This article discusses the historical development of nature-based tourism in Iceland, in the light of the concept of the ‘tourist gaze’ and the romantic wilderness ideology, which has put a deep mark on modern views on nature and created a widespread demand for coming into touch with wild nature up to such an extent that a thriving sector of today’s tourist industry is built on it. Questions explored are what views on nature have shaped this story and what image of Icelandic nature has been highlighted in its marketing as a tourist attraction. Finally, the harsh conflict that has occurred between the different values of nature preservation and energy production is addressed and how nature-based tourism does, in the light of its values and interests, support the battle for the protection of natural landscape and wild ecosystems.
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