TOURISM IN ICELAND IN FIGURES MARCH 2011
ICELANDIC TOURIST BOARD
Tourism in Iceland in Figures – CONTENTS –
Page Tourism in Iceland
3
Tourism consumption by product category
4
International visitors to Iceland
5
International visitors through Keflavík Airport and Seyðisfjörður
6
Travellers through Keflavík Airport by periods/months 2010
7
Travellers through Keflavík Airport by periods 2008 – 2010
8
Travellers through Keflavík Airport by months 2008 – 2010
9-10
Overnight stays in hotels 2010
11
International visitors to Iceland 2009 – 2010
12-13
International visitors summer 2010
14-15
Travels of Icelanders 2010
16-18
Travels of Icelanders 2011
19
2
TOURISM IN ICELAND The share of tourism in Iceland's GDP and share in total export revenue 22.4
21.9
20.5 18.7
18.3
22.1
18.6
17.2 14.4
5.2
5.7
5.5
The share of tourism in Iceland‘s GDP between 2000 and 2008 was, on average, 4.9%. It was highest in 2002 (5.7%) and lowest in 2006 (4.3%).
5.0
4.9
4.4
4.6
4.6
4.3
14.2
In the years between 2000 and 2009 the share of tourism in Iceland‘s total export revenue was, on average, 18.8%. The share was highest in 2005, or 22.4% and lowest in 2010, or 14.2%.
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 % of domestic production
% of exports
Employment in tourism
5,900
5,414
5,350
2,983
2007 Jobs in tourism
3,335
2008
3,116
2009
Jobs in related industries
Internal tourism consumption 2008
International visitors 55%
Icelandic households 40%
Icelandic firms, government 5%
The number of jobs in tourism was 8,500 in 2009, which is a similar number as in 2007. There were 5,350 jobs in characteristic tourism industries in 2009, such as accommodation and catering services, passenger transport services and travel agency occupations. 3,200 jobs were in related industries, such as retail sales, entertainment, shops, culture, recreational activities and services in connection with passenger transport. Jobs in tourism were 5.1% of the total number of jobs in Iceland in 2009. Total domestic tourist consumption in 2008 was over ISK 171bn. International travellers spent ISK 93.5bn, or 54.8% of domestic tourism consumption. Icelanders spent approx. ISK 77bn, or over 45% of tourism consumption. Thereof, the expenditures paid by companies and public bodies amounted to ISK 9.5bn, or 6% of the total tourism consumption. If the revenues from passenger fares earned by the Icelandic air carriers from their overseas operations are added, the foreign currency earnings amount to over ISK 132bn. Source: Statistics Iceland.
3
TOURISM CONSUMPTION BY PRODUCT CATEGORY Total tourism consumption by product category - ISK bn Accommodation services
18.5
Catering services
15.9
Transport equipment rental, car rental, etc.
8.8
Passenger transport on land and sea
5.9
Air passenger transport
51.0
Travel agencies
9.9
Automotive fuel retail, repairs/maintenance
11.5
Other supportive transport activities
8.5
Culture and recreation
8.4
Miscellaneous tourism services
5.0
Miscellaneous tourism retail services
27.2
Consumption of foreign and Icelandic tourists by product categories 2008 - ISK bn 8.1 10.5
Accommodation services
8.7 7.1
Catering services Transport equipment rental, car rental, etc. Passenger transport on land and sea
1.4
7.4 1.7
4.2 21.3
Air passenger transport Travel agencies
29.7 6.1 3.8
Automotive fuel retail, repairs/maintenance
2.1
Other supportive transport activities
2.6
Culture and recreation Miscellaneous tourism services
9.3
5.9 2.7 5.7 2.4 2.7 12.8 14.4
Miscellaneous tourism retail services Icelanders
International visitors
ISK 51bn of the total tourism consumption in Iceland in 2008 is from passenger transport by air, ISK 34.4bn from accommodation or catering services, ISK 20.3bn from the lease of transport vehicles, car rental and retail sale of petrol, repairs and maintenance of cars. Other forms of transport account for ISK 14.4bn. Services provided by travel agencies accounted for ISK 9.9bn of the total tourism consumption, culture and entertainment for ISK 8.4bn, various purchases relating to travel services for ISK 27.2bn and other services to tourists for ISK 5bn.
