Icy HOT

Iceland’s tourism industry is scorching — and finally catching up to luxury demand...

- KEITH GORDON

In the past decade, Iceland has gone from, well, a frozen island in the middle of the Atlantic to one of the hottest tourism destinations in the world. In 2010, fewer than half a million foreigners visited the island, but thanks to annual increases of around 20 percent, the country’s tourism board expects that number to reach nearly 2.37 million visitors this year. To put that in perspective, in 2017 Iceland will see seven times as many tourists as there are citizens of the country (334,000).

The tourism boom is the result of several factors: Icelandair’s frequent layovers on transatlantic flights; the appeal of the country’s Instagram-ready natural wonders; and Iceland’s star turn on Game of Thrones. This influx has placed enormous stress on the small nation’s infrastructure, and the hospitality industry has been overwhelmed. The demand for premium accommodations has also soared, as backpackers and budget adventure-seekers have been replaced by a more moneyed class of visitors with expectations of luxury and world-class hospitality.