Abstract

This article examines shifts in the image of Iceland created for international tourism. It argues that at the beginning of the 21st century the more traditional spotlight on the country’s natural attractions was altered, giving an additional, new focus on the nation’s beautiful, and apparently sexually promiscuous, women. Such a development deserves further comment for a variety of reasons. First, an examination of the importance of women to Iceland’s national marketing, especially their depiction visually, underlines the need to reconsider the substantial role of gender and imagery representation in tourism studies, two themes that have been underexamined by scholars working in the discipline. Second, as a Nordic nation with a reputation for gender equality, this focus on women as sexual objects readily available for male tourist consumption raises a serious contradiction. Last but not least, the use of sexually alluring female images by a developed nation has intriguing implications for postcolonial scholars interested in representations of ‘the Other’. While shying away from implying that ideologies of ‘race’ are not important to discussions of international sex tourism, this article suggests that gender should be considered an equally important contributing factor in such analyses.