Science, Safety and Sustainability in Reykjavík’s Events Strategy

Reykjavík is positioning itself as a stable platform for international knowledge exchange. Proximity to both Europe and North America, a strong safety record, and modern infrastructure support its role as a practical hub for association meetings. In 2025, research-focused gatherings on clean energy and Arctic resilience will bring scientists, policymakers and industry together to shape future strategies. Hildur Björg Bæringsdóttir, Account Manager MICE at Meet in Reykjavík, discusses how these strengths translate into bids and legacy.

Headquarters: Medium-sized destinations often compete with major cities on value, sustainability and delivery. How do you describe Reykjavík’s role in the meetings market, and which advantages do you highlight as a medium-sized city?

Hildur Björg Bæringsdóttir (pictured on the right): Reykjavík offers a distinctive proposition for meetings, combining professional capability with an unforgettable setting. It blends high-quality infrastructure with extraordinary natural experiences, all within a modern, walkable capital. As the world’s northernmost capital, Reykjavík is better connected to North America than many other secondary destinations, making it an ideal meeting point for delegates from Europe and North America.

Its compactness and accessibility are major strengths. With little traffic and most venues, hotels, and cultural sites within walking distance, the delegate experience is effi cient and enjoyable. The city also provides world-class infrastructure and skilled professionals across venues ranging from conference centres to boutique spaces.

What makes Reykjavík unique is its setting. Just outside the city, attendees can explore glaciers, geothermal spas, and black sand beaches, with whale-watching boats leaving directly from the harbour. These natural elements allow planners to build authentic experiences that enhance meetings. Reykjavík’s reputation for safety, progressive values and a thriving cultural scene further strengthen its appeal, while its status as one of the world’s safest cities gives organisers and participants peace of mind. The city’s progressive values and leadership provide a powerful backdrop for events. Meet in Reykjavík also works closely with a strong network of partners – from airlines like Icelandair and major venues such as Harpa Concert Hall & Conference Centre (pictured below), to business hotels, DMCs, and activity providers. The team collaborates with local universities to raise awareness and connect with academics, helping identify hosts for future conferences.
 

"Environmentally, Reykjavík leads by example. The city is powered entirely by geothermal and hydroelectric energy and has set the goal of becoming climate neutral by 2040."

HQ: How do business events contribute to Reykjavík’s social development and link with its wider ecosystem, given Iceland’s leadership in equality, sustainability and innovation?

HBB: In Reykjavík, business events are more than economic drivers, they are platforms for dialogue, knowledge exchange and social progress. Iceland’s leadership in equality, sustainability, human rights and innovation shapes how we position the industry within our broader ecosystem.

Iceland has topped the World Economic Forum’s Global Gender Gap Report for 16 consecutive years, closing more than 90% of its gap. Reykjavík hosts events such as the Wellbeing Economy Forum and the Reykjavik Global Forum for Women Leaders, which bring together global decision-makers to advance equality, well-being and inclusive governance.

Conferences in Reykjavík also focus on forward-looking issues such as diversity, digital innovation, sustainability and global collaboration. The 17th International Green Energy Conference & Arctic Energy Forum (IGEC) and the Arctic Circle Assembly in 2025 are strong examples of how local strengths align with global agendas.

In addition to gender equality, Iceland ranks highly in global measures of wellbeing and inclusion. We are regularly among the top countries in the World Happiness Report and were ranked first in the 2025 Spartacus Travel Index for LGBTI acceptance. These factors make Reykjavík an ideal host for events rooted in shared values, mutual respect, and inclusive participation. Iceland has also consistently ranked number one on the Global Peace Index since 2018, maintaining its position as the world’s most peaceful country for over 17 consecutive years.
 

HQ: Since 2014, your Ambassador Programme has grown to more than 300 members. How has it influenced your business events and connections with international associations?

HBB: Our Ambassadors are professionals from diverse fields – academics, scientists, artists, business leaders and politicians – who actively promote Iceland as a world-class destination. Each year, one is recognised for their contribution to bringing events to Reykjavík. Past ambassadors have included former President Ólafur Ragnar Grímsson, linked to the Arctic Circle Assembly, and Prof. Jón Atli Benediksson, former rector of the University of Iceland, whose support has strengthened ties with academic institutions and helped secure major conferences such as the International Geoscience and Remote Sensing Symposium 2027.

The programme honours individual achievements and connects local expertise with international organisers, ensuring Reykjavík’s specialised knowledge and networks play a central role in winning and hosting events.

HQ: Do you take a targeted approach to priority sectors, and how have Reykjavik’s knowledge ecosystems and key industries influenced business events activity?

HBB: Meet in Reykjavík targets events that align with the city’s strategic strengths and knowledge ecosystems. Our strongest sectors include green energy, life sciences, digital industries, marine innovation and tourism, all supported by leading research institutions, progressive policies and a collaborative local culture. This focus not only attracts relevant international conferences but also strengthens Reykjavík’s own innovation capacity by bringing new ideas and partnerships into the city. The aforementioned events are clear examples of how these knowledge areas shape our business events activity.

