A report has been published with the results of a survey conducted by The Knowledge Network among international tourists in the Mývatn area during the summer of 2024. It sheds light on travel habits, experiences, and the main influencers in guests' travel choices. The results show that the area continues to attract a diverse group of visitors from all over the world, and that nature remains central.
The influence of films and television programmes on visitors' destination choices was specifically examined, and the results show that they can have an impact, although this varies according to nationality and interests. Around 28% of the participants said they had at some point chosen a destination based on a film or television programme, and 23% agreed that such content generally influences their choice. When asked specifically about the Lake Mývatn area, however, only 8% said they had been influenced by film or television content when deciding to visit the region.
„"Game of Thrones" was by far the most frequently mentioned influence, as scenes from the series were filmed in the Mývatn area. Documentaries and the Eurovision film, which was shot in Húsavík, were also mentioned. Those who were influenced cited natural beauty, adventure and the historical connection in the films and programmes as the main factors. This suggests that film-related marketing can influence certain groups of tourists and further strengthen the region's image as a destination.
These results and more can be found in published report on the Knowledge Network's website.