Tourism in Iceland in figures, march 2011

Page 1

TOURISM IN ICELAND IN FIGURES MARCH 2011

ICELANDIC TOURIST BOARD


Tourism in Iceland in Figures – CONTENTS –

Page Tourism in Iceland

3

Tourism consumption by product category

4

International visitors to Iceland

5

International visitors through Keflavík Airport and Seyðisfjörður

6

Travellers through Keflavík Airport by periods/months 2010

7

Travellers through Keflavík Airport by periods 2008 – 2010

8

Travellers through Keflavík Airport by months 2008 – 2010

9-10

Overnight stays in hotels 2010

11

International visitors to Iceland 2009 – 2010

12-13

International visitors summer 2010

14-15

Travels of Icelanders 2010

16-18

Travels of Icelanders 2011

19

2


TOURISM IN ICELAND The share of tourism in Iceland's GDP and share in total export revenue 22.4

21.9

20.5 18.7

18.3

22.1

18.6

17.2 14.4

5.2

5.7

5.5

The share of tourism in Iceland‘s GDP between 2000 and 2008 was, on average, 4.9%. It was highest in 2002 (5.7%) and lowest in 2006 (4.3%).

5.0

4.9

4.4

4.6

4.6

4.3

14.2

In the years between 2000 and 2009 the share of tourism in Iceland‘s total export revenue was, on average, 18.8%. The share was highest in 2005, or 22.4% and lowest in 2010, or 14.2%.

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 % of domestic production

% of exports

Employment in tourism

5,900

5,414

5,350

2,983

2007 Jobs in tourism

3,335

2008

3,116

2009

Jobs in related industries

Internal tourism consumption 2008

International visitors 55%

Icelandic households 40%

Icelandic firms, government 5%

The number of jobs in tourism was 8,500 in 2009, which is a similar number as in 2007. There were 5,350 jobs in characteristic tourism industries in 2009, such as accommodation and catering services, passenger transport services and travel agency occupations. 3,200 jobs were in related industries, such as retail sales, entertainment, shops, culture, recreational activities and services in connection with passenger transport. Jobs in tourism were 5.1% of the total number of jobs in Iceland in 2009. Total domestic tourist consumption in 2008 was over ISK 171bn. International travellers spent ISK 93.5bn, or 54.8% of domestic tourism consumption. Icelanders spent approx. ISK 77bn, or over 45% of tourism consumption. Thereof, the expenditures paid by companies and public bodies amounted to ISK 9.5bn, or 6% of the total tourism consumption. If the revenues from passenger fares earned by the Icelandic air carriers from their overseas operations are added, the foreign currency earnings amount to over ISK 132bn. Source: Statistics Iceland.

3


TOURISM CONSUMPTION BY PRODUCT CATEGORY Total tourism consumption by product category - ISK bn Accommodation services

18.5

Catering services

15.9

Transport equipment rental, car rental, etc.

8.8

Passenger transport on land and sea

5.9

Air passenger transport

51.0

Travel agencies

9.9

Automotive fuel retail, repairs/maintenance

11.5

Other supportive transport activities

8.5

Culture and recreation

8.4

Miscellaneous tourism services

5.0

Miscellaneous tourism retail services

27.2

Consumption of foreign and Icelandic tourists by product categories 2008 - ISK bn 8.1 10.5

Accommodation services

8.7 7.1

Catering services Transport equipment rental, car rental, etc. Passenger transport on land and sea

1.4

7.4 1.7

4.2 21.3

Air passenger transport Travel agencies

29.7 6.1 3.8

Automotive fuel retail, repairs/maintenance

2.1

Other supportive transport activities

2.6

Culture and recreation Miscellaneous tourism services

9.3

5.9 2.7 5.7 2.4 2.7 12.8 14.4

Miscellaneous tourism retail services Icelanders

International visitors

ISK 51bn of the total tourism consumption in Iceland in 2008 is from passenger transport by air, ISK 34.4bn from accommodation or catering services, ISK 20.3bn from the lease of transport vehicles, car rental and retail sale of petrol, repairs and maintenance of cars. Other forms of transport account for ISK 14.4bn. Services provided by travel agencies accounted for ISK 9.9bn of the total tourism consumption, culture and entertainment for ISK 8.4bn, various purchases relating to travel services for ISK 27.2bn and other services to tourists for ISK 5bn.

