Icelandic Residents’ Attitudes towards Tourists and Tourism 2026

ITRC is conducting a nationwide survey of Icelandic residents’ attitudes towards tourists and tourism on behalf of the Icelandic Tourist Board. The study aims to examine residents’ perceptions of tourism, its impacts on local communities and quality of life, and how residents experience tourism development in their local areas.

The survey builds on previous studies conducted since 2014. The findings will provide insights into residents’ attitudes at both national and regional levels, allowing changes in perceptions over time to be examined. The results will also contribute to tourism policy development and planning in Iceland.

Data collection will take place in autumn 2026, with the project expected to be completed in spring 2027.