Since China’s international travel restrictions were lifted in 2023, Iceland is rising in the ranks of popular long-haul destinations for Chinese travellers. Despite being outside the EU, Iceland is part of the Schengen Area and therefore Chinese visitors can use their Schengen visa to enter the country, putting it ahead. In 2024, Iceland received approximately 96,000 Chinese visitors, a sharp climb from 2023’s 53,000 where already Chinese tourists were making up the fourth largest visitor group. In natural continuation of this growth, Iceland is expecting more attention this year, with talks of direct flights to and from China by 2027. So where in Iceland are Chinese travellers going?
1. Reykjavik
Perhaps one of the most compelling aspects of a trip to Iceland is the country’s safety. This may sound surprising, or draw assumptions that it must not have much else to offer, but to Chinese travellers safety is of the upmost importance- even minor incidents in the news about a certain destination can easily make or break a visit there.
Reykjavik, the capital of Iceland, was ranked the #1 safest city in the world in 2026, marking its second year in a row in the top spot. Reykjavik is known for its friendly locals and low rates of crime, and it is well connected to many tourist attractions in Iceland. The city is creative and lively, standing as an obvious choice for Chinese tourists on their first visit to the country, and they are highly likely to end up in the capital at some point during their trip. It is walkable and enticing year-round, characteristics favoured by Chinese travellers alike. Reykjavik has Chinese restaurants that offer traditional menu options, and although Mandarin is not widely spoken there are certified translation services available around the city.
On a wider scale, Iceland has held the spot for safest country in the world on the global peace index since 2008. The reputation of Icelandic locals for being kind, helpful and friendly means that Chinese standards for a ‘welcome’ are met wherever they go across the country. Read more about the importance of safety and the cultural welcome to Chinese travellers here.
Connections between China and Iceland also reach the realm of TV: the Chinese reality show ‘Divas Hit The Road’, in which celebrities travel and explore different locations together, recently featured a trip to Iceland in its fifth season, where the cast were based in Reykjavik. The show’s aim was to strengthen the cultural exchange between China and Iceland, and it was well-received by viewers with over 4 million watches on Mango TV as of 2024. This blog post from a popular Icelandic designer details a heart-warming and memorable experience with the cast as they stopped by the flagship store in Reykjavik on their adventures. The feature of beloved celebrities such as Dilraba Dilmurat, a global fashion ambassador and icon, combined with coverage of Iceland’s beautiful scenery and a primarily Chinese viewership, serves as a clever and culturally relevant way to boost Chinese tourism for the destination, and the show has consequently been a major influence on the popularity of Iceland as a holiday location.
2. The Northern Lights and Thingvellir National Park
Iceland’s raw, untouched landscapes are another big selling point for Chinese travellers, particularly those from large cities like Shanghai or Beijing, who often seek nature retreats and wellness travel experiences. Standout scenery includes glaciers, volcanic fields and black sand beaches, as well as the infamous northern lights (or aurora borealis) which can be spotted in national parks around the country.
The aurora borealis in particular have a deep cultural significance to China, as they can be visible from its northernmost points such as Mohe, Heilongjiang province, but are historically rare, with sightings in China mostly being caused by major solar events. In early Chinese legend, the northern lights were interpreted as celestial fire-breathing dragons of good and evil fighting a battle in the sky. For many Chinese travellers nowadays, a chance to see the aurora is once-in-a-lifetime, and Iceland is one of the most ideal locations for viewing globally due to its high latitude, dark winter nights and low levels of light pollution.
Only 45 minutes from Reykjavik is Thingvellir national park, which offers advantageous views of the northern lights in a dramatic natural setting. Wide open skies and low light pollution means plenty of photo opportunities for Chinese travellers who might like to document their experiences on social media platforms such as RedNote, where nature themed travel content is popular.
As well as being a UNESCO World Heritage site, Thingvellir national park is additionally part of Iceland’s ‘Golden Circle’, a circular travel route designed to show the best of Iceland’s natural beauty. Other stops include the Geysir Geothermal Area, which focuses on more volcanic attractions, and 230-foot drop Gullfoss waterfall. Full-day guided tours are available for Chinese tourists interested in visiting the Golden Circle, and accommodation is also available around the route for those interested in expanding their visit.