Consumption of passenger transport by air has the largest share in the spending of foreign and Icelandic tourists, or ISK 29.7bn for foreign visitors and ISK 21.3bn for Icelandic travellers. Other items relating to passenger transport are also a large proportion of spending and account for around ISK 19.6bn of expenditures from foreigners and ISK 15bn of expenditures from Icelanders. Consumption of accommodation and catering services is similar in both groups, or approximately ISK 17bn. Consumption of various purchases related to tourist services amounts to ISK 14.4bn for foreign visitors and ISK 12.8bn for Icelandic travellers. Other consumption, such as for culture and entertainment, travel agencies and other services, amounts to ISK 12.1bn for international visitors and ISK 11.2bn for Icelandic travellers.

Source: Statistics Iceland.

4


INTERNATIONAL VISITORS TO ICELAND Visitors to Iceland 2000-2010 '000

600

The annual increase of visitors to Iceland has been 5.3% on average over the past ten years.

500 400

In 2010, there were approx. 495,000 visitors to Iceland, an increase of 200,000 from 2000.

300 200 100

Source: Icelandic Tourist Board, Austfar, Isavia.

0 00

01

02

03

04

05

06

07

08

09

10

International cruise ship passengers No. '000 of

No. of vessels

80 70 60 50 40 30 20 10 0

90 80 70 60 50 40 30 20 10 0 00

01

02

03

04

05

Passengers

06

07

08

09

10

Approximately 95% of the cruise ships that visit Iceland berth in Reykjavík. In 2010, 74 cruise ships, with approximately 70,000 guests, berthed in Reykjavík.

Source: Associated (Faxaflóahafnir).

Icelandic

Ports

Vessels

International visitors by point of entry Increase/decrease

Keflavík Seyðisfjörður Other airports Total

2009 464,536 13,866 15,539 493,941

2010 459,252 15,336 20,181 494,769

Number -5,284 1,470 4,642 828

(%) -1.1 10.6 29.9 0.2

The vast majority of foreign visitors come to Iceland by air to Keflavík Airport. Source: Icelandic Tourist Board, Austfar, Isavia

5


INTERNATIONAL VISITORS THROUGH KEFLAVÍK AIRPORT AND SEYÐISFJÖRÐUR Visitors through Keflavík airport 2008-2010 by nationality Increase/decrease (%)

Number of visitors 2008

2009

2010

07/08

08/09

09/10

Canada

10,568

11,063

13,447

67.9

4.7

21.5

Denmark Finland

41,026 10,797

40,270 11,566

38,139 11,012

-0.9 9.3

-1.8 7.1

-5.3 -4.8

France Germany

26,161 45,120

28,818 51,879

29,255 54,377

15.4 11.3

10.2 15.0

1.5 4.8

Italy Japan

10,116 6,732

12,645 7,048

9,692 5,580

-3.4 10.4

25.0 4.7

-23.4 -20.8

Netherlands Norway

18,756 35,122

19,262 36,485

17,281 35,662

30.2 1.0

2.7 3.9

-10.3 -2.3

Spain Sweden

10,438 32,259

13,771 31,421

12,237 27,944

10.4 -3.3

31.9 -2.6

-11.1 -11.1

Switzerland United Kingdom

7,136 69,982

8,646 61,619

9,163 60,326

3.3 -4.6

21.2 -12.0

6.0 -2.1

USA Other

40,495 107,964

43,909 86,134

51,166 83,971

-22.0 10.8

8.4 -20.2

16.5 -2.5

Total

472,672

464,536

459,252

3.0

-1.7

-1.1

by market area

Nordic countries United Kingdom Central/S-Europe N-America

6

Increase/decrease (%)

Number of visitors 2008

2009

2010

07/08

08/09

09/10

119,204

119,742

112,757

-0.2

0.5

-5.8

69,982

61,619

60,326

-4.7

-12.0

-2.1

117,727

135,021

132,005

12.7

14.7

-2.2

51,063

54,972

64,613

-12.3

7.7

17.5

Other

114,696

93,182

89,551

10.7

-18.8

-3,9

Total

472,672

464,536

459,252

3.0

-1.7

-1.1

Visitors through Seyðisfjörður seaport 2008-2010 by market area Increase/decrease (%)

Number of visitors 2008

2009

2010

07/08

08/09

09/10

Nordic countries

4,681

3,938

4,867

-16.8

-15.9

23.6

United Kingdom Central/S-Europe

511 7,515

161 8,362

182 8,686

9.9 0.4

-68.5 11.3

13.0 3.9

N-America Other

38 1,656

26 1,379

39 1,726

-19.1 -4.7

-31.6 -16.7

50.0 25.2

14,401

13,866

15,500

-6.2

-3.7

11.8

Total

Source: Icelandic Tourist Board and Austfar.


TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY PERIODS/MONTHS 2010 Departures from Keflavík Airport by market area 2010 45

'000

40 35

Nordic countries

30

United Kingdom

25 20

Central/South Europe

15

N-America

10

Other

5 0 J

F

M

A

M

J

J

A

S

O

N

D

Departures through Keflavík Airport – Proportional (%) distribution by periods/months JanMay

JunAug

SepDec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Canada

13.8

55.1

31.1

1.8

1.8

1.9

1.7

6.6

15.7

18.6

20.8

14.7

11.2

2.5

2.7

China

19.8

47.3

33.0

4.4

3.5

3.1

3.6

5.2

15.4

15.2

16,7

12.0

9.4

5.7

5.9

Denmark

25.5

47.5

26.9

3.2

3.7

6.0

5.2

7.4

11.2

21.1

15.2

9.4

8.9

4.5

4.1

Finland

25.7

45.3

28.9

2.5

2.4

4.8

8.4

7.6

13.2

16.1

16.0

9.1

9.6

5.6

4.6

France

20.1

64.5

15.5

2.7

3.0

5.5

3.9

5.0

11.5

21.9

31.1

5.9

3.9

2.9

2.8

Germany

15.7

66.5

17.9

2.5

2.3

2.8

2.9

5.2

15.5

24.5

26.5

9.6

4.2

2.2

1.9

Italy

12.4

74.1

13.5

2.6

2.1

2.4

2.2

3.1

9.5

21.8

42.8

5.6

2.7

2.7

2.5

Japan

47.6

22.1

30.3

13.7

13.5

12.5

4.6

3.3

6.0

6.1

10.0

7.5

6.5

7.0

9.3

NL

29.0

46.2

24.9

3.9

4.9

6.9

4.8

8.5

10.7

16.6

18.9

8.3

7.9

5.2

3.5

Norway

30.3

38.9

30.7

4.2

4.5

7.0

5.8

8.8

12.0

13.4

13.5

11.4

10.0

6.1

3.2

Poland

22.4

50.5

27.0

3.8

3.0

5.0

4.8

5.8

17.5

18.9

14.1

5.6

6.0

3.9

11.5

Spain

12.2

73.9

13.9

1.6

1.4

2.3

4.2

2.7

6.2

24.7

43.0

7.1

3.1

1.6

2.1

Sweden

30.6

40.4

29.2

5.5

4.5

5.8

6.3

8.5

11.1

14.4

14.9

9.8

8.4

6.7

4.3

CH

11.4

76.5

12.1

2.5

2.0

1.7

1.9

3.3

11.1

34.5

30.9

6.4

3.3

1.4

1.0

UK

42.0

27.6

30.2

7.1

10.1

10.8

8.8

5.2

6.7

10.3

10.6

6.2

10.8

7.0

6.2

USA

25.2

46.4

28.4

4.1

4.3

5.9

4.1

6.8

14.2

15.9

16.3

11.0

7.5

5.5

4.4

Other

22.9

53.1

24.1

4.0

3.5

4.8

4.9

5.7

12.4

20.6

20.1

9.1

6.7

4.2

4.1

Total

25.4

49.5

25.0

4.1

4.4

5.7

5.0

6.2

11.8

18.2

19.5

8.9

7.4

4.6

4.1

JanMay

JunAug

SepDec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Nordic countr.

28.2

42.8

28.9

4.0

4.0

6.1

6.0

8.1

11.6

16.5

14.7

10.1

9.2

5.7

3.9

UK

42.0

27.6

30.2

7.1

10.1

10.8

8.8

5.2

6.7

10.3

10.6

6.2

10.8

7.0

6,2

Central/S-Eur.

