Sustainability

A destination's competitive advantage is intimately tied to its sustainability practices, encompassing image, quality, safety, and environmental stewardship. The performance of tourism providers plays a pivotal role in shaping Iceland's reputation as a sustainable destination. Furthermore, prioritizing high-quality services not only enhances client satisfaction but also contributes to companies' competitive positioning within the sustainable tourism market.

Elevating standards of quality, professionalism and sustainability in tourism holds great opportunities for Iceland as a destination. Vakinn, the official quality and environmental certification for Icelandic tourism, is a powerful tool to that effect. Tourism providers are encouraged to explore the benefits of Vakinn certification, which signifies adherence to official standards for quality and environmental sustainability. 

 Companies spend a lot of time on financial and competitive analysis, but many fail to realize that the most significant threat to their business can come from within (J. Berra, 2013).