The Research Center for Museum Studies at the University of Iceland and the Institute of Economics at the University of Iceland worked at the request of the Museum Council investigation on the interaction between museums and tourism during the year and have now submitted a report with the results of the study. The main objective of the study is to analyze the status and economic impact of cultural tourism, with an emphasis on museums and museum-related activities, and to conduct opinion surveys among stakeholders in the field of museums and tourism. The report looks at three aspects; the interaction between museums and tourism in public data, the economic contribution of museums and museum-related activities, and finally the attitudes of stakeholders (cultural representatives, marketing agencies, tourism stakeholders and museums and museum-related activities). The study sheds light on the status and opportunities for further development in the field of museums and tourism. It also highlights key factors that are important for the successful implementation of museum-related activities in connection with tourism and points to a lack of knowledge and understanding among stakeholders. The report presents proposals for ways to further develop the interaction between museums and tourism in the coming years.
The main findings of the study are that there is a significant lack of public policy specifically considering museums and museum-related activities as important participants in tourism. The results of the Economic Institute indicate that the scope of the museum sector has increased in recent years, for example, the number of museum visitors has increased by 901% since 1996. State contributions to so-called tourist museums are over a billion ISK per year but have been declining in real terms in recent years. Four opinion surveys conducted among cultural representatives, marketing agencies, tourism service providers, museums and museum-related activities show that while museums are considered an important part of tourism, the role and position of museums within the sector appears to be weak. Tourism service providers do not seem to take advantage of the diversity of Icelandic museums, but rather direct their visits to a few parties. Museums can also improve various aspects of their operations to better accommodate the growing flow of tourists. Although significant work has been done in recent years on tourism and museum issues, there is a lack of foundation and a holistic overview among the parties involved in integrating both areas.
The study is specifically aimed at benefiting the following parties:
- Museum Council
- Public bodies such as ministries and local governments
- Tourism organizations such as the Icelandic Tourist Board and the Icelandic Tourism Administration
- Tourism stakeholder organizations such as the Icelandic Tourism Association (SAF) and the Icelandic Tourism Association.
- Iceland Office and regional marketing offices
- Museums and museum-related activities (museum guides, exhibitions and installations)
- Cultural and museum organizations
- Tourism stakeholders such as tour operators and guides
- Educational institutions and students
The report can be accessed here