Iceland in late summer and early fall. Now's the time, this is the place. It seems as if Iceland has quickly moved up on everyone's Life List of places to visit before they travel to that great waiting room in the sky. Travel from the U.S. to Iceland was up three percent in the first five months of 2005, versus the same time last year.

Among the many countries sending tourists to Iceland the U.S. market has shown an increase this year versus last. One reason is the new non-stop air service from San Francisco to Reykjavik, which started last May and continues for the season until October. Another reason for the popularity of Iceland is perhaps best defined as "buzz."

Travel business is up thanks to the great press about Iceland and terrific word-of-mouth. People are getting the message that Iceland has a variety of activities for all tastes. There are numerous cultural events in the fall - symphony, opera, dance, art and film festivals to name a few. Honeymooners are finding Iceland sexy, exotic and even cool, if you don't mind the pun.

Iceland has come of age. You can still find quaint little hotels with simple Scandinavian-style rooms, but many have discovered that Reykjavik is bustling with new deluxe boutique hotels such as 101 Hotel, 1919 Hotel, and Centrum, where it's hip to be cool.

>GOOD THINGS COME IN SMALL (TRAVEL) PACKAGES
>Iceland's on Sale This Fall
>Take Flight with Iceland Airwaves 2005
>All Around Iceland
>Gourmet Getaway
>Getting Jiggy with Siggi
>Leave the Driving to Us
>A Great Value in Reykjavik Accommodations
>Reykjavík International Film Festival
>Carrying the Flag
>Movie News, Continued…
>Viking Giants Come To America
>Iceland's Newest Geothermal Spa Opens in the North
>Blue Lagoon Heals the Sick
>Early Bird Gets the Tour
>The Boss Brings It To The People
>Elvish Planning and Zoning
>THEY SAID IT

GOOD THINGS COME IN SMALL (TRAVEL) PACKAGES
People, places and cuisine highlight the travel deals in this month's issue of Dateline. But this is just the tip of the iceberg (get it? tip of the iceberg? sometimes we just crack ourselves up). Anyway, there are many more travel packages to be found on www.icelandtouristboard.com and www.icelandair.com. Some examples follow:

Iceland's on Sale This Fall
Travelers to Iceland can save hundreds on airfare if they can be flexible and travel on low volume days in September and October. Icelandair.com's Fall Sales prices are $442 r.t. p.p. plus tax, versus almost $800 or more during peak summer dates. Learn more at www.icelandair.com.

Take Flight with Iceland Airwaves 2005
The Iceland Airwaves festival of music once again hits Reykjavik from October 19 - 23, 2005; and, like Bob Marley said, one good thing about music, when it hits, you feel no pain.

Iceland's unique position halfway between Europe and the U.S. makes it the perfect musical meeting ground for performers and fans from both continents. A selection of acts, from punk band Babyshambles, to Brit pop act The Fiery Furnace - fresh off their tour with Franz Ferdinand, to the smooth beats of DJ Annie - will join local talents lighting up the summer nights. If you know Icelanders, you know they throw a good party, and Airwaves is nothing but a party. Acts are still being added, so don't miss out. Since last year's event sold out completely, music fans probably want to go the "Early Bird" route to ensure their place on top of the world. Packages start at just $539* p.p. based on double occupancy. Save $50 per person when you book online by Aug. 31. Log onto www.icelandairwaves.com for more information.

Musically speaking, want to get a flavor for that unique Icelandic sound, but can’t travel? No problem, we’ll come to you. The band Sigur Ros will tour the U.S. this summer and fall, including stops in Atlanta, Boston, Philadelphia, New York, and Hollywood (see www.sigur-ros.co.uk/tour). Another group, Mugison, will be in San Francisco in late October (www.mugison.com).

All Around Iceland
One of the last true frontiers on Earth is waiting for you in Iceland. The southern volcanoes, the rugged fjords of the East, historic Viking settlements and puffins on the wing will all be part of the journey. The famous Ring Road carries travelers on a complete circle of the dramatic wonders and history that is Iceland. Take a ten-day tour all the way around the country, and save a bundle when you book early.
From $2,809* per person, double occupancy.

