ICELANDIC TOURIST BOARD                                                                         DATELINE NOVEMBER 2008

RETAIL THERAPY ICELANDIC STYLE

Iceland is ready to share its own unique brand of retail therapy this holiday season with dozens of shops ready to provide some of the lowest prices in years. Strolling down Laugarvegur, Reykjavik’s main shopping street, can sometimes feel like you’re on one long catwalk of tres chic boutiques.

The lower exchange rate is great for visitors from North America. A trip to Iceland no longer requires adding “Pay off Iceland vacation” on your next five New Year’s resolution lists. You save even more thanks to a refund of the Value Added Tax (VAT). Visitors can claim up to 15 percent refund on products they export from the country. It’s easy to apply. Refunds are handed to you at a special desk in the airport upon your departure (min. purchase is 4,000 ISK or about $32 U.S. at the recent rate of 124 ISK to the dollar).

Must-see Reykjavik shops include Kisan with its ultra sumptuous hand-knit sweaters and unique home goods at Laugavegi 7, and the fashion-forward, KronKron located in a loft-like boutique at Laugavegi 63B filled with bold prints and patterns. Or take a cab or bus to Kringlan , Reykjavik’s largest shopping center with more than 150 quality shops and restaurants.

Another serious power shopper’s secret is that designer labels like Hugo Boss and Max Mara are typically 10 to 35 percent less expensive in Iceland than in Europe and the U.S. Jewelry inspired by the country’s nature and pagan history are often made from lava stones or other local minerals and can be specially designed for you.

Retailers to add to your holiday shopping list include:

Alafoss – A discount factory outlet outside of Reykjavik in Mosfellsbaer. You can shop for wool, sweaters, yarn, blankets and gloves and enjoy the waterfall in back that once powered its knitting machines. It’s where Iceland’s woolen industry was launched 100 years ago. In homage to this heritage, the store exhibits an interesting selection of old knitting machinery and photographs from the early days, which forms the basis for a museum dedicated to an industry that was once one of the mainstays of Iceland's economy. Can’t get out of town? Visit their shop at Laugavegur 1. (www.alafoss.is)

Handknitting Association of Iceland – More Icelandic yarns and sweaters to choose from can be found at their stores at Laugavegur 64 and Skolavordustigur 19.

66 Degrees North – For fleeces, gloves and coats 66 Degrees North is practically the national uniform of Iceland. They have a number of stores located in the capital city, plus a new shop at Keflavik Airport (www.66north.com). 

JS Watch Company – A constant reminder of your visit is a handcrafted watch. The JS Watch collection boasts six models, all numbered, and all of which are painstakingly designed in a small studio in the back of a Laugavegur storefront using high quality mechanisms from Switzerland and Germany. Company owners proudly consider themselves as “probably the world’s smallest watch manufacturer. (www.jswatch.com)

CELEBRATE THE HOLIDAYS ICELANDIC STYLE

The best exchange rate and terrific travel deals makes this holiday season a great time to visit. A favorite Christmas tradition is the annual lighting of the Oslo Christmas tree. For more than a half a century the City of Oslo, Norway, has presented Reykjavik City with a beautiful Christmas tree. Placed in Austurvollur Square in the city centre, the Dec. 7 lighting will feature a family gathering with music.

A few weeks later is New Year�s Eve, featuring bonfires where people sing traditional Icelandic folk songs accompanied by trolls, Christmas lads (an Icelandic holiday tradition), appearances by elves and other strange creatures. At midnight on Dec. 31 the dark sky lights up with what some call the greatest fireworks display in the world. It�s like the Fourth of July in the States. Come to think of it, why don�t Icelanders shoot fireworks on June 17, their National Day? There�s a one word answer to that: sunshine. Fireworks just don�t look the same in the Midnight Sun. So they patiently wait for the last night of December when even local search and rescue squads get in the act by selling fireworks to raise funds (often with a pair of safety goggles for good measure).

We might be biased about fireworks, but here�s what actor Keifer Sutherland had to say after visiting New Year�s Eve 2004, "I saw probably the most extraordinary firework display in my life. There's no laws in Iceland with regard to fireworks, which makes New Year's Eve very interesting. It's a small population but they spend over $15 million for fireworks for that night.

