The document discusses how social media was used to rescue Iceland's tourism industry after a volcanic eruption in 2010 negatively impacted visitor numbers. Travel to Iceland was predicted to decrease by 30% and cost £180 million in lost revenue. To address this, Iceland used social media platforms like Facebook, Twitter, and video to tell personal stories from visitors and change negative perceptions of Iceland as a tourist destination. This social media campaign increased actual visitors by 79,252 above forecasts, resulted in total revenue of £138.7 million, and improved perceptions of Iceland in its three main tourist markets by 48%, 25%, and 24% respectively. The campaign demonstrated that mass social participation and personal stories on social media can boost tourism.

1. How social media rescued Icelandic
tourism after the volcano explosion
@Cleverwood

2. Background
2
14th of April 2010
30% less tourisme
Prediction: £180m
less revenu

3. Problem to solve
• How can we increase the amount of visitors?
• How can we change the negative opinion about
3
Iceland as a tourist destination?
• How do we tell the story without making it feel like
government-sponsored marketing?

4. Realisation
Facebook
4

5. Realisation
Twitter
5

6. Realisation
Video
6
Own video
Videos from fans

7. Results
7
1. 79,252 additional visits above the
forecast
2. Total revenue was £138,7m.
3. The perceptions of Iceland increased in its
48% three main market tourist markets.
25% 24%

8. Learnings
8
• Mass social participation can work
• Use personal stories to stimulate engagement
• A national online event can create more awareness