Reykjavík Loves – collaboration

The brand Reykjavík Loves will be used to market the capital region as a whole to international tourists, in accordance with a cooperation agreement between Mayor Dagur B. Eggertsson and the mayors of the municipalities in the capital region, namely Ármann Kr. Ólafsson in Kópavogur, Haraldur L. Haraldsson in Hafnarfjörður, Gunnar Einarsson in Garðabær, Haraldur Sverrisson in Mosfellsbær and Ásgerður Halldórsdóttir in Seltjarnarnes signed today. 

Cooperation in marketing and information matters and events in the tourism sector

The agreement involves cooperation between the municipalities in marketing, events and information matters for tourism in the capital region. The aim of the collaboration is to encourage tourists to spread out more across the capital region, spend more time there, and make better use of the leisure activities and services throughout the area. The agreement states, among other things, that the brand Reykjavík is well-known and that by collaborating under the joint brand 'Reykjavík Loves', the municipalities of the capital region can further promote the area as an attractive destination for international tourists. The Capital Region Agency is responsible for the implementation of the projects specified in the partnership. All partners have a representative on the project's steering committee. The role of the steering committee is to approve the budget for the collaboration, assess its progress, and ensure that work is carried out in accordance with the objectives of the agreement. 

Joint promotional material and increased dialogue

The project is part of the Capital Region's development strategy, which is managed and directed by the Association of Local Authorities in the Capital Region (SSH). The project builds on an earlier collaboration between the municipalities, dating back to 2005, on marketing, events and information provision for international tourists. That cooperation was significantly strengthened in 2013 within the framework of the Association of Capital Region Municipalities (SSH) when it was decided to promote the capital region as a whole under the brand name Reykjavík. An identity for the capital region as a destination for international tourists was then introduced in October 2014 under the banner of Reykjavík Loves. Increased cooperation between the municipalities of the capital region in marketing to international tourists has already resulted in the creation of joint promotional material, such as themed brochures under the brand name Reykjavík Loves, which feature swimming pools, swimming pools, museums and cycle paths in the capital region are specifically promoted to international tourists. The agreement, which was signed at the Capital Region Authority today, is valid until 31 December 2018. On the occasion of the signing of the agreement, the mayor of the capital city and the mayors of the municipalities in the capital region said the following: 

Mayor Dagur B. Eggertsson: „Good cooperation between the municipalities in the capital region is important and we all have great opportunities in joint marketing. This agreement reflects that the cooperation between the municipalities has rarely been better than it is now, and of course, it is a significant milestone that the municipalities have united to market the capital region as a whole under the name Reykjavík.“

Ármann Kr. Einarsson, Mayor of Kópavogur: „The huge increase in foreign tourists calls for increased marketing efforts to promote activities throughout the capital region. I therefore welcome the increased cooperation between the municipalities on marketing matters; we all benefit from it.“

Haraldur L. Haraldsson, Mayor of Hafnarfjörður: „We welcome increased and coordinated cooperation in this area and will warmly welcome the growing number of tourists. The opportunities in the region are great and all the necessary infrastructure is in place.“

Gunnar Einarsson, Mayor of Garðabær: „I have high expectations that a strong partnership between the municipalities will be established to strengthen them all and make the diverse culture and leisure activities on offer in the capital region more accessible to tourists.“

Haraldur Sverrisson, Mayor of Mosfellsbær: „I have great faith that the capital region will achieve its objectives in tourism matters by combining its efforts, as is done through this agreement.“

Ásgerður Halldórsdóttir, Mayor of Seltjarnarnes: „The Municipality of Seltjarnarnes expresses great satisfaction with the cooperation with neighbouring municipalities and has already established a committee tasked with formulating the municipality's policy towards the tourism industry.“