SELF-NAVIGATING CARS
Link Copied!
Can you imagine a road trip where you never know where you’re going next? May we introduce Self-Navigating Cars, a new way of travelling aimed at distributing travellers and surprising visitors. Curated journeys take travellers on hidden detours across the islands, one spot at a time — and the twist: you don’t get to choose where you are going!
These curated routes are programmed not to follow the crowd. Instead, they disperse visitors to serene, lesser-known corners of the islands — curated by locals who know some of the most beloved but underappreciated spots. There’s just one catch: you have to surrender control. When you rent one of these cars, you sign an agreement to follow its directions, with no clue where you're headed.
WAS IT WORTH THE RIDE?
From actual people who dared!
It was so cool! The Faroe Islands speak for themselves. The Selfnavigating route was such an amazing way to experience the destination. Feels like you’re being invited on the island instead of imposing on the place.”
- Sarah Stocking, Lonely Planet
"It all felt random — and somehow perfect. Would I do it again? 100%. Because I just found places I never would’ve chosen on my own.“
Tom Newbold | @tnewbold1
"It’s no secret that over-tourism has its grip on most of Europe this summer...These itineraries offer a more thoughtful kind of experience, designed to reveal places that are often overlooked - like Sandoy. Such a whimsical island full of hidden treasures”
Kyle Lotajarvi | @kylekotajarvi
"Perfect for a more authentic experience, learning about the history of the islands and with more virðing (known as respect) for nature and the communities...This isn’t just another trip. It’s a new way to explore.”
Daryl Walker | @darylswalker
"As a local, I surprisingly only knew one of these stops. The rest? Pure surprise! That’s the magic of exploring the Faroe Islands with a self navigating car"
Rannvá Joensen | @rannvajoensen
#selfnavigatingcars
THE WHY?
A global problem, a Faroese solution
In a world where tourists gather around the same iconic 'hot spots', driven by algorithms and social media trends that create a closed ecosystem where images from popular places attract even more people to those very locations. The result is overtourism and predictable experiences.
The Faroe Islands have experienced some pressure on selected sites themselves, and now we are trying to reverse the flow and are flipping the script, quite literally.
These routes are shaped by the people who live here, offering a more authentic perspective… “We’re really just asking travelers to let go of control for a moment. When you don’t know what’s around the next corner, you open yourself up to something completely different. Maybe something more beautiful. Maybe just more real.”
Marta Káradóttir - Content Manager, Visit Faroe Islands
THE HOW?
So, we meet again, Google!
All vehicles in the Faroe Islands can adopt this technology. The system — which is built on Google Maps combined with local tips and route recommendations — is free to opt into. The only requirement is that you agree to follow the car’s directions for the entire day (no cheating, we have sheep spies).
THE PROFESSIONAL STUFF
Press Materials
