SUB Partners Meet in Iceland

North Iceland is a sparsely populated area, which presents unique challenges for developing cycling tourism. Just a few years ago, there were hardly any businesses offering cycling tourism services in the region, but during the course of the project, North Iceland has made significant strides toward a more comprehensive network of cycling tourism services.

The study trips organized for entrepreneurs as part of the SUB project have played a key role in increasing the potential for cycling tourism products in the area. Chris Bradley, who is responsible for activity services at the Deplar Farm resort in Ólafsfjörður, shared that he was deeply impressed by the way entrepreneurs in Eastern Lapland create memorable experiences for their customers. Inspired by his Peer-to-Peer study trip to Finland, Bradley introduced the idea of winter cycling, and last winter, their guests were already riding fatbikes on the nearby frozen lake.

Being a tourism entrepreneur in a remote and distinctive region like Northern Iceland is no easy task. Yet conversations with young business owners, such as those behind Dalaseteur, a secluded cottage resort and coffeehouse, revealed a deep understanding of their homeland’s potential. Their passion and innovation in tourism not only showcase the area's unique charm but also offer a meaningful way to pursue their dreams while staying rooted in the place they love.

Before returning home, the group had the opportunity to attend the seminar “Becoming a biking destination” organised by our Icelandic partner SSNV – North West Region Association. The event featured insights from local Icelandic entrepreneurs and experts, as well as cycling tourism specialists from Ireland and Switzerland.

Thank you to everyone who participated in the trip, and a special thanks to our Icelandic partners for the excellent program and facilitation!