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The Power of Pop Culture – The Outpace Project

We’ve written a few blogs about Outpace and how pop culture can go hand in hand with tourism businesses and with this being the week of the Eurovision Song Contest we had to tell you about this one.

You may have seen the Netflix movie “Eurovision Song Contest: The Story of Fire Saga” (if you haven’t seen it we really recommend it). The film is set in the beautiful location of Húsavík in Iceland, as well as enjoying a really funny story viewers get to see stunning scenery. The movie was so successful that local entrepreneur Örlygur Hnefill Örlygsson is planning on opening a Eurovision museum in the town. You can find out more about the museum, and even have your say on the items you’d like to see, on the video below:


This is just one example of the power of pop culture and how popular books, movies, music videos etc. can encourage tourists to visit the places they have seen or read about.

The Outpace Project will produce a rise in the number of tourism businesses which develop innovative products & services based on the opportunities afforded by pop culture tourism, thus generating more market-responsive & dynamic regional tourism economies.

Outpace is pursuing the following objectives;

  • IO1 Pop Culture Tourism Alliances & Actions Plans bring together tourism and creative/cultural industies stakeholders to analyse regional skills gaps audits, create an action plan and mechanisms for ongoing collaboration.
  • IO2 Pop Culture Tourism Resource Pack uses narrative text, examples and case studies to introduce tourism , creative industries and cultural heritage stakeholders to the concept of Pop Culture Tourism and its ability to transform regional tourism economies.
  • IO3 Open Education Resources for Pop Culture Innovators are tools to enable HE, VET and business support organizations to adopt a systematic approach to training learners in the development of innovative and sustainable products and services based on pop culture opportunities.
  • IO4 Pop Culture Tourism Innovators’ App, gives direct access to training and collective learning for educators, students and entrepreneurs interested in moving into tourism and the digital content for same through creative industries.

We invite you to join in the conversations on Social Media:


Linked In:

You can also visit the website:


OUTPACE is an EU Erasmus+ Project bringing together partners and experts from Lithuania, the United Kingdom, Iceland, Sweden and Ireland.

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