Panel de marcadores para el análisis de linfocitos B

14.1 At the present time there is a lack of analysis and evaluation of the tourism industry’s performance. Tourism industry statistics and performance data are not being applied to inform future development be it in terms of tourism policy, product development, marketing or promotion. Promote Iceland and the Icelandic Tourist Board need to adopt a robust approach to monitoring and evaluating the performance of the tourism industry on a regular basis in close co-operation with Statistics Iceland and the Tourism Research Centre. This can then in turn feed into the work of the proposed Tourism Strategy Group.

14.2 In order for the long-term strategy to be delivered successfully, it is crucial that progress is monitored and evaluated on a regular basis and that the results are actively used to keep the strategy on track and to refine and amend the strategy and its implementation when necessary. The introduction of the market intelligence framework and destination toolkit will be critical to the process.

14.3 In the following we present a monitoring grid for this purpose highlighting the performance indicators and key deliverables by each of the four strategic objectives together with evidence sources and frequency. This will need to be adapted and changed as the implementation of the long-term strategy progress.

14.4 We recommend that the monitoring grid is used as an internal evaluation tool by the Tourism Strategy Group on an annual basis and that the results presented in an annual review accessible to tourism industry stakeholders and other interested parties.

14.5 Furthermore, it is recommended that external evaluations are conducted at the mid-term and at the end of the strategy period. It is crucial that the monitoring and evaluation findings are communicated to both public and private sector stakeholders on a regular basis e.g. through an annual review.

Monitoring and evaluation 85 January 2013

Promote Iceland

Monitoring: performance indicators and deliverables Evidence sources Frequency

Objective 1: Sustainable tourism and the green economy

• Review current data and statistics collected.

• Market intelligence f ramework and destination toolkit. • Best practice guide on planning f or sustainable tourism. • Sustainable management plan f or the cruise industry. • Conservation Fund f easibility study and introduction. • Annual audit of Conservation Fund.

• Site management plan f or ten most visited natural attractions.

• Stakeholder communications plan f or sustainability ef f orts and achievements. • International tourism expenditure increased to in excess of ISK325bn by 2020. • Average prof itability of tourism industry enterprises increased by 5% by 2020. • Tourism’s contribution to GDP to remain at least 5.9%.

• Iceland to be ranked in the top ten in the Global Green Economy Index in terms of tourism sector perf ormance by 2020.

• Reykjavik to be ranked in the top ten of meeting destinations in the Scandinavian Destination Sustainability Index by 2020.

Promote Iceland, Statistics Iceland Promote Iceland, Statistics Iceland Icelandic Tourist Board

Ministry of Industries and Innovation and Cruise Iceland

Ministry of Industries and Innovation Ministry of Industries and Innovation Icelandic Tourist Board

Promote Iceland, Icelandic Tourist Board Promote Iceland, Statistics Iceland Icelandic Travel Industry Association Statistics Iceland

Global Green Economy Index

Scandinavian Destination Sustainability Index 2014 2014 2015 2015 2015 2016-2020 2015-2017 2014-2020 Annually Annually Annually Annually Annually

Objective 2: Market focus and segmentation

• Assess and f ormulate annual targets by geographic source markets and special interest segments using SMART.

• Destination Manual f or MICE segment.

• Marketing materials and collateral aimed at identif ied special interest segments. • Tourism sector prof ile and associated materials f or inward investment purposes. • Vision f or Icelandic tourism and prof iles of ‘ideal’ visitors agreed by 2014. • Inspired by Iceland developed into the umbrella brand by 2015.

• International tourism expenditure increased to in excess of ISK325bn by 2020. • Increase in international events hosted to at least 50 per annum by 2020. • Increase hotel and guest house room occupancy to 60% + by 2020 at the same

time reducing the ef f ects of seasonality

Promote Iceland

Meet in Reykjav_{ík, Promote Iceland} Promote Iceland

Promote Iceland, Statistics Iceland Tourism Strategy Group

Promote Iceland

Promote Iceland, Statistics Iceland ICCA, Meet in Reykjavik

Icelandic Travel Industry Association, Statistics Iceland 2014-2020 2013-2020 2014-2020 Annually 2015 2016 Annually Annually Annually

Monitoring and evaluation 86 January 2013

Promote Iceland

Monitoring: Performance indicators and deliverables Evidence sources Frequency

Objective 3: Product development and investment

• Identif y and masterplan f ive to ten priority projects f or FDI. • Assess f easibility of setting up project development f und.

• PR and communications plan aimed at international investment community. • Number of airlines, f requencies and destinations served increased.

• Iceland successf ul in attracting at least f ive tourism-related FDI projects. • Iceland successf ul in setting at least ten B2B partnerships between local

businesses and f oreign investors.

• Number of visitors to Iceland increased to 1.3m by 2020.

• Number of visitors spread more evenly throughout the year and country.

Promote Iceland

Ministry of Industries and Innovation Promote Iceland ISAVIA Promote Iceland Promote Iceland Statistics Iceland Statistics Iceland 2013-2020 2015 Annually Annually Annually Annually Annually Annually Annually

Objective 4: Organising the industry for success

• Industry/travel trade area on proposed ‘Inspired by Iceland’ webportal. • Tourism strategy group established.

• Strategic tourism sector cluster established.

• Regional champions and special interest clusters established. • Best practice guide on planning f or sustainable tourism introduced.

Promote Iceland

Ministry of Industries and Innovation Promote Iceland

Promote Iceland

Icelandic Tourist Board with Planning Authorities 2015 2014 2014 2014 2015

Indicative financial resourcing 87

Promote Iceland

February 2013