Destination: The Capital Region

Lilja Dögg Alfreðsdóttir, Minister of Tourism, and Páll Björgvin Guðmundsson
The Director of the Association of Municipalities in the Capital Region (SSH) has signed
an agreement on the establishment of a cooperation platform for local authorities and the business community on
The Capital Region about the destination, the Capital Region.
The contract is based on Vision and guiding principles for Icelandic tourism until 2030
which was developed in cooperation between the government, local authorities and stakeholders. 

• See the announcement on the website of the Association of Local Authorities in the Capital Region. 
• See the announcement on the website of the Icelandic Government. 

 According to Lilja, the agreement aims to establish a platform for cooperation.
of local authorities and the business community on the destination of the capital region. Thus, a short
in the development of the destination towards a sustainable vision and increased competitiveness.
The emphasis will be on development and promotional and marketing work, along with synergy and dialogue.
stakeholders in tourism and related parties. Work will be undertaken to
The collaboration platform will become a destination agency by the end of 2022.
of the capital region. 

^{Páll Björgvin Guðmundsson, Director of SSH, and Lilja Dögg Alfreðsdóttir, Minister for Tourism.} 

Preparations for the establishment of destination agencies in all regions of the country have been underway for some time.
for some time. Agreements have been signed for the establishment of destination offices in all
regions, except for the capital region, but this agreement is a step towards establishing destination organisations in all regions. It is part of strengthening the support system.
of the tourism industry and contribute to the positive development of tourism in the area of operation
of the organisation. 

The Association of Local Authorities in the Capital Region began the preparation and implementation of
Establishment of a partnership for a destination and marketing organisation for the capital region with
the participation of the government, local authorities, the business community and other stakeholders in 2021.
The project was put forward in the Capital Region's development plan for 2020, where
To assess the need for a destination management organisation for the capital region with the aim of
to strengthen cooperation and innovation. At the same time, an advisory group was working in partnership
of the municipalities in the capital region and companies in the tourism industry. Then recently
the appointment of a project manager who will oversee the continuation of the project, but
Preparations for the next steps of the project are now in full swing. 

According to Páll Björgvin, it is important for the municipalities in the capital region to formulate
A forward-looking strategy for the capital region as a destination, in partnership with the business community.
Domestic and international tourists will increasingly visit the capital region.
to enjoy the social life, culture and the great outdoors. It is therefore important that the area offers with
present the options available in a harmonised manner, whilst ensuring that the distinctive features and
The priorities of each municipality are highlighted. In this way, the capital region will be strengthened.
its further development and competitiveness increase in relation to other similar areas
abroad. 

^{Advisory group on the Capital Region destination. Top row from the left:
Jón Kjartan Ágústsson, Regional Planner for the Capital Region, Hulda
Hauksdóttir, Information Manager of Garðabær; Andri Ómarsson, Project Manager for Culture and Marketing of Hafnarfjörður; Þórir Garðarsson, Chairman of the Tourism Association.
of the capital region, Rannveig Grétarsdóttir on behalf of the Tourism Association, Þórdís
Lóa Þórhallsdóttir, Chair of the City Council, Páll Björgvin Guðmundsson
Executive Director of SSH, Björn H. Reynisson, Destination Manager
the capital region, Hugrún Ósk Ólafsdóttir project manager in service and
Communications Department of Mosfellsbær, Ármann Kr. Ólafsson, Mayor of Kópavogur, and María Björk Óskarsdóttir, Head of the Service and Communications Department of Seltjarnarnes. In the picture
Requested by Andres Magnusson on behalf of the Confederation of Trade and Service.} 

Further information is provided by Páll Björgvin Guðmundsson, Executive Director of SSH, telephone
821-8179 and Björn H. Reynisson, Destination Manager
Capital Region, telephone 863-0001.