3. Keflavik and the Blue Lagoon
Recently, steps have been made towards improved flight routes between Iceland and China, with some sources claiming that direct flights could become available soon. The leading Chinese airline Air China is currently exploring the possibility of launching these flights, due to the increasing number of Chinese tourists visiting Iceland in recent years. If approved, this scheme could boost Iceland’s tourism export revenues by billions and is sure to strengthen travel and business connections with China. Currently, visitors from China transit via other European hubs to get to Iceland.
Keflavik International airport, which is the largest and most popular airport in Iceland, does not currently offer Mandarin translations or have Mandarin speaking staff. Making these changes, however small, will certainly increase Chinese interest in visiting Iceland and will make Chinese travellers with existing bookings feel much more welcomed on arrival.
As well as hosting the primary airport for Chinese outbound travellers coming to Iceland, Keflavik is ideally situated close to many natural attractions. The Blue Lagoon, which is about 20 minutes from Keflavik International Airport, is easily accessible by car, public transport or guided tours, making it a popular stop for Chinese tourists on immediate arrival or departure of their trip. The famous geothermal spa spans about 8,700 metres and is a must-do for Chinese tourists looking to relax in Iceland, though reservations are recommended for peak tourist seasons.
4. Skaftafell Nature Reserve, Vatnajokull National Park
Skaftafell Nature Reserve is the host of a diverse range of natural attractions and activities, including glaciers, hiking trails, valleys and waterfalls. Since 2008, it has been part of the UNESCO World Heritage site Vatnajokull National Park, which is home to Europe’s largest glacier (Vatnajokull). In Skaftafell, it is possible to join guided glacier hikes- in fact, it is the most popular destination in Iceland to do this. In the winter, this can also include a guided tour of the ice caves, an opportunity rather unique to Iceland’s cold conditions and landscape.
On the higher end, Vatnajokull National Park boasts Iceland’s tallest mountain, an inactive volcano named Hvanndalshnúkur, at approximately 2,110 metres above sea level. Hiking the summit rewards the participant with breathtaking views of the park, making it a popular destination choice for adventurous Chinese tourists. In the southern part of Vatnajokull National Park is Jokulsarlon Glacier Lagoon, the deepest glacial lake in Iceland where plenty of blue icebergs can be seen, as well as the seals that swim there.
The impressive variety of terrain that Skaftafell and Vatnajokull have to boast, from looming mountains to vast glaciers to impossibly deep lakes, is particularly appealing to Chinese solo travellers, adventure bloggers/ content creators and anyone looking to immerse themselves entirely into stunning natural landscapes.
5. Westfjords Region
For those looking for something off-the-beaten-path, the Westfjords offer some of Iceland’s most impressive scenery, though they are situated further away from central attractions and require a higher level of commitment to properly explore. Because of this, the Westfjords are largely undiscovered by Chinese travellers thus far. However, research from the National Library of Medicine has shown that Chinese tourists visiting Nordic countries are often more experienced in travelling, and with recent increases to the number of Chinese nationals in Iceland it is likely that a higher proportion of this year’s travellers will seek to avoid overcrowded tourist attractions and instead visit more rural areas like the Westfjords.
Located in the northwest corner of Iceland, the Westfjords consist of well-preserved wilderness, with waterfalls, mountains, and, of course, fjords. The region also has historical ties with Icelandic folklore and tradition, making it a great region for Chinese travellers looking to experience authentic Icelandic culture in a remote location.
The Westfjords are accessible via public transport from Reykjavik, and it is recommended to stay several days there in order to take it all in, though a day trip is possible: see a possible one day itinerary here.
Iceland is expected to receive even more attention from the Chinese outbound travel market in 2026, with numbers at an all time high. Guanxi can help to promote your Nordic attraction, hotel, city or destination to the growing Chinese market- contact us here to find out more.