17.6

65.4

17.1

2.7

2.7

3.8

3.3

5.1

12.4

23.4

29.6

7.8

4.3

2.7

2.3

N-America

22.8

48.2

29.0

3.6

3.8

5.1

3.6

6.7

14.5

16.4

17.3

11.8

8.3

4.9

4.0

Other

24.2

50.4

25.4

4.6

4.1

5.2

4.8

5.5

12.9

19.1

18.4

8.6

6.8

4.4

5.6

Total

25.4

49.5

25.0

4.1

4.4

5.7

5.0

6.2

11.8

18.2

19.5

8.9

7.4

4.6

4.1

Source: Icelandic Tourist Board.

7


TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY PERIODS 2008-2010 Visitors through Keflavík; January-May '000 30

2008

2009

2010

25 20 15 10 5 0 UK

USA

Norway

Denmark

Germany

UK visitors have been the most numerous of the travellers visiting Iceland between January and May. The number of US citizens has been on the rise, and they were in second place in 2010. The eruption in Eyjafjallajökull glacier had a considerable effect on the number of tourists in 2010, with the number of Norwegians, Danes, Germans and Swedes dropping from previous years.

Sweden

Visitors through Keflavík; June-August '000 40

2008

35

2009

2010

30 25 20 15 10 5

German travellers are by far the most numerous visitors during the summer months and have never been as many as in 2010. US visitors are the second most numerous, with France, Denmark and the UK following closely behind.

0 Germany

USA

France Denmark

UK

Norway Sweden

Spain

Visitors through Keflavík; Sept.-December 25

'000

2008

2009

2010

20 15 10 5

UK travellers are the most numerous of those visiting Iceland late in the year, or between September and December. The number of US visitors has increased considerably since 2008, and its residents were the second most numerous in 2010.

0 UK

USA

Norway

Denmark

Germany

Sweden

Source: Icelandic Tourist Board.

8


TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY MONTH 2008–2010

'000

100

460 thousand international visitors came to Iceland through Keflavík Airport in 2010, or 2.8% fewer than in 2007.

International visitors through Keflavík airport

80 60

2008 2009

40

2010 20

Just under half the visitors came during the three summer months (Jun–Aug) over the past three years, just under a third in spring (Apr–May) or in the autumn (Sept– Oct) and around a fifth during winter (Jan–Mar/Nov–Dec).

0 J

F

M

A

M

J

J

A

S

O

N

D

Nordic visitors through Keflavík airport 20

'000

15 2008 10

2009 2010

5

There were 113 thousand Nordic visitors in 2010, or approximately seven thousand fewer than in 2008 and 2009. Over the past three years, two of every five Nordic visitors have come during the summer months, around a third during the spring or autumn and just under a fourth during winter.

0 J

F

M

A

M

J

J

A

S

O

N

D

UK visitors through Keflavík airport 10

'000

In 2009, there were 60,000 visitors from the UK, a decrease of 10,000 from 2008.

8 2008

6

2009

4

2010

2

Just under a third of UK visitors come in summer, a third in spring or autumn and a third during the winter months.

0 J

F

M

A

M

J

J

A

S

O

N

D Source: Icelandic Tourist Board.

9


TRAVELLERS THROUGH KEFLAVÍK AIRPORT BY MONTH 2008–2010 German visitors through Keflavík airport 16

'000

In 2010, there were around 54,000 German visitors to Iceland, 20.5% more than in 2008, when there were approximately 45,000.

14 12 10

2008

8

2009

6

2010

4 2 0 J

F

M

A

M

J

J

A

S

O

N

D

French, Italian and Spanish visitors through Keflavík airport 25

'000

20 15

2008 2009

10

2010 5 0 J

F

M

A

M

J

J

A

S

O

N

D

Around two-thirds of German visitors have come during the summer months during the past three years. Just under a quarter of German visitors come during spring or autumn and approximately 10% during the winter months.

Around 51,000 visitors from France, Italy and Spain came to Iceland in 2010, compared to 55,000 in 2009 and just under 47,000 in 2008. Over the past three years, most French, Italian and Spanish visitors have come during the summer months, or almost 70%. Slightly less than a fifth come during spring or autumn and approximately 10% during the winter months.

US visitors through Keflavík airport 12

'000

In 2010, there were approximately 65,000 US visitors, an increase of 25% from 2008.

10 8 2008 6

2009

4

2010

2

Over the past three years, around 50% of US visitors have come during the summer months, just under a third during spring or autumn and around 20% during the winter.

0 J

F

M

A

M

J

J

A

S

O

N

D Source: Icelandic Tourist Board.

