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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

Visit Reykjavík

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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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Visit Reykjavík

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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

Visit Reykjavík

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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

SO TELL US ABOUT THE INCREASE?

AND WHAT HAPPENED IN 2008 ?

Visit Reykjavík

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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

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OK YOU HAD A FINANCIAL CRISIS

SO WHAT?

WHAT HAPPENED NEXT ?

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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

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Visit Reykjavík

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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

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OK BUT WHAT ABOUT THE WINTER EVENTS

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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!

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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

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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

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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

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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

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Visit Reykjavík

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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

99% OF WINTER GUEST

SAY THAT THEY WILL RECOMMEND

OR STRONGLY RECOMMEND

REYKJAVIK TO FRIENDS

Visit Reykjavík

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Visit Reykjavík

Winter Cities Shake Up / Edmonton january 28th

Thank you for your attention

Karen María Jónsdóttir

karen@visitreykjavik.is

www.visitreykjavik.is #reykjavikloves Visitreykjavik

Visitreykjavik

Visitreykjavik

Visit Reykjavík

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