In an attempt to encourage its tourists to behave more responsibly, Inspired by Iceland has launched the world’s first premium tap water brand. Kranavatn, Icelandic for tap water, is being promoted as a free, abundant, high quality product for consumption from any tap.

By promoting its tap water, Inspired by Iceland – the official brand for Icelandic tourism – hope to be a force for good in the global fight to reduce plastic waste and contribute to the global conversation regarding the UN´s Social Development Goals. A change in behaviour from tourists using less plastic would have a significant environmental impact, claims Inspired by Iceland.

The campaign follows a new global survey (March 2019) of 16,000 travellers in 11 markets across Europe, the Nordics and North America which found that nearly two in three (65%) admitted to consuming more plastic water bottles when abroad than when at home, citing ‘fear’ that tap water abroad is unsafe (70%) and convenience (19%) as the main determining factors.

Inspired by Iceland is aiming to raise awareness of Icelandic tap water as one of the cleanest and best tasting tap water in the world – pure glacial water filtered through lava for thousands of years. Unlike in other countries, 98% of Icelandic tap water is chemically untreated and measurements show that unwanted substances in the water are far below limits, according to the Environmental Agency of Iceland.

Kranavatn will be positioned as a new ‘luxury’ drink at selected Icelandic restaurants, bars and hotels. Visitors to Iceland in mid-June can expect to see a Kranavatn branded bar upon arriving at the airport, where they can enjoy Icelandic water straight from the tap.

Anyone who is planning a trip to Iceland this year can join the Kranavatn challenge online at

For more information please visit: Inspired by Iceland