10


OVERNIGHT STAYS IN HOTELS 2010 Available beds in hotels 2010 South 14%

In recent years, there has been a considerable increase in the availability of accommodation.

East 5% North 11%

During summer 2010, there were 9,488 beds available in 80 hotels, which is 54.5% of the total number of beds in all available accommodation.

Capital region 61%

Westfjords 1% West 4% Southwest 4%

Foreign guestnights at hotels '000

200 180 160 140 120 100 80 60 40 20 0

Foreign visitors spent approx. one million nights in Iceland in 2010, 3.4% fewer overnigh stays in hotels than in 2009. 2009 2010

J

F

M

A

M

J

J

A

S

O

N

45% of overnight stays in hotels are during the summer, a third during spring or autumn and just under a quarter during the winter months.

D

Domestic guestnights at hotels

Icelanders spent approximately 250,000 nights in hotels in 2010, or 2.7% fewer overnight stays than the year before.

'000

30 25 20 2009

15

2010

10 5 0 J

F

M

A

M

J

J

A

S

O

N

A quarter of overnight stays were spent during the summer, over a third during spring or autumn and over a third during the winter months.

D Source: Statistics Iceland.

11


INTERNATIONAL VISITORS TO ICELAND 2009–2010 GENDER Winter (Sep '09-May '10)

Male Female

Age distribution (%) 52.0% 48.0%

Winter '09-'10 37

Summer '10

Summer (Jun-Aug '10)

Male Female

59.0% 41.0%

24 19 19 14 14

19 14

16 12 4 8

AVERAGE AGE Winter Summer

16-25

38,7yrs 43,0yrs

26-35

36-45

46-55

56-65

Years

>65

Purpose of visit (%)

82

Winter '09-'10

87

Summer '10

7

Holiday

8

7

Visit

5

4

Business

The vast majority of visitors to Iceland are on holiday. A relatively larger number come for business or work in Iceland outside the summer months rather than during summer.

4

Conference

Travelling companion (%) 41 40

Spouse 29 28

Friends 14 16

Alone

15

Colleagues With children

Most visitors travel to Iceland with a spouse or friends during winter and summer. Relatively few visit with children.

11

Summer '10 Winter '09-'10

8 7

Source: Tourism, Research and Consultancy. Survey among foreign travellers 2009–10.

12


INTERNATIONAL VISITORS TO ICELAND 2009–2010 Length of stay (%) Winter '09-'10

43 39

39

Summer '10

30

14

13

12

1-3

4-7

8-14

3

2

15-21

>21

5

The average length of stay of foreign visitors in Iceland was 5.9 nights during winter and 10.4 nights during summer. Over 40% of visitors stay 1–3 nights during winter, and 40% stay 4–7 nights. During the summer, 40% stay 8–14 nights and just under a third stay 4–7 nights.

Nights

Type of visit (%) Winter '09-'10 79

Summer '10

78

Most foreign visitors to Iceland have planned their own trips, 79% during winter and 78% during summer. Just over 20% come on package tours during summer and winter.

13 21

Independently planned

22

Tour group

Means of transport in Iceland (%) 33

Tour bus

56 46

Rental car

28

Scheduled coach

15 22 8 10

Borrowed car

8

Own car Other

Summer '10

During winter, most visitors utilised coach services for travel in Iceland, although car rentals and scheduled coaches are used to some extent. During summer, however, rented cars are most commonly used by foreign visitors, although coach services are used by many.

Winter '09-'10

8 2

Source: Tourism, Research and Consultancy. Survey among foreign travellers 2009–10.


INTERNATIONAL VISITORS SUMMER 2010 GENDER Male Female

59,0% 41,0%

AVERAGE AGE

43yrs

Age distribution (%)

24 19

TYPE OF TOUR

19 16

14

Individually arranged trip Package tour

78,0% 22,0%

PREVIOUSLY VISITED ICELAND

22,0%

8 Years 16-25

Reason for comming to Iceland (%) Interest in Iceland and its natural environs

63

Friends/relatives

28

Earlier visits

10

The Internet

7

Travel brochures/pamphlets

7

Articles in newspapers/magazines

7

Icelandic literature/films

7

26-35

36-45

46-55

56-65

>65

Most visitors mention nature and the country when asked why they decided to come to Iceland. Many mention friends and family or an earlier visit, while significantly fewer mention the Internet, travel brochures or pamphlets, articles in newspapers or magazines and Icelandic literature or films. Other aspects are mentioned very infrequently.

