Key figures in European tourism meeting in Iceland
Around 70 of Europe’s leading figures in tourism have been in Iceland for the past few days. They where attending the board meeting and the general meeting of The European travel commission - ETC. The program ended with a full-day international conference at Harpa Concert Hall and Conference Centre entitled “Tourism and Communities: Building Bridges Amid Unbalanced Growth.” The Icelandic Tourist Board was organising the events in cooperation with the ETC.
Iceland among the founders
The ETC has nearly an 80-year history, and Iceland was among the participants at the founding meeting in Stalheim, Norway in 1948. Membership includes national tourism boards of European countries as well as companies and associations in tourism and related sectors. It is fair to say that many of the industry’s key players are gathered in Iceland.
Strong research and marketing work
The ETC plays a broad role. Among other things the organisation conducts extensive research and surveys, which Iceland benefits from. It also performs marketing activities in distant markets, advocates for the industry’s interests and carries out other tasks considered to strengthen and enhance Europe’s image as a travel destination.
Honour for Iceland
Arnar Már Ólafsson, director general of the Icelandic Tourist Board:
“For the Icelandic Tourist Board and Iceland it is a great honour to have the opportunity to host an event of this magnitude. I believe that we had unique chance here to present directly to key figures in the industry what Iceland has been doing in the tourism sector and where we are heading. I’ve sensed a great interest among my colleagues in Europe to see for themselves what Iceland has to offer, and mutual sharing of knowledge is one of the biggest benefits of cooperation such as that with the ETC.”
Interaction between tourism and community
The main theme of the programme in Iceland was the complex interaction between tourism and the communities in which it operates. Among other questions, the conference looked for answers to whether tourism is more of a benefit or a burden to communities, and how to promote sustainable growth going forward.