Reykjavík Unveils New Tourism Era with 'Reykjavík Declaration,' Prioritizing Resident Well-being and Culture

A New Vision for European Tourism Emerges from Reykjavík

Iceland's capital, Reykjavík, has declared a significant shift in its tourism strategy, ushering in a new era focused on sustainable growth that harmonizes with local culture and resident well-being. This pivotal change is formally outlined in the Reykjavík Declaration, a document adopted by the 35 national tourism organizations of the European Travel Commission (ETC) during its 110th General Meeting held in the city around November 21-22, 2025.

The declaration, titled 'Tourism for Europe, Europe for Tourism,' places communities at the core of future tourism development, aiming to enrich local life, regenerate destinations, and safeguard Europe's cultural and natural heritage.

Key Principles of the Reykjavík Declaration

The Reykjavík Declaration is guided by six core principles designed to foster a more responsible and people-centered tourism model across Europe:

• Tourism as a Shared Benefit: Ensuring that tourism generates value across economic, cultural, social, and environmental dimensions.
• Communities at the Centre: Prioritizing the aspirations, identity, and well-being of local residents in shaping tourism policies.
• Innovation and Digital Transformation: Integrating data, technology, and digital skills to enhance resilience and competitiveness within the sector.
• Respect for Culture and Heritage: Protecting Europe's cultural and natural heritage while fostering living traditions.
• Strengthening Nature and Society: Promoting fair livelihoods and actively enhancing ecosystems through tourism.
• Tourism as a Force for Peace and Understanding: Fostering empathy, solidarity, and cross-cultural understanding through travel.

These principles underscore a commitment to developing tourism that is not merely an economic activity but a cultural exchange that nurtures local life.

Addressing the Challenges of Tourism Growth

The shift in policy comes as Iceland has increasingly grappled with the challenges of overtourism. With annual visitor numbers often exceeding 2 million in a nation of approximately 370,000 citizens, the strain on infrastructure, housing, and natural attractions has become evident. The Icelandic government has already begun implementing measures to mitigate these impacts, including a new visitor tax, stricter regulations on short-term rentals, and efforts to diversify the economy beyond tourism.

Reykjavík's specific goals include becoming a year-round destination, ensuring a high quality of life for its residents, and promoting sustainable practices such as eco-tourism and public transport. The city also aims to develop tourism in areas beyond the city center to distribute visitors more evenly and maintain a positive attitude among residents towards the industry, targeting at least 80% positive sentiment.

A Sustainable Future for Reykjavík and Beyond

The Reykjavík Declaration represents a roadmap for the future of tourism, not only for Iceland but for Europe as a whole. By focusing on community engagement, cultural preservation, and environmental sustainability, the initiative seeks to create a tourism industry that benefits all stakeholders, from local residents to international visitors. This strategic reorientation positions Reykjavík as a leader in addressing the complex challenges of modern tourism, aiming to ensure that travel remains a force for vitality, belonging, and shared prosperity.