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Fortune
Fortune
Prarthana Prakash

'Overtourism' crackdown enters Iceland as the country plans new measures to prioritize locals over hot spring-obsessed visitors

poeple seen soaking at Blue Lagoon, Iceland (Credit: Sergio Pitamitz—VWPics/Universal Images Group/Getty Images)

Iceland has a complicated relationship with tourism. 

Home to hot springs and volcanos, Iceland has wanted to lure tourists with its stunning natural attractions. This set off a meteoric rise in visitor numbers, soaring from less than 500,000 in 2010 to an expected 2.3 million this year. While that’s created a cash cow for Iceland’s tourism industry, it’s also created fresh housing troubles for those who call the country home. 

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