Interview with
Hon. Lilja Alfreðsdóttir
Minister of Culture & Business Affairs
Iceland
Hon. Lilja Alfreðsdóttir: You mentioned your interest in tourism over the corporate world. What draws you to tourism?
Hon. Lilja Alfreðsdóttir: When you work in politics, there are always financial challenges—balancing budgets, managing Treasury yields. But being involved in tourism is rewarding in a different way. When people choose to visit your country, it feels like an honour. It’s important to create a sustainable, memorable experience. People travel with intention, and I see tourism as a gem that needs to shine, especially in a place like Iceland, where visitors appreciate the wilderness, solitude, and calm.
The Vlogfest: That makes sense. However, I believe you’re facing some challenges with overtourism. I heard there’s a tourist tax being discussed.
Hon. Lilja Alfreðsdóttir: Well, we don’t have a specific tourist tax. There’s a tax for every night you stay, but we’re looking closely at our most popular sites, particularly during the peak season from mid-June to mid-July. We’re conducting research to see how visitors feel about their experiences and if adjustments are necessary.
The Vlogfest: That sounds like a smart approach. And you’ve got a lot of competition for attractions like the Northern Lights.
Hon. Lilja Alfreðsdóttir: Absolutely! Even neighbouring countries are vying for that attention. I’ve seen the Northern Lights many times, and they never get old. The colours change, and each experience feels magical.
The Vlogfest: What are your plans for diversifying tourism beyond the Northern Lights and geysers?
Hon. Lilja Alfreðsdóttir: We’re looking to promote skiing, especially in the northern part of the country. We now have direct flights from the UK to Akureyri, which opens up more opportunities for winter tourism.
The Vlogfest: What sustainability measures are you implementing to support this growth?
Hon. Lilja Alfreðsdóttir: Our main focus is on sustainable tourism. We’ve seen a bounce back to around 2.2 million visitors post-COVID, and we’re keen to manage that growth responsibly. This includes promoting local culture and language, and ensuring our infrastructure can handle the increased numbers without compromising the experience.
The Vlogfest: How do you plan to incorporate local culture into tourism?
Hon. Lilja Alfreðsdóttir: We want to highlight Icelandic arts, music, and literature. For example, establishing a national opera and promoting our symphony orchestra can draw visitors interested in cultural experiences. We also emphasise that our food should reflect Icelandic traditions, ensuring visitors taste authentic local cuisine.
The Vlogfest: It sounds like you have a strong vision for balancing tourism with cultural preservation.
Hon. Lilja Alfreðsdóttir: Exactly! It’s about sharing our identity through tourism while keeping things authentic. For instance, we want our food to taste distinctly Icelandic, reflecting our local resources.
The Vlogfest: And how about using technology, like AI, to promote Icelandic language and culture?
Hon. Lilja Alfreðsdóttir: That’s a fascinating area! Two years ago, we met with Sam Altman from OpenAI to discuss incorporating Icelandic into AI applications. It’s crucial to preserve our language as technology advances.
The Vlogfest: That’s innovative! It seems like you’re thinking far ahead in terms of sustainability and cultural promotion.
Hon. Lilja Alfreðsdóttir: We have to be proactive. The uniqueness of Iceland is something we want to showcase while ensuring the experience remains special for everyone who visits.
The Vlogfest: How do you consider the importance of collaborations with influential content creators to promote Iceland?
Hon. Lilja Alfreðsdóttir: Engaging influencers can be an exciting way to highlight different aspects of Icelandic culture and attractions.
The Vlogfest: Thanks for sharing your insights today!