For years, Iceland has been experiencing an extraordinary tourism moment that shows no signs of slowing. Following the pandemic, visitation to Iceland grew to record levels, surpassing even the robust pre-pandemic years when the country became one of Europe’s hottest destinations. Now in 2025, Iceland tourism statistics reveal that searches for Iceland holidays have soared 92 percent year-over-year according to Visit Iceland, while the Northern Lights tourism industry is projected to nearly double from $27.3 million in 2024 to almost $49 million by 2030. This means aurora season is officially having its own moment within Iceland’s broader tourism renaissance. Capitalizing on this growing global fascination, Visit Iceland has launched a playful new campaign celebrating the wonder of the Northern Lights through a fun mockumentary-style film that combines practical viewing advice with characteristically Icelandic humor, offering travelers both entertainment and a chance to win a trip to Iceland.
Iceland’s Unstoppable Tourism Growth
Post-Pandemic Tourism Surge
Iceland tourism recovery has exceeded all expectations since international travel resumed. In 2023, the CEO of the Icelandic Travel Industry Association predicted that year would surpass even the record pre-pandemic tourism levels—a forecast that proved accurate as visitors continued flooding to this North Atlantic island nation.
The momentum has carried into 2025 with remarkable strength. The 92 percent increase in Iceland holiday searches demonstrates sustained interest rather than temporary curiosity, answering questions about is Iceland still popular for tourists with a resounding yes.
Northern Lights Tourism Explosion
While Iceland offers diverse attractions—from glaciers and waterfalls to geothermal hot springs and dramatic volcanic landscapes—the Northern Lights (aurora borealis) have emerged as a particularly powerful draw. The projected growth from $27.3 million to $49 million in Northern Lights tourism revenue by 2030 represents an 80 percent increase in just six years.
This aurora tourism boom reflects both growing awareness of Iceland as a premier Northern Lights viewing destination and increased accessibility as more airlines add routes and accommodation options expand. For travelers asking where is the best place to see Northern Lights, Iceland consistently ranks among the top global destinations due to its location just below the Arctic Circle and relatively accessible infrastructure.
Visit Iceland’s Aurora Campaign
The A.U.R.O.R.A.S. Mockumentary
Visit Iceland has responded to surging interest with a creative marketing approach that balances information with entertainment. The new campaign centers on a mockumentary-style film featuring UK comedian Joe Thomas—known for roles in The Inbetweeners and Fresh Meat—as the leader of the fictional club A.U.R.O.R.A.S. (Alliance of Ultra Reliable Observers Ready for Aurora Spotting).
The film serves dual purposes: helping tourists get “aurora ready” while showcasing Iceland’s playful national character. By busting common myths (no, you can’t turn the Northern Lights off with a switch) and sharing light-hearted tips on spotting aurora borealis, the campaign makes Northern Lights viewing less intimidating for first-time visitors wondering what do I need to know about Northern Lights in Iceland.
Stunning Icelandic Winter Landscapes
Filmed across Iceland’s winter landscapes—from waterfalls to Icelandic horses to boats navigating coastal waters—the campaign captures both the beauty of the Northern Lights at night and the diverse settings where aurora viewing occurs throughout the country.
“At Visit Iceland, we wanted to create something that celebrates both the natural wonder of our destination and the playful, down-to-earth spirit that defines us,” said Oddný Arnarsdóttir, head of Visit Iceland. “The A.U.R.O.R.A.S. campaign captures that perfectly — turning the Northern Lights chase into a story full of humour, warmth, and Icelandic charm.”
The mockumentary, directed by UK-based and Icelandic-born Arni Thor, premieres on YouTube and the Visit Iceland website, making it accessible to the global audience researching Iceland Northern Lights tours.
Win a Trip to Iceland: The Aurora Readiness Quiz
Interactive Campaign Element
As an added engagement component, Visit Iceland has created an “aurora readiness quiz” on their website at visiticeland.com/the-auroras. Completing the quiz enters participants for a chance to win a trip for two to Iceland—a prize package that undoubtedly appeals to travelers researching Iceland vacation packages and wondering how much does Iceland trip cost.
Iceland officials jokingly warn that the quiz won’t be easy, though the tongue-in-cheek nature becomes immediately apparent. The five “grueling questions” include this particularly challenging opener:
“The aurora borealis is?”
- In the ocean
- In the sky
- Inside us all
The humor continues with Visit Iceland’s parting encouragement: “If you believe you have the patience, dedication, and thermal underwear required to join the AURORAS, take our entry exam to become a certified member — and you might just win a trip to Iceland to prove it in person.”
This playful approach reflects Icelandic culture while creating shareable content that extends campaign reach through social media.
