Boardroom battlefield: where nature meets strategy

Credit: Iceland Regional Airports

In the ever-shifting landscape of aviation, airport executives are increasingly called upon to lead not only through operational complexity, but also through environmental volatility and regional transformation. Iceland, with its dramatic natural forces and emerging Arctic opportunities, offers a compelling case study in how strategic leadership can turn turbulence into growth.

Volcanic preparedness: navigating nature’s unpredictability

Over the past three years, Icelandic aerodromes have faced heightened volcanic activity, demanding a proactive and coordinated response from airport leadership. The challenge is not merely operational, it is existential. The possibility of ash clouds, icy runways, and sudden eruptions can halt air traffic and jeopardise safety.

At the core of our preparedness is the Surface Movement Guidance and Control System, which outlines protocols for low visibility, ash awareness, and winter maintenance. These include friction testing, snow bank management, and visibility thresholds. Complementing this is the EUR and NAT VACP, a regional contingency plan that ensures harmonised response across European and North Atlantic airspaces. 

Recent incidents of volcanic activity have prompted updates to training and materials, reinforcing the need for constant vigilance in daily operation. These efforts reflect a leadership model rooted in resilience, foresight and collaboration with regulatory bodies like the Icelandic Transport Authority.

Akureyri Airport: a new gateway to the Arctic

While nature tests our resilience, opportunity beckons in the north. Akureyri Airport, nestled at the edge of the Arctic, is undergoing a transformation that positions it as a strategic hub for tourism and connectivity. The infrastructure is keeping pace with the enlarged apron, which increases the airport’s capacity for up to 14 aeroplanes in case of diverts or unforeseen circumstances. Also, the terminal was enlarged with an annex for international flights with a duty free store and restaurant. Thanks to a dynamic partnership between Isavia, the North Iceland Marketing Office, and local municipalities, Akureyri is now welcoming direct seasonal international flights from the Netherlands, Switzerland, and the UK.

These routes have not only boosted tourism but also increased connectivity, especially during the winter months, for residents of Northeast Iceland. The partnership with the marketing office and Visit Iceland has been focused on developing a new destination in Iceland that provides all the best of what Iceland can offer; the Northern Lights, geothermal baths, whale watching, and winter activities.

This growth is not accidental. It is the result of deliberate leadership, regional alignment, and a shared vision for Arctic tourism.

Nature direct: linking North and East Iceland

Akureyri is the starting point of the Nature Direct initiative. Ensuring the long-term sustainability of direct international routes to Akureyri is crucial, as it will demonstrate the viability of such services and strengthen the case for Egilsstaðir Airport in East Iceland. At the same time, work is underway to prepare Egilsstaðir Airport for international connectivity. Success in Akureyri strengthens the case for Egilsstaðir, demonstrating viability to airlines and markets alike.

Importantly, direct flights to Akureyri already bring East Iceland much closer: only about a three-hour drive compared to the eight-hour journey from Keflavík, which visitors typically spread across several days while circling the island. In this way, Akureyri not only serves North Iceland but also acts as a strategic enabler for East Iceland, laying the groundwork for a more balanced and sustainable year-round tourism economy.

Route development fund: fuelling strategic expansion

No transformation is complete without financial scaffolding. The Route Development Fund has been instrumental in enabling new flight routes and supporting tourism beyond the capital region. Governed by the Rules of Procedure of the Board of the Aviation Development Fund, the fund operates through two arms: the Route Development Fund and the Market Development Fund. Together, they offer up to €1.5 million annually, along with incentives from Isavia Regional Airports regarding landing fee discounts over the first three years. For airport executives, the fund is more than financial aid, it is a tool for shaping Iceland’s tourism geography and ensuring equitable development. These incentives have empowered regional airports to attract carriers and laid the groundwork for the development of sustainable routes.  

Conclusion: leading the arctic frontier

In Iceland, airport executives are not just managing operations, they are shaping the future. Through volcanic preparedness, regional collaboration, and strategic funding, we are developing a new Arctic winter destination that complements and strengthens Iceland’s tourism ecosystem. A destination that can be labelled as the safest in the world.

This is the boardroom battlefield: where nature meets strategy, and where leadership turns turbulence into opportunity. I look forward to discussing this further at International Airport Summit 2025 in Berlin.

Sigrún Björk Jakobsdóttir will be speaking at International Airport Summit 2025 on the ‘Boardroom battlefield: how airport executives can lead through turbulence & growth’ day 2. Want to discuss your own airport’s challenges with her and get her perspective and advice on your issue? Make sure you secure your place at the summit taking place in Berlin on 19-20 November by registering for your FREE ticket now.

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About the Author

Credit: Iceland Regional Airports

Sigrún Björk Jakobsdóttir has served as CEO of Isavia Regional Airports since 2018, leading the development and operations of Iceland’s regional airport network. She brings over two decades of leadership experience in tourism, hospitality and public service.

Prior to her current role, Sigrún was General Manager of the Icelandair Hotels chain and Project Manager at the North Iceland Tourism Office. Sigrún was also actively involved in municipal politics and held the office of Mayor of Akureyri for three years, where she championed regional development and infrastructure initiatives.

Sigrún holds a degree in Hotel and Tourism Management and has served as Chair of the Board of Icegrid for nine years. Her extensive board experience spans multiple sectors, reflecting her strategic insight and commitment to sustainable growth in Iceland’s travel and transport industries.