The Current State of Affairs of Tourism
In Northeast Iceland
Report 1
Stöðumat fyrir stefnumótun í ferðþjónustu á Norðausturlandi
The Current State of Affairs of Tourism in
Northeast Iceland
Report 1
Report submitted as part of the Tourism Strategic Plan (TSP) for
Northeast Iceland
Presented to the Þingeyjarsýsla Regional Development Agency
By John S. Hull Associates, Inc.
With the collaboration of:
Icelandic Tourism Research Centre
Kalahari Management, Inc.
New Zealand Tourism Research Institute
December 15, 2008
Executive Summary
In tourism planning, an understanding of the present state of the industry is necessary to make
informed decisions about a future course of action. It is widely acknowledged that decisionmaking in tourism planning and development is becoming increasingly complex as destinations
come to terms with competing economic, social, and environmental demands of sustainable
development. This first report is organised into nine sections and outlines the Current State of
Affairs of Tourism in Northeast Iceland to assist the Þingeyjarsýsla Region Development Agency,
public and private agencies, and residents in prioritising goals and objectives for tourism
development in the region over the next five years. The information gathered in Report 1
provides baseline data on the destination resources for the upcoming public awareness campaign
and Report 2 which will outline the recommendations for the tourism strategic plan (TSP).
In Section One of this report the methodology employed in gathering this information for the
Current State of Affairs document is introduced. Primary data on the natural and cultural heritage
of the region and secondary data from government documents, tourism reports, web-based
research, books, journals, newspapers, and promotional materials have been referenced in the
writing of this report. The team of consultants represents a broad spectrum of expertise in the
fields of tourism marketing product development, and planning; natural and cultural history of
Iceland; research education, and geographic information systems (GIS); and local community
development. The integration of GIS data into the report provides a tool for exploring conflicts,
examining impacts, and integrating principles of sustainable tourism as part of the strategic
decision-making process.
Stakeholder participation in the data collection includes international tourism experts and
institutes from Canada and New Zealand, in addition to national and regional tourism experts
from the Icelandic Tourism Research Centre, the Húsavik Academic Centre, and the local
cultural museum of Húsavik. Private industry representatives have also provided background
information on attractions and activities linked to the tourism industry in the region.
Section Two provides an inventory of the natural heritage of the region and highlights the
region’s flora and fauna, and unique landscapes. Section Three presents the main cultural
characteristics in a context of both tangible (artifacts, built environment) and intangible (theatre,
music, sagas) heritage. Section Four summarises the main socio-economic characteristics of the
communities while Section Five addresses the accessibility of the region by land, air, and sea.
These four sections identify the destination resources that will serve as a basis for the
development of the tourism industry.
Sections Six through Eight then focus directly on understanding the current state of tourism
demand and supply in the region. Section Six outlines the history of tourism planning to provide
a political context for understanding the present state of the industry. Section Seven then presents
the current market demand through a summary of visitation rates and marketing strategies.
Section Eight inventories the current supply and availability of tourism services and products
identifying attractions, activities, accommodations, restaurants, craft shops, emergency services,
and communications. Finally Section Nine summarises current conditions to provide an overall
assessment of tourism in the region.
i
Natural Heritage
The natural heritage of Northeast Iceland is an environment with an incredible diversity of unique
geological features, flora, and fauna that has the potential to transform the region into a world
class destination for nature-based tourism. The region provides numerous opportunities for
developing attractions and activities linked to these unique selling points. Adventure tourists
interested in more extreme recreation may engage in multi-day hikes in the many mountains and
volcanoes, kayak glacial rivers and fjords, or take a jeep tour across the unique lunar-like
landscapes of interior Highlands to Iceland´s largest glacier. Visitors interested in soft adventure
can enjoy short day trips at one of the protected areas, engaging in photography and interpretive
walks that highlight the geological formations, waterfalls, rare flora, and abundant birdlife. For
tourists interested in marine recreation, whale watching tours or a visit to one of the many seal or
seabird colonies are possible. At the end of a day´s trip, an outdoor spa experience provides a
relaxing opportunity, whether in winter or summer, along with a sampling of the local cuisine
from the fishing or agricultural tradition of the area.
Cultural Heritage
Northeast Iceland has a rich cultural heritage that is testament to the resourcefulness of the
original settlers in the region. Many of the region’s events focus around both seasonal and
traditional farming practices, such as Réttir (sheep gathering) in the autumn which continues to
be one of the biggest events in the country’s provinces. The region’s long association with fishing
and farming is also evident in the many local community cultural events and festivals where
visitors can taste regional delicacies such as smoked lamb and Hverabrauð.
Cultural heritage tours combine folklore and traditions with the natural heritage landscapes of the
region with many places mentioned in the Grettissaga, such as Sandhaugar, Eyjadalsá and
Grettisbæli. There are also many cultural history sites in the region including the birthplaces of
Icelandic authors and poets like Jón Trausti and Guðmundur Friðjónsson. Northeast Iceland also
has many traditional district museums and archaeological sites which provide evidence of both
the built heritage and early settlement of the country that have great potential interest for visitors
that are, as of yet, undeveloped.
Socio-economics
Iceland is a developed nation with per capita GDP in the top 20 of the world. The standard of
living is very high with the major industries based on Iceland’s natural resources. Iceland is a
member of the UN, NATO, EFTA, EEA and OECD, but not of the European Union. Although
personal income tax is high within the country, the money is funnelled back into society to
provide a high level of public service.
The vast majority of its population live in urban centres and, in general, English and German are
widely spoken throughout the country. Travelling within the country is done predominantly by
car, or plane as no rail network exists. Visitors are therefore likely to need a car to independently
explore the Northeast region; however gathering information should be relatively easy as
communications are completely modern.
Transport and Access
Although Iceland is an island somewhat remote in the northern Atlantic Ocean it has good
transport linkages between major cities within the country and between major destinations in
Europe and North America. Secondary road access within the country is not up to European or
North America standards; however the landscape and different driving experience could be used
ii
to entice tourists into a unique travel experience. One of the most popular driving tours in
Iceland is a week or upto fortnight long trip around the Ring Road in the summer months.
Regular public bus routes serve the major tourist sights of Northeast Iceland, providing access to
visitors with no car, however many of these only run through the peak summer season, so
difficulties may arise for the off season traveller.
Air access is wide ranging to both European and North American destinations with low cost
airlines offering competitive pricing for travelers. Access to Northeast Iceland from the
Reykjavík by air is structured around a 45-minute flight to the northern city of Akureyri followed
by a short transfer by bus or car. In the summer months, flights direct from Copenhagen serve
Akureyri twice a week.
Although not as popular as air, travelling by sea into the eastern port of Seyðisfjörður is a cruise
enjoyed by many Europeans and North Americans with stopovers via the Shetland Islands and
the Faeroe Islands. Overall travellers to and within Northeast Iceland have several options which
vary in terms of time, cost, and appeal depending on the visitors budget and length of stay.
History of Tourism Planning
The history of planning in Iceland dates back to the Second World War. Traditionally planning
has been largely controlled by local government agencies. The Icelandic National Planning
Agency over the past few decades has passed a number of acts to strengthen spatial planning and
development planning in the country at the national level. The Icelandic Regional Development
Institute (IRDI) is also playing an increasingly important role in overseeing regional planning
efforts. A series of international, national, and regional plans have also impacted planning and
policymaking in the country addressing such issues such as sustainable development, the
protection of the Highlands, and tourism development. The efforts of the government have been
to increase the central role of the Icelandic Tourism Board in addressing promotion, research,
infrastructure, international collaboration, quality and safety, and environmental issues linked to
the development of the industry. The establishment of the Icelandic Tourism Research Centre in
1998 has also helped to increase the research and development capacity of the industry.
Regionally, in Northeast Iceland, the Development Agency has supported the growth and
development of tourism through project-based programming and in 2007, with the
commissioning of a five year strategic plan.
Current Visitation and Market Demand
Visitation to Iceland is expanding exponentially, generating significant revenue and income,
making tourism the third largest foreign currency earners for the Icelandic economy. Over
530,000 international tourists visited Iceland in 2007, with eleven percent of these arrivals from
cruise ships. Iceland´s nature, culture, and low airfares are three of the most important reasons
for the seven percent annual growth in visitation. Over 80% of tourists are first time visitors,
mainly from Europe and North America, who stay for less than one week, from June to
September. The majority of visitors take self-guided tours and have used the Internet as the main
source of information in planning their trip. Once in Iceland, the most popular activities are
nature observation, swimming, shopping, and day excursions.
Northeast Iceland is benefitting from this rapid growth and is recognised as the second most
visited region of Iceland after the Capital Region of Reykjavík. Tourism circulation in the region
is centred mainly on Húsavík, Lake Mývatn, and Dettifoss. There were 95,000 domestic visitors
iii
to Northeast Iceland in 2005. The majority of these visitors were from East Iceland and Northeast
Iceland, with slightly more men than women. Domestic visitors tended to be daytrippers and
were from all age groups (18-55+).
International visitors to Northeast Iceland totalled 116,000 with approximately half staying
overnight for approximately 1.5 days while on their trip. International visitors prefer guesthouses
and hotels. An extensive network of farmstays in the region provides potential for developing
agritourism. The majority of international visitors were evenly divided between men and women,
were over 55, travelling on package tours, and from Europe. Once in Northeast Iceland, the most
popular sites were Húsavík, Lake Mývatn, and Dettifoss. In terms of rating the best of the region,
the natural landscape, whalewatching, Mývatn, and volcanoes received the highest ratings. The
weather and bad roads were two of the worst experiences.
Present marketing efforts in Northeast Iceland focus on the Internet where there is an extensive
and somewhat confusing promotion of the region. National and regional websites overlap and
define different geographic areas making trip planning somewhat challenging. Over 19
government and independent websites promote Northeast Iceland in some way. There is a need
to simplify and coordinate these marketing efforts. Print materials offer extensive travel
information targeted at the general touring market as well as niche markets interested in bird
watching, whale watching, hiking, winter recreation, cuisine, spa, and nature-based tourism.
There are opportunities for local operators to compete with the larger inbound operators from
Reykjavík and Europe in capturing a corner of the market. A network of information centres
offer information for tourists already in the region. The limited hours of some of these centres is
a potential problem for growing the industry in the shoulder seasons. Ad campaigns, travel
writers, and travel trade shows are all providing excellent opportunities for Northeast Iceland to
continue to grow their visitation from Europe and the fast-growing Asian market, the cruise
industry, and in the winter months.
Existing Products and Services
Northeast Iceland offers the tourist a wide range of high quality tourism products largely based
on its unique natural heritage.
The regions within Þingeyjarsýsla are varied and offer a full range landscapes and nature-based
tourism attractions and activities for tourists; from the green fertile valleys of Skjálfandi Bay and
coastal environment around Húsavík, to the volcanic area around Mývatn, and the stark scenery
of the mountainous Central Highlands.
The majority of existing attractions are based on spending time in nature and include walking and
horse riding, fishing and whale watching, with a growing market in spa tourism. There are a
number of travel and tour agents that provide package trips in Northeast Iceland from other
regions and also from within the region however for the independent traveller there is a distinct
lack of interpretive trails and wayfinding signage to guide travellers.
Although the present tourism industry in Northeast Iceland is based on nature-based tourism
attractions, there is potential to develop a cultural product as well as spa tourism. Nature-based
tourists are known to engage in cultural activities as part of their travels and even though the spa
industry is currently largely associated with Reykjavík, the success of Mývatn Nature Baths is
testament to the potential to attract a new visitor type and extend the stay of present visitors.
iv
Acknowledgements
John S. Hull Associates, Inc. would like to extend their sincere appreciation to the following
individuals and organisations for their assistance in the research, writing, map production,
editing, and formatting of this document. Without the assistance and teamwork from the
following people, this document never would have been finalised and presented to the
Thingeyjarsýsla Region Development Agency Board of Directors.
First and foremost thanks to the staff of the Thingeyjarsýsla Regional Development Agency for
their research assistance, translation, and administrative support. We would like to thank Gunnar
Jóhannesson for his direction as Economic Development Officer, Ari Páll Pálsson for his
extensive research and translation work. In addition we would like to thank Sif Jóhannesdóttir
for gathering information on the cultural heritage in the region and Vilborg Gissurardóttir, a
Bachelor´s student at Holar University College and intern at the Atthing, for her assistance with
the media plan and for coordinating the logistics for the public workshops on marine tourism and
birdwatching.
In addition we would like to thank the Icelandic Tourism Research Centre and Edward Huijbens
for his guidance and support in researching, networking, and promoting the project with other
university researchers. His efforts were critical in gathering important information on the natural
heritage, especially his contacts with Hörður Kristinsson, who provided important information on
the rare flora of the region and Rúnar Óskarsson from Fjallasýn Rúnars Óskarssonar who worked
with us at the preliminary stage to identify important baseline data.
We would also like to especially thank Daníel Borgþórsson for his GIS expertise and mapmaking skills which are evident throughout the document. His important work served as the
basis for the document and is critical in moving forward with the recommendations for the
strategic tourism plan in the region.
Thanks are also extended to the staff at the Húsavík Academic Centre including Óli Halldórsson
and Haraldur Reinhardsson for providing baseline information on the natural heritage. Thanks
also to Þorkell Lindberg Þórarinsson for his expertise in organising the natural heritage
information, and especially for presenting on the birds of Northeast Iceland at the public
workshop.
Finally, in New Zealand, we would like to extend special thanks to the staff of the New Zealand
Tourism Research Institute who assisted with the writing of the different sections of the report.
First special thanks go to Simon Milne, Director, Carolyn Nodder and especially Suzanne Histen
for coordinating the research and to Viviena Schaaf for the administration of the project. Thanks
to Steve Airey, Keri-Anne Wikitera, Yixin Luo, Etienne Vignali and Ulrike Sassenberg for their
teamwork in conducting the research. I would also like to recognize Starr Nguyen for her
research, formatting, and hard work at the end of the document that helped to complete the
contract.
Personally I would also like to thank the consulting team that is working with us on this project –
Carol Patterson of Kalahari Management, Edward Huijbens of the Icelandic Tourism Research
Centre, and Simon Milne of the New Zealand Tourism Research Institute for feedback and advice
during this phase of the work on the Tourism Strategic Plan for Northeast Iceland.
v
TABLE OF CONTENTS
EXECUTIVE SUMMARY............................................................................................................... i
ACKNOWLEDGEMENTS..............................................................................................................v
SECTION 1. INTRODUCTION...................................................................................................... 1
SECTION 2. NATURAL HERITAGE............................................................................................ 3
SECTION 3. CULTURAL HERITAGE ....................................................................................... 32
SECTION 4. SOCIO-ECONOMIC PROFILE.............................................................................. 65
SECTION 5. TRANSPORT AND ACCESS................................................................................. 79
SECTION 6. HISTORY OF TOURISM PLANNING.................................................................. 87
SECTION 7. CURRENT VISITATION AND MARKET DEMAND ......................................... 94
SECTION 8. EXISTING TOURISM PRODUCTS AND SERVICES....................................... 110
SECTION 9. CONCLUSIONS.................................................................................................... 145
REFERENCES.............................................................................................................................148
vi
Section 1: Introduction
CONTENTS
1.1
1.2
1.3
Introduction
Methodology
Organisation of Report
Section 1. Introduction
1
1.1.
Introduction
In tourism planning, an understanding of the present state of the industry is necessary to make
informed decisions about a future course of action. It is widely acknowledged that decisionmaking in tourism planning and development is becoming increasingly complex as destinations
come to terms with competing economic, social, and environmental demands of sustainable
development. This report outlines the current state of affairs of tourism in Northeast Iceland in
an effort to assist the Þingeyjarsýsla Region Development Agency, public and private agencies,
and residents in prioritising goals and objectives for tourism development in the region over the
next five years. The information gathered in Report 1 provides baseline data on the destination
resources for the upcoming public awareness campaign and Report 2 which will outline the
recommendations for the tourism strategic plan (TSP).
1.2
Methodology
The methodology employed in gathering this information for the State of Affairs document was
extensive. Primary data on the natural and cultural heritage of the region and secondary data
from government documents, tourism reports, web-based research, books, journals, newspapers,
and promotional materials have been researched in the writing of this report. The team of
consultants represents a broad spectrum of expertise in the fields of tourism marketing product
development, and planning; natural and cultural history of Iceland; research education, and
geographic information systems (GIS); and local community development. The integration of
GIS data into the report provides a tool for exploring conflicts, examining impacts, and
integrating principles of sustainable tourism as part of the strategic decision-making process.
Stakeholder participation in the data collection includes international tourism experts and
institutes from Canada and New Zealand, in addition to national and regional tourism experts
from the Icelandic Tourism Research Centre, the Húsavik Academic Centre, and the local
cultural museum of Húsavik. Private industry representatives have also provided background
information on attractions and activities linked to the tourism industry in the region.
1.3
Organisation of Report
The report is organised into nine sections. Section Two is an inventory of the natural heritage of
the region and highlights the region’s flora and fauna, and unique landscapes. Section Three
presents the main cultural characteristics in a context of both tangible (artifacts, built
environment) and intangible (theatre, music, sagas) heritage. Section Four summarises the main
socio-economic characteristics of the communities while Section Five addresses the accessibility
of the region by land, air, and sea. These four sections identify the destination resources that will
serve as a basis for the development of the tourism industry.
Sections Six through Eight then focus directly on understanding the current state of tourism
demand and supply in the region. Section Six outlines the history of tourism planning to provide
a political context for understanding the present state of the industry. Section Seven then presents
the current market demand through a summary of visitation rates and marketing strategies.
Section Eight inventories the current supply and availability of tourism services and products
identifying attractions, activities, accommodations, restaurants, craft shops, emergency services,
and communications. Finally Section Nine analyses current conditions to provide an overall
assessment of tourism in the region.
Section 1. Introduction
2
Section 2: Natural History of Northeast Iceland
CONTENTS
2.1.
2.2.
2.3.
2.4.
2.5.
2.6.
2.7.
2.8.
2.9.
Introduction
Location
Climate
Geomorphology
Geology
Hydrography
Flora & Fauna
Protected areas
Conclusion
Section 2. Natural Heritage
3
This section presents available data on the natural heritage of Northeast Iceland. Specifically, it
covers details of ocean currents, temperature, precipitation, flora, fauna, rivers, lakes, and
mountains and provides some scope for potential tourism development opportunities within the
region.
2.1.
Introduction
Northeast Iceland is characterized by a diverse collection of natural attractions and activities for
the visitor. Natural phenomena include rare flora, and abundant fauna (i.e. birdlife, marine
mammals) volcanos, hot springs, mud baths, wooded lowlands, glacial highlands, coastal fjords,
waterfalls, lakes, islands, and mountains. These natural attractions include numerous places of
interest that have long attracted travelers from all over the world.
The position of Iceland upon the Mid-Atlantic Ridge explains much of the natural history of the
region. Ocean currents lend Iceland a temperate climate which, when combined with its
geothermal environment, provide a unique natural heritage.
2.2.
Location of the tourism strategic plan
Þingeyjarsýsla in Northeast Iceland is Iceland’s largest Administrative District with a land area
of approximately 18,439 square kilometres. The operational area of this tourism strategic plan
includes this region in addition to the municipality of Grýtubakkahreppur in the west. With the
addition of this municipality, the study area extends from Eyjafjörður and Grenivík in the west,
to the communities of Þórshöfn on the Langanes peninsula and Bakkafjörður in the east. In the
north, the region extends to the island of Grímsey, located on the Arctic Circle (661/2˚North), and
to Iceland’s largest glacier, the Vatnajökull glacier, in the south. The total land area represents
18,871 square kilometres and comprises 18.32% of the terrestrial island of Iceland (Figure 1).
Figure 1: Northast Iceland
2.3.
Climate
The interaction of cold Arctic air with warmer air masses from temperate climates makes
Iceland’s weather variable and constantly changing. With predominant south westerly winds,
precipitation in Northeast Iceland is much less than other parts of the country totalling 540mm,
compared to 845mm in Reykjavík.1 Even though the Arctic Circle passes through Grímsey
Island, just off the north east coast, temperatures in the study area are quite mild ranging on
average from -0.5°C in the winter to 11°C in the summer (Table 1).
Section 2. Natural Heritage
4
Table 1: Air Temperatures and Precipitation in Northeast Iceland (1996 – 2006)2
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sept
Oct
Nov
Dec
Average
Precipitation
(mm)
58.9
48.8
40.3
22.3
20.8
22
31.4
42
54.2
74.8
69.9
51.7
Average
Temp. (°C)
-0.5
-1.0
-0.4
2.5
5.9
9.3
11.4
11.1
7.8
3.2
0.7
0.1
The precipitation and temperature of the region is largely influenced by ocean currents. A branch
of the Gulf Stream, the Irminger Current (Figure 2), maintains a favourable climate relative to
the latitude of Iceland. The Irminger Current flows along the southern and western coast, while a
branch of the cold East Atlantic Current flows down the north-east and eastern Icelandic coast.
The East Atlantic current maintains a cooler sea temperature in the north of around 8°C in the
summer. These summer sea temperatures often decline further during years of heavy sea ice on
the northern coast.3
Figure 2: Ocean Currents around Iceland 4
Due to Northeast Iceland’s northerly geographic location, the length of day in the height of
summer (June) is over twenty hours providing numerous opportunities for extended touring and
outdoor recreation. In fact, on the summer solstice, June 21st, the region boasts 24 hours of
sunlight. In contrast, the height of winter provides less than five hours of daylight.5 Due to the
study area’s northern latitude and an absence of urban light pollution, the winter months
(September to March) are also an excellent time to view the aurora borealis, to study astronomy,
and to enjoy an outdoor spa experience.
2.4.
Geomorphology
In geological terms Iceland is regarded as one of the world’s youngest countries6 emerging from
the ocean around 20 million years ago. The study area has been sculpted by contrasting forces of
nature, offering a diverse range of geographic features like no other in the world (Figure 3, page
7).
Section 2. Natural Heritage
5
Map 1: Base Map
Section 2. Natural Heritage
6
Iceland sits upon two divergent tectonic plates, the Eurasian and North American. Signs of this
geotectonic landscape are evident all over the study region. The substrate of Northeast Iceland is
almost entirely volcanic rock, predominantly basalts.7 The coastline has many inlets and fjords.
Coastal lowlands, such as those around the bays of Skjálfandi and Öxarfjörður provide pasture
and arable lands where grasses and low-lying shrubs predominate, providing excellent land for
farming and agriculture.
