OUTPACE: Popular Culture and Tourism

The Icelandic Tourism Research Centre (ITRC) is a partner in a new European collaborative project about the influences of pop culture on tourism and the opportunities that can be harnessed.

OUTPACE is an EU Erasmus+ project which was launched in late 2019 and brings together partners and experts from Lithuania, the United Kingdom, Iceland, Sweden and Ireland. The duration of the project is two years.

Today, many up-and-coming tourism destinations are experiencing rapid growth directly because of their links to popular culture: television, film and music. OUTPACE aims to harness the power of film induced tourism and popular culture to develop a new highly innovative pedagogy to support the acquisition of transferable, entrepreneurial and digital skills.

The overall aim of OUTPACE is to produce a rise in the number of tourism businesses which develop innovative products & services based on the opportunities afforded by pop culture tourism, thus generating more market-responsive & dynamic regional tourism economies.

Guðrún Þóra Gunnarsdóttir, director of ITRC, is the project manager for the Icelandic part of the project. Working alongside her on the Icelandic team are ITRC researchers, Elísabet Ögn Jóhannsdóttir and Vera Vilhjálmsdóttir.

Further information about the project and its partners can be found on the project’s website https://www.popculturetourism.eu/