Consumption of passenger transport by air has the largest share in the spending of foreign and Icelandic tourists, or ISK 29.7bn for foreign visitors and ISK 21.3bn for Icelandic travellers. Other items relating to passenger transport are also a large proportion of spending and account for around ISK 19.6bn of expenditures from foreigners and ISK 15bn of expenditures from Icelanders. Consumption of accommodation and catering services is similar in both groups, or approximately ISK 17bn. Consumption of various purchases related to tourist services amounts to ISK 14.4bn for foreign visitors and ISK 12.8bn for Icelandic travellers. Other consumption, such as for culture and entertainment, travel agencies and other services, amounts to ISK 12.1bn for international visitors and ISK 11.2bn for Icelandic travellers.
Source: Statistics Iceland.
4
INTERNATIONAL VISITORS TO ICELAND Visitors to Iceland 2000-2010 '000
600
The annual increase of visitors to Iceland has been 5.3% on average over the past ten years.
500 400
In 2010, there were approx. 495,000 visitors to Iceland, an increase of 200,000 from 2000.
300 200 100
Source: Icelandic Tourist Board, Austfar, Isavia.
0 00
01
02
03
04
05
06
07
08
09
10
International cruise ship passengers No. '000 of
No. of vessels
80 70 60 50 40 30 20 10 0
90 80 70 60 50 40 30 20 10 0 00
01
02
03
04
05
Passengers
06
07
08
09
10
Approximately 95% of the cruise ships that visit Iceland berth in Reykjavík. In 2010, 74 cruise ships, with approximately 70,000 guests, berthed in Reykjavík.
Source: Associated (Faxaflóahafnir).
Icelandic
Ports
Vessels
International visitors by point of entry Increase/decrease
Keflavík Seyðisfjörður Other airports Total
2009 464,536 13,866 15,539 493,941
2010 459,252 15,336 20,181 494,769
Number -5,284 1,470 4,642 828
(%) -1.1 10.6 29.9 0.2
The vast majority of foreign visitors come to Iceland by air to Keflavík Airport. Source: Icelandic Tourist Board, Austfar, Isavia
5
INTERNATIONAL VISITORS THROUGH KEFLAVÍK AIRPORT AND SEYÐISFJÖRÐUR Visitors through Keflavík airport 2008-2010 by nationality Increase/decrease (%)
Number of visitors 2008
2009
2010
07/08
08/09
09/10
Canada
10,568
11,063
13,447
67.9
4.7
21.5
Denmark Finland
41,026 10,797
40,270 11,566
38,139 11,012
-0.9 9.3
-1.8 7.1
-5.3 -4.8
France Germany
26,161 45,120
28,818 51,879
29,255 54,377
15.4 11.3
10.2 15.0
1.5 4.8
Italy Japan
10,116 6,732
12,645 7,048
9,692 5,580
-3.4 10.4
25.0 4.7
-23.4 -20.8
Netherlands Norway
18,756 35,122
19,262 36,485
17,281 35,662
30.2 1.0
2.7 3.9
-10.3 -2.3
Spain Sweden
10,438 32,259
13,771 31,421
12,237 27,944
10.4 -3.3
31.9 -2.6
-11.1 -11.1
Switzerland United Kingdom
7,136 69,982
8,646 61,619
9,163 60,326
3.3 -4.6
21.2 -12.0
6.0 -2.1
USA Other
40,495 107,964
43,909 86,134
51,166 83,971
-22.0 10.8
8.4 -20.2
16.5 -2.5
Total
472,672
464,536
459,252
3.0
-1.7
-1.1
by market area
Nordic countries United Kingdom Central/S-Europe N-America
6
Increase/decrease (%)
Number of visitors 2008
2009
2010
07/08
08/09
09/10
119,204
119,742
112,757
-0.2
0.5
-5.8
69,982
61,619
60,326
-4.7
-12.0
-2.1
117,727
135,021
132,005
12.7
14.7
-2.2
51,063
54,972
64,613
-12.3
7.7
17.5
Other
114,696
93,182
89,551
10.7
-18.8
-3,9
Total
472,672
464,536
459,252
3.0
-1.7
-1.1
Visitors through Seyðisfjörður seaport 2008-2010 by market area Increase/decrease (%)
Number of visitors 2008
2009
2010
07/08
08/09
09/10
Nordic countries
4,681
3,938
4,867
-16.8
-15.9
23.6
United Kingdom Central/S-Europe
511 7,515
161 8,362
182 8,686
9.9 0.4
-68.5 11.3
13.0 3.9
N-America Other
38 1,656
26 1,379
39 1,726
-19.1 -4.7
-31.6 -16.7
50.0 25.2
14,401
13,866
15,500
-6.2
-3.7
11.8
Total
Source: Icelandic Tourist Board and Austfar.
TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY PERIODS/MONTHS 2010 Departures from Keflavík Airport by market area 2010 45
'000
40 35
Nordic countries
30
United Kingdom
25 20
Central/South Europe
15
N-America
10
Other
5 0 J
F
M
A
M
J
J
A
S
O
N
D
Departures through Keflavík Airport – Proportional (%) distribution by periods/months JanMay
JunAug
SepDec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Canada
13.8
55.1
31.1
1.8
1.8
1.9
1.7
6.6
15.7
18.6
20.8
14.7
11.2
2.5
2.7
China
19.8
47.3
33.0
4.4
3.5
3.1
3.6
5.2
15.4
15.2
16,7
12.0
9.4
5.7
5.9
Denmark
25.5
47.5
26.9
3.2
3.7
6.0
5.2
7.4
11.2
21.1
15.2
9.4
8.9
4.5
4.1
Finland
25.7
45.3
28.9
2.5
2.4
4.8
8.4
7.6
13.2
16.1
16.0
9.1
9.6
5.6
4.6
France
20.1
64.5
15.5
2.7
3.0
5.5
3.9
5.0
11.5
21.9
31.1
5.9
3.9
2.9
2.8
Germany
15.7
66.5
17.9
2.5
2.3
2.8
2.9
5.2
15.5
24.5
26.5
9.6
4.2
2.2
1.9
Italy
12.4
74.1
13.5
2.6
2.1
2.4
2.2
3.1
9.5
21.8
42.8
5.6
2.7
2.7
2.5
Japan
47.6
22.1
30.3
13.7
13.5
12.5
4.6
3.3
6.0
6.1
10.0
7.5
6.5
7.0
9.3
NL
29.0
46.2
24.9
3.9
4.9
6.9
4.8
8.5
10.7
16.6
18.9
8.3
7.9
5.2
3.5
Norway
30.3
38.9
30.7
4.2
4.5
7.0
5.8
8.8
12.0
13.4
13.5
11.4
10.0
6.1
3.2
Poland
22.4
50.5
27.0
3.8
3.0
5.0
4.8
5.8
17.5
18.9
14.1
5.6
6.0
3.9
11.5
Spain
12.2
73.9
13.9
1.6
1.4
2.3
4.2
2.7
6.2
24.7
43.0
7.1
3.1
1.6
2.1
Sweden
30.6
40.4
29.2
5.5
4.5
5.8
6.3
8.5
11.1
14.4
14.9
9.8
8.4
6.7
4.3
CH
11.4
76.5
12.1
2.5
2.0
1.7
1.9
3.3
11.1
34.5
30.9
6.4
3.3
1.4
1.0
UK
42.0
27.6
30.2
7.1
10.1
10.8
8.8
5.2
6.7
10.3
10.6
6.2
10.8
7.0
6.2
USA
25.2
46.4
28.4
4.1
4.3
5.9
4.1
6.8
14.2
15.9
16.3
11.0
7.5
5.5
4.4
Other
22.9
53.1
24.1
4.0
3.5
4.8
4.9
5.7
12.4
20.6
20.1
9.1
6.7
4.2
4.1
Total
25.4
49.5
25.0
4.1
4.4
5.7
5.0
6.2
11.8
18.2
19.5
8.9
7.4
4.6
4.1
JanMay
JunAug
SepDec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Nordic countr.
28.2
42.8
28.9
4.0
4.0
6.1
6.0
8.1
11.6
16.5
14.7
10.1
9.2
5.7
3.9
UK
42.0
27.6
30.2
7.1
10.1
10.8
8.8
5.2
6.7
10.3
10.6
6.2
10.8
7.0
6,2
Central/S-Eur.
