Iceland – The tourism board is drawing on the proliferation of the metaverse in mainstream conversation as part of its latest tongue-in-cheek campaign. Referring to the country as the Icelandverse, Visit Iceland presents popular tourist sights such as waterfalls and geysers, satirising tech and entertainment companies' metaverse efforts by noting that everything can be experienced in reality, without the help of a virtual reality (VR) headset.
By doing this, the campaign also emphasises how some consumers are craving Sensory Destinations that connect them with nature, instead of screens and devices. ‘We’re proud of what has been built so far, and we’re excited about what comes next [...] beyond the constraints of screens, [to] create new opportunities and experience new things in reality,’ says Sigríður Dögg Guðmundsdóttir, head of Visit Iceland. ‘It is a future that involves getting out in the real world.’
Looking ahead, the travel sector can build on emotive and sensorial associations with new destinations, pushing the idea that physical experiences can offer a break from constant connectivity.
Strategic opportunity
Consumers are seeking tourism experiences that excite their senses. Travel companies should consider teaming up with local restaurants or entertainment spaces to elevate these ideas when promoting new destinations