"Iceland’s safety, democratic stability, robust legal framework, low crime rates and inclusive social values make Reykjavík a reassuring choice for organisers."

HQ: Reykjavík aims to be climate neutral by 2040 with a holistic sustainability strategy. What key projects stand out, and how do sustainability and innovation support your bids?

HBB: Sustainability is central to Reykjavík’s long-term planning and to how we approach business events. Our strategy takes a holistic view, integrating environmental stewardship, economic responsibility and social equity.

Environmentally, Reykjavík leads by example. The city is powered entirely by geothermal and hydroelectric energy and has set the goal of becoming climate neutral by 2040. Policies support waste reduction, clean mobility and nature conservation. Through our Reuse, Recycle, Rethink initiative we encourage organisers to adopt low-impact practices, while our Green Event Guidelines provide practical tools to plan and measure sustainable conferences. Partnerships with certified providers help ensure follow-through.

Economically, sustainability means building a resilient year-round events industry that supports the local economy and innovation ecosystem. Strengths in green-tech, blue-tech and clean energy are central to our bidding strategy, attracting events that benefit from real collaboration with local institutions and researchers.

Socially, Iceland is recognised for progressive policies such as equal pay legislation, LGBTQ+ rights and gender-balanced governance. These ensure that events hosted in Reykjavík reflect and support diverse and equitable participation.
 

HQ: How do Reykjavík’s upcoming sustainability gatherings reflect Iceland’s priorities and contribute to local impact?

HBB: Reykjavík’s 2025 conference calendar aligns Iceland’s national sustainability goals with the global dialogue on climate, energy and resilience. The IGEC, the Arctic Circle Assembly and the IDRA Reykjavík Summit on Water and Climate Change formed a sequence of high-level forums that underline Iceland’s role as a leader in clean energy and sustainability. Iceland’s geothermal expertise and its commitment to climate neutrality by 2040 make it a particularly credible host. Conferences bring together scientists, policymakers and innovators to address urgent environmental challenges. They generate local impact by helping attract talent, fostering international collaboration and raising awareness across sectors in Reykjavík and Iceland.

HQ: What role do legacy and local impact play in Reykjavík’s strategy, and how are you measuring success beyond turnover?

HBB: For Reykjavík, legacy is closely tied to the city’s long-term goals for environmental, social and economic sustainability. As a founding member of the Global Destination Sustainability (GDS) Movement, Meet in Reykjavík has contributed to shaping international standards for meaningful, measurable impact.

In practice, legacy means ensuring that conferences leave lasting value by advancing knowledge, influencing policy, supporting sustainable practices and building partnerships that continue beyond the event. Where possible, we align conferences with Reykjavík’s strategic priorities, such as green energy, innovation, gender equality and community well-being.
 

HQ: Which events in Reykjavík stand out for their legacy and influence on your team’s strategy?

HBB: One of the most impactful examples was our cooperation with Riot Games during the pandemic. In December 2020, Riot approached us to host the League of Legends Mid-Season Invitational (MSI) in May 2021. Due to COVID-19 restrictions, this became a no-audience event, something unusual for esports, which typically draws tens of thousands of fans.

With support from Business Iceland, the Icelandic Esports Association, the City of Reykjavík, the national government and local suppliers, we mobilised quickly to prepare a strong case. As a result, Reykjavík went on to host four major Riot Games events in just 12 months: MSI and Worlds in 2021, and Valorant Masters in both 2021 and 2022.

The impact was substantial. These events generated over 25,000 hotel room nights, brought long-term business to local suppliers across hospitality, logistics, broadcast and security, and kept Laugardalshöll Arena booked for 18 weeks. From a media perspective, the reach was extraordinary: over 200 million people engaged with related content, and the 2021 Worlds final alone was watched live by more than 74 million viewers.

These experiences showed us the potential of esports as a growing segment for Reykjavík. In response, we launched the Gaming in Iceland initiative and, in 2024, supported the creation of the Nordic Esports Federation to strengthen regional collaboration and establish new championship events.
 

"Iceland’s leadership in equality, sustainability, human rights and innovation shapes how we position the industry within our broader ecosystem."

HQ: Do geopolitical instability and Arctic tensions influence Reykjavík’s position as a conference destination?

HBB: Geopolitical instability is a growing concern for many associations, but Reykjavík continues to stand out as a peaceful, reliable and secure destination. Iceland consistently ranks at the top of the Global Peace Index, and this reputation helped attract the Global Podiatry Summit, which relocated here this year.

Iceland’s safety, democratic stability, robust legal framework, low crime rates and inclusive social values make Reykjavík a reassuring choice for organisers. It is particularly attractive to those who prioritise alignment with sustainable energy, gender equality and human rights.

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