In mid-May, Business Iceland organized a four-day trip around the Snæfellsnes Peninsula for a select group of twenty reporters and influencers from the United Kingdom and France. For many, it was their first trip to Iceland and an excellent introduction to the country's fish species, sustainable fishing practices, and food culture. The trip was jam-packed with activities, and the guests were thrilled with the sights and tastes of Iceland. The trip was part of a Seafood from Iceland's Fishmas marketing campaign that Business Iceland has been running for the past few years. The key markets for the Fishmas campaign are the UK and France, two of the largest markets for Icelandic fish.
Snæfellsnes Penninsula was the ideal setting for this quick trip for the group to experience the unique hospitality of the locals, stunning scenery, and world-class food experiences. It's a recipe for a journey that no one will soon forget.
The itinerary included stops at local highlights, including Búðir, Arnarstapi, Hellnar, and Djúpalónsandur. Our guests went aboard a long-liner fishing boat, visited a fish processing plant in Rif, and checked out the Maritime Museum in Hellissandur. The fish, however, was always the star of the show.
On the quay in Stykkishólmur, Iceland's National Culinary Team Chef Viktor Örn Andrésson demonstrated proper fish handling and preparation. The guests even got to wield knives and fillet some freshly caught cod. In Stykkishólmur, the guests experienced the town through a short treasure hunt where they tasted plokkfisk (like a fish hash) and traditional rye bread. In addition, some of the guests went fishing and even had some luck. The tour stopped at numerous restaurants along the road, with stops at Viðvík in Hellissandur, Sjávarpakkhúsið, Narfeyrarstofa in Stykkishólmur, and Bjargarstein in Grundarfjörður where the clear and spectacular views of Kirkjufell left guests amazed.
Social media posts and stories from the group have been appearing on different outlets from the trip. Leyla Kazim, a British influencer with over 100,000 followers on Instagram, posted a picture of her first kiss—with an Icelandic cod! French influencer HervéCuisine was keen to share images from the group's stop in Stykkishólmur with his 4,600 followers.
It helps that the group had beautiful summer weather during their tour while experiencing Iceland's unique nature, friendly people, and delicious food. We believe that the experiences our guests had while learning about fish and our sustainable practices will further increase Iceland's reputation.