Figure 3: A generic cross-section of the surface of Iceland 8
Glaciers 12
%
Arable land
19%
Lake
3%
Lava fields
11%
Pasture
1%
Barren land
54%
The northern peninsula of Melrakkaslétta (nicknamed “Slétta”) is a largely uninhabited area of
basalts. The western part is dotted with lakes and streams in amongst tundra and swamps, while
the eastern part is much drier. Further east is the Langanes peninsula, again largely uninhabited
at present with an undulating landscape between 200-400m high and dominated by the 700m
Gunnólfsvíkurfjall mountain.
In the east, the valleys lie in a more southwest to northeast orientation due to glaciation. In the
west of the study region, the region is more mountainous, making it popular with hikers and
snow enthusiasts, especially in the region of Grenivík. Tjörnes, the mountainous peninsula east
of Húsavik even contains strata of fossilized marine life from the Pacific Ocean.
Further inland, the central Icelandic highlands are home to an Arctic desert dotted with
volcanoes, mountains, glaciers, and spectacular waterfalls. Glacial valleys run south to north and
contain many pristine rivers and waterfalls such as Goðafoss and Dettifoss. The Jökulsá River,
with the Dettifoss waterfall, and the famous Ásbyrgi canyon is one of the most visited natural
attractions in the region.
Unique natural phenomena include Lake Mývatn, formed approximately 2,300 years ago by a
large basaltic lava eruption. The lake is Iceland’s fourth largest and most fertile lake, known for
its rich fauna of waterbirds. The surrounding area is also an extremely volcanic area with
numerous craters, pseudo craters, hot springs, mud pots, and the nearby Dimmuborgir lava fields
(Map 2, page 8). The Highland region is also home to two large volcanoes, Askja, a massive
caldera, and further north east is Herðubreið a rare tuya volcano as well as the Vatnajökull
glacier –the largest glacier in Europe.
Section 2. Natural Heritage
7
Map 2: Hot Springs/Mud Pots
Section 2. Natural Heritage
8
Mountains
The Northeast region is typified as an open expanse of land relative to others within Iceland.
Mountains in this region stand alone as opposed to in ranges, and often appear more spectacular
for it.
Iceland’s Central Highlands are situated above 400-500 metres and are mostly uninhabitable.
Water precipitating as rain or snow infiltrates quickly into the ground, which results largely in a
desert surface of grey, black or brown earth, lava, and volcanic ashes.
Several mountains are the focus of walking tours, or are of particular note for tourism:
•
Askja (1500m): A massive caldera in the central highlands. The area was used during the
Apollo program to prepare astronauts for potential lunar conditions.
•
Herðubreið (1600m): A tuya volcano (flat topped and steep sided), nearby to Askja.
•
Krafla (818m): A caldera volcano 10 km in diameter with a 90 km long fissure zone, is
located in the Mývatn region and last erupted in 1984. Krafla includes one of the two
best known Víti ("víti" means "hell) craters of Iceland; the second is part of Askja. There
is a green lake inside of the Víti craters. A popular hiking area exists around the
Leirhnjúkur lava field within the Krafla caldera.
•
Námafjall: A geothermal area 4km south of Krafla with boiling mud pools and steaming
fumaroles.
•
Vatnajökull glacier (2100m): The biggest glacier in Europe covering 8% of Iceland
(8,400 km2) with an average thickness of 400m. Located in the south east of the island,
its northern tip crosses into Northeast Iceland.
•
Kverkfjöll (1800m): A glaciated volcano on the northern edge of Vatnajökull. Mud holes,
steam blow holes, luke warm lake, and an ice cavern system of several kilometres exist
here.
•
Gunnólfsvíkurfjall (700m): Situated on the of Langanes peninsula in the north east and
can be seen from Bakkafjörður.
2.5.
Geology
Volcanic
The geology of Iceland has created many volcanoes which impressively rise up from their
surrounding area. More than 200 volcanoes are located within the active volcanic zone running
through the country from the southwest to the northeast, and at least 30 of them have erupted
since the country was settled. In this volcanic zone there are at least 20 high-temperature areas
containing steam fields with underground temperatures reaching 250°C (Figure 4, page 10).
These areas are directly linked to the active volcanic systems. About 250 separate lowtemperature areas with temperatures not exceeding 150°C in the uppermost 1 kilometre of crust
are mostly in the areas flanking the active zone. To date, over 600 hot springs (temperature over
20°C) have been located and many earthquakes have occurred although the vast majority are
harmless.
Section 2. Natural Heritage
9
Figure 4: Icelandic Volcanic zones9
Tectonic
The tectonic activity of Iceland refers to the forces of the North American and Eurasian tectonic
plates which form part of the mid-Atlantic ridge. Iceland is the largest island situated on the midAtlantic ridge (others include Jan Mayen, The Azores, Bermuda, Ascension, Tristan da Cunha
and Bouvet island) because it is also situated above a hot mantle plume which has created a
much greater volume of volcanic emissions than anywhere else in the world.10
Iceland is one of the few places on earth where one can see an active spreading ridge above sea
level. The boundary between the North American and Eurasian tectonic plates is moving apart at
more than one centimetre per year. As a result of its location above the mantle plume and on the
Mid-Atlantic Ridge, Iceland is one of the most tectonically active places on earth, with the red
areas of the map indicating epicentres for the 25,000 biggest earthquakes from 1994-2000 and
the yellow areas indicating regions of intense fissure swarms (Figure 5).
Figure 5: Volcano – Tectonic map9
Label
Key
Label
Key
VFZ
Volcanic
Flank
Tjornes
Zone
Fracture
Reykjanes
Zone
Peninsula
Western
RZ
ERZ
Eastern
RZ
Southern
RZ
Northern
RZ
Mid
Atlantic
Belt
TFZ
RP
WRZ
Section 2. Natural Heritage
SRZ
NRZ
MIB
10
Pleistocene
The Pleistocene period is dated from just less than two million years ago to around 12,000 years
ago and covers most of the latest period of glaciation. As the climate cooled from the Pliocene
and into the Pleistocene, repetitive glacial periods occurred which had effects on vegetation and
rock formation. Studies indicate there were around 14 Upper Pliocene and Pleistocene glacial
periods and Iceland was largely covered with thick ice during the main glaciations. Broad-leaf
and conifer forests disappeared during the Lower Pleistocene, but birch, willow, and junipers
survived all the glacial periods. The Pleistocene rocks generally follow a southwest to northeast
orientation and are exposed on the peninsula of Tjörnes and in the Öxarfjörður valley and fjord in
Northeast Iceland.
2.6.
Hydrography
There are 18 rivers in the study region. All are either glacial or freshwater and flow northwards
into the Norwegian Sea (Map 3 & Key 1, pages 12, 13). The Jökulsá River is the most wellknown as the second longest river in Iceland, containing Dettifoss waterfall with the greatest
volume of water in Europe, and canyons similar to those of the Grand Canyon in the United
States. In addition, Northeast Iceland has over 12 rivers where it is possible to fish for world
class salmon and trout. 11
There are 14 major waterfalls located within the Northeast region (Map 4 & Key 2, pages 14,
15). Several factors make Iceland very suitable for waterfalls and explain the significant number.
Waterfalls generally form as a result of river erosion or as a result of geological fault lines and
crack formation. Iceland’s geologically young age and its volcanic substrate mean that waterfalls
are formed as a result of fault lines and fissures, in addition to the presence of glaciers, frequent
precipitation, and summer glacial melts. (Map 5, page 16)
The significant rivers and bodies of water are listed below in west to east orientation, with
further information shown on the associated maps:
•
•
•
•
•
•
•
•
Eyjafjörður is the longest fjord in Central Northern Iceland measuring 60 km and is
relatively narrow. On either side of Eyjafjörður rise high, ancient mountain ranges into
valleys, and in the north, marine erosion has created splendid cliffs. The region of
Eyjafjörður is Iceland's second most populous one after Reykjavík.
Fnjóská – big salmon fishing river eventually flowing out into Eyjafjörður.
Skjálfandafljót is a glacial river which flows from the north western border of the glacier
Vatnajökull in the Icelandic Highlands and flows into Skjálfandi Bay. Salmon fishing in
the lower parts.
Laxá is Iceland’s second largest freshwater river,12 renowned as one of Iceland’s best and
most beautiful salmon fishing rivers, also flows into Skjálfandi Bay.13
Lake Mývatn is a national conservation area “Mývatn-Laxá Nature Conservation Area”. Its
name means “Midge Lake” and the insects support the best trout and salmon fishing in
Iceland, it’s also a bird haven with 15 species of duck nesting there.14
Jökulsá á Fjöllum: The second longest river of Iceland (206 km) flowing from its source:
the glacier Vatnajökull.
Dettifoss and Selfoss waterfalls are fed by Jökulsá á Fjöllum which then continues into the
Ásbyrgi canyon. Dettifoss waterfall is 44m (144 ft) high, 100m wide and has the greatest
water volume in Europe.15
Ásbyrgi Canyon lies in the north of Iceland, about two hours' drive to the east from
Akureyri. The enormous, horseshoe-shaped depression is part of the Jökulsárgljúfur
National Park and measures approximately 3.5 km in length and 1.1 km across. There is
also a small lake called Botnstjörn where visitors can see a variety of waterfowl species.16
Section 2. Natural Heritage
11
Map 3: Rivers
Section 2. Natural Heritage
12
No.
Northeast Iceland Rivers
1
Fnjóská
2
Skjálfandafljót
3
Svartá
4
Suðurá
5
Laxá
6
Reykjdalsá, Eyvindarlækur
7
Mýrarkvísl
8
Mýrarkvísl
9
Jökulsá á Fjöllum
10
Stórá
11
Bakkahlaup
12
Brunná, Sandá
13
Ormarsá
14
Svalbarðsá
15
Sandá
16
Hölkná
17
Hafralónsá
18
Kverká
Key 1: Rivers
Section 2. Natural Heritage
13
Map 4: Waterfalls
Section 2. Natural Heritage
14
Key 2: Waterfalls
Section 2. Natural Heritage
15
Map 5: Glaciers
Section 2. Natural Heritage
16
2.7.
Fauna & Flora
Fauna
The environmental diversity of Northeast Iceland has created a wide range of habitats supporting
a diversity of flora and fauna in the region.
Due to Iceland’s isolation, relatively young age and its climate, native animals are few in
number. Only the Arctic fox inhabited the land before humans arrived17 believed to have
migrated over frozen sea ice during the last Ice Age approximately 10,000 years ago. They are
now widespread over the entire region. Further introduced mammals found here include mink,
mice, rats, rabbits, and reindeer.
Other domesticated mammals that survive well in the harsh conditions include, Icelandic horses,
sheep, and cows. These are isolated breeds descended from those brought by Norse settlers in
1000 AD. The low temperatures and harsh living environments in Iceland prevent reptiles and
amphibians from living there, and only 1,300 species of insect have been found (over 1 million
estimated to exist globally).18
In contrast to the number of land mammals, there are a great number and variety of marine
mammals. Húsavik on the shores of Skjálfandi Bay has become the self proclaimed centre of
whale watching within Iceland and Europe. Twelve species of whale visit these shores including
the more popular minke whales, humpbacks, and orcas, while occasionally the blue whale, fin
whale, and sei whales are spotted. Cetaceans such as the white beaked dolphins and harbour
porpoises are common in addition to Grey and Harbour Seals.19
Most of the whale watching sites and seal colonies can be found along the coastal regions in the
Öxarfjörðor area. The one exception being the whale watching at Skoruvíkurbjarg off the coast
of Fontur, a long, narrow peninsula that projects from the north-eastern corner of Iceland (Map 6
and 7, pages 18, 19).
The divergence of the Irminger Current of the Gulf Stream, and the East Greenland Current in
the region create excellent conditions for all kinds of fish species and consequently very good
fishing grounds. Around 320 species of fish have been recorded off the coast of Iceland, 30 of
which have a part to play in the commercial and recreational fishing industries. Throughout the
20th century, the two key commercial species were the Atlantic cod and herring. More recently
there has been a shift to capelin and tuna.20 Arctic char, Atlantic salmon, and trout support a
recreational fishery that has gained international recognition with experienced freshwater
anglers.
Section 2. Natural Heritage
17
Map 6: Whales
Section 2. Natural Heritage
18
Map 7: Seals
Section 2. Natural Heritage
19
Birdlife
Abundant wetlands, grassland heaths, woodlands, moors, glacial rivers, sea shores, and rocky
cliffs provide habitat that supports a great diversity of bird species in Northeast Iceland. The
accessibility of these sites provides excellent opportunities for bird watching from May to
September (Map 8 & Key 3, pages 21, 22).
Lake Mývatn counts 15 species of nesting duck in the summer – more than anywhere else in the
world. In addition to being the only nesting ground in Europe for Barrows Goldeneye, all species
of water birds found in Iceland nest in the Lake Mývatn and the Laxá area; the most sought after
include the Harlequin Duck, Long-tailed Duck, and Common Scoter. Other species include
Slavonian Grebe, Gadwall, Tufted Duck, Scaup, Wigeon, Teal, Red-breasted Merganser, Rednecked Phalarope, Blackheaded Gull, Arctic Tern, and Northern and Red-throated Diver. The
numerous rivers and lakes in the region provide excellent habitat for Whooper Swans and
Greylag Geese. The Pink-footed Goose also nests along the sources of the Skjalfandafljot River.
The coastline is the only breeding ground in northern Iceland for the Great Skua (Stercorarius
skua). Around 70 species of seabirds can be found along the Northeast coast including Atlantic
Puffins, Guillemots, Fulmar, and the Black-legged Kittiwake. Stórikarl, a rock pillar under
Skoruvíkurbjarg on the Langenes peninsula, is also home to Iceland’s second largest nesting
colony of Northern Gannets.
The moors are also one of the most reliable places in Iceland to see an occasional merlin, the
ptarmigan, and the Icelandic gyrfalcons – the largest falcon in the world.21,22
Section 2. Natural Heritage
20
Map 8: Birdwatching
Section 2. Natural Heritage
21
Key 3: Birdwatching
Section 2. Natural Heritage
22
Flora
The habitat in the coastal areas of Northeast Iceland is characterized by heath land and dry
moorland that is interspersed with pastures and woodlands. In the Fnjóskadalur valley is one of
Iceland’s best known woodland areas -Vaglaskógur, a 300 hectare birch wood, which is home to
the tallest birches in Iceland, with several trees exceeding 12 metres in height (Map 9 and key 4,
pages 24, 25).
Large expanses of the inner Northeast region are characterised by bare rock and volcanic
formations sometimes containing high quantities of ores and mineral deposits lending them a
characteristic colour. Where terrestrial fauna exists, it is dominated by grasses and low lying
shrubs such as heather and willows23 Salix phylicifolia and S. lanata. The only native tree to
Iceland is the White Birch Betula pubescens; due to human deforestation and subsequent erosion
of the thin volcanic topsoil, these are now only present in isolated reserves such as the
Vatnajökull National Park. Other tree species include Rowan (Sorbus aucuparia) which occurs
on cliffs and scree slopes. Sheltered locations are home to a great variety of flowering herbs in
addition to over 240 species of vascular plants known to grow in the Ásbyrgi canyon area
alone.24
There is an abundance of rare and unique flora to Northeast Iceland, especially in the lake,
woodland, and river areas, three of which are protected (Map 10 & Key 5 & Table 2, pages 26,
27, 28). Areas such as Lake Mývatn have an abundance of grasses and shrubs interspersed with
an otherwise rocky and barren landscape. Vegetation in the central Icelandic Highlands is
mainly concentrated on the banks of glacial rivers.
Section 2. Natural Heritage
23
Map 9: Woodlands
Section 2. Natural Heritage
24
Key 4: Woodlands
Section 2. Natural Heritage
25
Map 10: Rare Flora
Section 2. Natural Heritage
26
No.
Location
Species
1
Stóragjá
1
18
2
Slútnes, Neslandatangi og
Belgjarskógur
1
18
3
Ásbyrgi, Vesturdalur
1
5
4
Fljótsheiði (austurhlíðin)
2
5
Kiðagilsdrög á Sprengisandsleið
3
6
Heilagsdalur á Mývatnsöræfum
3
7
Finnastaðir á Látraströnd
4
8
8
Svínárnes á Látraströnd
4
8
9
Bangastaðir á Tjörnesi
5
21
10
Látrar á Látraströnd
6
7
20
11
Urðargil í Flateyjardal
6
12
Melaskógur í Fnjóskadal
9
13
Fornastaðir og Háls í Fnjóskadal
9
14
Mývatn, víða kring um vatnið
10
15
Stakhólstjörn við Skútustað
11
12
13
16
Jarðbaðshólar við Mývatn
19
17
Jarðhitasvæði við Kröflu
19
18
Flateyjardalur og
Flateyjardalsheiði
20
19
Vestmannsvatn
21
20
Kálfastrandarvogar við Mývatn
23
22
23
20
14
15
16
17
21
Key 5: Rare Flora
Section 2. Natural Heritage
27
Table 2: Plant Species list for Northeast Iceland
No.
Icelandic name
Latin name
Protected?
1
Ferlaufungur
Paris quadrifolia
yes
2
Bjöllulilja
Pyrola grandiflora
3
Snækobbi
Erigeron humile
4
Eggtvíblaðka
Listera ovata
5
Grænlilja
Orthilia secunda
6
Skollakambur
Blechnum spicant
7
Skollaber
Cornus suecica
8
Sóldögg
Drosera rotundifolia
9
Kjarrhveiti
Elymus caninus
10
Aronsvöndur
Erysimum strictum
11
Maríuvöndur
Gentianella campestris
12
Grænvöndur
Gentianella amarella
13
Gullvöndur
Gentianella aurea
14
Engjavöndur
Gentianopsis detonsa
15
Dýragras
Gentiana nivalis
16
Maríuvendlingur
17
Blástjarna
18
Skrautpuntur
Milium effusum
19
Naðurtunga
Ophioglossum
azoricum
20
Bláklukkulyng
Phyllodoce caerulea
21
Kattarjurt
Ropippa islandica
22
Mýraberjalyng
Oxycoccus microcarpus
23
Birkifjóla
Viola epipsila
Section 2. Natural Heritage
yes
yes
28
2.8.
Protected areas
Areas or sites are designated for protection in Iceland under the Nature Conservation Act and
upon suggestion from the Nature Conservation Agency, Icelandic Institute of Natural History, or
the Minister of the Environment. This is generally due to a site´s importance for its unique
natural phenomenon, geological formations, scientific interest, or beauty. Areas can also be
protected due to their biological value, presence of special or endangered species, unique habitat
or ecosystem, and recreational use.25 The following categories of protected areas are found in
Northeast Iceland (Table 3, below, and Map 11, page 30).
National Parks: Areas of state owned land considered outstanding in landscape, flora or fauna,
or having special historic significance. Mandated by the Nature Conservation Agency who
facilitate public access and provide relevant park information.
Nature Reserves: Areas considered important in their landscape, flora or fauna. All reserves
have protected wildlife and landscape and a variable restriction on development and public
access.
Natural Monuments: Natural phenomenon that are unique, of outstanding beauty, or scientific
interest.
Table 3 Location of National Parks, Nature Reserves, and Natural Monuments
Area Type
Name
Description and highlights
National
Park
Nature
Reserve
Natural
Monuments
Vatnajökull
Vestmannsvatn
A complex of shallow riparian lakes, 30 km south of the town
of Húsavík. 27
Herðubreið
Area of around 175 km2, est 1974. Mt. Herdubreid. Diverse
vegetation at high altitude on the banks of the river Lindaa and
the Grafarlönd area.28
Dettifoss, Selfoss,
Hafragilsfoss
Askja
Other
Protected
Areas
Vatnajökull – established. by law in 2007, publicly owned,
under authority of Environment and Food Agency.26
A series of waterfalls situated on the Jökulsá á Fjöllum river
running through the Ásbyrgi canyon. Dettifoss being Europe’s
most volumous.29
A stratovolcano within the central highlands of Northeast
Iceland. The region has a series of caldera’s and a geothermal
lake ‘Viti’.30
Dyngjufjöll
The mountain massive of 50km2 which surrounds Askja.31
Skútustaðagígar
Pseudocraters in the Mývatn region with excellent birdlife.32
Lake Mývatn
‘Midge Lake’ 37km2 in area. Large amount of birdlife,
vegetation and excellent trout and salmon fishing.33
Lake Mývatn and
Laxá
Protected by Law Number 97 as from 2004. The river is the
output from the lake. Surrounding area is rich in bubbling mud
flats, volcanic craters, and lava fields.34
Section 2. Natural Heritage
29
Map 11: Protected Areas
Section 2. Natural Heritage
30
There are no marine sanctuaries within Northeast Iceland; however when the international
moratorium on whaling ended in 2006 Iceland recommenced commercial whaling. The
Icelandic Travel Association urged the government to stop plans for future whaling in April 2007
due to its detrimental effect on tourism.35 Nonetheless in May 2008, Iceland’s Fisheries
Minister, Einar Guðfinsson, announced a commercial whaling quota of 40 minke whales.
2.9.
Conclusion
The natural heritage of Northeast Iceland is an environment with an incredible diversity of
unique geological features, flora, and fauna that has the potential to transform the region into a
world-class destination for nature-based tourism. The region provides numerous opportunities
for developing attractions and activities linked to these unique selling points. Adventure tourists
interested in more extreme recreation may engage in multi-day hikes in the many mountains and
volcanoes, kayak glacial rivers and fjords, or take a jeep tour across the unique lunar-like
landscapes of interior Highlands to Iceland´s largest glacier. Visitors interested in soft adventure
can enjoy short day trips at one of the protected areas, engaging in photography and interpretive
walks that highlight the geological formations, waterfalls, rare flora, and abundant birdlife. For
tourists interested in marine recreation, whale watching tours or a visit to one of the many seal or
seabird colonies are possible. At the end of a day´s trip, an outdoor spa experience provides a
relaxing opportunity, whether in winter or summer, along with a sampling of the local cuisine
from the fishing or agricultural tradition of the area.
Section 2. Natural Heritage
31
Section 3. Cultural and Heritage
CONTENTS
3.1.
3.2.
3.3.
3.4.
