The "land of fire and ice" is often imagined as a place of glaciers, geothermal hot springs, waterfalls, volcanoes and the elusive northern lights - a destination for thrill-seekers ticking off bucket-list experiences.
But as Oddný Arnarsdóttir, head of Visit Iceland, explains, the country’s real story is about a deliberate, sustainable transformation of tourism.
“Since 2018, the numbers have more or less been the same - of course, besides the COVID years,” she tells Euronews Travel at this year's World Travel Market in London.
“We have between 2.1 and 2.3 million
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