Strong Foundations – Increased Quality. The Importance of Strong Collaboration Between Museums and Tourism

The aim of the project is to examine the significance and value of museums, centres, and exhibitions for tourism in Iceland, as well as the value creation that results from collaboration between the two sectors, i.e., the museum sector and the tourism industry.

The need for increased collaboration is not new. The findings of the study Söfn og ferðaþjónusta (2015), conducted by the Research Centre for Museum Studies at the request of the Icelandic Museum Council, revealed, among other things, that “museums and museum-related activities were not sufficiently considered in public policy as important contributors to tourism,” and that collaboration between museums and the tourism industry was lacking. Through this project, the partners aim to establish better cooperation between these two sectors—museum professionals and the tourism industry. This is particularly important in light of the need for museums, centres, and exhibitions in Iceland to have a strong role and voice in the development of cultural tourism products, ensuring greater credibility and authenticity in all presentation.

As part of the project, workshops will be held in four regions, where key issues related to cooperation between museums and tourism in each area will be discussed. The workshops are planned to take place in Akureyri, Egilsstaðir, Stykkishólmur, and Reykjavík.

The project received a one-year grant from the Icelandic Museum Fund. In addition to the ITRC, the project partners include the Herring Museum in Siglufjörður, the Research Centre for Museum Studies, the Icelandic Travel Industry Association (SAF), and the Association of Icelandic Museums and Museum Professionals (FÍSOS).

Vera Vilhjálmsdóttir (verav@rmf.is) manages the project on behalf of RMF.