Here’s how Iceland has built an integrated marketing engine.

Offer cheap flights via Icelandair that are probably subsidized by the government.

People see the cheap flights and think “hey, cool, I can get to Iceland! That’s exotic.”

Go to Iceland.

Pay the really high costs of living there and feed the profitable tourism agency.

It’s pretty slick.

Iceland, however, is absolutely beautiful. You’ll see things you won’t see elsewhere.

If you do go, however, remember this:

• however many layers you think you need, you need more
• you’re going to get wet. Often.
• you’re going to need a car

Enjoy.