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Job brokers, Ukrainian refugees and tourism in Iceland
Presentations
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Key Insights
Strategic Vision for Sustainable Growth
Tourism is Iceland’s largest export sector, contributing ~35% of export revenues. To ensure long-term sustainability, the government has launched a comprehensive Tourism Policy and Action Plan until 2030, structured around 4 pillars and 12 emphasis points. Seven working groups are actively developing and implementing the strategy to balance growth with environmental and social responsibility.
Workforce Challenges and Opportunities
The sector employs over 30,000 people, relying heavily on an expanding foreign workforce. Key challenges include skills mismatches, high turnover, seasonality, and limited staff housing. These pressures highlight the urgent need for structured employment policies and targeted training to stabilize and upskill the tourism labor market.
Warsaw’s Tourism Leadership
Post-2023, Iceland intensified efforts to integrate asylum seekers into the workforce. The Directorate of Labour and EURES Iceland support refugee employment in tourism through tailored job-matching services. These initiatives promote social inclusion, meet labor demands, and contribute to a more resilient and diverse tourism sector.
Practical Tools and Methods
Integrating and Supporting Ukrainian Refugees and Disadvantaged Groups in Employment:
Vinnumálastofnun is a key public institution supporting refugees in Iceland. Its counselors assist individuals who have been granted international protection in the country. Vinnumálastofnun’s role encompasses providing employment support, managing Icelandic language and community education for adult refugees, and offering interpretation services. The department’s staff possesses diverse language skills, and online interpreting services are utilized when necessary.
Advisors offer personalized guidance, help with course attendance, social education, and CV preparation. They introduce the main tools for job searching in Iceland and liaise with economic operators on behalf of the refugees. Additionally, Vinnumálastofnun is responsible for providing housing facilities to refugees.
Networking and Collaboration in Job Brokerage with the Tourism Industry:
In 2023, the management of Vinnumálastofnun decided that a specialized team, within the organization, would focus on serving our largest industry, tourism. A group of six individuals was tasked with specializing in the sector and establishing active dialogue and cooperation. This team, consisting of employment agents, job brokers and advisors, has been in active communication with tourism stakeholders such as The Icelandic Tourism Association, The Destination Management Organizations of Icland, and key players in the tourism industry.
Vinnumálastofnun held numerous meetings with these partners to present its services. During these discussions, an increased need for specialized educational offerings focused on tourism emerged, aimed at enhancing knowledge of the industry and increasing retention rates, given the high turnover of staff. Consequently, conversations began with educational providers and lifelong learning centers about educational offerings for job seekers and refugees interested in working in the sector. The first courses were offered at the beginning of 2025 and have already resulted in new employees entering the industry.
