New Report: Museum Visitors in Reykjavík, Winter 2025/26

The Icelandic Tourism Research Centre (ITRC) has published a new report, Survey Among Museum Guests in Three Museums & Exhibitions in Reykjavík, Winter 2025/26 – Pilot Study. The project was carried out in collaboration with Visit Reykjavík and the Creative Industries Research Centre, and conducted between November 2025 and April 2026. The pilot study is based on responses from 262 visitors at the National Museum of Iceland, the Settlement Exhibition, and the National Gallery of Iceland.

Access to the report and all findings can be found HERE.

The aim of the project was to gain a deeper understanding of the travel behaviour, interests, motivations, and experiences of tourists visiting museums and exhibitions in Reykjavík. The report provides valuable insights into the role of cultural attractions within Reykjavík’s tourism offering and how museum visits contribute to the overall visitor experience in Iceland’s capital.

The findings show that visitors were generally highly educated and most commonly between 25 and 44 years of age. Many of the international visitors were visiting Reykjavík for the first time, and museum visits formed part of a wider travel experience that also included geothermal baths, Northern Lights tours, shopping, and other activities.

The study also found high levels of visitor satisfaction across all three attractions. Educational value, accessibility, family-friendliness, and entertainment were among the aspects most positively evaluated by visitors. Respondents highlighted the importance of interactive and engaging experiences, suggesting that the combination of learning and enjoyment remains central to successful museum visits. The findings further demonstrate the importance of digital visibility, as most visitors discovered museums through internet search engines and Google Maps.

As a pilot study, the report provides an important foundation for future research on cultural tourism in Reykjavík and offers useful insights for museums, destination management organisations, and tourism stakeholders seeking to strengthen visitor experiences and cultural tourism development.