Introduction
The Built Heritage and Artefacts of Northeast Iceland
The Events, Stories, Literature, Music, and Theatre of Northeast Iceland
Conclusion
Section 3. Cultural and Heritage
32
The cultural heritage section summarises the built heritage and artefacts of Northeast Iceland
and the events, stories, literature, music, and theatre of the region. In the first section research is
organised into categories that address areas such as cultural centers, lighthouses, museums,
churches, and cultural monuments. In the second section the living history is portrayed through
folk stories, events, language, music, dance, and literature to illustrate the pioneering history of
the region.
3.1.
Introduction
Northeast Iceland has a rich cultural heritage that is shaped by years of settlement and survival of
people in this remote, rugged region. Cultural heritage in its broadest terms reflects Icelandic
‘traditions, language, music, dance, literature, arts and crafts, systems of law and aspects relating
to geography, demography, and natural resources’.36 It refers to the complex blend of shared
values, customs, languages, artefacts, and experiences that characterize a society.37 Drawing on
these aspects this section defines cultural heritage as:
…the sum of material and immaterial culture, like customs, practices and norms, which
within a culture or group are especially arranged, identified, signified, valued and
treated as a cultural heritage. 38
The region’s cultural heritage is showcased through the interpretation of both its local oral
history and marine history as displayed in the many museums, cultural centres, and art galleries.
Iceland’s cultural heritage has been largely dependent on the sea and its bounty has always been
central to Icelanders livelihoods. Seventy five percent of all Iceland's merchandise exports are
derived from marine products.39
3.2.
The Built Heritage and Artefacts of Northeast Iceland
The diversity of the built heritage and artefacts found in Northeast Iceland today reflects a
resurgence in cultural identity and increased local pride in the region. There are many different
cultural centres in Northeast Iceland and just as many definitions of what cultural centres are.
The cultural centres identified for the GIS mapping exercise include museums, exhibit places
housing seasonal exhibits from Icelandic artists, historic churches, and heritage buildings.
Globally, cultural heritage sites are viewed by governments as a major part of the economic
development process. These sites also promote local community interest in a regions’ history as
well as encouraging visitors to stay longer in the region.
Coastal cultural centres & lighthouses
The cultural centres in the towns of Húsavík, Kelduhverfi, Kópasker, Raufarhöfn, Þórshöfn and
Bakkafjörður are predominantly focused on coastal histories and illustrate the daily life and
occupation of the regions´ inhabitants in times past (Map 12 & Key 6, page 34, 35). Similarly,
the network of lighthouses speaks to the importance of the historical dependence on the marine
resources and the sea. More recently, tour operators are including visits to lighthouses in their
tours as international interest in lighthouses grows, and while most of the sites themselves are
open to visitors, the actual towers are closed. One such ecotour is to the site of Flateyjarviti
located on the highest point on the Island of Flatey ("Flat Island") in Skjálfandi Bay. There was
formerly a settlement on the island, but the last inhabitants departed in 196740 (Map 13 & Key 7,
page 36, 37).
Section 3. Cultural and Heritage
33
Map 12: Cultural Centers
Section 3. Cultural and Heritage
34
No.
Cultural Center
Municipalitie
Location
1
Þorgeirskirkja
Þingeyjarsveit
Ljósavatnsskarð
2
Kiðagil
Þingeyjarsveit
Bárðardalur
3
Ljósvetningabúð
Þingeyjarsveit
Kinn
4
Breiðamýri
Þingeyjarsveit
Reykjadalur
5
Skúlagarður
Norðurþing
Kelduhverfi
6
Veiðihúsið Rauðhólum
Þingeyjarsveit
Laxárdalur
7
Ýdalir
Aðaldælahreppur
Aðaldalur
8
Heiðarbær
Norðurþing
Reykjahverfi
9
Félagsheimilið á Húsavík
Norðurþing
Húsavík
9
Íþróttahúsið á Húsavík
Norðurþing
Húsavík
9
Menningarmiðstöð
Þingeyinga
Norðurþing
Húsavík
9
Norðurþing
Húsavík
10
Samkomuhúsið á
Húsavík
Sólvangur
Tjörneshreppur
Tjörnes
11
Skjólbrekka
Mývatnssveit
Mývatnssveit
12
Pakkhúsið
Norðurþing
Kópasker
13
Félagsheimilið Hnitbjörg
Norðurþing
Raufarhöfn
14
Félagsheimilið Þórsver
Langanesbyggð
Þórshöfn
15
Grunnskólinn á
Bakkafirði
Langanesbyggð
Bakkafjörður
Key 6: Cultural Centers
Section 3. Cultural and Heritage
35
Map 13: Lighthouses
Section 3. Cultural and Heritage
36
Name
Year
Location
Site
Flatey (2)
1963
On the highest point of Flatey island
Open
Accessibility
Est.1913
Gjögurtá
1970
On the east side of the entrance to the
Eyjafjörður
Open
Only by boat
Grenjanes
1945
On a cape at the east entrance to the
Lónafjörður, north of the fishing town of
Þórshöfn
Open
Maybe
accessible
only by boat
Hraunhafnartangi
1951
Iceland’s northernmost lighthouse,
standing south of the Arctic Circle at the
north-eastern tip of the island.
Open
By road
Húsavík
Unknown
On a promontory on the north side of the
entrance to Húsavík harbor
Open
Kópasker
(Grímshafnartangi)
1951
On a promontory on the north side of the
entrance to the harbor of Kópasker
Open
Langanes (2)
1950
The lighthouse marks the end of Fontur, a
long, narrow peninsula which poses a
great hazard to navigation
Closed
Practically
inaccessible
Est. 1914
Lundey
1977
The lantern can be seen toward the left
end of the Lundey island in a view from
the sea
Closed
Only by boat
Mánáreyjar
1982
On the highest point of the Mánáreyjar
island.
Closed
Only by boat
Melrakkanes
1956
On a cape southeast of Raufarhöfn
Open
Only by boat
Rauðinúpur (2)
1958
On a promontory at the northwestern
corner of the Melrakkaslétta
Open
By road
Est. 1929
Raufarhöfn
1920
On the shore, north of Svalbarðseyri
village
Open
Raufarhöfn
1931
On the south side of the entrance to
Raufarhöfn harbor
Open
By road
Tjörnes
1929
The lighthouse marks a prominent cape
on the north coast
Open
By road
Key 7: Lighthouses
*Note: All the lighthouses listed above are operational however the towers and some sites are closed to the public.
Section 3. Cultural and Heritage
37
Abandoned Fishing Villages
In addition to the existing communities, the coastline of the Langanes peninsula was also once
dotted with fishing outposts, the largest concentration being located at Skálar, where a hamlet of
117 people developed. During the fishing season, some 60-70 open fishing boats were operated
from there. The harbour became important for the rapidly growing trade, but because of fishing
industry modernization and difficult communications, all farms and fishing outposts were
abandoned. No one lives on Langanes any more but the region is accessible by a four wheel
drive track that leads all the way to the lighthouse at Fontur.41
“The fishing villages of Northeast Iceland have bred a culture of rugged, proud people
with strong connections to the past as well as strong survival skills” (NORCE).42
These cultural landscapes of Northeast Iceland resonate with accounts of early settlers, trade,
fishing, and survival of the people who settled in the district. Today, recent developments have
led to a decline in this resource sector.
Museums
Maritime themed cultural centres include the Húsavík Whale Museum and the Húsavík’s
Museum of Natural History which displays not only artefacts of whales but also exhibits on
events such as the slaying of a polar bear in Grímsey in the 1960’s. These museums also provide
an educational component to the whale watching trips offered in the local area during the
summer months. In conjunction with these museums are whale watching tours, food festivals,
and sightseeing tours of the respective areas that create a cluster of attractions and activities for
visitors.
Northeast Iceland also has many traditional district museums such as the District Culture Centre
in Húsavík, Grenjaðarstaður in Aðaldalur valley, Mánárbakki at Tjörnes point, Snartarstaðir in
Núpasveit district, and at Sauðaneshús on Langanes peninsula (Map 14 & Key 8, pages 40, 41).
The region is also home to more specialised museums, like the Transport Museum in Ystafell,
the Photograph and Film Museum in the District Culture Centre in Húsavík, and also the District
Archives. Húsavík also has one of the more unique museums in the world, the famed
Phallological Museum.43
Archaeological sites
Archaeological sites also provide evidence of first settlers to Iceland. The Swedish explorer,
Garðar Svavarsson, was the first man to discover that Iceland was an ‘island.’ He wintered in
Húsavík four years before the arrival of Ingólfur Arnarson, the first official settler in Iceland. A
large number of settlers from the region are identified in Landnáma, the book of settlements, and
many burial mounds of the first Þingeyjarsýsla settlers have been found.
About the year 963, the descendants of the settlers decided to convene their district assembly
(þing) at Þingey island in Skjálfandafljót. This assembly is referred to several times in
written sources during the period of approximately 950 - 1250.44 Many of the ruins connected
with the assembly (þing) are still visible in the municipality of Þingeyjarsveit and there are
several sites like Baldursheimur and Grímsstaðir in the Mývatnssveit (Mývatn area) (Map 15 &
Key 9, pages 42, 43).
Section 3. Cultural and Heritage
38
The eruption of Askja in the late 19th century also impacted on the region with the people of
Þingeyjarsýsla like other inhabitants of Iceland having to endure years of hardship often
compounded by springtime sea-ice clinging to the north coast. This extra burden combined with
an already harsh environment proved too much for many Icelandic people who emigrated
to America, having lost faith in their native country. However, in Þingeyjarsýsla, the spiritual
culture and resistance of the population showed no weakening. In fact, the first Icelandic
cooperative society was established at the farm Þverá in Laxárdalur valley in 1882, which
became a model for other cooperative societies all over the country.45
Cultural Monuments
Northeast Iceland also has many cultural monuments which are entwined in the history of the
region (Map 16 & Key 10, pages 44, 45). There are several well-preserved buildings being
refurbished like the traditional Icelandic farmhouse and a Christian church (built in 1865) which
overlooks the delta of the Fnjóská River in Laufás. The oldest part of the farm building dates
from 1840 and resembles four tiny turf buildings, but in actuality it is one gigantic place that
housed 20-30 people. It is now a regional history museum containing household items and
utensils used at the start of the 20th century and remains as an excellent example of a typical
farmhouse of the period.46
Section 3. Cultural and Heritage
39
Map 14: Museums
Section 3. Cultural and Heritage
40
Key 8: Museums
Section 3. Cultural and Heritage
41
Map 15: Archaeological Sites
Section 3. Cultural and Heritage
42
Archaeological Sites
Location
Site
What is it
Visibility
Aðaldal
Þegjandadalur
Fornminjar
Ruins
Aðaldal
Litlu-Núpar
Mývatnssveit
Baldursheimur
Pagan graves, one containing the remnants of a
boat.
Pagan grave
Farm
Mývatnssveit
Grímsstaðir
Mývatnssveit
Hofsstaðir
Norðurþingi
Saltvík
Norðurþingi
Kuml á Ærlæk
Norðurþingi
Þingeyjarsveit
Kuml í
Klaufagerði
Þingey
Þingeyjarsveit
Skuldaþingsey
Ruins, connected to the assembly
Þingeyjarsveit
Leiðarnes
Ruins, connected to the assembly
Þingeyjarsveit
Lyngbrekka
Pagan grave
Farm
Tjörneshreppur
Breiðavík
Ruins of houses from the period of settlement
Farm
Pagan grave, one containing remains of a
horse
Old houses, was thought to be a pagan temple
but most likely isn't.
Pagan grave
Farm
Woman jewellery, on exhibition in the
National Museum
Pagan grave
Farm
Farm
Farm
Ruins, connected to the assembly
Key 9: Archaeological Sites
Section 3. Cultural and Heritage
43
Map 16: Cultural Monuments
Section 3. Cultural and Heritage
44
Cultural Monument Sites
Tourism
Region
Cultural
Monument Sites
Location
What is it
Visibility
Type
1
Laufás
Grýtubakkahreppi
Turf house, museum,
vicarage
Cultural
history
1
Grenjaðarstaður
Aðaldal
Turf house, museum,
vicarage
1
Þverá
Þingeyjarsveit
5
Grænavatn
Mývatnssveit
A house and
a sign
Cultural
history
5
Jökulsá á fjöllum
Norðurþing
House and
signs
Cultural
history
2
Sauðanes
Langanesbyggð
Turf house, turf
stables, belongs to
the National museum
Old timber house,
belongs to the
National museum
Rest house from
1880, belongs to the
National museum
The old vicarage, an
exhibition, belongs to
the National museum
House,
information
signs
A house, an
information
sign
Houses,
signs
House,
information
signs
Cultural
remains
Cultural
history
Cultural
remains
Key 10: Cultural Monument Sites
Section 3. Cultural and Heritage
45
Religion
Freedom of religion is guaranteed in Iceland by the Constitution, with the Evangelical Lutheran
Church decreed as the national church, and as such it is protected and supported by the State. At
the turn of the century two Lutheran free churches were founded, with the main differences from
the national church being they are structurally and financially independent.
Today over 80% of the Icelandic population belongs to the Evangelical Lutheran Church of
Iceland, with over 90% of the populace belonging to Christian churches. The biggest nonLutheran congregations are the Roman Catholic and the Pentecostal churches, however in terms
of the population base, their congregations are relatively small. As Iceland becomes an
increasingly multicultural society, there are also now a myriad of much smaller religious faiths
starting to emerge.47
The conversion of Iceland to Christianity was quite a unique event in Icelandic history and an
important part of the country’s culture and identity. In the year 1000, Iceland was on the brink of
civil war. The nation was deeply divided between different religious factions so it was decreed
by the Althing, the parliament, at Þingvellir, that all Icelanders should be baptized into
Christianity, and as a result the whole society literally abandoned its ancient heathen beliefs.
This piece of history is behind the naming of one of Northeast Iceland’s most spectacular natural
attractions - the Goðafoss (Waterfall of the Gods). The actual waterfall is located in the
Skjálfandfljót River and is about 50km east of the Akureyi on the Ring Road. The Law Speaker
of Althing - Þorgeir, decided to lead by example in renouncing his heathen beliefs and took all of
his Norse gods idols to the Skjálfandafljót River and threw them over the great waterfall – known
ever since as the Goðafoss Waterfall.48
Many of the older churches have now become historic tourist attractions in their own right, such
as Húsavík’s beautiful timber church, which has been an iconic symbol of the city for almost a
century (Map 17 and Key 11, page 47 and 48).
Section 3. Cultural and Heritage
46
Map 17: Churches
Section 3. Cultural and Heritage
47
Key 11: Churches
Section 3. Cultural and Heritage
48
Earth ovens
Visitors to Mývatn are often treated to a local speciality – Hverabrauð (steam bread), a sweet rye
bread made with molasses and cooked in an underground earth oven heated by geothermal steam
(Map 18, page 50). It seems the Hverabrauð is the only food cooked in these earth ovens.
The cooking process starts with a shallow hole being dug in one of the many steam vents in the
area, which is then lined with bricks. The bread dough is placed in a lidded metal box which is
then buried in the brick-lined earth oven and left for up to 24 hours to be steam cooked. The
following day the box is unearthed and a rich, brown, aromatic loaf is the result, perfectly cooked
thanks to the steam vent’s constant temperature.
In Bjarnarflag there is a bakery that shows visitors how the bread is cooked. A description by a
visitor:
“the ‘bakery’ - half a dozen pits dug into boiling soil, covered with dustbin lids, containing
hverabraud - steam bread made with rye and molasses. Bending to peek inside, we're
blasted with a vapour so sulphuric that you have to wonder if perhaps "Bjarnarflag" is
Icelandic for "Beelzebub" and we have, in fact, interrupted a satanic scone-baking
session”.49
This local specialty has been included in gourmet magazines and is highly recommended for
visitors to the area.50
3.3.
The Events, Stories, Literature, Music, and Theatre of Northeast Iceland
Cultural Events and Festivals
Events and festivals in the region offer visitors a taste of local culture. Most festivals are small,
local community events. The July ‘Days of Joy’ Summer Festival in Þórshöfn is an example of
an annual family weekend type festival. Included in the festival activities are a fishing contest,
local artist’s exhibition, fitness contest, and markets offering local fish and meat products.51 To
illustrate the variety of annual cultural events taking place in locations such as Mývatnssveit and
Raufarhöfn and throughout the entire region, a table and map have been combined as a resource
document (Map 19 & Key 12, pages 51, 52).
Strong traditions in food have been fostered from a long history of fishing and farming in the
region. Þingeyjarsýsla for example promotes the district as “a veritable pantry of quality
resources…culinary art and processing skills developed from local kitchens to an industry of
products which became renowned for their distinguished quality”.52 Seafood and lamb are the
main source of food products although trout/salmon from the freshwater lakes also feature in
traditional food fare.
There are also many historical sites in the region that provide an opportunity for visitor´s
interested in Icelandic culture. The location and significance of each site has been complied into
a table for easy reference. Cultural history sites include the birthplace of the author and poet Jón
Trausti in Rif, Norðurþingi; Ystafell in Þingeyjarsveit, where the Alliance of Icelandic
cooperatives was founded, and the home of the author/poet Guðmundur Friðjónsson in Sandur,
Aðaldal (Table 4, page 53).
Section 3. Cultural and Heritage
49
Map 18: Earth Ovens
Section 3. Cultural and Heritage
50
Map 19: Cultural Events
Section 3. Cultural and Heritage
51
Key 12: Cultural Events and Festivals
Section 3. Cultural and Heritage
52
Table 4: Cultural History
Location
Site
What is it
Visibility
Aðaldal
Grenjaðarstaður
Turf house, Museum, Vicarage
A house, info. signs
Aðaldal
Gálgahraun
Lava; documented hangings; bones likely to be
found there
Aðaldal
Hólmavað
Birth place of the poet Jakobína Johnson.
Farm
Aðaldal
Ytra-Fjall
The poet Indriði Ó. Þorkelsson lived there
Farm
Aðaldal
Sandur
The home of the author/poet Guðmundur
Friðjónsson
Farm
Grýtubakkahreppi
Laufás
Turf house, Museum, Vicarage
House, info. signs
Grýtubakkahreppi
Nes
The home of Einar Ásmundsson (1828-93)
congressman
Farm
Langanesbyggð
Sauðanes
The old vicarage, an exhibition
House, info. signs
Langanesbyggð
Djúpilækur
Kristján Einarson poet was born and brought up
there
Langanesbyggð
Þorvaldsstaðir
Magnús Stefánsson, a poet, was brought up there
Mývatnssveit
Grænavatn
Old timber house
A house and info.
signs
Norðurþingi
Laxamýri
The author Jóhann Sigurjónsson, was born and
brought up there
Monument
Norðurþingi
Keldunes
Birth place of Skúli Magnússon (1711-1794).
Farm
Norðurþingi
Skúlagarður
Monument about Skúli fógeti.
Monument
Norðurþingi
Krossdalur
Birthplace of Kristján Jónsson poet.
Norðurþingi
Buðlungahöfn
Norðurþingi
Rif
Norðurþingi
Leirhöfn
Öxarfjarðarheiði
Hrauntangi
Svalbarðshreppur
Álandstunga
Þingeyjarsveit
Hrifla
Þingeyjarsveit
Ystafell
Þingeyjarsveit
Þverá
Þingeyjarsveit
Auðnir
Tjörneshreppur
Héðinshöfði
Norðurþing
Jökulsá ájöllum
Section 3. Cultural and Heritage
Birthplace of the author and poet Jón Trausti
The last German prisoners in Iceland were captured
Farm
and kept there on the 2nd of May 1945
The last farm on the heath. The author
Jón Trausti lived there for a few years.
Ruins of seven abandoned farms
The birthplace of Jónas Jónasson (1885-1968)
congressman
There the Alliance of Icelandic cooperatives was
founded.
Turf house, turf stables
Benedikt Jónsson lived there very active in social
matters.
His
daughter
Hulda, (1826-99)
a poet, wassheriff
born and
Benedikt
Sveinsson
and brought
up there.
congressman
lived there.
His son Einar Ben, a poet, was born there and
Rest
house
brought
up from 1880
Tóftir,
Farm
Monument
Houses, info. signs
Farm
Monument
House/info. signs
53
Traditions and Folklore
Northeast Iceland offers cultural heritage tours that combine folklore and traditions with the
natural heritage landscapes of the region. One of the most popular incorporates The Yule Lads
(trolls) of the Mývatn area. People recite the stories about the Yule Lads, how they are linked to
the Mývatn area, and their importance during the Christmas Yuletide period. A program called
Magical Mývatn - Yuletide wonderland53 features the Yule Lads and includes folklore/traditions
such as the Christmas annual bath at Mývatn Nature Baths.
Folklore
Icelandic folklore is an intrinsic part of the nation’s cultural heritage, with each region having
their own tales of mysterious phenomena portraying men with magical talents, and describing
close encounters with elves, trolls, giants, and other monstrous creatures. Most of the Icelandic
folklore can be defined under six main categories:
1.
2.
3.
4.
5.
6.
Elves and Scared Sites
Ghosts and Spectres
Wizards
Men and Beasts
Gods and Demons
Trolls and Monster
Northeast Iceland as a region has its own renditions of Icelandic folklore, especially tales of
encounters with Trolls and Monsters. Both the stunning natural landscape and local place names
which feature in tales such as “The Night Troll and her Boat at Mývatn” (described below) are
easily recognisable even now. In fact, the evidence of the Troll-wife’s nökkvi (a solitary rock
shaped like a boat) can be found on a slope known as Nökkvabrekka (boat-slope), about halfway
between Mývatn and Skessuhali. It is said there are still signs of oars and rowlocks even a pile of
rock in the stern which are believed to be the troll-wife’s last resting place.
The Night Troll and her Boat at Mývatn 54
A story is told of a troll-wife who lived in the Highland above Mývatn known now as Skessuhali
(Troll-wife’s Ridge), who was a night troll and did the Mývatn folk great harm by stealing their
fish from Lake Mývatn under the cloak of darkness. The troll-wife used a small boat each night
to visit popular fishing spots like Strandarvogur Bay, and would then return home before dawn to
avoid the sun. One night as she arrived at Strandarvogur Bay she discovered a farmer and his
friends in her fishing spot and so she decided to wait. The farmer knew what she intended to do
and stayed on until near dawn, which meant the troll-wife was very late setting her nets. The
troll-wife was so late that she was only half way home when the sun came up and was forced to
put down her boat and climb in, but alas both turned to stone.
