Promote Iceland is a public-private partnership established to improve the competitiveness of Icelandic companies in foreign markets and to stimulate economic growth through increased export.
The goals of Promote Iceland are promoting Iceland as a tourism destination, assisting in the promotion of Icelandic culture abroad, and introducing Iceland as an attractive option for foreign direct investment.
Promote Iceland also assists Icelandic companies seeking to grow internationally through competence building programs as well as international events, such as trade fairs, press trips, and trade delegations. This is done in close cooperation with Icelandic embassies and consulates abroad, as well as bilateral chambers of commerce.
The Ministry of Industries and Innovation has several agreements with Promote Iceland concerning the marketing and promotion of Iceland in general and specifically as a tourism destination. Visit Iceland is part of Promote Iceland and is the official destination marketing office for Iceland, aiming to attract visitors to the country. Inspired by Iceland is the official destination brand for Iceland.
There is also a special agreement on the project Iceland Naturally which promotes tourism, services and products from Iceland in North America.