17.6
65.4
17.1
2.7
2.7
3.8
3.3
5.1
12.4
23.4
29.6
7.8
4.3
2.7
2.3
N-America
22.8
48.2
29.0
3.6
3.8
5.1
3.6
6.7
14.5
16.4
17.3
11.8
8.3
4.9
4.0
Other
24.2
50.4
25.4
4.6
4.1
5.2
4.8
5.5
12.9
19.1
18.4
8.6
6.8
4.4
5.6
Total
25.4
49.5
25.0
4.1
4.4
5.7
5.0
6.2
11.8
18.2
19.5
8.9
7.4
4.6
4.1
Source: Icelandic Tourist Board.
7
TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY PERIODS 2008-2010 Visitors through Keflavík; January-May '000 30
2008
2009
2010
25 20 15 10 5 0 UK
USA
Norway
Denmark
Germany
UK visitors have been the most numerous of the travellers visiting Iceland between January and May. The number of US citizens has been on the rise, and they were in second place in 2010. The eruption in Eyjafjallajökull glacier had a considerable effect on the number of tourists in 2010, with the number of Norwegians, Danes, Germans and Swedes dropping from previous years.
Sweden
Visitors through Keflavík; June-August '000 40
2008
35
2009
2010
30 25 20 15 10 5
German travellers are by far the most numerous visitors during the summer months and have never been as many as in 2010. US visitors are the second most numerous, with France, Denmark and the UK following closely behind.
0 Germany
USA
France Denmark
UK
Norway Sweden
Spain
Visitors through Keflavík; Sept.-December 25
'000
2008
2009
2010
20 15 10 5
UK travellers are the most numerous of those visiting Iceland late in the year, or between September and December. The number of US visitors has increased considerably since 2008, and its residents were the second most numerous in 2010.
0 UK
USA
Norway
Denmark
Germany
Sweden
Source: Icelandic Tourist Board.
8
TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY MONTH 2008–2010
'000
100
460 thousand international visitors came to Iceland through Keflavík Airport in 2010, or 2.8% fewer than in 2007.
International visitors through Keflavík airport
80 60
2008 2009
40
2010 20
Just under half the visitors came during the three summer months (Jun–Aug) over the past three years, just under a third in spring (Apr–May) or in the autumn (Sept– Oct) and around a fifth during winter (Jan–Mar/Nov–Dec).
0 J
F
M
A
M
J
J
A
S
O
N
D
Nordic visitors through Keflavík airport 20
'000
15 2008 10
2009 2010
5
There were 113 thousand Nordic visitors in 2010, or approximately seven thousand fewer than in 2008 and 2009. Over the past three years, two of every five Nordic visitors have come during the summer months, around a third during the spring or autumn and just under a fourth during winter.
0 J
F
M
A
M
J
J
A
S
O
N
D
UK visitors through Keflavík airport 10
'000
In 2009, there were 60,000 visitors from the UK, a decrease of 10,000 from 2008.
8 2008
6
2009
4
2010
2
Just under a third of UK visitors come in summer, a third in spring or autumn and a third during the winter months.
0 J
F
M
A
M
J
J
A
S
O
N
D Source: Icelandic Tourist Board.
9
TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY MONTH 2008–2010 German visitors through Keflavík airport 16
'000
In 2010, there were around 54,000 German visitors to Iceland, 20.5% more than in 2008, when there were approximately 45,000.
14 12 10
2008
8
2009
6
2010
4 2 0 J
F
M
A
M
J
J
A
S
O
N
D
French, Italian and Spanish visitors through Keflavík airport 25
'000
20 15
2008 2009
10
2010 5 0 J
F
M
A
M
J
J
A
S
O
N
D
Around two-thirds of German visitors have come during the summer months during the past three years. Just under a quarter of German visitors come during spring or autumn and approximately 10% during the winter months.
Around 51,000 visitors from France, Italy and Spain came to Iceland in 2010, compared to 55,000 in 2009 and just under 47,000 in 2008. Over the past three years, most French, Italian and Spanish visitors have come during the summer months, or almost 70%. Slightly less than a fifth come during spring or autumn and approximately 10% during the winter months.
US visitors through Keflavík airport 12
'000
In 2010, there were approximately 65,000 US visitors, an increase of 25% from 2008.
10 8 2008 6
2009
4
2010
2
Over the past three years, around 50% of US visitors have come during the summer months, just under a third during spring or autumn and around 20% during the winter.
0 J
F
M
A
M
J
J
A
S
O
N
D Source: Icelandic Tourist Board.
10
OVERNIGHT STAYS IN HOTELS 2010 Available beds in hotels 2010 South 14%
In recent years, there has been a considerable increase in the availability of accommodation.