Aspects influencing decision to visit Iceland (%) Natural environment

82

Icelandic culture/history

32

Price offers

10

Friends/relatives in Iceland

10

Stopover package

7

Spas

6

Iceland’s nature influences most travellers’ decision to come to the country. Many also mention Icelandic culture or history. Other aspects such as favourable travel offers, friends or relatives in Iceland, stopovers in Iceland and health spas lag far behind.

Source: Tourism, Research and Consultancy. Survey among foreign visitors during summer 2010 conducted for the Icelandic Tourist Board.

14


INTERNATIONAL VISITORS SUMMER 2010 Recreational options (%) Nature viewing

82

Swimming pools/natural hot springs Hiking/mountaineering

50

Museums/exhibitions

49

Whale watching

39

Boat trip

36

Galleries/handicraft centres

31

Guided day-trip

25

Spas

24

Volcano tour

Nature-related recreational options in Iceland are popular among foreign visitors. In 2010, numerous visitors opted for nature viewing, hiking or mountaineering, whale watching, boat trips and volcano tours. Swimming and warm spring baths were also popular, as were a range of culturally based recreational options.

62

21

Most memorable (%) Nature, the landscape Blue Lagoon Jökulsárlón glacial lake Geysir Gullfoss Mývatn Landmannalaugar Whales, whale watching Reykjavík Volcanoes, volcano tours

19.1 18.5 17.8 17.5 12.6 10.6 8.4

The aspects most often mentioned when visitors were asked what was most memorable about their trip to Iceland this summer generally involved nature or specific locations in Iceland in some manner.

7.6 7.2 6.4

Did the trip meet expectations? Somewhat Minimally 1% 2%

Mostly 32%

Completely 65%

Overall, visitors were for the most part satisfied with their trip to Iceland during the 2010 summer. 65% were of the opinion that their expectations were fully met, 32% that their expectations were met for the most part and 3% that their expectations were met to some or little extent.

Source: Tourism, Research and Consultancy. Survey among foreign visitors during summer 2010,conducted for the Icelandic Tourist Board.

15


TRAVELS OF ICELANDERS 2010 Were trips undertaken in Iceland or overseas 2010? (%) 52.2

48.2

2010

4.4 Only within Iceland

2009

39.9

37.7

7.5

4.1

Only overseas

Both within Iceland and overseas

A similar number of Icelanders, i.e. 90%, travelled in Iceland in 2010 as in 2009. There was, however, an increase of more than 25% in overseas travel between years, or 56.3% in 2010 as compared to 44.3% in 2009.

6.0

Did not travel

In which month were trips undertaken in Iceland? (%) 75 73 66

63

2009

56 55

2010

26 20 20 11 10

12 14

16 15

J

F

M

A

27

24

M

J

J

A

23

S

20 19

O

16

13

N

17 16

July is the most popular month for domestic travel, with 72.9% of Icelanders travelling in that month. June (54.6%) and August (63.4%) follow closely in popularity. During spring and autumn (i.e. Apr, May, Sept, Oct), around 20% travelled in each month. There was much less travel during other months in the year.

D

No. of overnight stays in Iceland (%) 17.5 17.8

Three weeks or longer

26.1 27.0

Two weeks 11-13 nights

6.8 7.4

2010 22.8 22.1

7-10 nights 17.3

4-6 nights 1-3 nights

2009

The average length of stay during domestic travels in 2010 was 14.9 nights. This similar to what it was in 2009, when the average was 14.3 nights. 10% stayed 1–3 nights, 40% stayed 4–10 nights and half stayed 11 nights or more.

14.2 9.4 11.5

Source: MMR/market and media research. Surveys conducted for the Icelandic Tourist Board in January 2010 and in January 2011.

16


TRAVELS OF ICELANDERS 2010 Accommodation options used during travel (%) 48.8 47.5

Stayed with friends, relatives Privately owned summer cottage/apartment

38.3

2010

31.6

2009

37.0 33.3

Association-owned holiday cottage

48.1 52.2

Tent/trailer tents/motor home 25.8 27.6

Hotel/guesthouse/equivalent

Recreational activities paid for during travel (%) 67.0 65.9

Swimming, hot spring baths 37.7 32.9

Museums, exhibitions

17.3 18.1

Theatre, concerts Golf Boat trip

Swimming and bathing in hot springs are the recreational options that most Icelanders paid for in domestic travel in 2010. A large number paid entrance fees to museums and exhibitions, for fishing permits, theatre tickets and for golf or boat trips.

