From 10 to 14 November, representatives from the Kurzeme Planning Region and tourism specialists from municipalities participated in a knowledge exchange visit to Iceland. The goal of the visit was to explore innovative solutions and successful examples of tourism development throughout the year. During the visit, several key sites and organisations were explored, offering practical insights into attracting visitors even during the off-season.
Sites Visited and Key Takeaways:
Secret Lagoon
One of Iceland’s oldest geothermal lagoons, initially designed for local use. Recently opened to tourists, it offers a unique year-round experience of natural warmth and relaxation. The lagoon serves as an excellent example of balancing local needs with sustainable tourism development.
More information: https://secretlagoon.is/
Frðheimar Tomato Farm
Iceland’s largest tomato producer, hosting 300–400 visitors daily. Guests enjoy tomato-based dishes served in a warm, greenhouse atmosphere, even during the coldest months. The farm demonstrates sustainable practices, using bumblebees for natural pollination. Open year-round, it highlights how to attract visitors regardless of the season.
More information: https://fridheimar.is/en/
Efsti Dalur Dairy Farm
This family-owned farm expanded into tourism in 2013 to supplement income. It offers a restaurant featuring local dairy products, meats, and homemade ice cream. The farm attracts up to 10,000 visitors in summer but also provides unique experiences in winter, allowing guests to explore scenic surroundings and farm life.
More information: https://efstidalur.is/
Hafnar House
A creative co-working space in Reykjavik housing 19 companies and a community of about 300 people. It fosters innovation and collaboration, offering a platform for new ideas and projects within a 1930s industrial building.
More information: https://hafnarhusid.is/
Startup Tourism Talks
This event brought together tourism start-ups to discuss support mechanisms, including expert consultations, exchange platforms, and accelerators. These initiatives help entrepreneurs innovate and enhance their offerings, providing an excellent model for fostering business innovation in Kurzeme.
More information: https://klak.is/
Icelandic Tourism Cluster
This organization unites tourism stakeholders to enhance competitiveness and create shared value. With around 55 members, the cluster supports innovations, develops marketing strategies, and involves the community to ensure sustainability. It offers inspiration for tourism development in Kurzeme.
More information: https://www.islenskiferdaklasinn.is/
Visit Iceland
A public-private partnership that unites government and private sectors to develop and promote Iceland’s tourism offerings. Its team of 40 professionals implements strategic marketing campaigns, showcasing how collaboration between industry players can be effective.
More information: https://visiticeland.com/
Hidden Iceland
A luxury travel company specialising in customised experiences, offering premium tours throughout the year. Groups typically include 5–6 people, often families or couples. The company collaborates with top local providers and focuses its marketing on the UK and Swiss markets for growth opportunities.
More information: https://hiddeniceland.is/
Perlan Museum
An iconic site in Reykjavik offering interactive exhibitions on Iceland’s nature, culture, and climate. It showcases how design and technology can attract visitors year-round, appealing to both local and international audiences.
More information: https://perlan.is/
Northern Lights – Fantastic Film Festival
An annual thematic film festival in Akureyri that draws visitors even during the off-season. The festival highlights the fantasy genre while supporting the local economy and promoting cultural experiences.
More information: https://www.fantasticfilmfestival.is/
This knowledge exchange visit provided valuable insights into off-season tourism development and encouraged innovative solutions to make Kurzeme an attractive tourism destination all year round.
The visit was organised under the “Local Development, Poverty Reduction, and Cultural Cooperation” programme of the European Economic Area Financial Mechanism for 2014–2021, as part of the bilateral cooperation fund initiative implemented by the Kurzeme Planning Region, titled “Sharing Baltic-Nordic Experience in Sustainable Tourism”.
For more information:
Viktorija Reine
Project Manager
Kurzeme Planning Region
viktorija.reine@kurzemesregions.lv