East 5% North 11%
During summer 2010, there were 9,488 beds available in 80 hotels, which is 54.5% of the total number of beds in all available accommodation.
Capital region 61%
Westfjords 1% West 4% Southwest 4%
Foreign guestnights at hotels '000
200 180 160 140 120 100 80 60 40 20 0
Foreign visitors spent approx. one million nights in Iceland in 2010, 3.4% fewer overnigh stays in hotels than in 2009. 2009 2010
J
F
M
A
M
J
J
A
S
O
N
45% of overnight stays in hotels are during the summer, a third during spring or autumn and just under a quarter during the winter months.
D
Domestic guestnights at hotels
Icelanders spent approximately 250,000 nights in hotels in 2010, or 2.7% fewer overnight stays than the year before.
'000
30 25 20 2009
15
2010
10 5 0 J
F
M
A
M
J
J
A
S
O
N
A quarter of overnight stays were spent during the summer, over a third during spring or autumn and over a third during the winter months.
D Source: Statistics Iceland.
11
INTERNATIONAL VISITORS TO ICELAND 2009–2010 GENDER Winter (Sep '09-May '10)
Male Female
Age distribution (%) 52.0% 48.0%
Winter '09-'10 37
Summer '10
Summer (Jun-Aug '10)
Male Female
59.0% 41.0%
24 19 19 14 14
19 14
16 12 4 8
AVERAGE AGE Winter Summer
16-25
38,7yrs 43,0yrs
26-35
36-45
46-55
56-65
Years
>65
Purpose of visit (%)
82
Winter '09-'10
87
Summer '10
7
Holiday
8
7
Visit
5
4
Business
The vast majority of visitors to Iceland are on holiday. A relatively larger number come for business or work in Iceland outside the summer months rather than during summer.
4
Conference
Travelling companion (%) 41 40
Spouse 29 28
Friends 14 16
Alone
15
Colleagues With children
Most visitors travel to Iceland with a spouse or friends during winter and summer. Relatively few visit with children.
11
Summer '10 Winter '09-'10
8 7
Source: Tourism, Research and Consultancy. Survey among foreign travellers 2009–10.
12
INTERNATIONAL VISITORS TO ICELAND 2009–2010 Length of stay (%) Winter '09-'10
43 39
39
Summer '10
30
14
13
12
1-3
4-7
8-14
3
2
15-21
>21
5
The average length of stay of foreign visitors in Iceland was 5.9 nights during winter and 10.4 nights during summer. Over 40% of visitors stay 1–3 nights during winter, and 40% stay 4–7 nights. During the summer, 40% stay 8–14 nights and just under a third stay 4–7 nights.
Nights
Type of visit (%) Winter '09-'10 79
Summer '10
78
Most foreign visitors to Iceland have planned their own trips, 79% during winter and 78% during summer. Just over 20% come on package tours during summer and winter.
13 21
Independently planned
22
Tour group
Means of transport in Iceland (%) 33
Tour bus
56 46
Rental car
28
Scheduled coach
15 22 8 10
Borrowed car
8
Own car Other
Summer '10
During winter, most visitors utilised coach services for travel in Iceland, although car rentals and scheduled coaches are used to some extent. During summer, however, rented cars are most commonly used by foreign visitors, although coach services are used by many.
Winter '09-'10
8 2
Source: Tourism, Research and Consultancy. Survey among foreign travellers 2009–10.
INTERNATIONAL VISITORS SUMMER 2010 GENDER Male Female
59,0% 41,0%
AVERAGE AGE
43yrs
Age distribution (%)
24 19
TYPE OF TOUR
19 16
14
Individually arranged trip Package tour
78,0% 22,0%
PREVIOUSLY VISITED ICELAND
22,0%
8 Years 16-25
Reason for comming to Iceland (%) Interest in Iceland and its natural environs
63
Friends/relatives
28
Earlier visits
10
The Internet
7
Travel brochures/pamphlets
7
Articles in newspapers/magazines
7
Icelandic literature/films
7
26-35
36-45
46-55
56-65
>65
Most visitors mention nature and the country when asked why they decided to come to Iceland. Many mention friends and family or an earlier visit, while significantly fewer mention the Internet, travel brochures or pamphlets, articles in newspapers or magazines and Icelandic literature or films. Other aspects are mentioned very infrequently.
