Many Ways to Strengthen the Destination Hafnarfjörður

Many Insights in the Marketing Office Report

It is estimated that 31 cruise ships, carrying a total of 7,500 passengers and 4,400 crew members, will visit Hafnarfjörður next year. This represents an increase of over 70% compared to last year. This year, 18 ships are expected, compared to 19 in 2024. These figures are from a new report by the Capital Region Marketing Office on Hafnarfjörður as a destination.

Mapping Hafnarfjörður

The report details efforts to map the town as a tourist destination. A strategy for cruise ship arrivals will be presented soon.

“Drafts of the new strategy will now be presented to both the Culture and Tourism Committee and the Hafnarfjörður Town Council,” says Sunna Magnúsdóttir, Tourism Representative for Hafnarfjörður.

“The recent work led by the Capital Region Marketing Office has been very positive. We are on the right track and growing in line with the town’s needs.”

The results are still being developed. The work has already created connections and projects—for example, a 4.5-kilometer walking route through the harbor and town center has been marked. Along this route, the town’s services and attractions are highlighted, with heart-shaped signs introducing them.

“I encourage everyone to try the walking route. It really shows how unique our town is,” says Sunna.

Unique Identity Needed for the Town

The goal of the Capital Region Marketing Office is to strengthen business activity and increase foreign revenue with sustainability in mind. Workshops were held in November and December last year with member organizations to map Hafnarfjörður as a destination.

The report reviews Hafnarfjörður’s online visibility and notes a lack of a “red thread” in visual content related to the town. By using more imagery, the town’s identity as a tourist destination can be built more effectively. Creating a visual identity clearly associated with Hafnarfjörður is crucial.

The report also highlights how the town’s appearance will change in the coming years:

• Óseyrarhverfi

• Hvaleyrarbraut

• Flensborgarhöfn

• Hotel Viking

• Technical College

Many Features Defining Hafnarfjörður

A workshop asked participants various questions about Hafnarfjörður as a destination. Results showed that people focus on the sea, lava fields, uplands, and beautiful nature, as well as old buildings, the Christmas Village, and other aspects.

Ideas to strengthen Hafnarfjörður as a destination included:

• A year-round Christmas Village

• A lively town center with markets, crafts, and evening events throughout the year

• Elf-themed experiences with guided town walks

• A custom Viking show in the riding hall with horse battles

• A heart-shaped tourist train through the town center

Many Opportunities in the Town

The project concluded that Hafnarfjörður holds many opportunities, and visitor reception could be strengthened by continuing marketing, increasing accommodation and dining options, expanding entertainment offerings, and improving transport to and from the town.

The work will continue, projects will be prioritized, and efforts guided in the right direction.

Role of the Capital Region Marketing Office:

• Increase awareness and knowledge of the destination and everything the region offers, for both tourists and residents

• Develop, shape, and strengthen cooperation and synergy in tourism matters across municipalities, business, government, and support systems

• Enhance the destination’s competitiveness and impact in international competition

• Promote consensus among residents, businesses, and municipalities regarding tourism issues

• Strengthen infrastructure and tourism development, improve the region’s image, and increase demand for all types of services and businesses

• Handle marketing and promotion, destination development, and professional standards

• Serve as a spokesperson and unifying force for tourism in the Capital Region

Points of Interest:

• Small Boat Harbor

• The Shoreline

• Hafnarfjörður Swimming Pool

• Víðistaðatún

• Hellisgerði

• The Lighthouse

• Lækurinn

• The Free Church

• Hafnarfjörður Church

• Hafnarfjörður Museum