Ásbyrgi: Sleipnir’s Hoofprint 55
Ásbyrgi, a 3,5 km long canyon part of Ásbyrgi National Park, (65 km / 90 minutes drive from
Húsavík, 105 km / 120 minutes drive from Laugar) is the setting for a another tale from
Northeast Iceland folklore, this time it relates to Gods and Demons. According to folklore, Óðinn
the highest of the Norse gods was riding through the heavens one day but was momentarily
distracted and came a little too close to the earth. Óðinn’s actions caused Sleipnir his mighty
eight legged stead to briefly touch the ground with one of its hoofs thus forming the Ásbyrgi
canyon. In the middle of the canyon there is “The Island”, a free standing rock which is shaped
like a horseshoe and it is said to be Sleipnir’s Hoofprint56 (Map 20 & Key 13, pages 55, 56).
Section 3. Cultural and Heritage
54
Map 20: Folk Tales
Section 3. Cultural and Heritage
55
Folklore - Tales
What is it
Location
Site
Visibility
Norðurþingi
Meyjarþúfa
Tussock connected with a story about the
origin of people living in the area
?
Þingeyjarsveit
Ágúlshellir,
Þinghellir
Cave, home of the giant Ágúll
Cave
Goðafoss
Waterfall of the
Gods
(Goðafoss)
Goðafoss waterfall and caves
Waterfall &
caves
Nökkvabrekka,
(halfway
between Mývatn
and Skessuhali)
Ásbyrgi
The Night Troll
and her Boat at
Mývatn
Nökkvabrekka (boat-slope) on Skessuhali
(Troll-wife’s Ridge)
A rock in the
shape of a boat
Ásbyrgi:
Sleipnir’s
Hoofprint
“The Island”, a free standing rock which
is shaped like a horseshoe
Horseshoe
shaped rock
Key 13: Folklore - Tales
Section 3. Cultural and Heritage
56
Icelandic Sagas
The Icelandic Sagas were written between the 12th and 13th centuries and generally document
either the lives of specific people or whole communities. Most sagas are regarded as ‘quasihistorical texts’ in that they have been orally passed down for many generations before finally
being written down. The Grettissaga is a well known in Iceland and is based on the life and
adventures of Grettir Ásmundarson.57
Figure 6: Grettir Ásmundarson
Grettir Ásmundarson
Grettir the Strong was an Icelandic warrior turned outlaw and
was regarded as an unlucky anti-hero, whose intentions and
actions were not necessarily always bad.
Grettir became the longest-surviving outlaw in Icelandic
history. After many years of battling giants and monsters, he
was finally defeated by his enemies who used sorcery against
him which lead to his demise.
Northeast Iceland place names and natural landscape features in
many of the Grettissaga, such as Sandhaugar, Eyjadalsá and
Grettisbaeli. The following Grettissaga (stylised version) takes
place at the farm of Sandhaugar in Bárðardalur where Grettir
the Strong encounters both an evil troll-wife and a fearsome
giant.
Source58
The Saga of Grettir…
The story tells how outlaw Grettir Asmundarson, while hiding out at the farm of Sandhaugar in
Bárðardalur volunteered to stay and guard the place while the rest of the household went to Mass
for Christmas. This was a very brave act as the men left behind to guard the farm during the last
two Christmases had disappeared. For awhile all was quiet, but in the middle of night there was
a commotion and Grettir was confronted with a fearsome troll-wife. They fought first indoors
then outdoors until Grettir finally gained the upper hand and threw the troll into the river canyon
and the waterfall. Grettir believed that there were more trolls in the river canyon and came back
to explore the caves behind the waterfall with the aid of the local priest. After a mighty battle
with a fearsome giant who guarded the caves, Grettir discovered a great deal of treasure but more
important to him was taking back the bones of two other adventurers he found so they could be
properly buried59 (Map 21 & Key 14, pages 58, 59).
Section 3. Cultural and Heritage
57
Map 21: Icelandic Saga
Section 3. Cultural and Heritage
58
Location
Aðaldal
Site
Presthvammur
The Sagas
What is it
Mentioned in Reykdælasaga
Norðurþing
Grettisbæli
Mentioned in Grettissaga
Norðurþing
Hraunhafnartangi Fóstbræðrasaga, pagan grave of Þorgeirs;
Hávarssonar pagan graves of 14 men that
got killed in a fight (no proof about this)
Visibility
Farm
Stone shelter with
turf over it
Þingeyjarsveit Sandhaugar
Mentioned in Grettissaga
Farm
Þingeyjarsveit Eyjadalsá
Mentioned in Grettissaga
Farm
Þingeyjarsveit Goðafoss
The story of Þorgeir Ljósvetningagoði
related to the adoption of Christianity
A foss(waterfall)
Information on a
sign
Key 14: The Sagas
Section 3. Cultural and Heritage
59
Traditional farming practices
In Northeast Iceland, visitors have the opportunity to participate and learn how agricultural
farming has and continues to be done in this extreme climate. Many of the region’s events focus
around both seasonal and traditional farming practices, and these offset the other important
activities in the daily lives of the Icelandic people such as hunting and fishing (Table 5, page 61).
Sheep Trails
Agricultural produce is of great importance to Iceland’s economy. The nation´s 4,000 farmers
produce sufficient animal produce from farming for the whole of Iceland’s population as well as
some for export. Due to Iceland’s remote location, climate, and sparse population the nation has
little pollution and very low levels of introduced animal and plant disease.
Icelandic sheep were the main dairy animal in Iceland until the advent of mechanized haying in
the 1940’s which allowed enough hay to be harvested to use cows as the primary dairy animal.
However, there has been a resurgence in demand for specialty farm produce, in particular the
sheep cheese market in the USA, which has fuelled interest in re-establishing these small farmerowned sheep dairies as well as producing specialty wool and meat products. Sheep milk is high
in fat and dissolved solids which are ideal for producing excellent, high yielding cheese and
yogurts from relatively small amounts of milk.60
Alongside this resurgence in demand for agricultural products is the by-product of attracting
tourists who are interested in seeing the traditional methods of grazing and sheep gathering.
Sheep gathering
The sheep gathering tradition is called réttir. To keep the sheep away from the home pastures
which are kept exclusively for hay production, the sheep are taken into more remote areas. Small
outreach shelters were built usually consisting of three buildings, a dwelling, a milk house, and a
summer kitchen, known as ‘summer dairies’ which were utilized until autumn when the sheep
are then gathered for shelter throughout the winter months.
The réttir and old sheep trails offer much to enrich the region’s landscape and also provides
visitors with an opportunity to gain an insight into the history and ongoing importance of these
types of traditional practices to regions such as Mývatn, where sheep farming has been the most
important livelihood for centuries. Visitors to the local Mývatn market for example, can sample
regional delicacies such as sheep cheese, smoked lamb, and hverabrauð (sweet rye bread) which
truly reflect the unique culture and flavour of the area. Promoted by the Northeast Iceland
tourism information as the opportunity for “tasting and feeling local culture.”61
Réttir (sheep gathering) in the autumn continues to be one of the biggest events in the country’s
provinces with traditional Icelandic alcohol ‘Brennivín’ and folk songs forming part of these
festivities. While there are many sheep gathering places in Northeast Iceland such as Mýrarrétt,
Sellandarétt, and Strengjarétt there does not appear to be any set ‘réttir’ tourist type activities on
offer in the region (Map 22 & Key 15, pages 62, 63).
Section 3. Cultural and Heritage
60
Table 5. Seasonal and traditional farming practices and other associated activities *
Jan
Feb
Mar
Apr
May
June
July
Aug
Sept
Oct
Nov
Dec
Farming
Sheep in sheepcote
Lambing season
Sheep moved to commons
Sheep gathering
Hay-harvesting
Cows in cowshed
Hunting and Fishing
Ptarmigan
Goose
Duck
Fox (Paid Hunters by
Municipalities)
Sea birds
Fishing in rivers (Differs)
Fishing in lakes (Differs)
Fishing trough ice (weather
related)
Birds
Picking down from nests
Collecting eggs, seabirds
*Relevant months shown as shadowed areas
Section 3. Cultural and Heritage
61
Map 22: Sheep Gathering
Section 3. Cultural and Heritage
62
No.
1
Identified Sheep Gathering Locations
Lokastaðarétt
2
Illugastaðarétt
3
Hallbjarnarstaðarétt
4
Hraunsrétt
5
Kasthvammsrétt
6
Gljúfurárrétt
7
Skógarétt
8
Mýrarrétt
9
Sellandarétt
10
Strengjarétt
Key 15: Sheep Gathering
Section 3. Cultural and Heritage
63
3.4.
Conclusion
Northeast Iceland has a rich cultural heritage that is testament to the resourcefulness of the
original settlers in the region. Many of the region’s events focus around both seasonal and
traditional farming practices, such as Rettir (sheep gathering) in the autumn which continues to
be one of the biggest events in the country’s provinces. The region’s long association with
fishing and farming is also evident in the many local community cultural events and festivals
where visitors can taste regional delicacies such as smoked lamb (hangikjöt) and Hverabrauð.
Cultural heritage tours combine folklore and traditions with the natural heritage landscapes of the
region with many places mentioned in the Grettissaga, such as Sandhaugar, Eyjadalsá and
Grettisbæli. There are also many cultural history sites in the region including the birthplaces of
Icelandic authors and poets like Jón Trausti and Guðmundur Friðjónsson. Northeast Iceland also
has many traditional district museums and archaeological sites which provide evidence of both
the built heritage and early settlement of the country that have great potential interest for visitors
that are, as of yet, undeveloped.
Section 3. Cultural and Heritage
64
Section 4. Socio-economic Profile
CONTENTS
4.1.
4.2.
4.3.
4.4.
4.5.
4.6.
4.7.
4.8.
Introduction – Iceland today
Administrative Regions
Tourism Boundaries
Demography
Employment and Economy
Municipal Infrastructure and Services
Seasonality
Conclusion
Section 4. Socio-economic Profile
65
This section presents current trends and data on population demographics and the economic
landscape on a national scale and compares this to Northeast Iceland. Specifically this includes
population trends, their linguistic profile, education, economic sectors and employment levels, as
well as an overview of the level of infrastructure and service that are available.
4.1.
Introduction - Iceland today
Iceland’s population of 307,672 (2007) is spread over 40,000 square miles. Although Iceland has
the lowest population density of a European country (7.7 inhabitants per square mile) most
people live in urban or coastal areas due to the largely uninhabitable interior. The capital,
Reykjavík, is the home to 38% of the population and 62% live in the Greater Reykjavik Area.
Outside of this region, the next most populous town is Akureyri with 5.4%.2 There is a
population of 5,000 people within the Þingeyjarsýsla district, the area under study here – 2,400 of
these from the town of Húsavík.62
Iceland’s has a Scandinavian-type capitalistic economy. With an extensive welfare system, low
unemployment, and a fairly even distribution of income, it is regarded as the most developed
nation in the world (2007) with a UN HDI (Human Development Index) of 0.968.63
Iceland’s natural resources are used for both residential and industrial use. Geothermal power
generates almost all household energy which represents 10 percent of the total energy produced
in the country and hydroelectric power accounts for 90 percent of Iceland's supply and is
predominant in the industrial sector.64
The following section introduces trends and data on a national scale and compares this to
Northeast Iceland, highlighting strengths and areas of opportunity for tourism development.
4.2.
Administrative Regions
As a region, the study area for Northeast Iceland contains eight municipalities: Aðaldælahreppur;
Þingeyjarsveit; Langanesbyggð; Norðurþing; Grýtubakkahreppur; Skútustaðahreppur and
Svalbarðshreppur (Map 23, page 67).
The five of the eight municipalities have at least one major settlement, in addition to many small
villages; the exceptions being the municipalities of Aðaldælahreppur, Svalbarðshreppur and
Tjörneshreppur. Most of the larger settlements are situated on the coast such as Húsavík,
Kópasker and Grenivík, with Reykjahlíð and Laugar being the only two inland towns of
significance.
Section 4. Socio-economic Profile
66
Map 23: Municipalities
Section 4. Socio-economic Profile
67
4.3.
Tourism Boundaries
Northeast Iceland is divided into five regional tourism boundaries as listed below, which
encompass the existing eight municipalities (Map 24 & Key 16, pages 69, 70). All five of the
regional tourism areas offer unique natural, cultural, and recreational experiences, and each use a
distinctive marketing strategy to attract visitors.
Tourism Boundaries:
•
•
•
•
•
Skjálfandi Bay lowlands and Tjörnes
Þistilfjörður, Langanes and Bakkafjörður
Öxarfjörður and Melrakkaslétta
Húsavík
Mývatn area
The following table (Table 6) shows which of the municipalities and towns are situated within
each of the five regional tourism boundaries. The importance of Húsavík to the Northeast region
is clearly shown being designated its own regional tourism area.
Table 6: Tourism regions: Municipalities and Towns
Municipalities
Towns/cities
Tourism
Region
Tourism region
Aðaldælahreppur
-
1
Skjálfandi Bay lowlands and Tjörnes
Þingeyjarsveit
Laugar
1
Skjálfandi Bay lowlands and Tjörnes
Bakkafjörður
2
Þórshöfn
2
Raufarhöfn
3
Þistilfjörður, Langanes and
Bakkafjörður
Þistilfjörður, Langanes and
Bakkafjörður
Öxarfjörður and Melrakkaslétta
Kópasker
3
Öxarfjörður and Melrakkaslétta
Húsavík
4
Húsavík
Grýtubakkahreppur
Grenivík
1
Skjálfandi Bay lowlands and Tjörnes
Skútustaðahreppur
Reykjahlíð
5
Mývatn area
Svalbarðshreppur
-
2
Tjörneshreppur
-
1
Þistilfjörður, Langanes and
Bakkafjörður
Skjálfandi Bay lowlands and Tjörnes
Langanesbyggð
Norðurþing
Section 4. Socio-economic Profile
68
Map 24: Tourism Regions
Section 4. Socio-economic Profile
69
No.
Region
Svæði
1
Skjálfandi Bay lowlands and Tjörnes
Innsveitir Skjálfanda og Tjörnes
2
Þistilfjörður, Langanes and
Bakkafjörður
Þistilfjörður, Langanes og
Bakkafjörður
3
Öxarfjörður and Melrakkaslétta
Öxarfjörður og Melrakkaslétta
4
Húsavík
Húsavík
5
Mývatn area
Mývatnssveit
Key 16: Tourism Regions
Section 4. Socio-economic Profile
70
4.4.
Demography
Northeast Iceland is relatively small in terms of population to obtain detailed statistical data,
therefore the following information gives an overview of the general demographics of Iceland as
a country, with specific references made to the region where possible (Table 7).
Table 7 : General statistics of Iceland (July 2007):65
Age Groups
Percentage
of
Population
Male : Female Total Number
Population
Age Structure
307,672
0 – 14
21.4
1 : 0.97
64,604
15 – 64
66.8
1 : 0.97
201,572
65+
11.8
1 : 1.21
35,755
Iceland population has a growth rate of 0.824%66 (2007 estimate) and the trend over recent years
has shown a steady increase (Figure 7) with some fluctuations of net immigration67 (Figure 8,
page 72).
Figure 7 : Iceland’s Population Trend 1980 - 2006 68
Section 4. Socio-economic Profile
71
Figure 8 : Iceland’s Net Immigration 1986 - 200469
Linguistic profile
Icelandic, English, Nordic languages, and German are widely spoken. Only 6% of the population
are of foreign origin70 - with Polish nationals making up the greatest percentage (2%) – and 68%
of all students within compulsory education study at least one foreign language (26% one
language; 39% two languages; 3% three languages).71
Icelandic is the only official language of Iceland, although it is generally accepted that the
majority of Icelanders understand and can speak English. This is especially true for teenagers up
to adults in their 50s, this is also aided by English being the first mandatory foreign language in
compulsory and upper secondary education.72
Education
There are four levels of education in Iceland: Pre-school Education (<6yrs), Compulsory
Education (6-16yrs, combined primary and secondary), Upper Secondary (16-20yrs) and then
Higher Education (20yrs +)73 (Table 8). Compulsory schooling between the ages of 6-16 has
aided literacy rates within Iceland with near universal literacy at 99% of the population.74
Around 98% of the population attend compulsory schooling and 32% enroll in a first degree,
where women outnumber men making up 63.1% of students in tertiary education. The number of
pupils per full-time equivalent teacher has decreased year by year from 13.3 pupils in 1998 to 9.5
in 2007 and on average there are 18.4 pupils in each class.75
Table 8: Education
76
Education level
Compulsory Education
Above Compulsory Education
Universities and Colleges
Section 4. Socio-economic Profile
Numbers of Institution
192
42
8
72
Average income
Per capita GDP is $39,400 (2007) which ranks as 16th highest in the world77 and incomes have
increased across the industries with some showing significant rises (Figure 9).
Figure 9: Average Monthly Income by Economic Activity78
4.5.
Employment and Economy
The Icelandic economy is relatively small but growth and input have been sufficient to provide
Icelanders with living standards that are among the highest in the world. Use of renewable
natural resources such as the country's rich fishing grounds and its abundant hydro-electric and
geothermal power capacity are the most important sources of export income. Diversification is
increasing with fast growing sectors including software and biotechnology industries, tourism,
and the export of fisheries expertise. 79
Historically Iceland has been very dependent on the fishing industry. This reliance continues
with the fishing industry providing almost 70% export income80 however it only employs around
6% of the workforce (Figure 10, page 74).
Section 4. Socio-economic Profile
73
The economy has been diversifying into the service and manufacturing industries over the past
decade which can be seen in Figure 9. Services and areas related to information technology and
life sciences are the fastest growing sectors of Icelandic economy, along with aluminum smelters
and aluminium production. Iceland has a strong industrial sector that accounts for 21 percent of
its GDP. Like its 2 other main economic sectors, industry in Iceland is centered on its natural
resources. Fish processing, aluminum smelting, ferrosilicon production, and geothermal power
are its main industries.81
Figure 10: Iceland’s Employment by Sector82
Iceland's service sector accounts for approximately two-thirds of GDP, and has been rapidly
increasing since the 1990s, particularly in the areas of financial services, tourism, software
production, and biotechnology.83 Nearly 98% of people were employed in 2007, with the
retirement age of 67 being one of the highest in the world. The general trend is one towards an
improvement in unemployment figures from a high of 3.3% in 2002 to a figure of 2.3% in 2007.2
The changes in employment sectors over the last seven years is highlighted in Figure 8 which
shows a general increase in income across all industry sectors with significant increases (over
100%) in financial intermediation and construction.
Employment within the tourism sector steadily increased from 2001 to 2004 from 6104 to 6814
respectively. The sector contributed to 5.1% of GDP in 2003, up from around four percent
through the 1990s.2
Section 4. Socio-economic Profile
74
Entrepreneurship
Iceland is ranked twelfth in the world for ease of doing business. Although taxes are high,
business start up and licensing is relatively easy. Iceland has moderate to high business taxes
measured at 52% of gross profits. The reason for these high taxes is that businesses receive
excellent public service for what they pay.84
Iceland is a member state of the EEA (European Economic Area), meaning EU citizens can work
in Iceland without a special work permit. Icelandic law governs minimum wages irrespective of
gender, nationality, or employment period.85 However, the Icelandic labour market is highly
unionised with more than 85% of employees belonging to unions.86
As a member of the EEA, EU commercial legislation and directives generally take effect in
Iceland. Iceland has also attempted to make its business environment attractive for investment
(foreign or national) with one of the lowest levels of corporate income tax (18%) in Europe.87
The majority of Iceland exports go to the EU and EFTA (European Free Trade Association)
followed by America and Japan. America is the largest foreign investor in Iceland and the
biggest supplier of services like financial and franchise services, movies/ TV programs, music
and tourism.88
4.6.
Municipal Infrastructure and Services
A large proportion of Iceland’s population live in urban centres. Main transport within Iceland is
via road and cars are the favoured mode of transport with one car owned for each person of the
population over the age of 17. This has significant consequences on their CO2 emissions per
capita which at 10 tonnes are higher than France or Spain.89
Iceland has an extensive road and sea infrastructure, but no railroads. Road building began in
1900 and increased during the 1980s although around 75% of roads are unpaved. The national
road system connects most of the cities and is largely in the coastal areas; it consists of about
12,691 kilometres (7,868 miles) of roads, with 3,262 kilometres (2,022 miles) paved. Planes and
ships conduct travel between Reykjavík and Iceland's smaller cities. Additionally, there are daily
international flights from Iceland to Europe and North America. There are 12 airports with paved
run-ways and 74 with unpaved runways. Because of Iceland's dependence on fishing revenues,
there are 9 ports and harbours.90
Telecommunications are completely modern, and a high percentage of the population use cellular
phones. Computer use is widespread in Iceland (91% of population, 16-74yrs , use a computer,
2007) and 89% percent of Icelanders have Internet access at home – 84% with access to the
Internet - of those with access to Internet 89% connect via DSL.91
Hydro-electricity and geothermal reserves provide more than 90 percent of population with
electricity and heating from renewable resources. The Kárahnjúkar hydroelectric power station is
the biggest power station in Iceland supplying more than 690 megawatts. Landsvirkjun, part of a
state-owned partnership, runs regional power stations which include Búrfell (capacity of 270
megawatts), Hrauneyjarfoss (capacity of 210 megawatts), Sigalda and Blanda (150 megawatts)92
(Figure 11, page 76).
Section 4. Socio-economic Profile
75
Figure 11: Landsvirkjun’s Power Stations93
Landsvirkjun also operates two geothermal power stations in Northeast Iceland which are both in
close proximity to Lake Mývatn, the Krafla station and Bjarnarflag station (Map 24, page 69).
Krafla, the main geothermal utility has an operating capacity of 60 megawatts (MW).94 The
Krafla Visitor Centre provides information on geothermal energy, its history, and the harnessing
of geothermal energy for electricity production (Map 25, page 77). Just above the station is a
popular hiking area including the recent lava field around Leirhnjúkur and the explosion crater
Víti (Hell), both popular sightseeing attractions.95 Bjarnarflag, the smallest power station owned
by Landsvirkjun generates 3 MW of electrical energy by using steam from the geothermal field
by Námafjall.96
The Blue Lagoon, one of Iceland's most popular tourist attractions, is a good example of a
combination of the traditional utilization of geothermal energy for economic reasons and its nontraditional utilization for healing and tourism. Geothermal energy is also used to generate
electricity, and the effluents from power plants (extra thermal energy) can be used for many
purposes in connection with spas and the tourist industry.97 The Mývatn Nature Baths in
Northeast Iceland, opened in 2004, is partly owned by the Blue Lagoon, and has quickly become
one of the top attractions in the Lake Mývatn area with visitation doubling from 30,000 in 2004
to 60,000 visitors in 2005. The Nature Baths are located in close proximity to the two
geothermal plants in the region.
