This chapter explores and contrasts the image of Iceland within tourism marketing and with how Icelanders themselves understand and use their culture and heritage. It also explores the changes brought on by the economic crash of 2008—2011 in relation to local understanding of the past and its commercial uses. These changes demonstrate the flexibility and volatility of heritage in society. The chapter discusses some of the ways in which the increased tourism has influenced Icelandic society and its self-marketing strategies. An important part of Icelandic heritage centres on the notion of purity and preservation. It explains the varieties and complexities of Icelandic heritage, centring on two main topics: city and nature. These two terms will guide the reader through two ways in which Icelandic heritage is used in present-day Iceland: as a marketing tool for tourism, governmental decision-making and given social norms.