"It's like a war zone. There's no organization to it ... I filmed it because I didn't think anyone back home would believe it."

To see what we mean about Iceland�s love affair with pyrotechnics, search �Iceland fireworks� on YouTube.com. Our favorite viewing spot is the observation deck of the Perlan Restaurant (www.perlan.is).

IT�S COLD, IT�S DARK � SO WHAT?

Ok, even we�ll admit it�s dark and cold out. So what? There�s still lots to do during your visit when you�re not shopping. One place to look for the latest info is Grapevine (www.grapevine.is), a free English-language newspaper that is a terrific resource for reviews of art, music, dining, shopping and trips within the country. Iceland Review will also tell you what�s going on (www.icelandreview.com). Some of our favorite December activities are:

Visit an art museum � The country�s largest museum of cultural history featuring a permanent exhibition on Iceland�s extraordinary history from settlement to present day. (www.natmus.is)

Cozy cafes and holiday meals � When it�s cold outside, cozy up for some coffee and sweets in a warm caf� or check out the special Christmas buffets at restaurants throughout the country. You can find one at the Hotel Leirubakki in the south of Iceland (www.leirubakki.is), or one back in town at the Hotel Reykjavik Centrum. (www.reykjavikhotels.is/centrum)

Go horseback riding � Icelandic cowboys loan you warm, insulated overalls to fight the chill. (www.ishestar.is)

Get cultured � Learn about medieval manuscripts and view ancient vellums on display at The Culture House. (www.thjodmenning.is)

Get soaked � There are at least seven geothermally heated swimming pools ready to help you relax along with the locals. (www.spacity.is)

Tour the countryside � Take a guided day tour to visit waterfalls, glaciers, or the rocky southern coast.

AIR ICELAND: SMALL IS BEAUTIFUL

Conde Nast Traveler has selected Air Iceland as one of the world�s top 25 airlines, sharing the limelight with such heavyweights as Singapore Airlines, Emirates and Virgin Atlantic. AI comes in third in the Foreign-Only Routes category which appears in the November issue of the magazine. The airline serves Reykjavik, Akureyri, Isafjordur, Egilsstadir and a few really hard to spell towns on that big island to the east of us that everyone thinks is greener thank you very much but really isn�t because of some creative public relations spin by the red-haired tough-guy Viking Erik the Red but that�s ok with us no hard feelings, huh guys?

LET�S DANCE

The Iceland Dance Company�s winter season will be both diverse and exciting with Icelandic works at the forefront. The dance company will present eight pieces this season, including six new ones. In November, the company will again perform Dans andi, which premiered last February and became an immediate hit with critics and audiences alike. (For more information: www.id.is).

FACE THE MUSIC

If music is more to your tastes, take in a performance of the Iceland Symphony Orchestra during a visit this winter season when they perform something for most everyone � from classical gems to pieces that are freshly innovative. Kristallinn, a series of chamber music concerts performed by musicians from the Symphony Orchestra, was a big hit last year and will return this season. There will also be a series of Saturday concerts at the Culture House. (For more information: www.sinfonia.is).

THEY SAID IT

�Perhaps most dramatically, Iceland, considered among the most expensive countries in Europe, has seen its currency plummet to almost half its value against the dollar in the past year, making Reykjavik look like a pretty good holiday destination for travelers who don�t mind the cold.�

– Michelle Higgins, New York Times, Oct. 26, 2008

"� it's vital for Iceland to keep tourists coming," says Einar Gustavsson of the Iceland Tourist Board. � Icelandair's bookings from the USA for October to December jumped 72% over 2007's levels for the same period, he says.

"� it's vital for Iceland to keep tourists coming," says Einar Gustavsson of the Iceland Tourist Board. � Icelandair's bookings from the USA for October to December jumped 72% over 2007's levels for the same period, he says.

