Pride and pressure: How does the students of Reykjavik deal with the realities of mass tourism in Iceland?

Before doing his research, Adem was thinking that the situation of tourism in Reykjavik is very similar to Rovaniemi in terms of what students generally think of mass tourism, but after a short exchange in Iceland to do interviews with local students, the reality is quite different from what he expected.

Over the past fifteen years, Iceland has changed considerably. Between the recovery following the 2008 financial crisis and the eruption of  the volcano Eyjafjallajökull in 2010, the country has gone from being a little-known Nordic destination to a major player in international tourism. Although this growth has brought considerable revenue to the state, it has also raised difficult questions about its social impact on residents (Hjálmarsdóttir & Óskarsson, 2025) .

In this context, how do residents and more specifically students living in the heart of the capital deal with these rapid changes on the everyday life. This qualitative study is based on the experiences, perceptions expressed by students in Reykjavík, divided between economic realism and a strong sense of the public good.

A socio-economic driver seen as essential by young people

The first key finding of the study shows that, contrary to certain external negative arguments about mass tourism, students in Reykjavík have a generally positive and rational attitude towards tourism. Effectively, they do not view it as a problem, but as a source of concrete support. In concrete terms, the sector offers seasonal and part-time jobs, as well as future career paths that are generally well paid. These roles help students cope with the high cost of living and finance their studies with greater ease (Walmsley et al., 2020) .

Beyond the financial aspect, participants highlight the cultural dynamism it has given the capital. For example, the massive arrival of visitors has led to a significant diversification of the city centre, with more cafés, the emergence of international restaurants and a busier events calendar. Students appreciate a more cosmopolitan and liveliery city, favourable to encounters and international exchanges, which they find particularly inspiring and rewarding according to some participants of the study.

From a sense of belonging to the ‘non-place’: the emergence of urban dispossession

This sense of belonging is, however, accompanied by a critical view of the tensions affecting urban space of the city. There are numerous accounts describing a transformation in the identity of Reykjavík city centre, where local shops have gradually given way to standardised chains focused on tourist consumption, which has for consequence a lesser authenticity.

This change illustrates urban dispossession : the local environment is being reorganised to benefit the visitor, and established social spaces are becoming replaceable. Also, the sense of dispossession is reinforced by a symbolic language barrier as Icelandic students and residents frequently find themselves having to speak English to order in cafés or converse with staff. Seeing Icelandic relegated to the background in the name of commercial efficiency creates a general feeling of cultural exclusion, where one sometimes can find himself a foreigner in his own city.

Landscapes monetised and a decline in place attachment

For many Icelanders, the close connection with a freely accessible natural environment is a fundamental aspect of their identity. However, the current management of massive visitor numbers has produced what interviewees describe as a commercialisation of the environment with decisions such as the expansion of car parks in the capital city and natural places.

This observation relates directly to the concept of place attachment. When iconic sites, such as Kirkjufell or certain canyons in the south, lose their sense of authenticity to become highly regulated spaces for tourism, so residents’ emotional connection to them becomes weaker (Vada et al., 2019). The frequent introduction of paid car parks is perceived as excessive and it can be seen as merchandising of the community's heritage. In response, a clear social decline can be observed: many students now avoid these places, rejecting an experience they consider to be degraded and financially discouraging.

Students, particularly those with work experience as guides, report growing concern about the lack of preparation and the imprudence of certain visitors due to extreme climatic and geographical conditions. Indeed, this mental pressure is heavy and any frustration that may appear is not directed at tourists as individuals, but at the lack of regulations. Behaviours that are considered risky, such as driving in winter without suitable equipment can cause dramatic consequences for tourists themselves and sometimes even for locals.

Finally, students in Reykjavík see mass tourism as an opportunity without precedent and an undeniable driver of progress for Iceland. Proud of their country’s appeal and driven by its dynamism, they reject hostile attitudes and favour a supportive and vigilant approach. For this young generation, the future and sustainability of Iceland’s tourism will not depend on a continuous increase in the number of visitors, but on a clear political intention to put social well-being, access to housing and respect for residents at the heart of the tourism development strategy with decisions such as free car parks for residents in highly touristic places, and a reduction of Airbnb licenses to allow students to increase their chance of finding affordable accommodation.

Adem Mansar

This blog post is based on Adem Mansar’s Master’s thesis, entitled “Iceland as a trendy destination: mass tourism and its effects on students”, submitted as part of the Master’s programme in Northern Tourism at the University of Lapland (Spring 2026).

References :

Hjálmarsdóttir, H. B., & Óskarsson, G. K. (2025). Navigating growth and sustainability: Analysing the economic impact of tourism in Iceland. Tourism and Hospitality, 6(2), 119. https://doi.org/10.3390/tourhosp6020119

Vada, S., Prentice, C., & Hsiao, A. (2019). The influence of tourism experience and well being on place attachment. Journal of Retailing and Consumer Services, 47, 322–330. https://doi.org/10.1016/j.jretconser.2018.12.007

Walmsley, A., Åberg, K., Blinnikka, P., & Jóhannesson, G. T. (2020). Tourism employment in nordic countries: Trends, practices and opportunities. In Tourism Employment in Nordic Countries: Trends, Practices, and Opportunities (pp. 425-442). Cham: Springer International Publishing.