As we continue to discuss tourism issues around the world, our next destination is Iceland. A chain of seemingly random events have contributed to the rise in the country's tourism stock, and now, just like in Spain, tourism officials are left to determine what to do in an effort to create a sustainable business model. Now a cornerstone of their economy, the biggest challenge in the coming year will be to find a solution that keeps tourism thriving both for industry and for the community. For this discussion, you will need to review the attached Iceland and the Trials of 21st Century Tourism (skift.com) and then answer the following questions:

1. Will tourism in Iceland have a soft landing or will it belly flop?
2. What does the future of Icelandic Tourism look like?

Support your answer with information from the material presented and discuss the DMO's role in the following:

1. Increasing airfare prices for international visitors
2. Hotel supply and its relationship with AirBnB options
3. Affordability of Tourism for visitors once they arrive
4. Strategies the tourism board could employ to help change the perception of traveling to Iceland