The second CoP session was hosted by Vinnumálastofnun in Iceland. It focused on the post-COVID tourism industry, the immigration of Ukrainians to Iceland, and their opportunities within the labour market, particularly in the tourism sector with support from Vinnumálastofnun’s Job Brokers.
Job brokers, Ukrainian refugees and tourism in Iceland
Presentations
Key Insights
Strategic Vision for Sustainable Growth
Tourism is Iceland’s largest export sector, accounting for approximately 35% of export revenues. To ensure long-term sustainability, the government has introduced a comprehensive Tourism Policy and Action Plan running until 2030. The strategy is structured around four pillars and twelve emphasis areas. Seven working groups are actively engaged in developing and implementing the plan, aiming to balance growth with environmental and social responsibility.
Workforce Challenges and Opportunities
The sector employs over 30,000 people and relies heavily on a growing foreign workforce. Key challenges include skills mismatches, high staff turnover, seasonality, and limited access to staff accommodation. These pressures underscore the urgent need for structured employment policies and targeted training measures to stabilise and upskill the tourism labour market.
Warsaw’s Tourism Leadership
Since 2023, Iceland has intensified efforts to integrate asylum seekers into the workforce. The Directorate of Labour and EURES Iceland support refugee employment in the tourism sector through tailored job-matching services. These initiatives foster social inclusion, address labour shortages, and contribute to a more resilient and diverse tourism industry.
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 counsellors assist individuals who have been granted international protection in the country. The organisation’s responsibilities include providing employment support, coordinating Icelandic language and community education for adult refugees, and offering interpretation services. Staff members possess diverse language skills, and online interpreting services are used when necessary.
Advisers offer personalised guidance, assist with course participation, social orientation, and CV preparation. They introduce the main tools for job searching in Iceland and liaise with employers on behalf of refugees. In addition, 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 to establish a specialised team within the organisation to focus on supporting Iceland’s largest industry, tourism. A group of six professionals was assigned to specialise in the sector and to develop active dialogue and cooperation with relevant stakeholders. This dedicated team, comprising employment agents, job brokers and advisers, has been in ongoing communication with key tourism actors such as the Icelandic Tourism Association, the Destination Management Organisations of Iceland and major industry players.
Vinnumálastofnun has held numerous meetings with these partners to present its services. During these discussions, a clear need emerged for specialised educational offerings tailored to the tourism sector, with the goal of strengthening industry knowledge and improving staff retention in light of high turnover rates. As a result, discussions were initiated with educational providers and lifelong learning centres regarding training opportunities for job seekers and refugees interested in tourism employment. The first courses were launched at the beginning of 2025 and have already led to new employees entering the sector.
