Icelandic Pledge: informed behavior from visitors

Iceland clearly defines what responsible behavior looks like and invites travelers to actively commit to it.

Iceland has become a “must see” destination and has attracted many new visitors in recent years. To protect their destination community, Visit Iceland launched the Icelandic Pledge, a visitor-focused initiative designed to positively influence behavior while preserving the joy and meaning of travel. 

The pledge frames visitors’ responsible behavior as an essential part of experiencing Iceland safely, respectfully, and in harmony with nature.

The Icelandic Pledge is built around clear guidance and shared understanding. Through simple, accessible language, the pledge helps visitors recognize how their actions affect Iceland’s landscapes and communities. It provides practical direction on how to stay safe, protect nature.

At its core, the pledge invites travelers to experience Iceland the way Icelanders do. It outlines eight key commitments that encourage care for nature, respect for place, and responsible exploration. These commitments translate abstract ideas of responsible behavior into everyday actions that visitors can easily understand and follow.

The initiative operates through a visitor-facing digital pledge. Travelers are invited to sign an online agreement before or during their trip, committing to responsible behavior. Upon signing, visitors receive a digital badge, encouraging them to publicly express their commitment on social media.

Visit Iceland’s approach highlights a key lesson for destination management: responsible tourism works best when visitors are treated as informed partners, not passive consumers.