Aspects influencing decision to visit Iceland (%) Natural environment
82
Icelandic culture/history
32
Price offers
10
Friends/relatives in Iceland
10
Stopover package
7
Spas
6
Iceland’s nature influences most travellers’ decision to come to the country. Many also mention Icelandic culture or history. Other aspects such as favourable travel offers, friends or relatives in Iceland, stopovers in Iceland and health spas lag far behind.
Source: Tourism, Research and Consultancy. Survey among foreign visitors during summer 2010 conducted for the Icelandic Tourist Board.
14
INTERNATIONAL VISITORS SUMMER 2010 Recreational options (%) Nature viewing
82
Swimming pools/natural hot springs Hiking/mountaineering
50
Museums/exhibitions
49
Whale watching
39
Boat trip
36
Galleries/handicraft centres
31
Guided day-trip
25
Spas
24
Volcano tour
Nature-related recreational options in Iceland are popular among foreign visitors. In 2010, numerous visitors opted for nature viewing, hiking or mountaineering, whale watching, boat trips and volcano tours. Swimming and warm spring baths were also popular, as were a range of culturally based recreational options.
62
21
Most memorable (%) Nature, the landscape Blue Lagoon Jökulsárlón glacial lake Geysir Gullfoss Mývatn Landmannalaugar Whales, whale watching Reykjavík Volcanoes, volcano tours
19.1 18.5 17.8 17.5 12.6 10.6 8.4
The aspects most often mentioned when visitors were asked what was most memorable about their trip to Iceland this summer generally involved nature or specific locations in Iceland in some manner.
7.6 7.2 6.4
Did the trip meet expectations? Somewhat Minimally 1% 2%
Mostly 32%
Completely 65%
Overall, visitors were for the most part satisfied with their trip to Iceland during the 2010 summer. 65% were of the opinion that their expectations were fully met, 32% that their expectations were met for the most part and 3% that their expectations were met to some or little extent.
Source: Tourism, Research and Consultancy. Survey among foreign visitors during summer 2010,conducted for the Icelandic Tourist Board.
15
TRAVELS OF ICELANDERS 2010 Were trips undertaken in Iceland or overseas 2010? (%) 52.2
48.2
2010
4.4 Only within Iceland
2009
39.9
37.7
7.5
4.1
Only overseas
Both within Iceland and overseas
A similar number of Icelanders, i.e. 90%, travelled in Iceland in 2010 as in 2009. There was, however, an increase of more than 25% in overseas travel between years, or 56.3% in 2010 as compared to 44.3% in 2009.
6.0
Did not travel
In which month were trips undertaken in Iceland? (%) 75 73 66
63
2009
56 55
2010
26 20 20 11 10
12 14
16 15
J
F
M
A
27
24
M
J
J
A
23
S
20 19
O
16
13
N
17 16
July is the most popular month for domestic travel, with 72.9% of Icelanders travelling in that month. June (54.6%) and August (63.4%) follow closely in popularity. During spring and autumn (i.e. Apr, May, Sept, Oct), around 20% travelled in each month. There was much less travel during other months in the year.
D
No. of overnight stays in Iceland (%) 17.5 17.8
Three weeks or longer
26.1 27.0
Two weeks 11-13 nights
6.8 7.4
2010 22.8 22.1
7-10 nights 17.3
4-6 nights 1-3 nights
2009
The average length of stay during domestic travels in 2010 was 14.9 nights. This similar to what it was in 2009, when the average was 14.3 nights. 10% stayed 1–3 nights, 40% stayed 4–10 nights and half stayed 11 nights or more.
14.2 9.4 11.5
Source: MMR/market and media research. Surveys conducted for the Icelandic Tourist Board in January 2010 and in January 2011.
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TRAVELS OF ICELANDERS 2010 Accommodation options used during travel (%) 48.8 47.5
Stayed with friends, relatives Privately owned summer cottage/apartment
38.3
2010
31.6
2009
37.0 33.3
Association-owned holiday cottage
48.1 52.2
Tent/trailer tents/motor home 25.8 27.6
Hotel/guesthouse/equivalent
Recreational activities paid for during travel (%) 67.0 65.9
Swimming, hot spring baths 37.7 32.9
Museums, exhibitions
17.3 18.1
Theatre, concerts Golf Boat trip
Swimming and bathing in hot springs are the recreational options that most Icelanders paid for in domestic travel in 2010. A large number paid entrance fees to museums and exhibitions, for fishing permits, theatre tickets and for golf or boat trips.
