According to a new online survey conducted in January, foreign tour operators and travel agents are confident in the future of Iceland and the Icelandic tourism industry. The survey is the Net Promoter Score (NPS), an online measure of the percentage of customers rating their likelihood to recommend visiting Iceland to a friend or colleague. Remarkably the destination's loyalty has never been higher, with an NPS score of 65 despite the Covid pandemic. The NPS survey is conducted twice a year. The participants are foreign tour operators and travel agents who sell trips to Iceland.
The most recent survey certainly factors in Iceland's safety, governmental response to the Covid-19 pandemic, low infection rates, and national sustainability efforts contribute to the positive overall score.
"The results of the survey are promising for the recovery of the tourism sector once the pandemic is behind us," says Sigríður Dögg Guðmundsdóttir, director of tourism at Business Iceland. Sigríður goes on to add, "However, our expectations must be realistic. Understandably, bookings at the beginning of 2021 are considerably less than we have seen in previous surveys. Still, it is interesting to see that most survey participants believe that bookings to Iceland will pick up in the first half of the year and will quickly recover to the levels seen before border closures."
The survey indicates that local markets, including the Nordic countries, central and southern Europe, and the UK, will be the first to recover and travel to Iceland. According to Sigríður, "The results align well with the efforts of Business Iceland's marketing project Destination Iceland. Naturally, we closely monitor the development in our primary market areas and adapt measures quickly to any changes that may occur."