Target groups for Icelandic tourism
Determining Target groups for Icelandic Tourism is part of knowledge-building within the tourism industry and building a solid foundation for tourism in Iceland. The purpose of this project is to develop tools for targeted and effective marketing of Icelandic destinations abroad.
Companies and other stakeholders within the tourism industry can refer to these target groups in their marketing and product development. Last but not least, this project will assist travel agents, tour operators, marketers, support staff, the government and investors in making more informed decisions to increase Iceland’s long-term profitability and sustainability.
The three target groups of tourists best suited for Iceland are identified as the Fun-Loving Globetrotter, the Cultural Comfort Seeker and the Independant Explorer.