The Faroe Islands have introduced a fleet of self-navigating, speaking cars to combat overtourism and encourage visitors to explore lesser-known destinations. The initiative, launched by Visit Faroe Islands in partnership with car rental firm 62N, aims to steer tourists away from crowded hotspots and towards hidden gems across the archipelago.
After hiring a car, travellers scan a QR code to activate one of 30 curated itineraries designed from a local perspective. The car then provides spoken narration about the surprise route, which may include visits to Europe’s tallest sea cliffs, hikes to breathtaking fjords, or a stop at a roadside fish-and-chips stand. The catch: drivers must agree to follow the car's directions without knowing their destination.
In a statement, Visit Faroe Islands explained that tourists tend to gather at the same iconic locations, creating a “closed ecosystem” that fuels overtourism and leads to “predictable experiences”. The new fleet is intended to spread visitors more evenly across the islands, protecting beloved sites while revealing overlooked spots.
Guðrið Højgaard, CEO of Visit Faroe Islands, said: “We set out to explore how technology and creativity could offer a new way for travellers to discover the Faroes – one that leads them into places they might never find on their own. This is a more thoughtful kind of journey, designed to both protect what’s most beloved and reveal spots often overlooked.”
The self-driving cars can be booked via the Visit Faroe Islands website, with rates starting from around £74 per day.
