Purpose Iceland represents one of the most specialized and pioneering environments for nature-based tourism. Therefore, research in this environment is a good predictor of where trends in nature tourism are headed. The objective of this research is to study the implications of the growth of nature tourism, analyzing the sustainability thresholds, both from the point of view of the visitor and of local actors, so that both public agencies and private entities have more information to make better decisions. Design/methodology/approach Through qualitative research, interviewing experts in the nature tourism sector, we want to know the reality of this phenomenon, as well as the main concerns and challenges raised. Findings There is growing concern about the saturation of certain tourist destinations on the island, the increase in visitor dissatisfaction, as well as the aggression toward the fragile ecosystem of the country. Research limitations/implications The people interviewed are representative, but with an increase in the number of profiles, the result would logically be more accurate. Practical implications Research underscores the fragile balance of nature destinations, which can only grow in an orderly and sustainable manner. Social implications Nature tourism can only grow with a scrupulous respect for the environment, in order to avoid saturating the destination, which generates problems for both visitors and local inhabitants. Originality/value Many tourists visit Iceland motivated by solitude, silence and wild nature. Currently, the destination’s success and high visitor numbers can lead to situations where visitors’ expectations are compromised and the tourist experience is not of high quality. These findings are of interest to public bodies with the aim of providing visitors with a quality experience.
Vidal-González et al. (Fri,) studied this question.