In 2010, on the heels of the Great Recession, Iceland needed a boost. The country, which relied heavily on banking, was in economic shambles after the crash, so they turned to developing an industry that could help them get back on their feet: tourism. They way they did it was genius — Icelandair, the country’s main airline, started offering cheap flights from the US to Europe, with stopovers in Reykjavik. You could have an affordable continental vacation and discover a new, isolated island country while you were at it.
They didn’t even slow down for the winter season — they offered incredibly cheap “Northern Lights” packages. They did massive advertising campaigns, basically wallpapering the New York and London subways with cheap deals. This is how it came to pass that, while getting off of my Central Line train at Holborn Station in London, I saw the Northern Lights deal and decided that, yes, a subarctic island in the dead of winter sounded like a great idea.