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Iceland's largest DMC will celebrate its 90th anniversary in 2026; in the lead-up, it hopes that some of the 70% of visitors who say they are likely or very likely to return will be inspired by new products in, and direct flights to, Akureyri, in the destination's north

After being appointed as Cabinet Secretary for the Ministry of Tourism and Wildlife earlier this year, Ms. Rebecca Miano was keen to emphasise the strong role the UK plays in tourism for the nation and its "historical connection" to the destination at the "very important" World Travel Market 2024