Ice­land’s cap­i­tal is putting the re­ces­sion of 2008 and the vol­canic erup­tion 2010 be­hind it as Reyk­javík’s nat­u­ral ap­peal gath­ers more sus­tain­able eco­nomic sup­port

Reykjavik Business Travel Guide - - BUSINESS TRAVEL - Writer: Matthew Staff

uch like the rest of the world’s cap­i­tal ci­ties, Reyk­javík is its coun­try’s hub; it’s beat­ing heart, its eco­nomic con­trol room, its cul­tural in­sti­ga­tor. Un­like the rest of the world’s cap­i­tal ci­ties though, Reyk­javík re­mains one of the most pic­turesque, open, sparse and clean des­ti­na­tions that planet earth can boast.

And the planet would have every right to boast it as well. A trip to Reyk­javík isn’t your stereo­typ­i­cal melee through bustling streets, traf­fic jams around every cor­ner, or end­less queues to cap­ture a glimpse of var­i­ous land­mark at­trac­tions. It is in­stead a homage to the nat­u­ral world at its very best.

Nat­u­rally, the city has in­cor­po­rated in­fra­struc­ture and eco­nomic preva­lence into its or­ganic make-up in or­der to keep the coun­try tick­ing over through­out the decades, but it is no co­in­ci­dence that its key fi­nan­cial driver even to this day is tourism. If any city had cause to fly the slo­gan ‘build it and they will come’ above the city gates, then surely it would be Reyk­javík.

And they do come: tourists, busi­ness trav­ellers, sci­en­tists, his­to­ri­ans.

For a week­end break or a month of ex­plo­ration, there isn’t a de­mo­graphic that the city doesn’t at­tract. And for the lucky swathes who are ac­tu­ally sent to Reyk­javík for ‘busi­ness’ each year, it is fair to as­sume that no amount of board­room ac­tiv­ity could de­tract from the over­all ‘biz­ca­tion’ ex­pe­ri­ence.

En­gulfed by stun­ning coast­line and un­count­able penin­su­las, coves, is­lands and vol­canic ar­chi­tec­ture, “all around Ice­land there is a mul­ti­tude of ex­pe­ri­ences wait­ing and it has been ex­cit­ing to see all the new prod­uct de­vel­op­ments more di­verse vis­i­tor ac­com­mo­da­tions, and ac­tiv­i­ties on of­fer hap­pen­ing around the coun­try”, as Gun­nar Sig­urðar­son, Man­ager of Visit Ice­land & Cre­ative In­dus­tries at Pro­mote Ice­land en­thuses. “We want to see the coun­try con­tinue to thrive but in a way that pro­tects it at the same time. For tourists, Ice­land is yet mostly undis­cov­ered. Our mes­sage is sim­ple: ‘Ex­plore Ice­land, go fur­ther, stay longer’.”

Blue La­goon, Reyk­janes


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