Iceland strengthens its position as a year-round destination in the European and Latin American markets

At FITUR, Travel2latam spoke with Oddný Arnarsdóttir, head of Visit Iceland, who highlighted that Iceland has been participating in the fair for more than 25 years to strengthen its presence in the Spanish and Latin American markets, two regions that show sustained growth driven by greater air connectivity and the country's positioning as an attractive year-round destination.

What are currently the most important markets for Icelandic tourism?

Our main markets are the United States and the United Kingdom, followed by continental Europe, especially Germany and France. China has also been growing. At the same time, we are seeing positive numbers from Spain and Southern Europe, and also from Latin America, with countries like Mexico and Brazil. This is changing over time, but those have been our most important markets so far.

What role do tour operators and travel agents play in Iceland's international presence?

Their role is absolutely key. For a destination like Iceland, they are the ones who create the experiences for visitors and, ultimately, shape tourism. They are the entrepreneurs of the sector, and the collaboration among them is incredible. The trade is very important because they are the true ambassadors to the public.

How do they work to distribute tourist demand throughout the year?

This aligns perfectly with our marketing strategy. At Visit Iceland, we don't focus as much on summer; instead, we place a strong emphasis on winter, as we already have a large number of visitors during peak season. In recent years, we've managed to generate around 60% of our growth outside of the summer months. This is due to a combination of promotional efforts and collaboration with businesses in the tourism sector, ensuring that accommodation, activities, and experiences are available year-round throughout the country.

What is Iceland's air connectivity like with America, Europe, and especially Latin America?

Our national airline, Icelandair, is very well connected to both North America and Europe. It has direct flights to 19 destinations in North America, including cities like Miami, New York, and Boston, as well as destinations on the East and West Coasts and in Canada. There is also excellent connectivity via Europe. From New York, for example, the flight to Iceland takes about five hours, and from Spain, just over four hours. This makes Iceland a relatively easy destination to reach, also for travelers from Latin America connecting through these hubs.

What are the key elements of Visit Iceland's marketing plan for 2026?

We work in both the B2B and B2C segments because one doesn't work without the other. We participate in the main international trade fairs with our own stands, but on the consumer side, our focus will be even more on winter tourism, gastronomy, the cultural scene, and wellness. We want to highlight tranquility, open spaces, and the possibility of enjoying unique experiences year-round. That will be the central message of our strategy for 2026.