A new survey conducted for Business Iceland among tourists from the United States, Canada, Sweden, Denmark, Germany, France, and the United Kingdom gives good marks for Iceland's handling of the Covid-19 pandemic.
The results indicate that over 43% of travelers plan to go abroad in the next 12 months. Moreover they do not have any preference for which months they will book travel for their next trip abroad, although June and September measure slightly higher.
Further, Iceland ranks highest among comparable countries when it comes to tourists' confidence for countries that have taken most successful measures against Covid-19.
Just over 10% of respondents intend to visit Iceland within the next 12 months which is similar to the proportion who intend to visit Finland in the same time frame. For comparison, about 7% intend to visit New Zealand and 16% Denmark which are the lowest and highest proportion of countries asked about. In every market area, except Canada, respondents with higher income are more likely to travel internationally in the next months than respondents with lower income.
Spain, Italy, and the USA are the three countries that most respondents are considering to visit, within the next 24 months, outside of their home country. Iceland was within the top 20 countries mentioned and about as many respondents are considering visiting Iceland as are considering visiting the Netherlands and Switzerland.
When asked about how positive or negative towards specific travel destinations, between 82% and 83% of respondents were positive towards New Zealand which was the highest proportion. Thereafter was Iceland where about 76% of respondents were positive towards as a travel destination. In comparison, almost 67% of respondents were positive towards Finland as a travel destination and that was the lowest proportion of the countries asked about.
Most respondents, roughly 71%, say that their perception of Iceland has not changed in the past year but between 25-26% say they perceive Iceland more favourable now. Younger respondents’ perception of Iceland has changed more then older respondents and in the age group 25-34 years old a third of respondents says that their perception of Iceland is more favourable now.
Almost half of all respondents say that working in Iceland in their current profession is desirable and just over 21% say that it is undesirable. Around half of the respondents, who think it is desirable to work in Iceland, say it is particularly appealing because it is a safe country and for nature experiences. American respondents are the ones that are the most likely to think working in Iceland is desirable, or between 63-64% of them. For all countries asked, working in New Zealand is thought to be desirable by the most participants, roughly 61%, meanwhile working in Finland was thought to be desirable by between 45-46% of respondents, which was the lowest proportion.
Majority of respondents from all market areas are very positive towards products, services, and brands coming from Iceland, just over 64% positive compared to roughly 3% negative. The results are similar to other countries asked about.
Participants are in general most likely to choose to consume seafood from their home country, around 41%, but thereafter roughly 21% would choose seafood to consume from Norway and just over 14% from Iceland. Americans are the least likely to choose seafood from their home country, only between 15-16%. Most Americans would choose seafood from Canada, roughly 25%, and thereafter from Iceland, between 20-21%.
Sweden, Norway, and Denmark were the three countries most often named as leaders in sustainability. Thereafter followed, Germany, the USA, Canada, Finland, Iceland, and France in that order.
The survey was conducted by Maskina in February 2021. Participants most frequently categorized themselves as having a medium to higher average income, advanced education, are active in the labor market or studying, and travel regularly. Nearly 1,000 responses were submitted from each market.