The Faroe Islands Tourism Brand

The purpose of the brand is to unify the tourism industry under a common message, so that the Faroe Islands as a tourist destination can become stronger and more visible.

The joint branding was one of the most significant keywords for success when the decision was made for the Faroe Islands to have a common tourism brand, which all marketing of the Faroe Islands should be based on. The Faroe Islands were to move from the group of countries that did not have a clear profile to standing as a unique and exciting destination in the minds of the target audience. A country people want to visit, never soon enough.

The tourism brand was unveiled at a major event at the Nordic House in 2013, where the first branding film was also premiered. It can only be said that the brand was very well received. The films have since won numerous international awards.

It is a fact that more tourists visit the Galapagos Islands annually than the Faroe Islands. That the Faroe Islands are untouched and unexplored is one of the most interesting things about the destination.

With the words "Unspoiled, Unexplored, Unbelievable" and an "un" prefix in key words in the descriptions, it is emphasized that the Faroe Islands are something you have not experienced before. This sets the destination apart from the "bigger and better" destinations. The Faroe Islands are unique in themselves and different from all others.

The brand is easy to use in all media, can be used in all relevant languages, and can sell the Faroe Islands all year round. Feedback from tourists shows that the brand is still strong and relevant after almost 10 years. With this in mind, the decision has been made to reassess and modernize the brand, and work on this is expected to be completed in the second half of 2023.

Tourists were asked in a Gallup survey in 2022 to indicate how they felt about the slogan of Visit Faroe Islands, "Unspoiled, Unexplored, Unbelievable". 82.7% agreed or strongly agreed with the VFI brand, while only 3.2% disagreed. 14.1% said they were neither in agreement nor disagreement. The average score was 4.2 (on a scale of 1-5), which is a slight decrease compared to a similar survey from 2018, which had an average score of 4.4.

Visit Faroe Islands is the owner of the brand, while everyone in the industry is invited to be users. The brand is intended to provide added value to various offerings while also encompassing their own collective and strategic sales messages.

Additionally, we encourage all Faroese to use the brand in their networks, whether they are out at events as representatives, in their digital channels, and so on. A brand book has been created for this purpose with a detailed explanation of how the brand can be utilized.

For further information, please contact Visit Faroe Islands.