– Barbara De Lollis, USA Today, Oct. 24, 2008

�For all the cheery talk about Iceland being in the Gulf Stream, about geysers and hot lakes and eco-friendly energy, it�s easy to forget that this island is a hard place. � Crops don�t grow here, the sun shines for only a few hours a day during the winter, it snows in June, and the Troll Peninsula � with its cadre of bleak, monochromatic peaks � has spawned folktales of trollnesses seducing and enslaving young farmers. It also holds some of Iceland�s best backcountry skiing.�

–Pieter Van Noordennen, Skiing Magazine, October 2008

�Iceland has been a hip travel destination for young Europeans in recent years because of its off-beat nightlife and cultural scene and natural attractions, including thermal pools and volcanoes.

�And although the most notable visitors in town are an International Monetary Fund delegation, Iceland hopes more tourists will come in search of bargains after the devaluation of their currency.�

– Patrick Lannin, Reuters, Oct. 17, 2008

“Reykjavik rocks. The music scene’s great, the bar scene’s even better, and the fabled runtur - the good-natured, all-night weekend pub crawl beloved of the locals - is unlikely to quieten down just because the economy’s imploding. Vikings are made of sterner stuff than that.

“… Once you’re there, you’ll want to eat at Orange (Geirsgata 9; 00 354-561 1111, www.orange.is ), the city’s newest and faddiest restaurant: the cocktails are made in a laboratory, a “mad scientist” roams the tables and the signature pudding is futuristic ice cream, made at your table with liquid nitrogen.”

–          Stephen Bleach, The Sunday Times, London, Oct. 12, 2008

“The most popular destination in Iceland is the Blue Lagoon, a large geothermal lagoon where you can relax in the steaming mineral water, have a facial from the mud pots, or pay extra for a soothing massage and more at the Spa … Because it’s only a slight detour off the main route from Reykjavik to the airport, many tourists choose to save money by visiting the Blue Lagoon en route to or from the airport, rather than staying an extra night. It’s a terrific welcome, or an equally wonderful farewell to Iceland.”

- George Woodward, TravelSmart newsletter, Oct. 15, 2008


Travel Deals of the Month

Last Minute Christmas Adventure in Iceland

Christmas traditions go back to ancient days in Iceland, and travelers can experience all the magic in Reykjavik this December. The experience includes stays at the Hotel Loftleidir (home of the Lon Restaurant famous for its Danish/Icelandic Christmas buffet dinners), a private guided walking tour in the Old Town, and a visit to the famous Blue Lagoon. Included in the package are tickets to the new dramatic comedy, Let's Talk Christmas, where families will learn about both Icelandic Christmas traditions and the Thirteen Yule Lads from their mother, Gryla the Troll.  Many of these unusual traditions have their origins in Old Norse legends and practices, but they are still an active part of modern Icelandic life. 

Departures Nov. 15 – Dec. 15, 2008 from $699* per person based on double occupancy.
Click here for more information.

Ancient Mysteries of Iceland

The mystical nature of Iceland is on full display on this tour. Enjoy the chance to spot the Northern Lights, and visit the new Ghost Center and the Elves and Trolls Center, a fascinating experience in Icelandic folklore and legends. Take a self-guided audio tour through settings that recreate where these beings have been seen in Iceland, and then take a tour bus on a quest to see the heavenly Northern Lights which, if you’re lucky, you’ll see dance before your eyes.

The trip includes airfare, two nights in a double room at hotel in Reykjavik, and a new special: a free DVD about the Northern Lights.

Departures now through Mar. 31, 2009, from $1,059* per person based on double occupancy.
Click here for more information.

Winter Wellness Getaway

Slow down and revitalize with a visit to Reykjavik, with its clean, crisp air, geothermal pools and dynamic people. Relax and recharge body and soul at the Hotel Loftleidir, home of the Dong Fang Salon, Iceland’s first Chinese foot massage and reflexology center. The hotel also offers access to an indoor swimming pool, jacuzzi and sauna. Guests of the hotel receive 10% discount off treatments at the Salon.

Departures now through Mar. 31, 2009, from $699* per person based on double occupancy.
Click here for more information.

*Prices quoted are exclusive of applicable taxes and official charges by destination of approximately $100-$270, per person including the Sept. 11th Security Fee.


A great Christmas gift is a Spa Package for next year... 

http://www.icelandair.com/home/packages/lifestyle/detail/store65/item14649/

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