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Come to Iceland

1996

Icelandair acquired one of Iceland's largest travel agencies in 1996 as part of its new strategy to develop its tourist services. Introductions to Iceland had been an important part of the company's operations since Loftleidir started offering stopover packages to transatlantic passengers. This marketing sector was gaining increasing importance. Massive sums were injected into advertising. The network was expanded to draw passengers onto routes that passed through Iceland.

New destinations in North America were added, and the tourist season was greatly extended. Icelandair paid particular attention to increasing its presence on the western side of the Atlantic, and began flying to Boston, Halifax and Minneapolis. These new markets brought hundreds of thousands of new customers, and increased tourist interest in Iceland markedly. In 1994, 180,000 tourists visited Iceland for long or short stays. Six years later, that figure had risen to 303,000