Section 4. Socio-economic Profile
76
Map 25: Geothermal Utilities
Section 4. Socio-economic Profile
77
4.7.
Seasonality
Iceland and especially rural Iceland suffers from extreme seasonality in its tourism industry, with
summer the most popular time to visit. This has been partially mitigated in the past few years
with strategies to attract the meeting, incentives, convention, and events market (MICE) as well
as those looking for a break in the winter months.98 The Northeast Region has begun a number
of winter programs including Snow Magic and Winter Garden that have attracted an increasing
number of visitors to the region during the Advent season and during the months of January to
March.
The Northeast Region, similar to many rural regions of Iceland, has a limited range of
employment opportunities and offers lower wages than the Capital Region (Reykjavík). Seasonal
jobs in fish processing, tourism, construction, and slaughtering are available. Many young
people, especially young women, consider these jobs unattractive and are therefore moving in
large numbers to the Capital Region, attracted by the opportunities it presents for study and
work.99
4.8.
Conclusion
Iceland is a developed nation with per capita GDP in the top 20 of the world. The standard of
living is very high with the major industries based on Iceland’s natural resources. Iceland is a
member of the UN, NATO, EFTA, EEA and OECD, but not of the European Union.100 Although
personal income tax is high within the country, the money is funnelled back into society to
provide a high level of public service.
The vast majority of its population live in urban centres and, in general, English and German are
also widely spoken throughout the country. Travelling within the country is done predominantly
by car, or plane as no rail network exists. Visitors are therefore likely to need a car to
independently explore the Northeast region; however gathering information should be relatively
easy as communications are completely modern.
Section 4. Socio-economic Profile
78
Section 5. Transport and Access
CONTENTS
5.1.
5.2.
5.3.
5.4.
5.5.
Introduction
Road access
Maritime access
Air Access
Conclusion
Section 5. Transport and Access
79
Access to Northeast Iceland is possible through airports, ports, and a relatively well-developed
road network. Within Iceland, transport is predominantly by car although ferry and bus services
link internal destinations and operate throughout the year on a seasonally adjusted timetable.
This section details the current status of transport options within Northeast Iceland that link to
the wider national and also international markets.
5.1.
Introduction
Transport in Iceland is a challenge compared to the rest of Europe due to its rugged terrain and
variable weather conditions. Land based options for internal travels are somewhat limited.
There is no railway system in Iceland. The predominant form of transport within the country is
via car or by plane. Bus services also link towns and a network of ferries provide connections to
ports on offshore islands. International transport to and from the country can be made either by
plane or ferry services.
5.2.
Road access
Road access through Iceland is based around the major Ring Road (Route 1) which is almost
entirely paved (tarmac) and circles the Icelandic periphery for approximately 1336 kilometers,
passing through Lake Mývatn in Northeast Iceland (Figure 12). In general, most rural roads other
than Route 1 are not paved and have a gravel surface. The majority of interesting tourist sights
are not far off Route 1 and a trip around the Ring Road of Iceland takes normally seven to twelve
days in the summer months if one wants to see the main attractions along it.101
1. Reykjavik
2. Borgarnes
3. Blönduós
4. Akureyri
5. Egilsstaðir
6. Höfn
7. Selfoss
Figure 12: Route 1 Ring Road in Iceland 102
Akureyri, just west of the Northeast Iceland tourism region, is the fourth largest town in the
country, and a major transportation hub for the northern regions of Iceland. Visitors using roads
in Northeast Iceland can choose from bus, taxi, or car rental services in addition to package tours.
Travelers are permitted to use international or EU driver´s licenses. To hire cars, visitors must be
21 or 25 for 4x4 Jeeps, and speed limits are 90km/h on hard roads, 80km/h on gravel roads, and
50km/hr in urban areas. 103
Section 5. Transport and Access
80
The major road connections from Akureyri to Reykjavik and to communities within the
Northeast Iceland study region are listed below.104
Reykjavík to Akureyri:
Akureyri to Ásbyrgi:
Akureyri to Kópasker:
Akureyri to Mývatn:
Akureyri to Húsavík:
Akureyri to Raufarhöfn:
Akureyri to Þórshöfn:
388 km
158 km
191 km
99 km
91 km
245 km
240 km
Daily bus services
Daily bus services link several towns and sights in Northeast Iceland, although many of these
only operate through summer months; a summary is provided below105 (Table 9).
The major regional bus routes and the Iceland bus network maps (Figures 13 & 14, page 82)
illustrate both the extent of the public transport system and also the limitations, especially in
terms of tourists moving outside the major towns and resort areas.106
Table 9: Daily Bus services link107
Service
Daily
Twice Daily
650
x
651
x
641
Three times Daily
x
665
x
661
x
SBA2*
x
SBA4*
SBA5**
*
**
Guided excursion - book online
Guided tour (3days)
Section 5. Transport and Access
81
Figure 13: Regional Bus Routes108
Figure 14: Iceland Bus Network109
Section 5. Transport and Access
82
5.3.
Maritime Access
Although arriving into Iceland by sea from Europe is not as popular as by air, it is a great option
if time is not a restraint due to potential stopovers in the Shetland and the Faeroe Islands. There
are nine cruise ship ports in Iceland (Figure 15). The Northeast region serviced by the nearby port
of Akureyri and the newly upgraded port of Húsavík in the Þingeyjarsýsla district.110
Figure 15: Sea Ports in Iceland111
International access
Smyril Line (summer only) and Northlink ferries operate weekly passenger and car ferry services
from Seyðisfjörður in East Iceland to Norway, Denmark, the Shetland and Faeroe Islands.
Samskip and Eimskip also offer cabins on their year round container ferry services to Iceland
from Europe.112
National Access
There are two ferry services in North Iceland, one between Dalvík and Grímsey island three
times a week (3.5hrs), and another daily ferry between Hrísey and Dalvík/Árskógssandur
(15mins).
Cruise Ship Market
As a major port, Akureyri harbour has experienced a phenomenal 168 percent increase in the
number of visitors from 2000 to 2006. Akureyri hosts up to 60 cruise ship per year generally
through the main cruise season from late May to late September. Table 10 (page 84) provides a
list of cruise ships and their passenger carrying capacity which have docked into Akureyri port.
The major nationalities visiting Iceland by cruise ship are Germans (48%), British (29%) and
Americans (10%). Reykjavík is the most popular cruise destination.113
The recently upgraded port of Húsavík also offers cruise visitors a wealth of opportunity for
excursions on the sea and on land. Húsavík is a popular sailing point for whale watching in
Northeast Iceland. From Húsavík it is also possible to do a circuit of major tourist attractions
including the Laxá River, Ásbyrgi canyon, the Dettifoss waterfall, and the Mývatn region. The
Regional Development Agency and the town are working to attract the cruise ship market to
Húsavík in coming years.
Section 5. Transport and Access
83
Table 10: Akureyri port - Cruise ships and carrying capacity
Ship Name
Aidaaura
Amadea
Artemis
Astor
Aurora
Bremen
C. Columbus
Clipper Adventurer
Costa Atlantica
Costa Victoria
Delphin
Delphin Voyager
Discovery
Europa
Funchal
Grand Princess
Hanseatic
Kristina Regina
Le Diamant
Maasdam
Marco Polo
Maxim Gorkiy
Mona Lisa (Oceanic II)
Oriana
Princess Danae
Prinsendam
Queen Elizabeth II
Saga Rose
Sea Princess
Silver Cloud
Spirit of Adventure
Thomson Celebration
Van Gogh
Owner / Operator
Costa Cruises
Phoenix
P&O Cruises
Transocean Tours
P&O Cruises
Hapag-Lloyd
Hapag-Lloyd
Costa Cruises
Costa Cruises
Delphin Seereisen
Delphin Kreuzfahrten
Discovery World
Cruises
Hapag-Lloyd
Classic International
Cruises
Princess Cruises
Hapag-Lloyd
Kristina Cruises
Ponant Cruises
Holland America
Orient Lines
Phoenix Seereisen
Royal Caribbean
P&O
Princess Cruises
Holland America
Cunard Line Cruises
Saga Shipping
Princess Cruises
Silversea
Spirit of Adventure
Thomson
Club Cruise
Section 5. Transport and Access
Pax / (Cabins)
(633)
604
590
1950
164
400
122
2114
1928
466
600
646
408
175
2600
184
245
226
1266
826
788
713
1975
1200
837
1890
589
1950
296
352 (206)
1370
504
84
5.4.
Air Access
The majority of tourists come to Iceland by air and land at Keflavik Airport, outside Reykjavik.
Secondary airports are situated along the coast line so visitors need to rely on land-based
transport for travel into the interior.
International Access
Many airlines operate international flights connecting Iceland with most European and some
North American countries: AirIceland, Iceland Express, Scandinavian Airlines (SAS), British
Airways, Greenland Air, LTU, and Atlantic Airways.115
Keflavík International Airport, Reykjavik, is the biggest airport and the gateway to Iceland with
flight times of approximately three hours to most European destinations. With over 74 domestic
flights and daily international flights, Reykjavik is well served by air.116,117 The airports at
Egilsstaðir and Akureyri also provide seasonal service to Europe.
Iceland Express operates international flights between Reykjavik and Spain, Germany, Denmark,
Luxembourg and England. Iceland Express also operates flights between Akureyri and
Copenhagen twice a day in the summer months.118
SAS maintains regular scheduled flights between Reykjavik and Oslo, Norway. Iceland Air is
another airline that operates out of Reykjavik servicing destinations across the North America,
these include Boston, Halifax, Minneapolis, New York, Orlando, and Toronto.119
The many airlines serving Iceland make the island accessible and affordable as a travel
destination. The Iceland Air website offers many discount fares. For the summer of 2008, it is
possible to book a flight from New York or Minneapolis to Reykjavik for as little as $250US one
way. Once visitor´s have arrived in Iceland, the costs increase significantly.
National Access
Domestically, Air Iceland offers 8-11 daily flights between Reykjavik and Akureyri in addition
to several other domestic destinations (Figure 16). The flight time is about 45 minutes to and
from Akureyri, visitors can take flights to Þórshöfn (45mins) and Grímsey island (25mins) on a
lower frequency.
Figure 16: Air Iceland routes 120
Section 5. Transport and Access
85
5.5.
Conclusion
Although Iceland is an island somewhat remote in the northern Atlantic Ocean it has good
transport linkages between major cities within the country and between major destinations in
Europe and North America. Secondary road access within the country is not up to European or
North America standards; however the landscape and different driving experience could be used
to entice tourists into a unique travel experience. One of the most popular driving tours in
Iceland is a week long or up to fortnight trip around the Ring Road in the summer months.
Regular public bus routes serve the major tourist sights of Northeast Iceland, providing access to
visitors with no car, however many of these only run through the peak summer season, so
difficulties may arise for the off season traveller.
Air access is wide ranging to both European and North American destinations with low cost
airlines offering competitive pricing for travelers. Access to Northeast Iceland from the
Reykjavik by air is structured around a 45-minute flight to the northern city of Akureyri followed
by a short transfer by bus or car. In the summer months, flights direct from Copenhagen serve
Akureyri twice a week.
Although not as popular as air, travelling by sea into the eastern port of Seyðisfjörður is a cruise
enjoyed by many Europeans and North Americans with stopovers via the Shetland Islands and
the Faeroe Islands. Overall travellers to and within Northeast Iceland have several options which
vary in terms of time, cost, and appeal depending on the visitors budget and length of stay.
Section 5. Transport and Access
86
Section 6. History of Tourism Planning
CONTENTS
6.1.
6.2.
6.3.
6.4.
6.5.
Introduction
History of tourism planning in Iceland
Policies in place
Tourism planning in the study area
Conclusion
Section 6. History of Tourism Planning
87
This section provides a summary of plans and strategies that address, specifically or
partially, the issue of tourism in Northeast Iceland. Although fishing is still the important
industry, the demise of this industry on a national scale and corresponding increase in
tourism receipts has shifted focus towards tourism as a positive socio-economic tool. As
tourism has grown, there is an increasing need for strategic planning in Iceland to promote
more sustainable forms of tourism development.
6.1.
Introduction
Planning is meant to provide a future course of action for decision-making. This section
details the international, national, and local efforts of the public and private sector in
drafting various frameworks for planning in Iceland in a context of the tourism industry.
An annotated list of acts, policies, and reports since 1944 detail the history of planning
efforts.
6.2.
History of tourism planning on NEI: an Annotated list of reports
The Icelandic context
Iceland was under Danish rule until it became independent in 1944. Since the end of World
War II Iceland’s population has grown rapidly. The country has very little strategic
planning tradition. Cooperation at the national, regional, and local governmental levels has
traditionally, been minimal, being more reactive than proactive.121
Planning in Iceland at the national level is the responsibility of the Icelandic National
Planning Agency (Skipulagsstofnun). The agency is in charge of administration,
monitoring, and implementation of the following Acts and Assessments linked to planning:
Planning and Building Act (1997), the Act on Environmental Impact Assessment (EIA)
(2000) and the act on Strategic Environmental Assessment (SEA) (2006). They also assist
local authorities in preparing and reviewing spatial plans.
At present, proposals are underway to make regional plans more policy and development
oriented. At the regional level the Icelandic Regional Development Institute (IRDI) works
with all of the development agencies in Iceland to support and assist them in their regional
development plans. It has been noted that many municipal plans are antiquated,122 and
have not been updated regularly. The Planning Act from 1997 and the Act on Strategic
Environmental Assessment (SEA) adopted in 2006 makes demands on the municipal
planning authorities to require them to complete development plans.122
It should also be noted that local authorities have a very strong position in Iceland. For
example, it is very difficult for the Parliament to accept new bills without the approval of
the Assosiation of Icelandic Local Authorities. Also, Iceland has yet to adopt the UN´s
Aarhus convention of 1998 on public access to information and decisions on environmental
issues although the Minister of the Environment has demonstrated a strong will to do so.127
In general, the main difficulties for planning in Iceland can be summarised as: 123
•
•
•
•
•
•
Absence of coordination between governmental levels
No national planning framework
Lack of regional planning authorities/frameworks
Politically strong local authorities
Uneven economic situation and demography
Expensive communication, long distances
Section 6. History of Tourism Planning
88
6.3.
Policies in place
Land Use Planning Acts 1997 - 2006:
The main aims of the Planning and Building Act (1997) are: 123
• To ensure that the development of settlement and land use in the country as a whole
will be in accordance with development plans which are based on economic, social
and cultural needs of the population, and also their health and safety.
• To encourage the rational and efficient utilization of land and natural resources, to
ensure preservation of natural and cultural values and to prevent environmental
damage and over-exploitation, based on the principles of sustainable development.
The 1997 Planning and Building Act states that all areas of Iceland, not only inhabited areas, are
subject to physical planning. The 1998 Municipalities Act subdivided all Iceland into
municipalities, thereby extending a subdivision previously focused mainly on coastal areas.
Planning is carried out at three levels by the municipalities: local, municipal, and regional. Local
plans and municipal plans are mandatory (Table 11). Each municipality has until 2007 to draw
up a land use plan for its area.125
Table 11: The Planning system in Iceland124
Planning level
Planning authority Type of plans
Description
1. National
Ministry for the
Environment
Coordination of sector
plans (advisory)
Report to the Minister
2. Regional
IRDI
Regional plans
(Legally binding)
Land use plans for 2 or
more municipalities
(Voluntary)
3. Municipal
79 Local authorities Municipal plans
(Legally binding)
Land use plans for the
entire municipality
(Compulsory)
4. Local
79 Local authorities Local plans
(Legally binding)
Detailed site plan
(Compulsory for
development areas)
Iceland Tourism Plan 1996
In 1996 the first Tourism Strategy for the whole of Iceland was approved and completed by the
tourism ministry.
Regional Plan for the Central Highlands 1999 - 2015
This plan was approved in 1999, running to 2015. It deals with protected areas, traditional uses
(grazing, fishing, hunting, etc.), energy resources, tourism and recreation, development of the
road system, and sanitation. Land is classified according to homogeneous landscape units and by
different uses. A main feature of the plan is to concentrate development of major tourist
infrastructure in the periphery of the Highlands, leaving the heart of the area as untouched as
possible – planning in the Central Highlands is the responsibility of an appointed committee,
based on the Regional Plan.125
Section 6. History of Tourism Planning
89
Agenda 21 meeting in Johannesburg 2002 125
The report highlights the need for increased transport services. It also details how tourism in
Iceland tends to centre on inland areas rather than the coast and in light of the dependence of
Icelandic economy on fisheries, it is vital for the economy and the well being of future
generations that the management of living marine resources has sustainable use and conservation
as a primary goal.
Развитие мест посещений (дестинации) на примере озера Mývatn
A review of tourism development in Mývatn126 showed how it is renowned for its wildlife,
aquatic environment, and unique geological formations. The area as a destination initially
attracted geologists and scientists until tourism services developed (largely by the local people
sensing tourism possibilities as opposed to external factors) which allowed sightseeing activities
and broader promotion.
The report highlights the winter activities such as the Arctic Garden which are various kinds of
winter recreation that Sel-Hotel Myvatn offers. The report also assesses Mývatn using a S.W.O.T
analysis.
Strengths: Unique area of nature and geology; variety of tourism products; safe area; mild
weather in summer; local people have good area knowledge.
Weaknesses: Accessibility: changeable winter weather, little cooperation between tourism actors
in terms of marketing and promotion.
Opportunities: Activity tourism is popular for Iceland tourists, Icelandair and bus companies
offer low prices, may act as a new resort competing those in the Reykjavík area.
Threats: Carrying capacities of the area, changing weather and global warming (effect on snow
dependent winter activities), competition with the destinations in south Iceland.
The Tourism Act (2005)
This Act embraces sustainability as its central driving force. Its guiding principles are: 127
• Icelandic culture,
• Environmental protection,
• Professionalism
• Safeguarding of consumer interests
A Regional Development Plan 2006 –2009123
The plan, developed by the IRDI after the passage of the Tourism Act, is based on parliamentary
resolutions, and has three central tenets:
• To ensure that regional centers are strengthend and at the same time find ways to
support regions with reduced population sizes
• Enable regions to adjust to rapid changes in society
• To strenghten the economy, education, culture, and social equality in regions outside
the metropolitan area.
Under the Tourism Act, the Tourism Strategy 2006-2015
the Alþingi.127
128
was developed and approved by
There are three main pillars to the strategy:
• Nature
Section 6. History of Tourism Planning
90
•
•
Culture
Professionalism
As part of the development of this plan, five studies on carrying capacities were carried out, two
of which were based in Northeast Iceland: 127 in Mývatn and Jökulsárgljúfur, although the one on
Mývatn was never completed.
The Icelandic Tourist Board has a central and pivotal role to play under this legislation:129
• 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.
• Marketing and promotion of tourism services in accordance with the Minister’s
decision as current at any given time.
The tourism strategy was based on achieving four goals: 125
• The operating conditions created for the tourism industry shall be comparable to those
reigning in Iceland’s competitor countries.
• Iceland shall be in the forefront of environment-friendly tourism.
• The build-up of national parks shall be followed up with the promotion of tourism that
integrates outdoor activities and nature conservation.
• The responsibility of travellers and tourism companies with regard to environmental
affairs shall be increased.
The goals would be achieved by implementing certain measures including:
Operationally
• Increase public levies to those of competitor nations.
• Improve funding for long term marketing.
• Improve the regulation of operations without permits or committing tax fraud.
• Government entities will not conduct business in competition with those privately owned.
Promotion
• Specific aspects will be focussed upon in marketing material.
• Promotion will centre on Iceland North America, UK, Nordic countries and mainland
Europe.
• All promotion and advertising for the entire country will be coordinated.
Research
• Data collection, processing and interpretation will be available for the sector.
• Support will be provided for baseline and applied research in the sector.
Infrastructure
• Connect all public transport terminals.
• Service information (e.g. health, police, etc) available in other languages.
• Establish standards for information centres.
Section 6. History of Tourism Planning
91
International collaboration
• Participation will be increased and maintained at higher levels.
• International collaboration shall be directed specially at the West Nordic area, other
Nordic countries, continental Europe, and the OECD nations.
Quality and Safety Issues
• Coordinate and standardize operational permits.
• Coordinate and standardize classification system for conference facilities and passenger
vehicles.
Environmental Issues
• Provision of tourist information on responsibilities towards environmental protection.
• Increase the number of defined “magnets” for the dispersion of land strain, and make
these “magnets” accessible year-round.
6.4.
Tourism Planning in the Study Area
Regional tourism planning in Northeast Iceland can be divided into three main time periods:
Early Programming (1980-2001), Project-based Development (2002-2006), and Strategic
Planning (2007 to present).
Early Programming
During the late 20th century, tourism was seen as a secondary sector of the economy in Northeast
Iceland as fishing and farming were the mainstays of the economy. During this period the first
whale watching trips were offered in Húsavík as part of summer wildlife viewing offerings and a
number of companies such as the Hótel Húsavík offered limited winter packages and programs
mainly for domestic markets. At Lake Mývatn, hotel and restaurant services were developed by
private entrepreneurs to capture an increasing number of visitors.
Project-based Development
From 2002-2006, tourism increased in importance as traditional resource based sectors witnessed
declines. This period reflects rapid growth in international visitation with the expansion of the
whale watching industry, the opening of Mývatn Nature Baths, and the growth of Northeast
Iceland as the second most visited destination in Iceland after the Capital Region. New marketing
efforts led by the North Iceland Marketing Association and the Northeast Iceland Development
Agency led to new websites and branding focused on the Pearls of Nature and the Diamond
Circle.
During this four year period the Agency became involved in a number of international tourism
projects that focused on winter tourism, coastal culture, local foods, and tourism innovation.
Infrastructure development for tourism also grew during this time as visitor services expanded
linked to the National Park, the Yule Lads in Myvatn, and the port at Húsavík. Across all sectors
(accommodation, transportation, restaurants/cafes, art and crafts, etc) tourism expanded to
respond to the rapid growth of the industry.
