We’re just back from a week in Iceland, driving along the country’s new tourism route – the Arctic Coast Way, currently in development – and running creative workshops in Sauðárkrókur, Akureyri and Ásbyrgi. We’re helping the regional tourist board Visit North Iceland to engage with stakeholders in the communities along the route in order to develop the distinctive experiences that will lure visitors to explore further afield. The route will have its consumer launch in June 2019.
Between workshops we covered around 500 km of the route and experienced nature on a breathtaking scale: magnificent snow-capped mountains, black sand beaches stretching for miles, wide glacial rivers flowing into the sea, frozen lakes, geo thermal hot pots and pools … and both snow and spring in the air.