Sustainability Strategy
Meet in Reykjavík, as a part of Business Iceland, has a long-term strategy (Policy framework until 2030) for the Icelandic tourism Industry, a long-term strategy for all exports (incl. tourism), and a comprehensive corporate social responsibility strategy. Business events are an essential part of that strategy. Meet in Reykjavik also aligns with the Reykjavik City Tourism Strategy 2020-2025. Reykjavik has a very impressive Climate Action Plan and ambitions, including being part of the European NetZeroCities' efforts to become carbon neutral by 2050. Iceland signed the Paris Agreement in 2015 to keep global warming to 1.5°C. To do this, the entire world must become carbon neutral by 2050. Iceland has set the ambitious goal of reaching carbon neutrality by 2040. Read more about Iceland's carbon-neutral by 2040.
A long-term strategy for Icelandic export industries was approved in 2019. The strategic goal for Icelandic tourism is to ensure sustainable and equitable growth in all regions that emphasize quality and professionalism. An integral part of this goal is to focus on niche target groups with higher yields, such as health and wellness, adventure tourism, luxury, food tourism, and business events (MICE).
Another important factor of the new strategy is the commitment to a unified export brand for Icelandic export industries, with the vision of Iceland being recognized as a leading country in sustainability.
The strategy is to develop clear branding for Iceland and Icelandic export industries and share authentic, compelling stories to inspire trust in our capabilities and values.
Our vision and mission are built on four interconnected brand pillars that create a circular brand story: Our nature has shaped our people, and people innovate. Innovation drives sustainability, which helps nature thrive.
Meet in Reykjavík has a dedicated sustainability manager, Hildur Björg Bæringsdóttir: hildur@meetinreykjavik.is
Meet in Reykjavík receives guidance from an Advisory Committee elected bi-annually by its partners. The Advisory Committee's objective is to strengthen the organization's commitment and advance its environmental and social sustainability progress. The Advisory Committee has representation from industry partners as well as non-industry partners.