Iceland Travel, a leading destination management company in the Land of Fire and Ice, has joined the Ovation Global DMC Strategic Partnership Program.

Established in 1936, Iceland Travel has been a pioneer in crafting once-in-a-lifetime travel experiences. With offices in Reykjavík, the company counts on a dedicated and knowledgeable local team. Their client-focused approach ensures authentic and memorable experiences while preserving Iceland’s natural environment.

“This partnership with Ovation Global DMC opens up new opportunities for both companies to deliver exceptional travel experiences that showcase the beauty of Iceland while preserving its unique natural environment,” says Sesselja Dagbjört Gunnarsdóttir, MICE Manager of Iceland Travel. “It will further enhance our ability to service high-volume clients, and offer unparalleled flexibility and know-how.”

“We are thrilled to partner with Iceland Travel,” states Rutger Hoorn, vice-president of Global Sales & Strategic Partnerships, Ovation Global DMC. “This collaboration allows us to combine our passion for delivering exceptional experiences with Iceland Travel’s unparalleled expertise, unlocking limitless opportunities that will set a new benchmark for travel in Iceland.”

MICE in Iceland

According to a KPMG analysis for Business Iceland released in December, tourism in Iceland related MICE generated approximately 30 billion Icelandic Kronur ($218,o23,254 USD) in 2022.

According to the report about 78,000 MICE attendees/participants visited the country, accounting for 4.6% of total number of foreign tourists in 2022. However, the revenue share of MICE tourists represents about 9.3%. According to KPMG’s calculations, revenues from each conference guest in Iceland are, on average, 2.1 times higher than the average tourist, and revenue from each incentive trip guest is 2.7 times higher.

“The KPMG analysis confirms the value of these groups for Icelandic tourism. Iceland is in an ideal position to target this market increasingly. Moreover, the requirements for hosting conferences in Iceland have improved greatly in recent years, although there is still room for improvement. These groups tend to emphasize destinations that value environmental and social sustainability, are safe, and are alternatives to ‘typical’ MICE locations. Among other indications, our strength is that the number of MICE projects in Iceland had already exceeded pre-pandemic levels by 2022, while most of our neighboring countries hope to achieve this benchmark by 2025 or 2026,” said Lína Petra Þórarinsdóttir, head of tourism at Business Iceland.