In a world where 80% of travellers visit just 10% of global attractions, the Faroe Islands set out to challenge the algorithms and bucket-list travel trends shaping modern tourism. Self-Navigating Cars is a world-first travel experience designed to disperse visitors more sustainably — and more meaningfully — across the archipelago.

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Instead of guiding travellers to the usual hotspots, this project embraces the spirit of surrender seeking — where travellers intentionally give up control to rediscover spontaneity. After arriving on the islands, visitors simply scan a QR code in their rental car, camper van or other to activate custom GPS routes. Each journey includes a series of surprise stops — revealed only turn by turn — leading guests through small villages, fjords, cliffs, and local favourites rarely found on maps. The key element is that you will never know where you end up before taking off.

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Each itinerary is carefully curated by locals, blending hidden gems with cultural storytelling and sensory moments — from discovering a turf-roofed church to tasting freshly caught fish and chips overlooking the sea. No two routes are the same, and travellers will never be on the same route at the same time, ensuring every trip feels personal and unpredictable.

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By blending technology, creativity, and sustainability, Self-Navigating Cars redefines exploration in a way that protects fragile destinations while deepening visitor connection. The campaign turns bucket-list travel — a symbol of control — into an act of trust and wonder, inviting travellers to “let go and let the islands guide you”.