Strategic Planning
In 2007 the Agency commissioned a five year strategic plan for the region to provide an overall
framework for tourism planning and development that is based on an inventory of resources,
public consultations, training workshops with international experts, and a defined vision with
goals and objectives to provide a more coordinated approach to development. The plan will act
Section 6. History of Tourism Planning
92
as an organising force for the industry and help to maximize investment in market ready products
and marketing opportunities to continue to keep the region competitive in the marketplace.
6.5.
Conclusion
The history of planning in Iceland dates back to the Second World War. Traditionally planning
has been largely controlled by local government agencies. The Icelandic National Planning
Agency over the past few decades has passed a number of acts to strengthen spatial planning and
development planning in the country at the national level. The IRDI is also playing an
increasingly important role in overseeing regional planning efforts. A series of international,
national, and regional plans have also impacted planning and policymaking in the country
addressing such issues such as sustainable development, the protection of the Highlands, and
tourism development. The efforts of the government have been to increase the central role of the
Icelandic Tourism Board in addressing promotion, research, infrastructure, international
collaboration, quality and safety, and environmental issues linked to the development of the
industry. The establishment of the Icelandic Tourism Research Centre in 1998 has also helped to
increase the research and development capacity of the industry.
Regionally, in Northeast Iceland, the Development Agency has supported the growth and
development of tourism through project-based programming and in 2007, with the
commissioning of a five year strategic plan.
Section 6. History of Tourism Planning
93
Section 7. Current Visitation and Market Demand
CONTENTS
7.1.
7.2.
7.3.
7.4.
7.5.
7.6.
7.7.
7.8.
Introduction
Defining Tourism Travel
Global Perspective on Tourism and Market Major Trends
The National Perspective
The Regional Perspective
Marketing initiatives
Impact of Seasonality
Conclusion
Section 7. Current Visitation and Market Demand
94
This section provides a global, national, and regional overview of trends in tourism travel.
National statistics summarise demographic and psychographic information of international and
domestic visitors in Iceland. This is followed by a regional perspective to Northeast Iceland that
documents travel patterns, visitor characteristics, and preferences. Information on present
marketing initiatives also out lines the importance of technology and networks as opportunities
for reaching international clients.
7.1.
Introduction
International visitor arrivals to Iceland over the past decade have grown at an annual rate of 7 %
with total international tourist receipts having increased steadily from 30,459 million ISK in
2000 to 46,945 million ISK in 2006. The tourism sector, as a percentage of GDP, has fluctuated
between 4 and 5% during this same time period.
7.2.
Defining Tourism Travel
The World Tourism Organisation (WTO) defines international tourism travel as the activities of
persons travelling to and staying in places outside of their usual environment for not more than
one consecutive year for leisure, business, and other purposes.130
The measurement of domestic tourism figures is more complicated than international figures due
to the inherent complexity within the phrase of “outside of their usual environment”. With
international travel, crossing international boundaries generally acts as moving outside of the
usual environment, except in the case of border workers or diplomatic personnel, for example.
This boundary is not present for domestic tourism and the definition of tourist becomes greyer
and more difficult to measure when measuring the impacts of in-country tourists. This section
provides an analysis of international and domestic tourism trends in Iceland and Northeast
Iceland based on available statistics.
7.3.
Global Perspective on Tourism
2007 was the fourth continuous year of above-expected growth for the global tourism industry.
International tourist arrivals grew by estimated 6% to a record figure of nearly 900 million,
nearly 52 million more arrivals than in 2006. 131
The worldwide travel and tourism sectors were expected to post US$7,060.3 billion of economic
activity (total demand) which is predicted to continue to expand at an annual growth rate of 4.3%
to US$13,231.6 billion by 2017.132
7.4.
The National Perspective
Tourism is one of the fastest-growing industries in Iceland. In 2006 total tourist receipts were
measured at 47 billion ISK, contributing 4.1% to the nation’s GDP and providing 12.7% of the
country’s income from foreign sources making it the third largest foreign currency earners for the
Icelandic economy.133
Section 7. Current Visitation and Market Demand
95
From 2000 to 2006, international tourism arrivals increased by 35% during the period. In 2005,
Iceland received 369,500 overseas visitors through flights and ferries, plus another 56,000 guests
on cruise ships. In 2007, total international arrivals continued to expand with 530,000 visitors 460,000 by air, 12,000 by ferries and nearly 60,000 with cruise ships.134 The average length of
stay of visitors is less than one week with the summer months (June – September) being the most
popular period rather than spring, autumn, or winter135 (Figure 17). In 2007 international visitors
spent 3.5 million overnight stays in the country.
Figure 17: International Arrivals at Reykjavik / Keflavik Airport
Iceland’s nature and culture/history play a key role in influencing tourists to visit Iceland. From a
marketing perspective, it is worth noting that low airfare is a very important factor that helps
tourists to make their ‘purchase’ decision (Table 12). Eighty percent of respondents indicated
that this was their first visit to Iceland, implying that the country is attractive to tourists who have
not been here before, but relatively weak in attracting repeat customers.
Table 12: Top five ‘influencers’ of decision making (n=2,591) 136
2000-01
2001-02
2004-05
Icelandic
nature
48.4
55.5
56.5
Price
offer/low
Icelandic
culture/history airfare
28.2
18.7
30
23
23
21.4
Stopover
opportunity
14.9
11.3
9.8
Business
relations
15.8
9.2
11.3
Tours
Tours are a popular means of travel to Iceland. The dominant types of tours in Iceland are
‘individually arranged’ tours. Up to 58.7% of the respondents chose this form of trip organisation
while 26.6% of visitors chose package tours. The number of visitors choosing a combination of
self-guided and guided tours increased by almost 100% from 7.9% in 2000 to 14.7% in 2005
(Table 13, page 97).
Section 7. Current Visitation and Market Demand
96
Table 13: Tour Types
Types
%
Individually arranged trip
58.7
Package tour
Individually arranged
trip/package trip
26.6
14.7
The Internet is the most popular source of information for travellers to Iceland (53.5%) with
brochures/handbooks, travel agencies, and friends/relatives as important secondary sources of
information (Table 14). The official websites of Iceland Air and Icelandic Tourist Board were
relatively weak in this aspect. Only 16% and 9.1% of respondents obtained information from
these two sources.136
Table 14: Sources of information
Sources
Internet
Brochures/handbooks
Travel agency in resp. country
Friends/relatives
Icelandair
Icelandic Tourist Board
Percentage response %
53.5
29.6
29.4
24.9
16
9.1
The dominant reason visitors come to Iceland is for a holiday (73.5% in 2004/5) with 20%
coming for business purposes. Visiting friends and relatives (VFR) accounted for only seven
percent of arrivals with study or research totalling five percent.
The majority of international visitors stay in Iceland for only a short period of time; 87% of the
visitors’ length of stay was less than seven days. Only 2.8% of visitors stayed for more than two
weeks.136
The top four leisure activities in Iceland undertaken by visitors over summer and winter months
are nature observation, swimming, shopping, and day excursions135 (Figure 18, page 98).
Section 7. Current Visitation and Market Demand
97
Figure 18: Visitors - Main leisure activities
Visitors overwhelmingly associated Iceland with its unique natural environment. It is the
fundamental reason they come to Iceland. The Icelandic Tourist Board calculated the numbers
of operators providing nature based activities are as follows (Table 15):
Table 15: Outdoor Tourism Operators137
Activity
Number of Operators
Horse Riding
61
Boat Tours
25
Hiking Tours
29
Jeep and Glacier Tours
20
Snowmobile excursions
8
Section 7. Current Visitation and Market Demand
98
7.5.
The Regional Perspective
A report specifically for the Þingeyjarsýsla study region was compiled in 2007 and compliments
the national statistics. In terms of tourism circulation, there is a clear travel pattern which
indicates Húsavík and Mývatn are both pivotal destinations in the region. Dettifoss is also an
important secondary destination as it attracts visitors into the less populated central region (Map
26, page 100).
Number of visitors - Icelandic
It was estimated 95,000 Icelanders (approx. 35%) visited Þingeyjarsýsla in 2005 and about 27
thousand of those (10% of Icelanders) visited the area east of Jökulsá from Kópasker to
Bakkafjörður, which is an increase from 2001 when 16,000 Icelanders (6%) visited (Figure 19).
Figure 19: Visitor Ratio – Overnight/day trippers
The demographic profile of the Icelandic visitors to the Þingeyjarsýsla region indicates slightly
more male than female visitors (Figure 20). In terms of age, there is a fairly even distribution
across most age groups. The majority of domestic tourists originate from Northeast Iceland and
East Iceland and in general, there are more day-trippers than overnight visitors.
Figure 20: Demographics of Icelanders in the region
Section 7. Current Visitation and Market Demand
99
Map 26: Tourism Circulation
Section 7. Current Visitation and Market Demand
100
Number of visitors - International
Of the international visitors in Iceland in July and August of 2007, over half visited
Þingeyjarsýsla, with nearly 40% coming during the month of June and over 25% in September
(Figure 21). The ratio drops to 14% in May, 6% in April and October and only 1-3% in the
winter months from November through March.
Figure 21: Ratio of foreign visitors overnight/day trippers
It is estimated that approximately 116,000 international visitors came to Þingeyjarsýsla in 2007.
Of these, 81,000 stayed overnight for a total of 190,000 total over night stays. A significant
number of overnight visitors come to the region from Southern Europe, Benelux, and Central
Europe (Table 16).
Table 16: Foreign visitor numbers/overnight stays
Estimated numbers of foreign tourists and overnight stays in
Þingeyjarsýsla (summer 07)
Visitors Overnight guests
Overnight stays
Scandinavia
12,000
7,000
16,000
Central Europe
29,000
18,000
46,000
Benelux
countries
8,000
6,000
14,000
Great Britain
10,000
7,000
17,000
Southern
Europe
26,000
20,000
47,000
North America
8,000
5,000
10,000
Other
23,000
18,000
40,000
Total
116,000 81,000
190,000
Section 7. Current Visitation and Market Demand
101
International visitors to Þingeyjarsýsla in the summer of 2007 have been broken down by gender,
age group, origin, and mode of travel (Figure 22). The ratio of male to female suggests most
travellers are couples. The region also welcomes a slightly older age of visitor that travels in
groups. The majority of international travellers are overnight guests.
Figure 22: Demographics of Foreign Tourists in Þingeyjarsýsla in Summer 2007
Overnight stays
Length of overnight stays in Þingeyjarsýsla averages 1.5-1.6 from 2002 to 2006 compared with
the Capital region where during the same time period, the average length of stay was 2.2 - 2.3
days (Table 17).
Table 17: Comparison of overnight stays in the region
Overnight stays
Whole Yr Total
Capital region
Northeast
2002
2003
2004
2005
2006
716639
770281
830518
886668
995387
300258
312329
335076
318835
363208
1860685
1984448
2130230
2232911
2457068
Average length of stay (days)
Capital
Total
Northeast
region
1.7
2.3
1.6
1.7
2.3
1.5
1.7
2.2
1.5
1.7
2.3
1.5
1.7
2.3
1.5
In Northeast Iceland the predominant form of accommodation is guest houses, with farm
holidays popular in Tourism Regions 1 and 5, where there is a well developed agricultural
industry (refer to Map 27 & Key 17, pages 103, 104). Statistics indicate that visitors’ length of
stay differed by the type of accommodation they used. Visitors stayed twice as long at
hotels/guesthouses, normally around four nights compared to camping/caravan sites, and less
than two nights for those staying in farms/hostels.136
Section 7. Current Visitation and Market Demand
102
Map 27: Accommodation
Section 7. Current Visitation and Market Demand
103
Key 17: Accommodation
Sites Visited
Foreign tourists to Þingeyjarsýsla show a preference for Lake Mývatn, Dettifoss, and Húsavik in
both the summer and shoulder seasons (Figure 23).
Figure 23: Ratio of Foreign Tourists to Locations in Þingeyjarsýsla
In 2006, the most memorable places visited in Northeast Iceland by foreign visitors, also include
Lake Mývatn, Dettifoss, and Húsavík which ranked in the top four destinations (Figure 24).
Figure 24: Most Memorable Places in North Iceland
Section 7. Current Visitation and Market Demand
104
When visitors were asked about the best things in North Iceland, 43% placed nature at the top of
the list and whale watching came in second place with 15%. When asked about the worst things
in North Iceland, most people named the weather (36%) and bad roads (16%) (Figure 25).
Figure 25: Best/Worst in North Iceland
7.6.
Marketing Initiatives
In order to assess the present strength of marketing efforts focused on Northeast Iceland, a
review of electronic and printed marketing materials was conducted. Results indicate that
marketing initiatives exist on a national, regional, and local scale; however, there is no clear
brand or integrated marketing approach to promote and market Northeast Iceland to potential
niche markets.
The 2006-2015 Icelandic Tourism Board (ITB) tourism strategy makes several references to a
national marketing plan that will work with individual sectors of the tourism community to help
promote Iceland as a year round destination. The aim is to promote Iceland and also research
and develop plans for specific markets, using the approach of “Iceland Naturally” as a template
methodology. Iceland Naturally138 promotes Icelandic products (frozen seafood, bottled water,
agriculture, outdoor clothing, and tourism) in North America under the common theme of nature
through alliances between the ITB and eight leading Icelandic companies.139 This brand is not
yet recognized by the majority of international visitors to Iceland. For many, the Land of Fire
and Ice continues to be associated with Iceland, a brand that has been associated with the island´s
volcanic activity and northerly location on the Mid-Atlantic Ridge for decades.
Websites
It is universially accepted in the tourism industry that the Internet has transformed marketing and
promotion efforts for rural and remote destinations such as Northeast Iceland. Many successful
businesses acknowledge that over 75% of their business comes from the Internet through search
engine optimization and online incentives and link exchange. Websites have become the central
element for small and medium sized tourism enterprises trying to compete in the global
marketplace. A web-based marketing strategy is increasingly seen as an important part of
marketing. A review of websites in Northeast Iceland reveals that there is alot of potential for
improving the efficiency and return on investment for the tourism businesses in the region.
Section 7. Current Visitation and Market Demand
105
National websites:
The official website of the Government of Iceland is http://www.iceland.is/. This website
provides information on all of the regions of Iceland including Northeast Iceland through a link,
Around Iceland. The official tourist website for Iceland is http://www.icetourist.is/ promoted by
the Icelandic Tourist Board (ITB). This provides background information on people, culture,
places to see and visit, as well as transportation and accommodation directories for all regions
including North Iceland. Somewhat confusingly, the ITB also has a separate North America
Website: http://www.icelandtouristboard.com/news.php which details similar information albeit
with a North American flavour.
Regional websites:
The marketing website for North Iceland http://www.nordurland.is/ indicates that it is the official
travel guide for North Iceland providing information on places of interest, accommodations,
events, wining and dining and many other services. In addition to these sites that provide
regional information on North Iceland there are also a series of sub-regional websites for visitors.
There are presently two websites http://www.northwest.is/ for Northwest Iceland and a new
website has recently been developed which promotes Northeast Iceland and its attractions as a
region http://www.visitnortheasticeland.is. The official tourist information on the National
Parks in the region is available through the website of the Icelandic Environment Agency.140 In
addition, a group of businesses in the Lake Myvatn area have also launched a marketing website
The
http://www.visitmyvatn.is and http://www.santaworld.is/ to target niche markets.
municipality of NorðurÞing also has a website that has tourism information for the communities
of Húsavík, Raufarhöfn, and Öxarfjörður, in addition to a website for the local attraction of
Dettifoss http://www.dettifoss.is/. One of the major challenges with the national, regional, and
local websites is that they all group Iceland into different geographic regions, which makes
researching the country and trip planning confusing. In an attempt to develop Northeast Iceland
as a destination, future marketing approaches will need to be more well-defined, strategic,
coordinated with national and regional websites, and targeted at source markets.
Independent portal websites:
There are numerous portal websites that operate as trip planning resources that offer travellers
the ability to book accommodation and activities directly through a web interface. NAT –
Nordic Adventure Travel141 is a portal website and an independent travel guide and information
repository detailing activities, history, information and linking into many third party business
websites. Other sites include Iceland Guest,142 Iceland Visitor,143 Iceland on the Web,
Destination-Iceland, InfoIceland.is, Randburg.com, AllTravelIceland.com, TripAdvisor.com, and
Travelnet.com. The extensive number of independent portal sites signifies the significant
investment that has taken place by the private sector in developing tourism in Iceland.
Print Material:
There are no travel guidebooks that have been written specifically for Northeast Iceland,
however there are many travel guides to the whole country including the Rough Guide, Lonely
Planet, and Frommer´s Guide to Iceland that include information on the region. The Regional
Tourism Association for North Iceland has published a lure brochure, North Iceland: Culture,
Adventure, and Natural Treasures. The Þingeyjarsýsla Region Development Agency has also
produced a booklet Þingeyjarsýsla: Northeast Iceland that is a comprehensive tourism guide to
the region with a directory of attractions and services. The Agency has also published eight
hiking and horse riding maps of the region, in addition to Birds in the coastal area of
Þingeyjarsýsla Northeast Iceland which documents the birdlife.
Section 7. Current Visitation and Market Demand
106
The Icelandic Tourism Board also has a number of theme-based brochures that are available to
download from their website to promote, the natural beauty and wildlife of the country, the
opportunities for adventure, and winter attractions. This includes: Welcome to NorðurÞingeyjarsýsla, a brochure providing information on three areas of the northern region with
listings of activities and accommodation providers in the area.
There is also an extensive list of unique theme-based guidebooks in print that target niche
markets, describing the natural and cultural heritage of Iceland such as, The Destination Viking
Sagalands Guidebook, A traveller’s guide to Icelandic folk tales, A Natural History Guide to
Iceland, 2008 Winter Adventures in North Iceland, Activity at Lake Myvatn Iceland Winter 2008,
and Delicious Iceland, a cookbook of the country´s cuisine. These brochures provide important
information on Northeast Iceland as a destination. The Icelandic Saga Association is also in the
process of completing a series of Saga Maps of the country that graphically document the natural
and cultural attractions of the specific regions and also has a promotional brochure that mentions
Northeast Iceland.
Individual Businesses and Tour Operators:
The majority of travel brochures on Northeast Iceland are locally available through visitor
information centres in Reykjavik, Akureyri, Húsavík, Mývatn, and Ásbyrgi and municipal
offices through promotional racks at private businesses. The majority of these brochures
highlight local services and attractions. The majority of larger tourism businesses in the region
have independent websites such as Gentle Giants, the Whale Museum, North Sailing Whale
Watching, Mývatn Nature Baths, Sel-Hotel Mývatn, and Hotel Reykjahlíð. The majority of
smaller businesses in the region are marketed through third parties or through tour operators.
In bound tour operators to Northeast Iceland such as Icelandic Excursions144 and Reykjavík
Excursions145, are examples of companies that offer tours and itineraries that are packaged in an
easily consumable format. A number of European inbound tour operators e.g. Discover the
World, UK, where their subsidiary, Arctic Experience Holidays146 also offers tours and packages
from several days to weeks around Iceland.
Advertisements and Media:
Over the past two years Northeast Iceland has participated in a number of ad and media
campaigns to promote and market the region. In 2005, the Agency partnered with the Northern
Periphery Program´s Northern Coastal Experience (NORCE) to develop a photo bank of images.
In 2006, the region partnered with Iceland Air on a media story for their in-flight magazine. In
the Summer/Autumn 2007 and the Autumn/Winter 2007/08, a series of stories were published in
the German Travel Magazine, Gate to Iceland, A Magazine for Travel Culture and Business. In
2008, the Agency is working with a Japanese television station, which will do a story on the
whale watching attractions and Lake Mývatn for this expanding Asian market.
The inbound tour operator, Discover the World, has also built a successful media campaign for
the region through consumer ads in major UK printed and online newspapers. The company has
also been successful in commissioning travel writers to write stories that support their package
trips and itineraries in Iceland. In 2004 they supported over 30 travel writers to the country.
Information centres:
The National Park's Visitors Centre is situated in Ásbyrgi and there are many information offices
located throughout the region including Mývatn, Húsavík, Fosshóll, and Þórshöfn with several
more in nearby Akureyri. Ásbyrgi and Mývatn are open year round. The other centres are often
strictly open in the summer tourist season posing a challenge for visitors in the shoulder seasons
who are in search of tourist information and advice on way finding in the region.
Section 7. Current Visitation and Market Demand
107
Travel Trade
The study area benefits from a number of opportunities to attend and participate in international
and domestic consumer and travel trade fairs. For three years, the Municipality of Húsavík has
attended Seatrade in Miami, the largest tradeshow for the cruise industry. Through the Icelandic
Tourist Board, many local businesses participate annually in trade shows in the United Kingdom,
Germany, and Spain.
Cultural themed promotional campaigns with the Yule Lads have also been organised. In 2006,
the Yule Lads were featured on French television for ten days as part of an Icelandic culture
show. In 2007 and 2008, the Yule Lads visited Finland to take part in cultural events linked to
the sagas.
The Marketing Association of Nordurland also attends the West Norden Travel Mart in
Copenhagen as well as domestic trade fairs in Iceland that have targeted international and
domestic markets.
7.7.
Impact of Seasonality
Seasonality has a significant impact on tourism figures in Northeast Iceland. Through the
regional agency´s participation in the Northern Periphery Project, Snow Magic,
http://www.snowmagic.is/, a winter tourism market has developed around the Yule Lads –
Icelandic folklore popular at Christmas time – the Aurora Borealis, and a new program entitled
Winter Garden. Even though the region only receives 4-5 hours of daylight in the winter
months, the development of these attractions is expanding visitation to Lake Mývatn in the
shoulder season.
7.8.
Conclusion
Visitation to Iceland is expanding exponentially, generating significant revenue and income,
making tourism one of the largest foreign currency earners for the Icelandic economy. Over
530,000 international tourists visited Iceland in 2007, with eleven percent of these arrivals from
cruise ships. Iceland´s nature, culture, and low airfares are three of the most important reasons
for the seven percent annual growth in visitation. Over 80% of tourists are first time visitors,
mainly from Europe and North America, who stay for less than one week, from June to
September. The majority of visitors take self-guided tours and have used the Internet as the main
source of information in planning their trip. Once in Iceland, the most popular activities are
nature observation, swimming, shopping, and day excursions.
