Iceland review - 2013, Side 85

ICELAND REVIEW 83
Established in 2006, NATA combines the
previous organizations VNTB (West Nor-
dic Tourist Board), SAMIK (a Greenland/
Iceland tourist cooperation) and FITUR (an
Iceland/Faroe Islands cooperation).
“NATA’s mission is to support cooperation
within tourism development in the West Nor-
dic region, and promote it as a tourist des-
tination,” explains Director General of the
Iceland Tourist Board Ólöf Ýrr Atladóttir. “We
go about this in various ways: by support-
ing coordinated marketing projects for the
region, helping improve the quality of tour-
ism services, building partnerships between
the participating countries and promoting
knowledge sharing, product development
and innovation. Among NATA’s biggest
undertakings each year is hosting the Vest-
norden Travel Mart, the largest tourism trade-
show in the region.”
In addition, NATA offers grants and travel
support for projects that express their vision,
providing opportunities and grants for col-
laborations, joint ventures and cultural ex-
changes within the region.
NATA’s Board of Directors consists of six
members with two representing each coun-
try. The chairmanship rotates, with Greenland
holding the chairmanship in 2013-2015. Since
2011, its administrative base has been in Tór-
shavn, the Faroe Islands.
“At NATA, many projects lie ahead, for ex-
ample pertaining to quality issues, the regu-
latory framework and environmental issues,”
adds Ólöf. “Iceland has the largest tourism
industry of the three countries and attracts
most visitors, but of course, all three countries
can draw strengths from each other and the
distinctive nature of the region. Despite be-
ing quite different from one another, all three
countries have so many things to teach each
other, and that makes NATA such an impor-
tant platform.”
northatlantic-islands.com
Joining forCeS
Within NATA (North Atlantic Tourism Association), Greenland,
Iceland and the Faroe Islands share knowledge and experience,
together promoting the region as a tourist destination.
Vestnorden
the main shopping street
Laugavegur in Reykjavík, iceland.
Kunoy,
the faroe islands,
with Karlsoy island
in the background.
good times in greenland.
taking a bath at drangsnes in iceland’s
strandir region.
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