How Iceland Is Managing Its Sudden Tourism Boom

Visitor boards aim to promote lesser-known locales

If your Instagram feed is giving you the impression that all of your friends are going to Iceland, you’re probably not wrong. Global travelers are flocking to see its Northern Lights, waterfalls and other natural wonders in ever-increasing numbers: from 490,000 in 2010 to 1.8 million in 2016, with 2.3 million visitors expected this year, according to the Icelandic Tourist Board.

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This story first appeared in the April 17, 2017, issue of Adweek magazine. Click here to subscribe.