What Iceland’s Wilco Concert Says About Its Tourism Recovery
Photo Caption: Photo Credit: Tara Gracer Tara Gracer
Skift Take
Iceland's post-pandemic recovery is shaping up to be more diverse in lodging, activities and visitors.
Iceland has been attracting a new segment of tourists: ardent music fans. The new tourists reflect Iceland’s diversifying base of visitors as it moves on from the pandemic.
Umphrey's McGee (pictured) in March 2022, Wilco in April, the Disco Biscuits in May and Pavement coming in July — each filling the concert hall and tourist attraction Harpa with over a thousand of their American fans willing to cross the Atlantic Ocean to see them. Fans will pay under $1,000 for a 3-day pass to watch their shows. The pass doesn't include lodging.
Fans come for their band and then stay for the destination. “What we’ve seen is people stay a week or two after the show to really explore the country,” said Anna Krakovski Ferro, partner at Pilgrimage of Sound, which organizes music shows at destinations.
Not only do they explore, these fans are high spenders, said Business Iceland CEO Pétur Þ. Óskarsson. The new visitors hit on Business Iceland’s two obje
