New visitor survey highlights what international travellers value most about Iceland
A new visitor survey from the Icelandic Tourist Board provides fresh insights into what motivates international travellers to visit Iceland and how they evaluate their experience after returning home. The results confirm that Iceland’s strongest asset remains unchanged: nature. At the same time, the survey highlights growing importance of safety, high visitor satisfaction and an ongoing challenge regarding perceived value for money.
Nature remains Iceland’s strongest selling point
More than 85 percent of visitors stated that Iceland’s nature played a major role in their decision to travel to the country. Nature-based activities, outdoor recreation and interest in the Nordic region were among the most important travel motivators.
Safety also emerged as a significant factor. Nearly 40 percent of respondents considered Iceland’s reputation as a safe destination an important reason for choosing the country.
The findings suggest that Iceland’s international appeal continues to be driven primarily by landscapes, outdoor experiences and trust in the destination rather than by pricing or promotional campaigns.
Visitors leave highly satisfied
The survey shows exceptionally high satisfaction levels among international visitors. Around two-thirds of respondents said their trip to Iceland was better than expected, while the destination achieved a Net Promoter Score (NPS) of 71.8, indicating a very high willingness to recommend Iceland to others. Visitors rated safety, environmental performance, tourism quality and overall destination conditions particularly positively. These results underline Iceland’s strong position as a premium destination with a consistently positive visitor experience.
Price perception remains a challenge
While overall satisfaction is high, the survey also points to a recurring issue.
Only around 41 percent of visitors considered Iceland to offer good value for money, while almost one in five respondents rated value for money negatively. This highlights an important consideration for tourism businesses and tour operators.
Travelers appear willing to pay premium prices, but increasingly expect experiences, service quality and authenticity that justify the cost.
Wellness and nature experiences remain popular
Among the most frequently mentioned activities were nature baths and wellness experiences, followed by museums, sightseeing tours and whale watching. Interestingly, Northern Lights excursions ranked lower than many year-round activities, reflecting the growing diversity of Iceland’s tourism offering beyond its traditional flagship attractions.
What this means for tour operators
The survey reinforces several trends that are relevant for international tour operators. Travelers continue to prioritize nature, safety and meaningful experiences, while expectations regarding quality and value continue to rise.
For destinations and suppliers, the findings highlight the importance of developing products that combine strong nature experiences with clear added value and memorable visitor experiences.
The survey provides valuable insights into changing traveler expectations and helps tourism professionals better understand what drives demand, satisfaction and repeat visitation in Nordic destinations.
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