Paper short abstract:

The paper reports on part of a project conducted in the small Grímsey island on the Arctic Circle north of Iceland. It reevaluates the branding of the remoteness and ‘Arctic-ness’ of Grímsey in connection with tourism, and asks what will be the best way forward for the fragile island community?

Paper long abstract:

Grímsey is a small and remote inhabited island, 40 km off the north cost of Iceland. It has been defined as ‘fragile community’ by the government since 2015 due to changes in access to fisheries and consequently decreased resilience of its community and depopulation. Like many remote places in Iceland, the municipality looks to tourism as the predominant possibility for the small community to ‘turn the tables’.

The present study contributes to regional development, as well as tourism and island studies by reevaluate the branding of the remoteness and to some extend insularity of Grímsey. It will ask if it is possible to reserve the harsh nature of the arctic island and at the same time respect and - not only sustain - but strengthen the community of people living there all year round. It will also ask if marketing and branding of Grímsey as a tourism destination is the right way ahead, due to the small islands scarcity and limits? And if so, what is the way for marketing and managing this ‘gem on the Arctic Circle’?

The part of this research project presented here is the findings of a content analyses of public documents, media and releases and promotional material on Grímsey island, its nature and community. It is a part of a bigger study with mixed method approach comprising documentary research, interviews, survey and participant observation. The main empirical data collection will take place in February through August 2022, and the research material will be analysed simultaneously.