On 24 March 2026, the Icelandic Tourism Research Centre welcomed tourism professionals and cultural stakeholders to Tæknigarður in Reykjavík for a UPLIFT workshop focused on interactive solutions for literary and film tourism. The workshop generated lively discussions about how immersive and interactive experiences can enrich tourism products, strengthen visitor engagement, and create new opportunities for destinations and businesses.
What Makes Tourism Experiences Immersive?
The first part of the workshop introduced participants to the concept of immersive tourism. Rather than simply presenting information, immersive experiences invite visitors to step into stories, places, and narratives. While technologies such as virtual reality (VR), augmented reality (AR), and mixed reality (MR) often receive significant attention, participants were encouraged to think more broadly. Immersion is not necessarily about sophisticated technology; it is about creating meaningful connections, encouraging participation, and helping visitors engage emotionally with a place, story, or character. Examples discussed ranged from smartphone-based AR experiences and QR-code activated content to guided storytelling, role-playing activities, and multi-sensory interpretation.
Practical Opportunities for Tourism Businesses
A key message throughout the workshop was that immersive tourism does not need to be expensive or technically complex. For many small and medium-sized tourism enterprises, simple digital tools can provide effective ways to enhance visitor experiences. Interactive audio content, location-based storytelling, digital heritage trails, and mobile-friendly AR experiences were highlighted as practical entry points for organisations looking to experiment with immersive approaches. Participants also discussed common barriers, including costs, technical skills, maintenance requirements, and concerns about preserving authenticity. The workshop emphasised the importance of starting small, testing ideas, and building confidence gradually.
Learning from Experience Design in Practice
The second part of the workshop featured a guest presentation by Hringur Hafsteinsson from Gagarín, one of Iceland’s leading experience design companies. Drawing on projects developed in Iceland and internationally, the presentation demonstrated how successful visitor experiences are built through the integration of content, storytelling, space, and interaction. Examples from museums, exhibitions, heritage sites, and visitor centres illustrated how thoughtful design can transform cultural narratives into engaging and memorable experiences. Particular emphasis was placed on user-centred design, dramaturgy, participation, and creating opportunities for visitors to actively explore and discover stories rather than simply consume information.
Key Takeaways from the Workshop
The workshop concluded with a discussion on how these ideas could be applied within Icelandic literary and film tourism. Participants exchanged experiences, reflected on local opportunities, and considered practical ways of incorporating immersive elements into existing tourism products. The conversations reinforced one of the central messages of the UPLIFT project: immersive tourism is ultimately about storytelling, engagement, and creating memorable experiences that allow visitors to connect more deeply with culture, heritage, literature, and film.