ABSTRACT
On a grey and windy Tuesday morning, 10 September 2013, a crowd of a few hundred people gathered for a half day conference in Iceland’s most high profile conference facility, The Harpa, to learn about The Future of Tourism in Iceland. The conference was initiated by some of the largest tourism firms in Iceland in order to present a new report on the opportunities and challenges of Icelandic tourism, prepared by the international consultancy firm Boston Consulting Group (BCG) (The Boston Consulting Group, 2013). The Harpa provided a welcoming shelter for attending guests that were reminded of forces of nature as they almost blew through the door this autumn morning. They were welcomed by the Icelandic Prime Minister as well as the Minister of Industry and Tourism who opened the conference.