Gourmet Getaway
Iceland's capital city has gained a reputation around the world for the outstanding quality and fresh attitude of its restaurants. Chefs trained in culinary schools in Iceland and abroad prepare dishes made from the country's famous pristine ingredients. These include fish from clean oceans and rivers, free range Icelandic lamb and organic dairy products, and fruits and vegetables - some grown year-round in geothermal greenhouses. Enjoy a few days sampling the natural beauty, culture and outdoor adventure of Iceland. Then savor a delicious gourmet dinner at one of Iceland's famous restaurants. From $599* per person - double occupancy.

Getting Jiggy with Siggi
On your next trip to Iceland, be sure to check out the restaurant of Siggi Hall, one of Iceland's best known chefs. He is renowned for his unique and innovative handling of Icelandic seafood and lamb and features scrumptious menu items such as baked halibut, medallions of mokfish and rack of Icelandic lamb. Learn more at www.siggihall.is and check out other great Reykjavik restaurants at www.icelandairholidays.com.

*Prices quoted are exclusive of applicable taxes and official charges by destination of approximately $100-$180 per person including the Sept. 11th Security Fee of $2.50 per U.S. enplanement. Click here to view approximate taxes by destination. Click here to read the General Terms and Conditions of Icelandair Holidays Packages.

WHEELS AND DEALS

Leave the Driving to Us
You can drive yourself, hire a guide, or as many people do, leave the driving to the country’s premier bus company. Visitors can take a Highland Bus from Reykjavik to Arkureyri on the northern coast. The trip, which lasts all day, transports visitors out into the center of the country. It passes between two glacial valleys, Europe’s largest waterfall, hot pools, and hot springs. Cost is $94 p.p. each way. (http://english.sba.is/SBAEnglish).

A Great Value in Reykjavik Accommodations
With the dollar not as strong as it once was, finding a travel bargain in peak season can be challenging at best. Here’s a tip: in the heart of Reykjavik, on its main shopping street, is the Hotel Fron, a favorite among travelers on a fixed budget. A double room including taxes is about $195. See it at www.Hotelfron.com.

MOVIE MAGIC

Reykjavík International Film Festival - September 29 - October 9, 2005
With all the many U.S. movies being produced in Iceland - from James Bond flicks to Batman films - it was only a matter of time before Icelanders decided to highlight their own cinematic culture. The independent Reykjavík International Film Festival will be the most comprehensive festival ever held in Iceland. The event will be held all over the city in cooperation with The University of Iceland. (For more information: www.filmfest.is).

Carrying the Flag
Hollywood heavyweights Steven Spielberg and Clint Eastwood have teamed up to produce a motion picture based on the best selling book “Flags Of Our Fathers” by James Bradley, and have selected Iceland as a stand-in for the volcanic black sand beaches of Iwo Jima.

The book, based on Bradley’s research into the experiences of his father and the men with whom he fought capturing the island fortress of Iwo Jima in 1945, is slated for release in 2006. Bradley’s father was one of the men pictured atop Mount Suribachi raising the American flag, an image which would become forever linked with the Allied triumph in this costly battle.

Movie News, Continued…
Iceland is the subject of ever-increasing interest among Hollywood producers and location scouts, according to an article in the June 8 Hollywood Reporter. The Reporter cites the recently released Batman Begins as the latest example of studios taking advantage of Iceland’s policy to reimburse 12% of filming costs. Batman director Christopher Nolan used the giant Vatnajokull glacier as a stand-in for the Himalayas. A big plus for Hollywood: up to 24 hours of sunlight during the summer months.

Watch for A Little Trip to Heaven, starring Julia Stiles and Forrest Whitaker, which was also filmed in Iceland. “It’s supposed to be happening 100% in the Midwest U.S., but it’s 100% shot here,” said Einar Tomasson, who works for the Invest in Iceland Agency, an independent arm of the Ministry of Industry and Commerce. “Producers don’t [just] come here for the ice anymore.”

