Iceland review - 2015, Síða 96

94 ICELAND REVIEW
Reykjavík has what it takes to be among the top European des-
tinations for meetings, incentives, conferences and events
(MICE). With its modern infrastructure, good hotels, great
food, vibrant cultural life and convenient location midway between
the U.S. and Europe, it’s the ideal place to meet in the middle. Who
would have guessed there are more direct flights between North
America and Reykjavík than from each of the other Nordic capital
cities?” says Brynja Laxdal, Director of Marketing at Meet in Reyk-
javík, the official Convention Bureau in Iceland.
mice secTor in raPiD GroWTh
Meet in Reykjavík began operation in early 2012 and since then
interest in Iceland as a conference, event and incentive destination
has continued to grow and is becoming an important element of
the city’s economic growth. “The MICE sector in Iceland grew by
21 percent between 2012 and 2013 compared to a 6 percent an-
nual global growth. Offering a service that is free of charge, Meet
in Reykjavík connects foreign event planners to relevant Icelandic
service providers. In addition to that, one of our challenges is to
change our target group’s perception of Iceland as a solely nature
destination and explain the high-tech infrastructure, good variety
of venues, mild climate, great accessibility and favorable exchange
rate.”
When asked how Iceland differs from other MICE destinations,
Brynja replies, “Our competitive advantage is the strategic location
midway between the U.S., Canada and Europe, the rugged and
unique nature just outside the city and the fact that Iceland is on a
lot of people’s bucket lists. People love to cultivate their curiosity
and bring home stories about their experience and Iceland certainly
has a lot of moments that can take your breath away.”
someThinG For everyone
Iceland is an incentive planner’s nirvana, as it has something for
everyone. Within a three-hour driving distance you can enter the
heart of an extinct volcanic magma chamber, visit a glacier, go
whale watching, go horseback riding on a black beach or enjoy one
of the best dive sites in the world, between two continents. Other
popular geo-tour activities include driving in super jeeps into the
highlands surrounded by magical landscape and contrasts of col-
ors. “We are blessed with beautiful geothermal areas with wicked
Midway between north America and
europe, iceland is a convenient and
adventurous location for corporate
events. meet in reykjavík will
help you with the planning.
conventionS
reykjaVík has What it takes
SPeCiAL
PromotioN