17

22.5 19.0

Fishing

Around 50% of Icelanders stayed with friends and family during travel in Iceland, and the same proportion used tents, trailer tents motor homes. Around 40% stayed in summer cottages or privately owned apartments, and a similar number rented cottages or apartments owned by associations. Around 20%, however, stayed in a hotel, guesthouse or equivalent accommodation.

5% or fewer paid for some of the following options: guided sightseeing tours or hiking/mountain trips, horse riding, whale watching, spas and fitness programmes, white-water rafting, kayaking and snowmobile, snowsled or cycling trips.

2010 2009

14.1 12.4 11.2 10.2

What part of the country was visited 2010? (%) (in travel lasting one night or more) Capital area Reykjanes

21.4 8.5

West

44.1

Westfjords

21.3

North

59.8

East

25.1

South Highlands

58.5

North Iceland and south Iceland are the regions where the majority visited in 2010, or three of every five. Two out of every five visited west Iceland, a quarter visited the east of Iceland, a fifth visited the greater ReykjavĂ­k area or the Westfjords, 10% visited the highlands and just under 10% visited the Reykjanes peninsula.

10.1

Source: MMR/market and media research. Surveys conducted for the Icelandic Tourist Board in January 2010 and in January 2011.


TRAVELS OF ICELANDERS 2010 Locations/areas visited (%) (during trips lasting 1 or more nights)

Reykjanes

Highlands

Landmannalaugar

4.7

Kjölur (þ.m.t. Hveravellir)

3.1

Sprengisandur

2.7

Herðubreiðalindir/Askja 1.3 Kárahnjúkar 1.1 Kverkfjöll

1.0

Lakagígar

0.9

Reykjanesbær

6.0

Grindavík

4.3

Reykjanestá/viti

2.9

Krísuvík

2.6

Þingvellir/Geysir/Gullfoss

28.1

Vík

13.4

South

Skógar

11.9

Eyrarbakki

11.6

Vestmannaeyjar

10.9

Hornafjörður

9.9

Skaftafell

8.5

Þórsmörk

5.6

Egilsstaðir/Hallormsstaður

18.8

East

Fjarðabyggð

11.2

Djúpivogur Borgarfjörður eystri Vopnafjörður

18

6.8

Seyðisfjörður

5.8 4.8 3.9

Akureyri

43.6

Skagafjörður

17.9

North

Mývatnssveit

17.1

Húsavík

15.9

Ásbyrgi

10.4

Siglufjörður

8.0

Hvammstangi

7.3

Westfjords

Þórshöfn 2.1 Ísafjörður

11.7

Hólmavík/Strandir

9.4

Hrafnseyri Látrabjarg Hornstrandir

4.9 4.1 3.6

Flatey á Breiðafirði 1.6 Akranes/Borgarnes

23.7

West

Hvalfjörður

14.6

Stykkishólmur

14.1

Húsafell/Reykholt Snæfellsnesþjóðgarður Dalirnir

13.2 10.9 9.8

Source: MMR/market and media research. MMR survey conducted for the Icelandic Tourist Board in January 2011.


TRAVELS OF ICELANDERS 2011 What kind of trips are planned for 2011? (%) Summer cottage

56.8

Visit to friends/relatives

49.4

Travel in Iceland

Travel with friends/club members

33.8

City/town break

25.2

Outdoor recreation

24.5

Skiing trip

11.4

Sports trip

10.3

Work-related travel/conference

10.2

Cultural/health/spa trip

with a club, 31.7% intend to take a city break overseas, 25.2% to take a city or town break in Iceland and 24.5% intend to go on an outdoor recreation trip, i.e. hikes, snowmobile or jeep tour.

6.0

Educational trip 3.5 Other type of trip

7.3

Travel overseas

City break

31.7

Sun-seeking holiday

18.3

Business trip Skiing trip Other type of trip

The vast majority of Icelanders have some plans for travel in 2011. Thus, 56.8% say they intend to spend time in a summer cottage in Iceland, 49.4% intend to visit friends or family, 33.8% intend to travel in Iceland with a group of friends or

12.6 2.2 18.7

Source: MMR/market and media research. MMR survey conducted for the Icelandic Tourist Board in January 2011.

19


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