Is growing business turning Iceland into MICE-land?

Iceland welcomed 120,000 internaional MICE travellers in 2017, according to new figures released by Meet in Reykjavik. The figures highlight the growing importance of MICE to the Icelandic economy. The number of visitors has been growing at an average of 14.4% every year since the opening of Harpa Concert Hall and Conference Centre in 2011. Reykjavik and Iceland attracted 283 international meetings or conferences las year, which were attended by 44,800 international business guests. Close to 27,000 international incentive guests went snowmobiling, white-water rafting, horseback riding, hiking, whale-watching, spelunking, or took advantage of geothermal spas. The estimated export production value of MICE services in Iceland was close to USD $400m in 2017. For a country with a population of 340,000 that is only 40,000 square miles in size, the figures are impressive.