How Iceland Is Rethinking Tourism – and How to Visit Responsibly

Few countries have seen tourism grow as fast as Iceland. In little more than a decade, the number of visitors went from a few hundred thousand a year to around two million or more – several times the country's population of under 400,000. Tourism helped Iceland recover from the 2008 financial crash and became one of its biggest industries, but it also brought crowded viewpoints, eroded paths, rising housing costs and pressure on fragile nature.

Since then, Iceland has been rethinking how tourism should work for the long term: spreading visitors across regions and seasons, investing in infrastructure at popular sites, protecting landscapes and encouraging responsible behaviour. This guide explains what's changing, and how you can visit in a way that benefits the country – with practical advice on seasons, routes, safety and respectful travel.

Iceland at a glance

What's changing

1. Spreading visitors around the country

Most visitors historically stayed close to Reykjavík, the Golden Circle and the south coast. Iceland now promotes other regions – the Westfjords, the north around Akureyri and Lake Mývatn, and the East Fjords – and some regional airports and routes make them easier to reach. Visiting these areas spreads the benefits of tourism and gives you a quieter experience.

2. Encouraging year-round travel

Winter tourism has grown fast, with northern lights tours, ice caves and snowy landscapes. Travelling outside the summer peak reduces pressure on popular sites and supports businesses year-round.

3. Protecting popular sites

Many famous places – waterfalls, canyons and geothermal areas – now have marked paths, viewing platforms, toilets and parking fees that fund maintenance. Some areas close temporarily to let vegetation recover. Fees and rules are part of keeping these places open.

4. The Icelandic Pledge

Visitors are invited to take the Icelandic Pledge, a promise to travel responsibly: to stay on marked paths, not to drive off-road, to park only in safe places, to camp only in designated sites, to leave no trace and to be prepared for changing weather.

5. Living with volcanoes

Iceland sits on the Mid-Atlantic Ridge, and the Reykjanes Peninsula near the airport has seen a series of eruptions in recent years. Authorities manage access carefully and close areas when needed. Never enter closed areas, and follow official guidance.

How to visit responsibly

6. Stay on marked paths and roads

Iceland's moss and vegetation are extremely fragile – a single footprint or tyre track can take decades to heal. Stay on paths, and never drive off-road; it's illegal and heavily fined.

7. Respect the weather and the sea

Conditions change very quickly. Check the official road conditions and weather forecasts before every drive, register your travel plans with Iceland's official safety website if you're hiking or travelling off the beaten track, and take warnings seriously. At black-sand beaches such as Reynisfjara, sneaker waves are dangerous – stay well back from the water.

8. Choose local and stay longer

Stay in family-run guesthouses and farms, eat in local restaurants and choose locally owned tour companies. Spending more nights in fewer places reduces driving and gives you a deeper experience.

9. Use what's there

Iceland's tap water is some of the cleanest in the world – bring a reusable bottle. Use toilets at petrol stations and visitor centres, and never leave rubbish behind.

10. Park properly

Stopping on the road for a photo is one of the most common causes of accidents. Only stop in designated parking areas, even if the view is spectacular.

Where to go

• The Golden Circle: Þingvellir National Park, the Geysir geothermal area and Gullfoss waterfall – busy, but beautiful early or late in the day.
• The south coast: waterfalls such as Seljalandsfoss and Skógafoss, black-sand beaches near Vík, glaciers and the Jökulsárlón glacier lagoon.
• Vatnajökull National Park: Europe's largest glacier, with hiking at Skaftafell and ice caves in winter with licensed guides.
• The north: Lake Mývatn, the Dettifoss waterfall and whale watching from Húsavík.
• The Westfjords: remote fjords, cliffs and few visitors – best in summer.
• The Snæfellsnes Peninsula: a glacier-capped volcano, fishing villages and lava fields, within reach of Reykjavík.

Practical tips

• Book accommodation early for summer – options outside towns are limited.
• Budget carefully: Iceland is expensive; supermarkets and self-catering help.
• Hire a car for the Ring Road in summer, or join tours in winter if you're not used to icy roads.
• Pack layers: waterproofs, warm layers and good boots, whatever the season.
• Bathe in local pools: every town has a geothermal swimming pool, often far cheaper and less crowded than the famous lagoons – shower without a swimsuit before entering, as is the rule.

For another remote North Atlantic road trip, see our guide to the Faroe Islands.