Tour operators are expecting a rise in demand for holidays to Reykjavik this year due to its status as a European City of Culture.
As one of nine cities nominated for the title, Europe’s most northerly capital has invested £6m to produce and promote a total of 270 themed events throughout the year.
The year-long programme covers the whole spectrum of arts, from ballet and classical music to modern art exhibitions and dance, and includes a musical performance by an international children’s choir accompanied by Iceland’s best-known singer, Bjork.
Travelscene, which is promoting the European Cities of Culture heavily in its 2000 brochure, has already seen a 50% increase in business.
Commercial manager Paul Stanley said:”I think all the cultural capitals will do well. In 1998 Stockholm saw a huge increase because it was a European City of Culture and it is still selling well.”
He added: “Reykjavik is one of those destinations where people can easily get in to the surrounding countryside and enjoy the scenery. That, and the fact that the city is putting on so many events gives consumers a dual reason to go.”
Thomas Cook Holidays also sees the European City of Culture as a strong selling point.
Product manager Sophie Langlands said: “It is definitely going to encourage more people to go.”
Awareness of Reykjavik as a holiday destination has grown over the last few years, thanks to promotions by the tourist board and the influence of Icelandic stars, such as Bjork.
But it tends to be viewed as a base for seeing the rest of Iceland, rather than offering many attractions itself.
Bridge Travel’s general manager, Scandinavia, Trevor Worth agrees: “It is a very pretty city with a lovely main square but there is not a great deal to do there.”
Organisers behind the European City of Culture hope that the year of concerts, exhibitions and festivals will place Iceland’s capital alongside other cultural cities in the minds of tourists.
Communications director, Reykjavik 2000, Svanhildar Konradsdottir said:”It should put us on the cultural map as more than a base for excursions to volcanoes and glaciers.”
Nevertheless, the majority of events being staged this year are one-offs, designed to mark the European City of Culture, and while operators welcome the exposure of Reykjavik 2000, they believe that highlighting its position as a gateway to the rest of the country is the key to long term success.
“The vast majority of clients include tours outside the capital in their itinerary. We have decided to devote more brochure space to spotlight the diversity of tours,” said Stanley of Travelscene which features a two-night break from Glasgow with a lead-in price of £218.
Diary of cultural events
March-November: The Living Art Museum is staging its largest ever exhibition entitled White, Blue and Red. The three themed shows of contemporary art are being held from March 18-April 16, May 21-July 2 and October 14-November 19.
April onwards: Reykjavik Museum has an exhibition tracing Reykjavik’s history from settlement 1,100 years ago to the present day.
May: a travelling puppet theatre will retell an old Icelandic fairy tale, The Princess in the Harp.
May 20-June 8: Reykjavik Arts Festival aims to present the best of Icelandic art in every field with a variety of exhibitions, concerts, theatre, dance and opera performances.
June 10-11: Reykjavik Festival, a music festival, to be held in the heart of the capital. The event will mark the launch of the Icelandic Day of Music.
National Day: the official opening of a thermal beach at Nautholsvik. Warm outflow water mixes with sea water to create a sea bathing resort with water temperatures of 20C. The Mayor of Reykjavik will open the beach by swimming over the bay accompanied by a group of swimmers.
July 4-9: the Icelandic horse festival, Lansmot, is to be held in Reykjavik for the first time. Among the events planned is the biggest group ride in the world with 2000 horses.
August 9-13: The Icelandic Folk Music Society is organising a festival where each day will be dedicated to a specific category or topic such as epic songs, Icelandic rhymes or dance.
August 11-20: The Festival of Fire comprises three separate events, including Reykjavik Culture Night, a night of concerts, performances, fireworks and fairs when bars, shops and restaurants stay open late.
September 2-10: Reykjavik Jazz Festival will include concerts in large halls as well as clubs and pubs across the city.