Iceland Tourism: Conquer Your Fears
Since 2017, Iceland's tourism industry has suffered. The problem is that previous advertising focused only on Iceland's visual, photogenic beauty. Tourists Instagrammed all the waterfalls and glaciers they wanted and then left, leaving the economy vulnerable.
'Conquer Your Fears' repositions Iceland as a place for unique adventure, promoting experience over just observation. Iceland is ranked the #1 safest country in the world. The things you do in Iceland may be scary, but Iceland isn't. 
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Strategically placed where certain fears are likely to be encountered. 
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