Iceland tourist board launches 'premium tap water' environmental campaign

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The Icelandic tourist authority has launched a new campaign aimed at encouraging 'more responsible' behaviour amongst visitors.

Inspired By Iceland's 'Kranavatn' campaign pivots on the 'world's first premium tap water', highlighting Icelandic water as "free, premium, and abundant."

The tourist board wants to help reduce reliance on single use plastics amongst visitors to the country, and to contribute to the conversation around the UN's Social Development Goals.

Kranavatn, which is Icelandic for 'tap water', will be positioned as a 'luxury' drink at Icelandic bars and hotels, and tourists will be met with a branded Kranavatn bar as they arrive at Reykjavik airport.

The campaign follows a poll of 16,000 tourists which found that nearly two-thirds use more single use plastics while travelling than they do at home.

Amongst those, 70 per cent said this was because they were unsure about the safety of tap water in the territories they were visiting.

Commenting on the campaign, Þórdís Kolbrún Reykfjörð Gylfadóttir, Minister of Tourism, Industry & Innovation said: "It is a pleasure to be able to offer tourists visiting Iceland our luxury tap water and to highlight its accessibility. This research reveals that many of the two million tourists we welcome every year aren't aware of the quality of our tap water.

"To increase awareness and understanding of this issue will ultimately help reduce plastic waste and we hope the campaign encourages tourists to research the quality of tap water and bring their refillable wherever they are going this summer."

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