Could knitting tourism replace Northern Lights adventures in Iceland?

This Week’s Travel & Tourism Stories

1. Who Needs Volcanoes When You Have Knitting Needles?

Iceland has long been synonymous with otherworldly landscapes, steaming lagoons, and the mesmerizing Northern Lights.

But a growing trend is inviting travelers to experience the country through a different lens: knitting needles. This approach to Icelandic tourism taps into the country's rich wool tradition, offering visitors a chance to engage with local culture in a personal way.

From hands-on knitting workshops to visits to sheep farms and yarn-dyeing studios (and 24-hour grocery stores prepared for "2 a.m. knitting emergencies”), this niche travel experience is weaving together tourism, craftsmanship, and cultural preservation.

Iceland's knitting tourism showcases how a country can leverage its traditional crafts and industries to create unique, immersive experiences that attract visitors year-round, not just during peak seasons. This slow tourism model not only provides a fresh perspective on a popular destination but also demonstrates how travel can directly benefit local communities and artisans.

2. Out-Of-This-World Travel, Not-So-Astronomical Pricing

Space tourism has long been the stuff of science fiction, but companies like Space Perspective are bringing it closer to reality. With their recent successful test flight of Spaceship Neptune-Excelsior, they're redefining what space travel means for the average person, with a price of $125,000, less than the reported $450,000 for Virgin Galactic's SpaceShipTwo.

Instead of intense g-forces and weightlessness, Space Perspective offers a gentler, more luxurious experience - complete with cocktails, Wi-Fi, and panoramic views from the edge of space (and, allegedly, the best bathroom selfie in the galaxy).

While you or I may not be going to space anytime soon, Space Perspective's strategy offers valuable lessons in storytelling and experience design. By sharing milestones, test flights, and behind-the-scenes glimpses, they're building anticipation and engaging potential customers in the development process.

3. This Is Your Sign To Pay Attention To Underserved Markets

For many deaf travelers, exploring the world can be fraught with unexpected challenges and frustrations, from being denied entry to iconic landmarks to struggling with communication barriers.

Terry Giansanti, founder of Hands On Travel, is working to change this landscape. In an interview with AFAR, he shares how his deaf-owned tour operator has organized over 350 tours in more than 60 countries, catering specifically to deaf travelers who use American Sign Language.

Giansanti's company emerged from a recognition of the unique needs and experiences of deaf tourists, offering not just travel services but a bridge to more accessible and enjoyable global experiences.

The company's approach demonstrates the value of deeply understanding and addressing the specific needs of underserved groups. Moreover, it underscores the importance of accessibility and inclusion in travel, suggesting that adapting services to meet diverse needs isn't just ethically sound—it's also good business.

This Week’s Creative Campaign: The Home of Halloween

Halloween’s only a month away, and Tourism Ireland’s pulling out all the scares with their newest campaign to “Discover the True Home of Halloween.” By tapping into the global fascination with Halloween, Tourism Ireland has found a unique angle to highlight the event’s roots as “an ancient Celtic festival called Samhain (pronounced "sow-in"), celebrated over 2,000 years ago.”

The campaign's blend of atmospheric storytelling and visual allure is, frankly, top-notch. It’s a shame it’s only two minutes — I would’ve watched two hours of this moody black-and-white cinematography. By connecting modern Halloween festivities to their Celtic origins, the campaign offers a compelling reason to visit Ireland during the off-season.

It's a great example of how a destination can leverage its unique cultural assets to create a story that resonates far beyond its borders.

💡 This Week’s Travel Marketing Tips 💡

How to turn this week’s stories into news you can use.

1. Leverage Local Traditions - Tap into local crafts, traditions, or little-known historical facts to create distinctive travel experiences.
   
   Takeaway: Partner with local artisans or historians to offer free mini-workshops or talks for guests.

2. Build Anticipation Through Storytelling - Use behind-the-scenes content and gradual reveals to engage potential customers before their trip.

   
   Takeaway: Create a weekly social media series sharing behind-the-scenes glimpses of your destination or operation as you follow the development of a product, like a tour, tourism trail, or community event.

3. Explore Underserved Markets - Carefully consider and prepare for serving niche or underserved traveler groups, ensuring your approach is both ethical and aligned with your business capabilities.
   
   Takeaway: Research an underserved market relevant to your business, then make an informed decision: either develop a plan for meaningful, long-term changes, or identify how to be more inclusive in your current operations. Regardless of your decision, educate your staff about diverse traveler needs to improve overall service.

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