Cultural tourists in Reykjavík

ITRC conducted a pilot project with the aim of studying the travel habits and motivations of tourists who visited museums and exhibitions in Reykjavík during the winter of 202/26.

A survey was conducted among tourists in two museums and one exhibition in central Reykjavík, to gain better insights into what characterises this target group, what draws them into the museums, and what their experiences at the museums were like. The purpose of the project was also to gain a better understanding of tourists' attitudes towards culture-related activities in the capital area.

The project was carried out in collaboration with Visit Reykjavík and the Creative Industries Research Centre. The project began in November 2025 and will conclude in the spring of 2026.

Vera Vilhjálmsdóttir (verav@rmf.is) was the project leader, and Rike Nissen, intern at the ITRC, was a project member.