Meet in Reykjavík, the convention bureau for Reykjavík city and the capital area, is now under the umbrella of Promote Iceland - a national agency whose purpose is to promote the country to foreign markets.
The bureau will operate independently for the meetings marketing and serve as both a national convention bureau for Iceland and as a city bureau for Reykjavík, according to an agreement between Reykjavík’s city council, Promote Iceland and Icelandair.
The aim of the agreement is to strengthen Iceland and Reykjavík as a destination for meetings, incentives, conferences, and events (MICE) while increasing 'operational efficiency' and putting the Icelandic business travel industry on a more sustainable footing.
Sigurjóna Sverrisdóttir, managing director of Meet in Reykjavík, says that these developments are an essential step for Meet in Reykjavík. She said: "Our mission, of course, remains the same. To help MICE-planners create unforgettable events in a one-of-a-kind destination. Now, we’ll also have Promote Iceland’s collective knowledge and resources in our arsenal.”
Pétur Th. Óskarsson, CEO of Promote Iceland, said: “We are thrilled to welcome Meet in Reykjavík to our portfolio of projects. This contract strengthens and extends our services and reflects our commitment to the Icelandic tourism industry’s long-term strategy. We know that it will take time for the MICE industry to recover after the COVID-19 outbreak. There are however numerous opportunities in this situation for Iceland, an environmentally friendly and safe destination and there is no doubt in my mind that Iceland will again be a thriving MICE -destination in the near future.”
Promote Iceland is a public-private partnership established to improve the competitiveness of Icelandic companies in foreign markets and to stimulate economic growth through increased export.
The goals of Promote Iceland are promoting Iceland as a tourism destination, assisting in the promotion of Icelandic culture abroad, and introducing Iceland as an attractive option for foreign direct investment.
Written By
James Lancaster
AMI editor James
Lancaster is a familiar face in the meetings industry and international
association community. Since joining AMI in 2010, he has gained a reputation
for asking difficult questions and getting lost in convention centres. Proofer, podcaster, and panellist - in his spare time, James likes to walk,
read, listen to music, and drink beer.