Planning Your Northern Lights Adventure
When to See Northern Lights in Iceland
For travelers asking when is aurora season in Iceland, the Northern Lights are visible from approximately late August through mid-April, with peak viewing from September through March. The key requirements include dark skies (limiting viewing to evening and night hours during these months) and clear weather—though Iceland’s notoriously changeable weather means patience is essential.
Best months for Northern Lights Iceland typically include September, October, February, and March when darkness hours are substantial but weather conditions may be slightly more favorable than deep winter.
Where to See Aurora Borealis
Northern Lights viewing locations Iceland span the entire country, from the capital Reykjavik (though light pollution requires moving away from city center) to remote areas across the island. Popular regions include:
South Coast: Easy access from Reykjavik with dramatic landscapes North Iceland: Akureyri region offers darker skies and different landscape backdrops Westfjords: Remote peninsulas with minimal light pollution East Iceland: Fjords and mountains create stunning aurora foregrounds
The campaign’s diverse filming locations showcase this variety, demonstrating that aurora viewing isn’t limited to specific areas but rather depends on dark skies and favorable conditions that can occur anywhere in Iceland.
What Else to Do in Iceland
While Northern Lights draw many visitors, Iceland offers extraordinary year-round attractions. Winter visitors can combine aurora hunting with:
Blue Lagoon geothermal spa experiences Ice cave tours in Vatnajökull glacier Glacier hiking adventures Whale watching from Reykjavik or Húsavík Golden Circle route including Þingvellir National Park, Geysir, and Gullfoss waterfall Black sand beaches of Reynisfjara Jökulsárlón glacier lagoon
This combination of activities helps justify the trip even if Northern Lights prove elusive due to weather—a reality that affects all aurora destinations.
Iceland Tourism Infrastructure
Accessibility Improvements
Iceland’s tourism infrastructure has expanded significantly to accommodate growing visitor numbers. Keflavík International Airport serves as the primary gateway, with numerous airlines now offering direct flights from North America and Europe.
Accommodation options range from budget hostels to luxury hotels, with many properties now offering Northern Lights wake-up calls to alert guests when aurora activity increases during the night.
Sustainable Tourism Considerations
The dramatic increase in Iceland tourism has raised questions about sustainability and environmental impact. Iceland has implemented various measures to protect fragile natural areas while accommodating visitors, including designated viewing areas, improved trail infrastructure, and education about responsible tourism Iceland practices.
Travelers can support these efforts by following Leave No Trace principles, staying on marked paths, respecting private property, and choosing tour operators committed to sustainability.
The Future of Iceland Tourism
The projections showing Northern Lights tourism nearly doubling by 2030 suggest continued strong growth for Iceland travel industry. This momentum creates both opportunities and challenges as the country balances economic benefits with environmental protection and quality of life for residents.
Visit Iceland’s creative campaign approach demonstrates how destination marketing organizations can capitalize on growing interest while maintaining authentic character and providing genuine value through information and entertainment rather than just promotional messaging.
For potential visitors wondering is Iceland worth the cost, the unique combination of accessible Northern Lights viewing, dramatic landscapes, and distinctive culture continues attracting travelers willing to pay premium prices for extraordinary experiences.
Making Your Iceland Northern Lights Dream Reality
Iceland’s continued tourism surge—particularly for Northern Lights experiences—reflects the destination’s unique ability to deliver on expectations while maintaining distinctive character. The A.U.R.O.R.A.S. campaign exemplifies how Iceland markets itself: with humor, honesty, and genuine warmth that invites rather than oversells.
Whether you’re seriously considering an Iceland Northern Lights trip or simply enjoying the mockumentary’s entertainment value, the campaign succeeds in making aurora viewing feel accessible rather than intimidating—while reminding potential visitors that patience, preparation (yes, thermal underwear), and a sense of humor enhance the experience.
The aurora readiness quiz offers a fun entry point for engaging with Iceland tourism content, and who knows—you might just win that trip to Iceland and join the ranks of aurora chasers experiencing one of nature’s most spectacular phenomena against the backdrop of Iceland’s otherworldly landscapes.
At The Inspiring Insight, we celebrate destinations that combine natural wonder with authentic character and smart marketing that informs as it entertains. Iceland’s approach to its Northern Lights tourism boom demonstrates how to welcome growing visitor numbers while maintaining the playful spirit that makes the destination special. Whether you’re planning your first Iceland adventure, returning for another aurora hunt, or simply curious about why Iceland searches have surged 92 percent, understanding the destination’s appeal and practical realities ensures better experiences. For more destination spotlights, tourism trend analysis, and travel inspiration that helps you discover the world’s most captivating places, explore our complete collection of stories designed to transform wanderlust into meaningful journeys.
