environment, water, plastic, reusable, Iceland, tourists
Inspired by Iceland launches Kranavatn, a premium tap water 'brand' (photo: Inspired by Iceland)

Iceland promotes tap-water tourism

Visitors to Iceland are being encouraged to abandon single-use plastic water containers and drink tap water in refillable ones instead.

Travellers are being encouraged to reduce plastic consumption and drink tap water on their journeys through Iceland in a new marketing campaign under the brand Inspired by Iceland in cooperation with the country’s Environment Agency and others.

The campaign emphasises Icelandic waters as a luxury product that can be found free of charge all over the country.

The goal is to reduce the unnecessary use of plastic by tourists and at the same time draw attention to the quality of Icelandic water, which the promoters claim is some of “the cleanest and most flavourful tap water in the world”. The project also aims to support environmental protection and action.

In a survey conducted among 16,000 people in North America and Europe, 65% of respondents said they used more plastic bottles during travel than at home. This campaign is attempting to get them to get over this habit and fill up renewable containers with free tap water.

Luxury product
The campaign notes that few nations have as good access to water as Icelanders. The country is also special in that 98% of it is untreated groundwater, and measurements show that undesirable substances are far below reference limits for safe water. So tap water in Iceland is considered to be clean and safe for consumption everywhere.

Þórdís Kolbrún Reykfjörður Gylfadóttir, minister of tourism, industry and innovation in Iceland says, “It is a pleasure to be able to offer foreign travellers who come to Iceland the luxury goods that our Icelandic water is and draw attention to how accessible it is. We receive over two million tourists to Iceland each year and many do not know the quality of the tap water. It is very important to promote knowledge of this and thus contribute to less plastic consumption of tourists in Iceland.”

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