Horses of Iceland is a strategic marketing plan developed by stakeholders in the Icelandic horse community to increase the awareness and strengthen the image of the Icelandic horse in international markets. The objective is to make more people aware of the good qualities of the Icelandic horse, all over the world. The focus is not only on the horse itself, but also on services, and horse related products, with the aim to enlarge the Icelandic horse community and make this industry more profitable.