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#reykjavikloves
#reykjavikloves
Visit Reykjavík
REYKJAVIK (winter) EVENTS
Presented by: Karen María Jónsdóttir
Manager of Festivals and Events of Visit Reykjavík
REYKJAVIK (winter) EVENTS
CREATING A Festival CITY
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#reykjavikloves
#reykjavikloves
Visit Reykjavík
ETAG / Edinburgh February 5th
MOVING FORWARD WITH TOURISM
1997 Tourism Strategy I - “Reykjavík Next to Nature”
1997 Reykjavík is appointed European City of Culture 2000
1999 City meets with stakeholders in culture and tourism
2000 Reykjavík becomes European City of Culture
2003 Office of “Visit Reykjavík” is founded
2004 Tourism Strategy II - “Reykjavík Pure Energy”
2007 Visit Reykjavík - Festival and event office founded
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#reykjavikloves
#reykjavikloves
Visit Reykjavík
ETAG / Edinburgh February 5th
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
2015 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005 2004 2003 2002 2001* 2000
Number of foreign visitors to Iceland since 2000-2015
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#reykjavikloves
#reykjavikloves
Visit Reykjavík
ETAG / Edinburgh February 5th
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800000
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Number of overnight stays by foreigners in Reykjavík hotels 1998-2015
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#reykjavikloves
#reykjavikloves
SO TELL US ABOUT THE INCREASE?
AND WHAT HAPPENED IN 2008 ?
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
TOTAL MELT DOWN OF THE
BANKING SYSTEM Oct 2008 National Currency plummets
The world’s attention is on Iceland for months
UK puts Iceland on the list of terrorist states
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
OK YOU HAD A FINANCIAL CRISIS
SO WHAT?
WHAT HAPPENED NEXT ?
Visit Reykjavík
ETAG / Edinburgh February 5th
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EYJAFJALLAJÖKULL ERUPTION 2010 Volcano Eyjafjallajökull erupts April 14th
Air traffic over most parts of Europe stops
The world’s attention is on Iceland once again
#reykjavikloves
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
INSPIRED BY ICELAND OCTOBER 2010 After two years of stories of bank crisis and volcanos
The city, state and travel industry stakeholders fight back
The first major national campaign is born
Social media is floated with positive stories
Billboards and advertising in targeted markets
Focused on the enlightened traveller
Using Festivals and Events as a tool
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
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#reykjavikloves
#reykjavikloves
OK BUT WHAT ABOUT THE WINTER EVENTS
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
Reykjavík Arts Festival, Reykjavík Blues Festival, Reykjavík International Literary
Festival, Food and Fun, Reykjavík Pride, DesignMarch, Reykjavík Fashion Festival, Iceland Airwaves, Reykjavík Jazz Festival, Lókal International Theatre Festival, Dark
Music Days, Reykjavík Dance Festivals, Reykjavík Midsummer Music, Sonar Music
Festival, Reykjavík Tectonics, Stockfish Film Festival, Assitej – Performing Arts
Festival for Children, Reykjavík Folk Dance Festival, Reykjavík Children Culture
Festival, Festival of Sacred Arts, Reykjavík International Film Festival, Art Without
Borders, Midnight Sun Guitar Festival, Moorland – International Childrens Literary
Festival, Reykjavík Bacon Festival, Tango in Ice, Reykjavík Folk Music Festival,
Reykjavík Short & Docs, Sequences Visual Arts Festival, Reykjavík Multi Cultural
Festival, Podium Festival, Advent Festival, Secret Solstice Music Festival, Imagine
Peace Tower, Reykjavík Culture Night, Winter Lights Festival, Rainbow Reykjavík,
Reykjavík Horse Festival, Festival of the Sea, Festival of Electronic Arts, Reykjavík Peace Festival …… just to name a few!
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
February • Reykjavík Cocktail Weekend 3-7 • Winter Lights Festival 4-7 • Mindfulnes festival 7-13 • Rainbow Reykjavík / Winter Pride 11-14 • Sónar 18-21 • Reykjavík Peace Festival 18-22 • Stockfish Film Festival 18-28 • Icelandic Beer Festival 24-27
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
2011 TOURISM STRATEGY III
Pillars: Winter City, Cultural City, Conference City and Health City
2012 ECONOMIC STRATEGY I – The Creative City
Pillars: Green City, Cultural City, Tourist City, Innovative City,
Knowledge City, City by the Sea, City for the People
2014 CULTURAL POLICY III
Pillars: Childrens Culture, Cultural Institutions, Arts, Access and
Participation, Environment and History, International City of Culture,
Culture and Digital Media
2014 REYKJAVIK MUNICIPAL PLAN
Pillars: City by the Sea, Creative City, Green City, City for the People
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
2011 HARPA CONCERT & CONFERENCE CENTER Revolutionized the culture scene
*2011 Travel & Leisure Magazine: HARPA, best performance venue
*2012 Gramophone Magazine: HARPA, one of the best concert halls
of the new millenium
2011 WORLD FESTIVAL AND EVENT CITY Giving the city an extra boost and self confidence
*2011 IFEA honorary title: Judges selection for most outstanding
Global entry in population category 100,000 to 1 million inhabitants
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
2012 REYKJAVÍK FESTIVAL FUND Supporting festivals on a structural basis
2013 REYKJAVÍK FESTIVAL CITY Material created for foreign travel markets
2014 REYKJAVÍK FESTIVAL ASSOCIATION A dialogue created between festivals and the tourism industry
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
Visit Reykjavík
ETAG / Edinburgh February 5th
0
50000
100000
150000
200000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Overnight stays by foreigners in Reykjavík hotels by month 2009-2015
2009
2010
2011
2012
2013
2014
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#reykjavikloves
#reykjavikloves
99% OF WINTER GUEST
SAY THAT THEY WILL RECOMMEND
OR STRONGLY RECOMMEND
REYKJAVIK TO FRIENDS
Visit Reykjavík
ETAG / Edinburgh February 5th
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#reykjavikloves
#reykjavikloves
Visit Reykjavík
Winter Cities Shake Up / Edmonton january 28th
Thank you for your attention
Karen María Jónsdóttir
www.visitreykjavik.is #reykjavikloves Visitreykjavik
Visitreykjavik
Visitreykjavik
Visit Reykjavík
ETAG / Edinburgh February 5th