Branded routes on bumpy roads: the role of road authorities in the development of tourist routes in rural Iceland

This paper explores how road infrastructure and the Icelandic Road and Coastal Administration (IRCA) shape the development of three branded tourist routes that rely on existing roads: the Arctic Coast Way, the Westfjords Way and the Volcanic Way. All three routes were developed to promote tourism dispersal, support communities in rural areas and encourage slower travel that strengthens connections with landscapes and communities, in line with broader sustainability goals. The analysis draws on semi-structured interviews with 14 stakeholders, including representatives from IRCA, regional Destination Management Organisations (DMOs) and municipalities. The interviews focus on planning processes, IRCA’s role and collaboration between tourism and infrastructure actors. The findings indicate that although IRCA is widely regarded as an essential stakeholder in route development, its involvement has largely been reactive and focused on maintenance and safety rather than strategic planning. Stakeholders pointed to mismatched priorities, limited funding and a lack of formal coordination as persistent challenges. Overall, the study shows how road infrastructure, institutional roles and governance arrangements influence both the possibilities and limits of branded tourist routes in rural Iceland. It also highlights the need for stronger coordination between tourism and transport authorities.