Iceland, known for its rugged beauty, has seen a rapidly growing influx of tourists in recent years. Last year, they numbered 672,000, or 19 percent more than the previous year, and twice as many as in 2003.
"It's a challenge to have 20-percent growth each year. Every industry would be challenged to experience such a development," said the director general of the Icelandic Tourist Board, Oloef Yrr Atladottir.
Singer Bjork's success in the 1990s, the banking crisis of 2008 and the eruption of the Eyjafjallajoekull volcano in 2010 are all events that -- for good or bad -- have boosted the country's profile abroad as per an AFP report.
Attractions range from the azure waters of the Blue Lagoon geothermal spa to lesser-known yet spectacular sites like the heart of the dormant Thrihnukagigur volcano.
"We came to Iceland to see what this country is really like. To see something different: geysers, lava fields, hot springs," said British tourist Leon Jones, 37.
Once the preserve of wealthy travellers looking for a quiet retreat, the country has become a significantly more affordable destination after the collapse of the Icelandic krona, which has never recovered after losing 47 percent of its value against the euro in 2008.
But some are starting to ask how many tourists the tiny nation can handle.
"Since 2011 we've been focusing our marketing campaigns on the off-season period," said Atladottir. Those efforts have pushed the ratio of visitors who arrive in summer to below 50 percent.
"Now we have to define where we want tourism to grow.... During the high season, there are certain areas that cannot bear many more tourists," she added.
But David Samuelsson, chief executive of Visit South Iceland, says he believes the country could do even better when it comes to catering to visitors looking to go off the beaten track, and is calling for the tourist trade to become more local.
"The two main reasons why people come to Iceland are one, nature, and two, nature. So we're trying to convince them to come closer to this nature as soon as they arrive, which for example some farmers offer," he said.
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