salient feature of the tourism strategy until the year 2015, which the Icelandic Tourist Board follows and enforces. Quality is defined as one of the chief preconditions for the long-term growth of the sector; indeed, quality is a part of every single element of tourism services. Among the quality affairs projects in which the Icelandic Tourist Board is particularly involved is the classification of hotels, guesthouses, and camping areas. A similar classification of Icelandic conference facilities is planned for the near future. Classification of this sort is an important part of the information that is disseminated in all of the Icelandic Tourist Board s marketing efforts, as it is crucial that all guests who come to Iceland can obtain quick, reliable information on what services are available, what they cost, and other similar items of interest to travellers. The Icelandic Tourist Board also works toward increasing quality and professionalism in the tourism industry by issuing various types of handbooks. These handbooks include informational publications on hiking trail signage and labelling, instructional manuals for information centre employees, a handbook on the build-up of camping areas, and other information of this general nature. All research material, reports, and handbooks can be found on the Icelandic Tourist Board website. One of the newest tasks under the Icelandic Tourist Board s jurisdiction is the handling of complaints related to tourism. All such complaints now receive special treatment by the Board and are addressed individually, no matter whether the complaint is large or small. 17

18 COMESTIC AND INTERNATIONAL COOPERATION In addition to carrying out the tasks and projects listed here, the Icelandic Tourist Board is active in various types of domestic and international collaborative endeavours. The Board is a participant in co-operative projects such as the registration of hiking trails on the website and the classification of rest areas by accessibility level. Such projects involve working together with various other agencies, corporations, or non-governmental organisations. Furthermore, the Tourist Board is in frequent contact with its sister organisations abroad and is a member of the European Travel Commission, the Nordic Tourist Board, and NATA, North Atlantic Tourist Association. Such international co-operation is extremely important, both to the Icelandic Tourist Board and to the tourism sector as a whole. Furthermore, Board employees are members of various councils and committees in Iceland and abroad, and they participate in the preparation of reports on the sector, in addition to carrying out other work dedicated to the general promotion and fostering of the tourism industry. Our role is to contribute to the success of all aspects of the Icelandic travel and tourism industry. The Icelandic Tourist Board hoasts an annual tourism conference. Picture from

19 Publisher: The icelandic Tourist Board Graphic Design: Radar Copyright 2007 The icelandic Tourist Board. All rights reserved. 19

20 REYKJAVÍK The Icelandic Tourist Board Laekjargata 3, 101 Reykjavik Tel: NEW YORK The Icelandic Tourist Board 655 Third Avenue, New York N.Y , USA Tel: FRANKFURT Isländisches Fremdenverkehrsamt City Center, Frankfurter Str. 181 D Neu-Isenburg 1, Germany Tel: AKUREYRI The Icelandic Tourist Board Strandgata 29, 600 Akureyri Tel: COPENHAGEN Islands Turistråd Strandgade 91 opgang C, 2 loft 1401 København K. Tel: scandinavia@icetourist.is