Travelers can discover volcanic-themed attractions or visit wellness centers.
Iceland has transformed from a seasonal hotspot for tourists into a year-round destination. Travelers now visit not only the most famous sites but also explore new ones.
"The land of fire and ice" is often portrayed as a place of glaciers, geothermal springs, waterfalls, volcanoes, and the elusive Northern Lights. Many believe it is a place only for thrill-seekers.
But, as Oddny Arnarsdottir, head of Visit Iceland, explains, Iceland's goal is actually a purposeful and sustainable transformation of tourism.
"Since 2018, the numbers have been roughly the same – of course, with the exception of the COVID pandemic period," she told Euronews Travel at the World Travel Market in London this year.
"We receive between 2.1 to 2.3 million visitors annually. There was a growth at a certain period, but it is important to note that we have transitioned from a three-month destination to a year-round one, meaning that 65% of the growth comes from the shoulder season." Improvements in infrastructure, regional development, and local community initiatives have led to tourism benefiting both locals and visitors.
"People are coming back, tourism provides jobs and new activities for people across the country," notes Arnarsdottir.
The country has been working hard to ensure it is visited not only during traditional holiday seasons. Iceland has also inspired tourists to explore areas beyond the well-known Golden Circle.
Nature, Wellness, and Exquisite Local Flavors
Now travelers can discover new volcanic-themed attractions or visit wellness centers, such as Sky Lagoon in Kopavogur. The accommodation options are also growing in northern cities like Akureyri. This diversification encourages tourists to spend more time in the country and venture further, reducing the pressure on traditional hotspots like Reykjavik.
Culinary tourism is also gaining momentum. Three Michelin-starred restaurants, including one recognized for its eco-friendly practices, testify to Iceland's commitment to quality and responsible tourism.
"We are lucky to have the freshest products. The fish, for example, is simply incredible... And then there’s the lamb that roams freely in the summer and vegetables grown in greenhouses. Today, you can find excellent restaurants all over the country."
Dill, perhaps the most famous restaurant in Iceland, became the first in the country to receive the coveted star. The dishes it offers are inspired by the local extraordinary landscape. The intimate restaurant Óx, which can seat only 17 people at a time, joined this list in 2022. The Moss restaurant at The Retreat at Blue Lagoon became the first hotel restaurant in the country to earn a Michelin star in 2023. Here, visitors can enjoy a seven-course tasting menu that combines Icelandic ingredients with Asian influences.
Sustainable tourism is of great importance to Iceland: "Iceland is inherently a sustainable country – with renewable energy sources and a careful approach to nature, which is our main attraction and asset."
"Tourism and sustainability go hand in hand. We talk about four pillars of sustainability: economy, environment, locals, and our visitors. In tourism, one cannot exist without the other," explains Arnarsdottir.
The wellness and hospitality sector exemplifies this philosophy: geothermal spas integrated into the landscape, locally sourced materials, and thoughtfully designed conditions for visitors that have minimal impact on the environment.
Tips for Tourists
For those planning a trip to Iceland, Arnarsdottir advises against rushing around the country and instead focusing on one or two regions to immerse themselves in cultural traditions.
"If you arrive on December 13, you will already meet the Yule Lads. I think that’s worth experiencing!"
Who are the Yule Lads? Let’s just say they are one of those Icelandic secrets you will have to uncover for yourself.
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