Before the pandemic , 2020 was expected to be another record year . The MICE industry in Iceland has been growing every year since 2012 when the Harpa conference centre opened in Reykjavík . We estimate that about 20 % of MICE events were cancelled in 2020 , while 80 % were postponed or moved online . In 2021 we expect to reach about 35 % of our market share compared to 2019 but are seeing positive signs especially regarding incentive trips .

MEET IN REYKJAVIK ’ S DIRECTOR OF MARKETING , SIGURÐUR VALUR SIGURÐSSON SHARES SOME INSIGHTS ON HOW ICELAND IS PLANNING ITS RETURN TO INTERNATIONAL MICE BUSINESS

e have used the last year and a half to reorganise and focus on what makes Iceland unique as a MICE destination . Last year Meet in Reykjavík CVB merged with Business Iceland , a public-private partnership leading the marketing of Iceland . We have also been working on building a stronger coalition between local suppliers .

The business traveller demographic is changing with a younger generation that sees business travel as an opportunity to meet new people , build new networks , be away from their desks

and create new experiences . The lines between business and leisure in travel are blurring , creating a new ‘ bleisure ’ trip category where travellers want to use their time to relax and explore what an area has to offer . After the confinement at home , this segment is yearning for a new adventure and there is a higher demand for dynamic events than ever . What it means to design and execute a successful business event is being redefined . And a destination is more than just geography , it ’ s a quintessential piece of the puzzle that defines meeting success . A purposeful meeting isn ’ t complete without a destination that reinforces that purpose .

What Iceland and Reykjavík has to offer is a chance to inspire through unmatched experiences in nature , food , and wellness .

We believe that the most successful business events are driven by a sense of adventure and unconventional thinking . And we are keen to share our values in sustainability , gender equality and unwavering belief in human rights .

Left : Iceland provides a dramatic backdrop to any event

Below : Out on the highway ... looking for adventure

Travel regulations

As of 1 July , the measures at Iceland ’ s borders were relaxed and the testing of those who present a certificate of vaccination or prior infection with Covid-19 ceased . Guests may also travel freely within the country , as Iceland is fully open .

The maximum number of people allowed in the same location is 300 at time of writing but we are hopeful that any limitation on social gatherings will be lifted before the summer is over .