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22.5 19.0
Fishing
Around 50% of Icelanders stayed with friends and family during travel in Iceland, and the same proportion used tents, trailer tents motor homes. Around 40% stayed in summer cottages or privately owned apartments, and a similar number rented cottages or apartments owned by associations. Around 20%, however, stayed in a hotel, guesthouse or equivalent accommodation.
5% or fewer paid for some of the following options: guided sightseeing tours or hiking/mountain trips, horse riding, whale watching, spas and fitness programmes, white-water rafting, kayaking and snowmobile, snowsled or cycling trips.
2010 2009
14.1 12.4 11.2 10.2
What part of the country was visited 2010? (%) (in travel lasting one night or more) Capital area Reykjanes
21.4 8.5
West
44.1
Westfjords
21.3
North
59.8
East
25.1
South Highlands
58.5
North Iceland and south Iceland are the regions where the majority visited in 2010, or three of every five. Two out of every five visited west Iceland, a quarter visited the east of Iceland, a fifth visited the greater ReykjavĂk area or the Westfjords, 10% visited the highlands and just under 10% visited the Reykjanes peninsula.
10.1
Source: MMR/market and media research. Surveys conducted for the Icelandic Tourist Board in January 2010 and in January 2011.
TRAVELS OF ICELANDERS 2010 Locations/areas visited (%) (during trips lasting 1 or more nights)
Reykjanes
Highlands
Landmannalaugar
4.7
Kjölur (þ.m.t. Hveravellir)
3.1
Sprengisandur
2.7
Herðubreiðalindir/Askja 1.3 Kárahnjúkar 1.1 Kverkfjöll
1.0
Lakagígar
0.9
Reykjanesbær
6.0
Grindavík
4.3
Reykjanestá/viti
2.9
Krísuvík
2.6
Þingvellir/Geysir/Gullfoss
28.1
Vík
13.4
South
Skógar
11.9
Eyrarbakki
11.6
Vestmannaeyjar
10.9
Hornafjörður
9.9
Skaftafell
8.5
Þórsmörk
5.6
Egilsstaðir/Hallormsstaður
18.8
East
Fjarðabyggð
11.2
Djúpivogur Borgarfjörður eystri Vopnafjörður
18
6.8
Seyðisfjörður
5.8 4.8 3.9
Akureyri
43.6
Skagafjörður
17.9
North
Mývatnssveit
17.1
Húsavík
15.9
Ásbyrgi
10.4
Siglufjörður
8.0
Hvammstangi
7.3
Westfjords
Þórshöfn 2.1 Ísafjörður
11.7
Hólmavík/Strandir
9.4
Hrafnseyri Látrabjarg Hornstrandir
4.9 4.1 3.6
Flatey á Breiðafirði 1.6 Akranes/Borgarnes
23.7
West
Hvalfjörður
14.6
Stykkishólmur
14.1
Húsafell/Reykholt Snæfellsnesþjóðgarður Dalirnir
13.2 10.9 9.8
Source: MMR/market and media research. MMR survey conducted for the Icelandic Tourist Board in January 2011.
TRAVELS OF ICELANDERS 2011 What kind of trips are planned for 2011? (%) Summer cottage
56.8
Visit to friends/relatives
49.4
Travel in Iceland
Travel with friends/club members
33.8
City/town break
25.2
Outdoor recreation
24.5
Skiing trip
11.4
Sports trip
10.3
Work-related travel/conference
10.2
Cultural/health/spa trip
with a club, 31.7% intend to take a city break overseas, 25.2% to take a city or town break in Iceland and 24.5% intend to go on an outdoor recreation trip, i.e. hikes, snowmobile or jeep tour.
6.0
Educational trip 3.5 Other type of trip
7.3
Travel overseas
City break
31.7
Sun-seeking holiday
18.3
Business trip Skiing trip Other type of trip
The vast majority of Icelanders have some plans for travel in 2011. Thus, 56.8% say they intend to spend time in a summer cottage in Iceland, 49.4% intend to visit friends or family, 33.8% intend to travel in Iceland with a group of friends or
12.6 2.2 18.7
Source: MMR/market and media research. MMR survey conducted for the Icelandic Tourist Board in January 2011.
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