01 Jul Interest in Iceland Reaches New Heights
Have you been thinking about traveling to Iceland? If the answer is yes, you are not alone. Fluent Research’s 2022 survey among 1,000+ US consumers ages 18-70 shows a dramatic revival of interest in Iceland and Icelandic products since we last conducted the survey in 2020. In fact, 52% of respondents say they are highly likely to travel to Iceland for pleasure. The previous survey, conducted in 2020 amid the COVID-19 pandemic and associated lockdowns and layoffs, saw a softening of such interest, when only 39% expressed a desire for travel to Iceland. The relaxation of pandemic mandates and re-opening of cities and international borders has brought a vigorous rebound in interest.
All things associated with Iceland seem to be benefiting from the widening appeal of Iceland as a destination. According to Fluent’s Executive Director William Sandy, who was interviewed last month for an article about the survey results in The Morning News, an Icelandic newspaper, “American consumers expressed record levels of interest in travel to Iceland, and interest in stop-over travel to Iceland. The upward trend in awareness and interest in Iceland and Icelandic products that we have witnessed since 1999 has resumed and even accelerated. Marketing in Iceland is clearly paying off.”
Fluent Research has been tracking consumer attitudes towards travel to Iceland and Icelandic products in the U.S. on behalf of the Icelandic trade and tourism association, which promotes tourism, products, and culture of Iceland, since 1999. To see our last case study on our work with Iceland Naturally, click here.