Revenue generated by tourism has been approximately five times the amount invested into it, showing returns like no other business in Iceland.
Vísir reports that the Inspired By Iceland campaign alone has brought in about 34 billion ISK, while only costing an initial investment of 700 million ISK to launch.
The Eyjafjallajökull eruption – and subsequent speculation over the possibility of a second, more dangerous eruption – made serious dents in tourist revenue, as the number of visitors in 2010 dropped below levels from the year previous.
Inspired By Iceland was launched shortly thereafter. The results brought nearly half a million tourists to Iceland in 2010, exceeding all expectations.
Even the movie industry has been having a positive effect on tourism – tourists who came to Iceland due to something they saw in a movie brought in 2.3 billion ISK last year alone.