Sun and Sand: Icelandic Travels to the Canary Islands

Abstract

Research on tourism in Iceland has gained increased salience, while there is a considerable lack of research on tourism from Iceland. Mobilities to and from Iceland are both a part of a global reality that Iceland is a part of and sites for different economic activities. This article focuses on Icelandic mobilities to the Canary Islands, based on the work of scholars focusing on the creation of destinations. The research draws out the main characteristics of Icelandic travels to the Canary Islands during the past decade. It further shows what kind of destination the Canary Islands are for people from Iceland. The analysis is quantitative, using a questionnaire and analysis of data from the Canary Islands Social Statistics and the Icelandic Tourism Board. Other research reflects that destination branding of the Canary Islands has attempted to present the islands as more than a beach vacation spot as well as demonstrating that different categories of travellers are often quite unclear and fluid. The analysis of quantitative data shows that travel abroad has increased from Iceland. The Canary Islands have grown in significance as a destination for people from Iceland for the last decade, especially the island Tenerife. As a destination, the Canary Islands’ primary attraction seems to be the mild climate and activities associated with the sun and the beach. The boundaries between tourists and other groups, such as residents, immigrants, and those working there, are often unclear.