Northeast Iceland is benefitting from this rapid growth and is recognised as the second most
visited region of Iceland after the Capital Region of Reykjavík. Tourism circulation in the region
is centred mainly on Húsavík, Lake Mývatn, and Dettifoss. There were 95,000 domestic visitors
to Northeast Iceland in 2005. The majority of these visitors were from East Iceland and Northeast
Iceland, with slightly more men than women. Domestic visitors tended to be day trippers and
were from all age groups (18-55+).
International visitors to Northeast Iceland totalled 116,000 with approximately half staying
overnight for approximately 1.5 days while on their trip. International visitors prefer guesthouses
and hotels. An extensive network of farmstays in the region provides potential for developing
agritourism.
Section 7. Current Visitation and Market Demand
108
The majority of international visitors were evenly divided between men and women, were over
55, travelling on package tours, and from Europe. Once in Northeast Iceland, the most popular
sites were Husavik, Lake Mývatn, and Dettifoss. In terms of rating the best of the region, the
natural landscape, whalewatching, Mývatn, and volcanoes received the highest ratings. The
weather and bad roads were two of the worst experiences.
Present marketing efforts in Northeast Iceland focus on the Internet where there is an extensive
and somewhat confusing promotion of the region. National and regional websites overlap and
define different geographic areas making trip planning somewhat challenging. Over 19
government and independent websites promote Northeast Iceland in some way. There is a need
to simplify and coordinate these marketing efforts. Print materials offer extensive travel
information targeted at the general touring market as well as niche markets interested in bird
watching, whale watching, hiking, winter recreation, cuisine, spa, and nature-based tourism.
There are opportunities for local operators to compete with the larger inbound operators from
Reykjavík and Europe in capturing a corner of the market. A network of information centres
offer information for tourists already in the region. The limited hours of some of these centres is
a potential problem for growing the industry in the shoulder seasons. Ad campaigns, travel
writers, and travel trade shows are all providing excellent opportunities for Northeast Iceland to
continue to grow their visitation from Europe and the fast-growing Asian market, the cruise
industry, and in the winter months.
Section 7. Current Visitation and Market Demand
109
Section 8. Existing Products and Services
CONTENTS
8.1.
8.2.
8.3.
8.4.
Introduction
Existing tourism attractions and activities
Existing Services
Conclusion
Section 8. Existing Tourism Products and Services
110
This section provides a summary of the products and services for tourism in Northeast Iceland.
A description of tourism sub-regions provides a context for inventorying the attractions and
activities, information centres, accommodations, restaurants, craftshops, and emergency services
that are the basis for the industry in the region. Through the use of GIS mapping, the marketready products and tourism clusters that are presently the main sources of revenue in the region
are identified. This information also provides a context for understanding the possibilities for
innovation as the industry expands over the next five years.
8.1.
Introduction
The United Nations Development Programme (UNDP) has organised a strategic framework for
tourism planning. The framework divides the tourism industry into two components—the supply
(destination) and demand (visitors). In evaluating the present quality and availability of tourism
products and services at a destination, the UNDP conducts an inventory of both supply and
demand (Figure 26).
The supply side of the industry is divided into seven categories that are indicated in green. In
assessing the products and services for Northeast Iceland, this framework was used to generate a
series of maps to summarise and evaluate the natural and socio-economic environment, the
attractions and activities, and secondary services such as accommodations, other tourism services
(restaurants, craft shops), and the institutional elements (information centres, emergency
services).
Figure 26: UNDP Sustainable Tourism Planning Framework
8.2
The Natural and Socio-economic Environment of the Northeast Tourism Region
Prior to describing the specific tourism product and services available within the Þingeyjarsýsla
District, it is beneficial to provide an overview of the region to understand the natural and socioeconomic environment of the study area.
There are six tourism regions in the study areas. The Þingeyjarsýsla administrative district
extends from Eyjafjörður in the west to Langanes peninsula in the east147 (Figure 27, page 112).
Section 8. Existing Tourism Products and Services
111
Figure 27: The Tourism Regions of Northeast Iceland
Skjálfandi Bay lowlands and Tjörnes
The western part of this region, south of Skjálfandi Bay has also been extended west to include
the region around Grenivik. This area is characterised by green valleys separated by mountains
and heaths this is also the location of Vaglaskógur, the largest forest in Northern Iceland.
Fnjóskadalur can also be found here: a fertile valley where Iceland's longest spring fed river
Fnjóská, winds its way towards the ocean. This region is also the site of a church dedicated to
Þorgeir, chieftain of Ljósavatn, where Christianity was adopted in Iceland in the year 1000.
Many rivers run through the valleys and the Skjálfandafljót River runs from Vatnajökull glacier
down through Bárðardalur and Kaldakinn, forming several scenic waterfalls including
Aldeyjarfoss and Goðafoss before entering into Skjálfandi bay. A further river, the river Laxá,
flows from Lake Mývatn through the valleys of Laxárdalur and Aðaldalur, where there is a
diversity of bird life, vegetation, and some of the best salmon and trout fishing in Iceland. On its
journey down Laxárdalur, the river has sculpted a deep canyon, at the lower end of which is
Laxárvirkjun power station.
The Aðaldalur valley is low and flat with much of the plain covered in lava fields. More geologic
interest is documented at Tjörnes, on the peninsula between Skjálfandi Bay and Öxarfjörður,
where some of the most remarkable fossil layers in Iceland can be found, formed at the end of
the Tertiary period and during the Ice Age.
Section 8. Existing Tourism Products and Services
112
Húsavík
Húsavík is the largest town in Þingeyjarsýsla, on the eastern side of Skjálfandi Bay. Its main
industries have been in fisheries, processing of agricultural products, and trade however tourism
has increased considerably with growing numbers of visitors every year. Húsavík is an attractive
and scenic natural environment, and has become the capital of whale watching in Iceland and
rates as one of the best whale watching attractions in Europe. It has a picturesque harbour an
excellent whale museum and popular hiking routes in the surrounding area that offer views to the
Vatnajökull glacier on a clear day.
South of Húsavík is Reykjahverfi where there is extensive green-house cultivation using
geothermal energy. The geothermal source at Hveravellir is also piped to Húsavík providing
central heating for all the buildings in the town.
Mývatn area
Lake Mývatn is Iceland´s fourth largest lake, reknown for its birdlife. In summer, more species
of duck make their homes in the Mývatn area than in any other location on earth. Lake Mývatn
is a very shallow lake so sunlight reaches the bottom practically everywhere and, since the
Mývatn area is one of Iceland's sunniest regions, vigorous photosynthesis takes place in the lake.
Consequently Mývatn is particularly rich in nutrition and is Iceland's most fertile freshwater lake.
Craters and volcanoes have sculpted the landscape of the Mývatn area, many of which have now
become famous attractions and spots of special interest: e.g. the volcanic craters at Krafla,
Hverfjall (Hverfell), Lúdentsborgir, and Þrengslaborgir.
The Mývatn area is well-populated by farms and the main village of Reykjahlíð with 200
inhabitants is recognised as the main service centre in the region. Tourism is a fast-growing
industry in the area especially with the development of the Mývatn Nature Baths. Eight
kilometres south of Reykjahlíð is the Dimmuborgir area where mystical lava formations, holed
pillars of rock, domes, and caves are present.
Öxarfjörður and Melrakkaslétta
The Öxarfjörður lowlands are a generally marshy area, providing excellent feeding and breeding
grounds for wetland birds. Out by the sea are extensive sand flats, deposits from Jökulsá River.
Jökulsárgljúfur National Park can be found in this region, which contains many special natural
sights such as Ásbyrgi, Hljóðaklettar, Vesturdalur, Hólmatungur, and Dettifoss. The National
Park offers excellent opportunities for outdoor recreation, hiking tours and nature study.
Hólsfjöll is the name of the highland region extending inland towards the south, to the east of
Jökulsá at the Fjöllum River. This area is characterised by low tuff mountains and to the north is
a farming district of Núpasveit with a landscape of heathery moors, moss-covered lava fields,
and sand flats.
The neighbouring Melrakkaslétta plain is renowned for its natural splendour that includes a large
number of lakes and rich birdlife. At the northern extremity of the plain is Hraunhafnartangi
point, Iceland's northernmost extent. Just north of this coast is the Arctic Circle and in the
nearby village of Raufarhöfn, an Arctic Henge (Sundial), with strong allusions to ancient myths
and national folklore, is under construction.
Section 8. Existing Tourism Products and Services
113
Þistilfjörður, Langanes and Bakkafjörður
The green and prosperous country district of Þistilfjörður is marked by shallow valleys
inbetween low, rolling hills. The farms are congregated in the lower valleys and along the
coastline. The largest and best known of the farms in the district are Svalbarð, rich in historical
connotations, and Gunnarsstaðir, one of Iceland's largest sheep farms.
Rauðanes point is well worth visiting with a marked hiking trail and many caves on its eastern
shoreline, one of which can be sailed through. Stakkatorfa hill is the puffins' favourite nesting
ground and has great views of the area. From Laxárdalur farm a jeep track extends southwards
into the highlands, leading to a variety of interesting hiking routes across wide-ranging
moorlands with deserted farms, waterfalls and lush vegetation.
From the top of Gunnólfsvíkurfjall Mountain, on south-eastern Langanes Peninsula, more
splendid views may be enjoyed of the surrounding region. In good visibility Mount Herðurbreið
is seen in the south as well as the Dyngjufjöll Mountains in the Central Highlands. Heiðarfjall
Mountain is yet another excellent vantage point and affords fine views of Langanes Point
towards the bay of Bakkaflói and as far east as the mountains of Héraðsflói.
From the earliest settlement until the mid 20th century nearly all of Langanes was inhabited.
Gradually, however, the farms in the outlying part of the peninsula have been deserted and the
settlement has moved to Þórshöfn village where all necessary services are available.
Nevertheless, a few farms north of the village are still in operation. One of them is Sauðanes, an
ancient church site which was one of the most sought after vicarages in Iceland, and is now a
museum.
The Highlands
The Highland scenery in Þingeyjarsýsla district is stark and diverse and offers visitors countless
options. The Highlands may in fact be separated into two categories the near Highlands and the
far Highlands. The former term refers to the Highland areas closest to populated districts such as
the Highland terrain west of Skjálfandi bay, the Flateyjardalur valley and the Fjörður area, hiking
terrain in Kinnarfjöll Mountains, the Þeistareykir area, the mountains in the Mývatn area, and the
Highland tract in the eastern part of Langanes Point. The far-Highlands signify the highland
terrain north of Vatnajökull glacier. Some would call this "the real Icelandic Highlands" which
contain a large number of locations that enthral those who love the wilderness and its adventures.
8.2.
Existing tourism attractions and activities
In an attempt to build on the success of The Golden Circle outside Reykjavík, the most visited
attractions of Northeast Iceland have been grouped into a themed itinerary called The Diamond
Circle. Attractions in The Diamond Circle include whale watching at Húsavík, Lake Mývatn,
Dettifoss, and the Jökulsárgljúfur National Park (Map 28, page 115).
Section 8. Existing Tourism Products and Services
114
Map 28: Diamond Circle Attractions
Section 8. Existing Tourism Products and Services
115
The natural environment of Northeast Iceland has been rated by visitors as the best feature of the
region, providing numerous opportunities for engaging in the recreational activities linked to
nature-based tourism. The five tourist regions also provide a number of secondary support
services for travellers that have been listed below (Table 18).
Table 18: Regional overview of existing tourist services
Region
Skjálfandi Bay
lowlands and
Tjörnes
Recreation
Swimming
Skiing
Shops
Bakery / Grocery Store
Handicrafts / Souvenirs
Restaurants / Cafes
Other Services
Gas Station
Car Rental
Hospital
Bus Service
Bank
Visitor Centre
Húsavík
Birdwatching
Hiking
Horse riding
Fishing
Golf course
Sea angling
Skiing
Snowmobiling
Swimming
Birdwatching
Whalewatching
Boating
Cycling
Fishing
Highland jeep tours
Hiking
Horse riding
Snowmobiling
Spa
pools
Birdwatching
Swimming
Cycling
Fishing
Golf course
Hiking
Kayaking/canoeing
Sea angling
Swimming
Birdwatching
Fishing
Golf course
Hiking
Horse riding
Sea angling
Swimming
Bakery / Grocery Store
Handicrafts / Souvenirs
Restaurants / Cafes
Airport
Bank
Bus Service
Car Rental / Repair
Gas Station
Pharmacy
Police
Port
Post Office
Bank
Visitor
Centre
Bus Service
Car Rental / Repair
Gas Station
Post Office
Visitor Centre
Mývatn area
Öxarfjörður
and
Melrakkaslétta
Þistilfjörður,
Langanes and
Bakkafjörður
Bakery / Grocery Store
Handicrafts / Souvenirs
Restaurants / Cafes
Bakery / Grocery Store
Handicrafts / Souvenirs
Restaurants / Cafes
Gas Station
Car Rental / Repair
Health Centre
Police
Post Office
Visitor Centre
Bakery / Grocery Store
Restaurants / Cafes
Bank
Bus service
Health Centre
Visitor Centre
Section 8. Existing Tourism Products and Services
116
Hiking/ Horse Riding
It is easy to get hiking maps of the regions short, long and more difficult trails. All of them offer
different landscapes and challenges. The regions of Fnjóskadalur, Mývatn, Ásbyrgi, and
Langanes have an extensive network of trails for the visitor. In terms of horse riding, while most
Icelanders own their horses there is also innumerable horse hire companies available to tourists.
The opportunity of riding on the typical Icelandic horses along the coastline into mountains and
through ancient historical sites would prove to be a unique Icelandic experience (Map 29, page
118).
Golf
Visitors can profit from the increasing popularity of golf, with a nine hole course in Húsavík and
Krossdalsvöllur. Reykjahlíð has six holes and there is also a course at Ásbyrgi (Map 30, page
119).
Fishing
In Þingeyjarsýsla there are many pristine world class salmon rivers for anglers. Trout fishing is
also popular throughout the region in the lakes and pools (Map 31 & Key 18, pages 120, 121).
On the coast, a number of companies in Húsavík have organized opportunities for sea angling of
cod, halibut, and haddock.
Sea Angling
Sea angling is also becoming a popular sport in Iceland (Map 32 & Key 19, pages 122, 123).
The season begins late in May and lasts until the end of August with several tournaments in
different parts of the country. 148
Swimming/ Nature Baths
Geothermal swimming pools are to be found in most towns and villages and there are even some
right out in the country. The biggest pools offer many lanes, hotpots of varying temperature,
sprays and saunas. Húsavík pool is now filled with special health water which has long been used
by the local people. The smaller pools, however, work their own magic in nourishing body and
soul. At the Mývatn Nature Baths, visitors can bathe outside under a clear sky, relax in a sauna or
hotpot, or lie in the lagoon itself which is a recognised health spa. There are also facilities for
massage. Further details on spa tourism are in Section 8.4 (Map 33 & Key 20, pages 124, 125).
Jeep Tours/Flightseeing
A number of companies in the Mývatn region offer jeep tours into the Highlands to destinations
such as Askja, and to waterfalls like Dettifoss and others within the Jokulsa Canyon National
Park149 (Map 34, page 126).
There is also a small airport in Mývatn that promotes flightseeing trips over the lake and
volcanoes.
Winter Recreation
Northeast Iceland has over the past three years been developing a winter tourism industry,
mainly in Lake Mývatn (Map 35 & Key 21, pages 127, 128). A program marketed as Winter
Garden, provides visitors with recreation activities such as bowling, cricket, golf, ice limbo and
go-carting played on the frozen lake.150
Section 8. Existing Tourism Products and Services
117
Map 69: Hiking/ Horse Riding
Section 8. Existing Tourism Products and Services
118
Map 30: Golf Course
Section 8. Existing Tourism Products and Services
119
Map 71: Fishing
Section 8. Existing Tourism Products and Services
120
Key 18: Fishing
Section 8. Existing Tourism Products and Services
121
Map 32: Sea Angling
Section 8. Existing Tourism Products and Services
122
No.
Name
Address
Region
1
Gentle Giants
Harbor front, 640 Húsavík
4
1
North Sailing
Harbor front, 640 Húsavík
4
Key 19: Sea Angling
Section 8. Existing Tourism Products and Services
123
Map 33: Swimming/ Nature Bath
Section 8. Existing Tourism Products and Services
124
No.
Name
Address
Region
1
Illugastaðir
Fnjóskadal, 601 Akureyri
1
2
Hótel Edda Stórutjarnir
1
3
Laugar swimming pool
4
Heiðarbær, hospitality
Stórutjörnum,
Ljósavatnsskarði, 641
Laugar,
HúsavíkReykjadal, 650
Laugum
Reykjahverfi, 641 Húsavík
5
4
6
Swimming pool in Húsavík Laugarbrekka 2, 640
Húsavík
Mývatn Nature Baths
Jarðbaðshólar, 660 Mývatni
6
Reykjahlíð Sports Center
Múlavegi, 660 Mývatni
5
7
Guesthouse Lundur
Öxarfjörður, 671 Kópaskeri
3
8
Raufarhöfn swimming pool Skólabraut, 675 Raufarhöfn
3
9
Þórshöfn Information
Center
2
Langanesvegur 18, 680
Þórshöfn
1
1
5
Key 20: Swimming/ Nature Bath
Section 8. Existing Tourism Products and Services
125
Map 34: Jeep Tours/ Flightseeing
Section 8. Existing Tourism Products and Services
126
Map 35: Winter Recreation
Section 8. Existing Tourism Products and Services
127
No.
Type
Location
Region
1
Ski lift
Krafla, Mývatn
5
2
Ski lift
Húsavík
4
3
Ski lift/ snowmobile tours
Kaldbakur, Grenivík
1
4
Ski – cross country
Reykjaheiði, Húsavík
4
5
Ice climbing
Björg, Kinnafjöll
1
6
Snowmobile tours/ Jeep
tours
Sel Hótel Skútustaðir, Mývatn
5
6
Snowmobile tours
Hótel Reynihlíð, Mývatn
5
6
Winter garden
Mývatn
5
6
Northern lights tours
Mývatn
5
Key 21: Winter Recreation
Section 8. Existing Tourism Products and Services
128
8.3.
Existing Secondary Support Services
This section summarises the secondary support services for tourism in the study area. A review
of information centres, emergency services, accommodations, restaurants, craft shops, banks,
post offices, and car rentals is provided.
Accomodation
A variety of accommodation types are available in Northeast Iceland ranging from farm holidays
and guesthouses to more upmarket hotels (Map 36, 37, 38 & Keys 22, 23, 24, pages 131 to 136).
Institutional Elements -- Information Centres/Emergency Services
There are eight Information Centres in the study region (Map 39 & Key 25, pages 137, 138).
Húsavík and Mývatn both have one centre while the tourism regions in the east, due to their
remoteness and larger area, have two or three centres for visitors. The information centres at
Mývatn and Ásbyrgi are open year round.
Emergency Services (Map 40 & Key 26, pages 139, 140) in the region include police services,
hospital clinics, and pharmacies. Húsavík, as the largest community in the area, offers all
services while the community of Þórshöfn in the east has a clinic and police station.
Restaurants
A wide range of restaurants throughout the region offer outstanding choices of dishes, seafood
and meat options using local ingredients (Map 41 & Key 27, pages 141, 142). These include the
more traditional Icelandic restaurants to gourmet restaurants and vegetarian restaurants. 151
Banks
Banking hours are Monday – Friday from 915 to 1600. All Icelandic banks provide foreign
exchange. ATM’s are found in most banks and with travelers’ cheques, major debit and credit
cards being widely accepted in Iceland 152(Map 41 & Key 27, pages 141, 142).
Post Offices
There are post offices located in all major communities in Iceland. Normal hours of operation are
Monday – Friday between 9.00 and 18.00153 (Map 41 & Key 27, pages 141, 142).
Car Rentals
There are several car rental agencies in Iceland. Cars can be booked through a travel agent or an
airline, at airports or directly after arrival in Iceland (Map 41 & Key 27, pages 141, 142). Many
types of cars are available, from small family cars to powerful 4-wheel-drive vehicles. Traveling
conditions are usually good in most parts of the country from April to November.154
Craft shops
Many traditional Icelandic traditional handicrafts are made from sheep’s wool, but also rabbit-,
lama- and goat wool. Raw materials were rare, but due to the isolation in former times
handicrafts were developed to meet the needs of the farmer and fisherman community. The sheep
delivered very good wool for weaving, knitting and embroidery. Kitchen utensils and decorative
things were carved out of birch or driftwood. Since the late 19th century contemporary arts and
crafts like textiles, glass, clothes, woollens, jewellery, skin and leather goods are common.
Section 8. Existing Tourism Products and Services
129
All of those Icelandic handicrafts are available as souvenirs today. However, additionally some
hand and machine made items combining tradition and modern arts and technology are available.
Products are made from Icelandic stones and rock formation, leather (spotted sea-wolf, black
calf) and wool, furthermore souvenirs like t-shirts, mugs, Icelandic Leaf Breads, thematic
glasses, carpets, traditional costumes, heads, and so on are available (Map 41 & Key 27, pages
141, 142).
Travel agency and Tour Operators155
Isafold Travel in Iceland specializes in personal service and private tours for small groups.
Arctic Aurora a tour operator which offers a large range of trips designed in the spirit of freedom
and comfort, mixing good adventure and nature discovery.156
Concept offers full travel & production service that extends to anywhere you want to go in
Iceland at any time of the year, whatever the purpose.
Iceland Excursions Allrahanda has grown to be a well- known organizer of day trips while
maintaining a personal touch.
Icelandic Adventure is an activity tour operator that offer day tours to longer activity tours eg.
river rafting, kayaking, off-road traveling, jeep safari, glacier trips, dog sledding trips.
Akureyri Bus Company offer the service of 43 comfortable coaches of variable sizes from nine
seaters up to 66 seaters, they can also organise tours and provide local guides.
Section 8. Existing Tourism Products and Services
130
Map 36: Farmholidays - Accommodation
Section 8. Existing Tourism Products and Services
131
No.
