did you know?
n Iceland is the second largest island in Europe and is situated 18 miles south of the Arctic Circle. Thanks to its northerly position, the country enjoys continuous daylight during the summer months. But in winter, the sun comes out for just 4hrs a day.
n Geologically Iceland is Europe’s youngest country and is still forming. The total land area of the island is 39,756sq miles but the mountainous interior is largely uninhabitable.
n Iceland is located where the US and European plates meet, making it one of the most actively volcanic countries in the world with over 200 volcanoes.
n Iceland is richer in hot springs and high-temperature activity than any other country in the world. Around 100 public swimming pools are heated by the natural hot water for year-round outdoor bathing.
n About 12% of the land is covered in glaciers, although their size and number are decreasing because of global warming. The largest glacier is Vatnajokulls, which is the same size as Corsica. The country has numerous rivers and waterfalls including Dettifoss, which is the most powerful waterfall in Europe.
n Iceland is the most sparsely populated country in Europe, with just 270,000 inhabitants, 110,000 of whom live in the capital of Reykjavik. In 1999 the total number of tourists – 251,000 – nearly matched the number of inhabitants.
n Icelanders are the tallest people in the world, enjoy one of the highest standards of living and have one of the highest life expectancies in the world – around 76 years for men and 81 for women.
n The warm waters of the Gulf Stream give Iceland’s southwest coast warmer winter temperatures than New York and Zurich. From June to September, the temperature is around 16C. The air is usually very clear and the Northern Lights (aurora borealis) can often be seen, especially in the autumn.
Iceland is capitalising on its growing popularity with the tourist market through the launch of its biggest ever marketing campaign this month.
The combination of an increasingly adventurous travelling public, a rise in the number of operators offering the destination and good publicity have put the ‘Land of Fire and Ice’ firmly on the tourist map.
The latest figures from the Iceland Tourist Board show that visitor numbers reached 29,806 between January and November 1999, compared with 26,442 for the same period in 1998, an increase of 13%.
Since 1997, visitor numbers have increased by 31% and the tourist board is predicting a further 10% rise in 2000.
Funded by the national carrier Icelandair, the two-pronged advertising campaign costs nearly £200,000 and will run between January and March in national newspapers and the Underground.
According to general manager UK and Ireland, Hannes Hilmarsson, it is designed to ensure that interest in the destination remains high.
“We have great things to offer – we are just two-and-a-half hours from the UK, we have amazing scenery and a rich cultural heritage. Those things are not going to change,” he said.
Straplined ‘The Best of Both Worlds’, the first series of advertisements are fairly general, highlighting Iceland’s beautiful and varied landscape from ice caps to active volcanoes.
The second series is more targeted. The slogan ‘The Icelandic cocktail’ promotes the wide range of activities that visitors can enjoy during a short break to Reykjavik, from snowmobiling to relaxing in the country’s biggest spa.
“The concept is that visitors can pick and choose the ingredients for their holiday,” said Hilmarsson.
He added:”We have, for example, placed adverts in David Lloyd health clubs to target people who are attracted by the healthy, active lifestyle that Iceland offers.”
In a separate marketing push, Icelandair is collaborating with operators to promote the country as more than a short-break destination.
“We have been very successful about promoting city breaks and will continue that work, but we also want to focus on operators’ longer summer programmes,” said Hilmarsson.
February sees the launch of a joint campaign with Regent Holidays, which this year has added four new tours to its dedicated brochure, including ‘Iceland, The Pioneer Tour’, following in the footsteps of one of the first explorers of the country.
Reservations manager Vicky Beale said: “Iceland appeals to people who may be bored of sun, sand and sea holidays and may have been to the US a couple of times. They want something different.”
The opening of several new hotels in recent years has prompted Bales to introduce a 13-day tour for the first time with a lead-in price of £2,550 per person.
Planning executive Nick Hawkins said: “Iceland might cost the same as a long-haul holiday but it is a unique experience.”
Booking figures confirm that the price has not been a deterrent – the first departure is full and the operator is planning to increase the number of departures in 2001. There are just two this year.
Hawkins added that despite the increase in arrivals, there are still relatively few tourists compared with other destinations.
“Many parts of Iceland are an undiscovered wilderness and if you go touring, there are only a few tourists. It is a big selling point,” he said.