Huge growth in Iceland MICE tourism
The annual number of large-scales conferences has increased nine-fold since the opening of the Harpa Concert and Conference Hall. Photo: Júlíus Sigurjónsson
Growth in MICE tourism in Iceland far outstrips European and global averages, according to latest figures. MICE stands for ‘Meetings, Incentives, Conferences, Events/Exhibitions’.
Over the period 2011-13, MICE tourism grew by 18% on average in Iceland, as compared to just 5.4% in Europe and 6% globally.
“Infrastructure and rural romance”
Meet in Reykjavík, the official Convention Bureau for Reykjavik and surrounding areas, has just returned from an annual tourism fair in Frankfurt, Germany, where Reykjavik was presented as a MICE city.
“Nature, culture and life are our resources and the Reykjavik area is a special blend of international-standard infrastructure and rural romance,” explains Þorsteinn Örn Guðmundsson, Managing Director of Meet in Reykjavík.
ISK 32 billion for Icelandic economy
According to Guðmundsson, MICE tourists contributed ISK 27-28 billion (approx. €180-190 million) to the Icelandic economy in 2013. This could rise to well over ISK 32 billion (approx. €217 million) in 2014.
According to a survey conducted by Meet in Reykjavík, some 74,000 of foreign visitors to Iceland where ‘MICE tourists’, i.e. some 9.2% of the total number of foreigners arriving at Keflavík International Airport.
Ever more large-scale events
There were 121 international conferences held in 2013, up 7% on the previous year. The annual number of large-scales conferences has increased nine-fold since the opening of the Harpa Concert and Conference Hall.
MICE tourists are also big spenders, according to Guðmundsson. They spend on average ISK 63,000 (approx. €427) per day during their stay in Iceland, as compared to the ISK 34,500 (approx. €234) per day spent by conventional tourists.
/frimg/6/81/681980.jpg)
