Thanks to the popular TV show Game of Thrones, whose winter scenes mostly take place in Iceland, the country has welcomed 1.8 M foreign visitors in 2016, up 40% from 2015, and is expected to reach 2.4 M by the end of this year.

Brand Finance, that annually reveals the world’s most valuable nation brands, considers Iceland the best performer in 2017 and sums it up with an auspicious “money is coming”. There can’t be over tourism with all that space, eh? Hmm…

In case you are wondering, in the ranking, led by the US and closed by Cyprus, the worst performing nation brand is Uzbekistan. Now you decide where to go for the next holidays… The full report “Nation Brands 2017” is available here.