Type
Icelandic name
Name
Address
#
1
Farmholidays
Garður í Aðaldal
Garður in Aðaldalur
Garði, 641 Húsavík
1
1
Farmholidays
Ferðaþjónusta bænda,
Hafralæk
Hafralækur, Farm
accommodation
Hafralæk, Aðaldal, 641
Húsavík
1
2
Farmholidays
Hagi I í Aðaldal
Hagi 1 – Guesthouse
Haga 1, 641 Húsavík
1
2
Farmholidays
Þinghúsið Hraunbær
Hraunbær, Guesthouse
Hraunbæ, Aðaldal, 641
Húsavík
1
3
Farmholidays
Hóll í Kelduhverfi
Hóll in Kelduhverfi
Hóli, 671 Kópasker
3
4
Farmholidays
Hléskógar (við
Grenivík)
Hléskógar Guesthouse
Hléskógum, 601 Akureyri
0
5
Farmholidays
Sveitarsetrið
Draflastaðir
Farmholidays
Draflastöðum, Fnjóskadal,
601 Akureyri
1
6
Farmholidays
Gistihúsið Fosshóli
Fosshóll Gesthouse
Fosshóli, Bárðardal, 645
Fosshóli
1
7
Farmholidays
Ferðaþjónusta bænda
Grímstunga
Grímstunga Farm
accomodation
Grímstunga 1, Grímsstaðir á
Fjöllum, 660 Mývatni
5
8
Farmholidays
Gistihúsið
Narfastöðum
Guesthouse Narfastadir
Narfastöðum, Reykjadal, 650
Laugum
1
9
Farmholidays
Gistihúsið Keldunes
Guesthouse Keldunes
Kelduhverfi , 671 Kópaskeri
3
9
Farmholidays
Ferðaþjónustan
Skúlagarði
Skúlagarður
Guesthouse
Skúlagarði, 671 Kópaskeri
3
10
Farmholidays
Ferðaþjónusta Bænda
Skútustöðum
Skútustaððir Farm
accomodation
Skútustaðir, 660 Mývatni
5
11
Farmholidays
Stóru Laugar ehf
ferðaþjónusta
Stóru Laugar
Guesthouse
Stóru-Laugum, Reykjadal,
650 Laugum
1
12
Farmholidays
Gistiheimilið Stöng
Stöng guesthouse
Stöng, 660 Mývatni
5
13
Farmholidays
Gistiheimilið Eldá
Eldá guesthouses
Helluhraun 15, 660 Mývatni
5
13
Farmholidays
Ferðaþjónustan
Vogum/Vogafjós
Vogar guesthouse
Vogar 1, 660 Mývatni
5
14
Farmholidays
Ytra-Áland,
Ferðaþjónusta bænda
Þistilfirði
Ytra-Áland, Farm
holiday Þistilfjörður
Ytra-Áland, Þistilfirði, 681
Þórshöfn
2
Key 22: Farmholidays - Accommodation
Section 8. Existing Tourism Products and Services
132
Map 37: Guesthouse - Accommodation
Section 8. Existing Tourism Products and Services
133
No.
Type
Icelandic name
Name
Address
#
1
Guesthouse
Ferðaþjónustan Bjarg
ehf.
Bjarg, travel service
Bjargi, 660 Mývatn
5
1
Home
guesthouse
Gistiheimilið
Geiteyjarströnd
Geiteyjarströnd
guesthouse
Geyteyjarströnd , 660 Mývatni
5
1
Guesthouse
Vogar, ferðaþjónusta
Vogar, travel services
Vogum, 660 Mývatni
5
2
Guesthouse
Gistiheimilið Árból
Guesthouse Árból
Ásgarðsvegur 2, 640 Húsavík
4
2
Home
guesthouse
Einkagisting
Baldursbrekku 17
B&B Baldursbrekka
17
Baldursbrekka 17, 640 Húsavík
4
2
Home
guesthouse
Einkagisting
Baldursbrekku 20
B&B Baldursbrekka
20
Baldursbrekku 20, 640 Húsavík
4
2
Guesthouse
Gistiheimilið Sigtún II
Guesthouse Sigtún II
Laugarholti 7e, 640 Húsavík
4
2
Guesthouse
Gistiheimilið Sigtún
Guesthouse Sigtún
Túngötu 17, 640 Húsavík
4
3
Guesthouse
Hestamiðstöðin Saltvík
Saltvík Horse Center
Saltvík, 641 Húsavík
1
4
Guesthouse
Gistihúsið Staðarhóli
Staðarhóll Guesthouse
Staðarhóli, Aðaldal, 641
Húsavík
1
5
Guesthouse
Gisti og veitingahúsið
Miðgarðar
Miðgarðar
Guesthouse
Miðgörðum 4, 610 Grenivík
0
6
School
guesthouse
Gistiheimilið Lundur
Guesthouse Lundur
Öxarfjörður, 671 Kópaskeri
3
7
Guesthouse
Gistiheimilið Lyngholt
Guesthouse Lyngholt
Langanesvegur 12, 680
Þórshöfn
2
7
Guesthouse
Hótel Jórvík
Hótel Jórvík
Langanesvegur 31, 680
Þórshöfn
2
8
Guesthouse
Gistiþjónusta Víðikeri
Guesthouse Víðiker
Víðikeri, Bárðardal, 641
Húsavík
1
9
Guesthouse
Félagsheimilið
Heiðarbær
Heiðarbær, hospitality
Reykjahverfi, 641 Húsavík
1
10
School
guesthouse
Hótel Edda
Stórutjörnum
Hótel Edda
Stórutjarnir
Stórutjörnum, Ljósavatnsskarði,
641 Húsavík
1
11
Guesthouse
KB Sól Orlofsíbúðir
KB Sól Apartments
Aðalbraut 67-69, 675
Raufarhöfn
2
Key 23: Guesthouse - Accommodation
Section 8. Existing Tourism Products and Services
134
Map 38: Hotels - Accommodation
Section 8. Existing Tourism Products and Services
135
No.
Type
Icelandic name
Name
Address
#
1
Hotel
Fosshótel Húsavík
Fosshótel
Húsavík
Ketilsbraut 22, 640
Húsavík
4
2
Hotel
Fosshótel Laugar
Fosshótel Laugar
Laugum, 650 Laugum
1
3
Hotel
Hótel Gígur
Hotel Gígur
Skútustaðir, 660 Mývatni
5
3
Hotel
Sel Hótel Mývatn
Sel - Hotel
Mývatn
Skútustaðir, 660 Mývatn,
660 Mývatni
5
4
Hotel
Hótel Norðurljós
Hótel Norðurljós
Aðalbraut 2, 675
Raufarhöfn
3
5
Hotel
Hótel Rauðaskriða
Hótel
Rauðaskriða
Rauðaskriða, Aðaldal, 641
Húsavík
1
6
Hotel
Hótel Reykjahlíð
Lake View Hotel
Reykjahlíð 2, 660 Mývatni
5
6
Hotel
Hótel Reynihlíð
Hótel Reynihlíð
Reynihlíð, 660 Mývatni
5
Key 24: Hotels - Accommodation
Section 8. Existing Tourism Products and Services
136
Map 39: Information Centers
Section 8. Existing Tourism Products and Services
137
No.
1
Name
Fosshóll Information
Center
Address
Fosshóli, Bárðardal, 641
Húsavík
Region Nr.
1
Region
Skjálfandi Bay
lowlands and Tjörnes
2
Husavik Information
Center
Garðarsbraut 7, 640
Húsavík
4
Húsavík
3
Vatnajökull National
Park - Hljóðaklettar
Vesturdalur,
Jökulsárgljúfur National
Park
3
Öxarfjörður and
Melrakkaslétta
4
Vatnajökull National
Park - Visitor Center
Ásbyrgi, 671 Kópaskeri
3
Öxarfjörður and
Melrakkaslétta
5
Mývatn Information
Center
Hraunvegur 8, 660
Mývatni
5
Mývatn area
6
Raufarhöfn
Information Centre
Hótel Norðurljós,
Aðalbraut 2, 675
Raufarhöfn
3
Öxarfjörður and
Melrakkaslétta
7
Sauðanes House,
visitor center
Sauðanesi, Langanesi,
681 Þórshöfn
2
Þistilfjörður,
Langanes and
Bakkafjörður
8
Þórshöfn Information
Center
Sports Center,
Langanesvegur 18, 680
Þórshöfn
2
Þistilfjörður,
Langanes and
Bakkafjörður
Key 25: Information Centers
Section 8. Existing Tourism Products and Services
138
Map 40: Emergency Service
Section 8. Existing Tourism Products and Services
139
No.
1
Name
Húsavík Health Center
Address
Auðbrekka 4, 640 Húsavík
Region No.
4
1
Pharmacy Lyfja, Húsavík
Stórigarður 13, 640 Húsavík
4
1
Húsavík Police station
Útgarður 1, 640 Húsavík
4
2
Laugar health clinic
Sports center, 650 Laugum
1
3
Mývatn health clinic
Helluhraun 17, 660 Mývatni
5
4
Kópasker health clinic
Akurgerði 13, 670 Kópaskeri
3
5
Raufarhöfn health clinic
Aðalbraut 33, 675 Raufarhöfn
3
6
Þórshöfn health clinic
Miðholti 2, 680 Þórshöfn
2
6
Þórshöfn Police station
Eyrarvegi 2, 680 Þórshöfn
2
Key 26: Emergency Service
Section 8. Existing Tourism Products and Services
140
Map 41: Service
Section 8. Existing Tourism Products and Services
141
Key 27: Services
Section 8. Existing Tourism Products and Services
142
8.4.
Spa Tourism
Market segments for spa in Northeast Iceland can be categorized into three groups: casual spagoers, dedicated spa-goers, and new spa-goers. The casual spa-goer has taken a spa treatment
before and would be interested or could be convinced to try a spa experience in Northeast Iceland
as part of their vacation. The dedicated spa-goers frequently visit a spa at home and is very
motivated to maintain or improve their current level of health and wellness. They may be willing
to travel to Iceland for the sole purpose of taking a spa holiday, but they may also be in the
country for other reasons and be very interested in adding spa experiences to their visit. The new
spa-goer may not have been to a spa, but would be willing to purchase a spa treatment or service
as part of their trip especially if they felt is was an authentic way to experience Iceland’s culture
or heritage.
Northeast Iceland Spas
The Mývatn Nature Baths opened in 2004 and are the largest spa attraction welcoming over
60,000 visitors annually offering a pool of geothermal water drawn from depths of up to 2,500
meters. 157
Húsavík swimming pool is a year round geothermal heated outdoor pool, with hot pots, a steam
bath, a special warm pool and slides for children. It is open from early morning until late in the
evening. Heiðarbær Swimming pool - in Reykjahverfi is open daily in the summer. Heiðarbær is
about 15 km south of Húsavík on the way to Mývatn.
The Þingeyjarsýsla Development Agency is presently supporting the industry through the
commissioning of a strategic marketing plan for the spa sector. For further details, (Map 33 and
key 20, pages 124 and 125) and Table 19 lists all locations in Northeast Iceland pertaining to hot
baths and spa resorts.
Table 19: Northeast Iceland spa inventory
Spa Resources
Community
Services
offered:
(key below)
Greatest appeal to
visitors from:
(key below)
Gistiheimilið Stöng
Gistihúsið Narfastöðum
Hótel Raudaskriða
Sumarhus Kaldbaks-kot
Keldunes
Mineral Springs Spas
Mývatn
Laugar
Húsavík
Húsavík
Kópasker
W
W
W
W
W
I, A, N
I, A, N
I, A, N
I, A, N
I, A, N
Jardbodin Myvatn Nature Baths
Mývatn
W, T, P
I, A, N
Laugar
Húsavík
Húsavík
Mývatn
Kópasker
W
W
W
W
W
I, A, N
I, A, N
I, A, N
I, A, N
I, A, N
Resort/ Destination Spas/Hot pots
Swimming Pools
Sundlaugin Laugum
Félagsheimilið Heiðarbær
Sundlaug Húsavíkur
Sundlaug Reykjahlíð
Gistiheimilið Lundur
Source158
Section 8. Existing Tourism Products and Services
143
Key
Services offered:
T = spa treatments available
C = spa cuisine
P = spa products for sale
W = fitness or wellness programming
Greatest appeal to visitors from:
I = in the area
A = add on to trip
N = new destination trip
The health/wellness/spa industry is regulated and managed by a network of international and
regional associations which are membership-based.159 Their efforts focus on regulation, product
development, customer service, marketing, and training. The following four associations have
been identified as providing important models for the development of the health/wellness/spa
industry in Northeast Iceland, where currently none of the spas are members:
The Australasian Spa Association (ASPA)
The European Spas Association
The International SPA Association
The Spa Business Association
8.5.
Conclusions
Northeast Iceland offers the tourist a wide range of high quality tourism products largely based
on its unique natural heritage.
The regions within Þingeyjarsýsla are varied and offer a full range landscapes and nature-based
tourism attractions and activities for tourists; from the green fertile valleys of Skjálfandi Bay and
coastal environment around Húsavík, to the volcanic area around Mývatn, and the stark scenery
of the mountainous Central Highlands.
The majority of existing attractions are based on spending time in nature and include walking
and horse riding, fishing and whale watching, with a growing market in spa tourism. There are a
number of travel and tour agents that provide package trips in Northeast Iceland from other
regions and also from within the region.
Although the present tourism industry in Northeast Iceland is based on nature-based tourism
attractions, there is potential to develop a cultural product as well as spa tourism. Nature-based
tourists are known to engage in cultural activities as part of their travels and even tough the spa
industry is currently largely associated with Reykjavík, the success of Myvatn Nature Baths in
Northeast Iceland is testament to the potential to attract a new visitor type and extend the stay of
visitors.
Section 8. Existing Tourism Products and Services
144
Section 9. Conclusions
Section 9. Conclusions
145
SECTION 9: CONCLUSIONS
Report #1 provides a summary of the current state of affairs of tourism in Northeast Iceland. For
this report, the consulting team has gathered primary and secondary information on the tourism
industry at the international, national, and regional levels to provide a baseline of information for
future tourism planning and development over the next five years.
In short, the natural heritage of Northeast Iceland is strongly influenced by the marine
environment, resulting in large populations of whales, seals, seabirds with Húsavík being
recognized as the whale watching capital of Iceland. Lake Mývatn is also renowned for its
birdlife, agricultural heritage, and unique geology with the Mývatn Nature Baths, an outdoor spa
experience, as one of the most popular recent new attractions for visitors. Winter tourism is
increasing in popularity with the Yule Lads and Snow Magic winter programs.
The Mid-Atlantic Ridge that divides Northeast Iceland provides a rich diversity of volcanic and
tectonic features such as mud pots, hot springs, lava fields, hot spots, and fissures that result in
numerous earthquakes and geothermal activity. Eighteen rivers draining the region are renowned
for their fishing and spectacular waterfalls with Goðafoss, Selfoss, and Dettifoss the most well
known. Dettifoss is recognised as containing the largest volume of water in all of Europe.
Vaglaskógur woodland, one of the best-known birch woodlands in Iceland, as well as twenty
three rare species of flora also can be found in the region. The unique natural features of the area
have led to the creation of a network of national parks, monuments, and conservation areas for
visitors.
Culturally, fishing, and agriculture have provided the mainstay for the local economy historically.
Early settlement provides a diversity of artifacts and a rich archaeological heritage. Many of the
region’s cultural events and festivals focus around both seasonal and traditional farming and
fishing practices. Oral history combines folklore and saga traditions with the natural heritage
landscapes of the region with many places mentioned in the Grettissaga, such as Sandhaugar,
Eyjadalsá and Grettisbaeli. There are also many cultural history sites in the region including the
birthplaces of Icelandic authors and poets. Northeast Iceland also has many traditional district
museums and cultural monuments that have great potential interest for visitors that are, as of yet,
undeveloped.
Recreational opportunities abound in Northeast Iceland. Hiking trails, golf courses, horse riding,
fishing, hunting, flightseeing, and Highland Jeep tours provide numerous opportunities during the
long summer days for active pursuits. In winter, snowmobiling, skating, go-cart racing, skiing,
and snowshoeing are offered in and around Lake Mývatn.
At present accessibility to Northeast Iceland is available by land, air, and sea. The Ring Road
passes through the region offering access to automobile and RV vacationers especially those
disembarking from the Smyril Line Ferry in East Iceland. Secondary unpaved roads pose a
present challenge to increasing tourism visitation to the region. Daily flights from Reykjavík to
the nearby town of Akureyri provide national and local tour operators with day and overnight
visitors year round. The growth of the cruise ship industry in the North Atlantic over the last
decade has also led to the development of excursions to Northeast Iceland from the busy port of
Akuryeri. The port of Húsavík has also taken steps to develop its port to welcome cruise ships as
part of the expanding market.
Traditionally, planning has been largely controlled by local government agencies. The Icelandic
National Planning Agency has passed a number of acts to strengthen spatial planning and
development planning in the country at the national level. The IRDI is also playing an important
role in overseeing regional planning efforts. The efforts of the government have been to increase
Section 9. Conclusions
146
the central role of the Icelandic Tourism Board in addressing promotion, research, infrastructure,
international collaboration, quality and safety, and environmental issues. The establishment of
the Icelandic Tourism Research Centre in 1998 has also helped to increase the research and
development capacity of the industry. Locally, the Þingeyjarsýsla Region Development Agency
has supported the growth and development of tourism through project-based programming and in
2007, with the commissioning of a five-year strategic plan.
Visitation to Iceland is expanding exponentially, generating significant revenue and income,
making tourism one of the largest foreign currency earners for the Icelandic economy. Over
530,000 international tourists visited Iceland in 2007. Over 80% of tourists are first time visitors,
mainly from Europe and North America, who stay for less than one week, from June to
September. The Internet is the main source of information in trip planning. Once in Iceland, the
most popular activities are nature observation, swimming, shopping, and day excursions.
Northeast Iceland is recognised as the second most visited region of Iceland after the Capital
Region of Reykjavík. Tourism circulation in the region is centred mainly on Húsavík, Lake
Mývatn, and Dettifoss. There were 95,000 domestic visitors to Northeast Iceland in 2005. The
majority of these visitors were from East Iceland and Northeast Iceland, with slightly more men
than women. Domestic visitors tended to be day-trippers and were from all age groups (18-55+).
International visitors to Northeast Iceland totalled 116,000 with approximately half staying
overnight for approximately 1.5 days while on their trip. The majority of international visitors
were evenly divided between men and women, were over 55, travelling on package tours, and
from Europe.
Present marketing efforts in Northeast Iceland focus on the Internet where there is an extensive
promotion of the region. Over 19 government and independent websites promote Northeast
Iceland. There is a need to simplify and coordinate these marketing efforts. Print materials offer
extensive travel information targeted at the general touring market as well as niche markets
interested in bird watching, whale watching, hiking, winter recreation, cuisine, spa, and naturebased tourism. A network of information centres offer information for tourists already in the
region. The limited hours of some of these centres is a potential problem for growing the
industry in the shoulder seasons. Ad campaigns, travel writers, and travel trade shows are all
providing excellent opportunities for Northeast Iceland to continue to grow their visitation from
Europe and the fast-growing Asian market, the cruise industry, and in the winter months.
The tourism regions within the study area are varied and offer a full range landscapes and naturebased tourism attractions and activities for tourists. The majority of existing attractions are based
on spending time in nature. Although the present tourism industry in Northeast Iceland is based
on nature-based tourism attractions, there is potential to develop a cultural product as well as spa
tourism.
Further analysis of the tourism industry will be necessary to clearly define a strategy for
development. In Report #2, perceptions of residents and businesses involved in the tourism
industry will be presented along with information that identifies the strengths, weaknesses,
opportunities for tourism in the region. An evaluation of products and markets will be conducted
as part of a more detailed product-market match study that will be integrated in the strategic
planning document.
Section 9. Conclusions
147
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Section 10. References
148
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http://www.travelnet.is/Transportation/To_Iceland/By_Sea/
113
http://www.mvmtravel.com/news/newsdetail.asp?NewsID=786&Subject=Iceland%20welcome
s%20cruise%20tourism%20increase&Country=Iceland
115
http://www.travelnet.is/transport/tobyair.htm
116
http://www.farecompare.com/flights/Reykjavik-RKV/airport.html
117
http://www.travelnet.is/transport/tobyair.htm
118
http://www.icelandexpress.com/com/about_us/the_company/
119
http://www.icelandair.co.uk/home/destinations/
Section 10. References
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http://www.airiceland.is/AirIceland/Destinations/
121
http://www.spatialnorth.eu/download/18.bb3f7110e1d876cf080002395/Stefan+Thors+-+SPN.ppt
122
www.spatialnorth.eu/download/18.bb3f7110e1d876cf080001090/SpatialNorthLeaflet.pdf
123
http://www.spatialnorth.org/case-studies/iceland/political-and-planning-structures-1/iceland
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http://www.spatialnorth.eu/download/18.bb3f7110e1d876cf080002395/Stefan+Thors+-+SPN.ppt
125
http://www.un.org/esa/agenda21/natlinfo/wssd/iceland.pdf
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http://www.edu-zone.net/show/51439.html
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www.latvia.ie/data/CBSS%202007-2008/Fotogalerija/chanceschallengeseliasbj.pps
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eng.samgonguraduneyti.is/media/Skyrsla/Tourism_Strategy_2006-2015.doc
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http://www.visiticeland.com/displayer.asp?cat_id=600
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WTTC. http://www.wttc.travel/bin/pdf/original_pdf_file/exec_summary_final.pdf
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138
http://www.icelandnaturally.com/news.php
139
http://www.iceland.org/us/nyc/consulate-general/relations/
140
http://english.ust.is/
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http://www.nat.is/
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http://www.icelandguest.com/
143
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Section 10. References
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http://www.icelandexcursions.is/
145
http://www.re.is/
146
http://www.arctic-experience.co.uk
147
http://www.visitnortheasticeland.is/districts
148
http://www.icelandtouristboard.com/brochure_2008/USA_2008.pdf
149
http://www.arctic-experience.co.uk/tour4wa/activities.htm
150
http://www.icelandguest.com/highlights-in-iceland/nr/656/
151
http://www.randburg.com/is/tourism/
152
http://www.icelandtouristboard.com/brochure_2008/USA_2008.pdf
153
http://www.postur.is/english/Webtree/CustomerService.html
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http://www.icelandtouristboard.com/brochure_2008/USA_2008.pdf
155
http://www.isafoldtravel.is/tours2.asp?flokkur=custom
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http://www.randburg.com/is/Tourism/tours.html 157
http://www.whatson.is/whats_on/what_to_do/bathing/?ew_news_onlyarea=content1&ew_news
_onlyposition=4&cat_id=40767&ew_4_a_id=135642
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Strategic recommendations for the Spa Industry Northeast Iceland. Intervale Associates Inc.
and Kalahari Management Inc.
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Section 10. References
155