Viking Giants Come To America
It’s been 1,005 years since Vikings first set foot on the North American continent. Now they’re back and they’re bigger than ever on IMAX screens across the country in Vikings: Journey to New Worlds. The large screen 40-min. documentary recounts and reenacts the travels and tribulations of America’s original discoverers. The film opens with a Viking raid on England in 793 A.D., then moves on to describe the domestic lives of these farmers, poets and seafarers. The film shows Erik the Red sailing from Iceland to discover Greenland, and later shows his son, Leif (Eiriksson, naturally), as he lands on Nova Scotia, Labrador and the present-day U.S. almost 500 years before Columbus. Check local listings for an IMAX theater near you.

TRAVEL NEWS AND NOTES

Iceland's Newest Geothermal Spa Opens in the North
Myvatn Nature Baths is the latest addition to the northern region’s many visitor attractions. Nature’s paradise in the north country of Iceland is worth seeing. The tastefully designed complex offers bathers a completely natural experience that begins with a relaxing dip amidst clouds of steam rising up from a fissure deep in the Earth’s surface, and ends with a luxurious swim in a pool of geothermal water drawn from depths of up to 8,200 feet. You can see for miles while soaking your stress away. See it at: www.jardbodin.is.

Blue Lagoon Heals the Sick
Blue Lagoon, Iceland’s most popular tourist attraction, has opened a new facility aimed at fighting psoriasis skin disease. The Blue Lagoon Medical Spa is a separate facility adjacent to the Blue Lagoon Geothermal Spa. While the Blue Lagoon psoriasis treatment has been offered since 1994, the new facility will cater specifically to those with the condition. Psoriasis is a non-contagious, lifelong skin disease that has been diagnosed in 4.5 million adults in the U.S.

The water therapy is combined with proprietary Blue Lagoon skin care products and UV-B light therapy to maximize the effectiveness of the treatments. Medical professionals are able to oversee up to 30 guests at a time at the spa. To make a typical stay in Iceland more enjoyable, personal trainers, fine dining, television and Internet access are provided. (For more information: www.bluelagoon.com).

Early Bird Gets the Tour
Now a side trip to the Blue Lagoon is easier than ever. U.S. travelers arriving in Iceland on Wednesday, Thursday or Friday mornings may jump off the plane, onto a bus and take a guided tour directly to the Blue Lagoon Geothermal Spa (www.bluelagoon.com). The Early Bird Tour includes the guided transfer, admission to the Blue Lagoon and a Scandinavian breakfast. Afterwards, the bus leaves for downtown Reykjavik hotels. Tours leave at 7:00 a.m. to coincide with the arrival time of most U.S.-based flights. The Early Bird tour is available at a cost of $70 and must be booked in advance. (For more information: www.Icelandair.com).

The Boss Brings It To The People
Bruce Springsteen recently found himself at Keflavik airport in Iceland on a refueling stop en route home from a European tour in support of his new album, Devils & Dust. The Boss wasted no time, turning the pit-stop into the briefest stop on his tour, walking off the plane with an acoustic guitar and playing a 2 a.m. six-song set for the airport’s overnight shift and anyone else who happened to be in the right place at the right time. The impromptu free show by the rock legend further cemented his good-guy image in the minds of all lucky enough to be there.

ICELAND IN THE NEWS

Elvish Planning and Zoning
The July 13 edition of The New York Times featured a story in its “International” section on the otherworldly inhabitants of Iceland, and citizens’ work to keep them happy. The article tells about how consideration for the rocky homes of elves has at times diverted the paths of roads and highways and dictated the placement of buildings. Like the Irish, Icelanders have a rich history involving the little people that many believe populate their country. Stories of elves, passed down from the Nordic and Celtic ancestors of present day Icelanders, have lead to elf-tourism and even the founding of an elf school. Icelandic pop singer Bjork added some words of her own on the subject in a recent interview. “We think nature is a lot stronger than man,” said the songstress. “A relationship with things spiritual has not gone away.”

THEY SAID IT

Don’t take our word for the wonders of Iceland. Here’s what others are saying:

“It is these visits to the pools that remain perhaps the most vivid -- the feeling of dipping from cool air into hot water, settling in, chin deep, as steam rises around my head, and feeling as though the days will never end. In my mind, they are like the elusive fountain of youth.”

- Jason Wilson, Washington Post, March 6, 2005

“The approach to Gullfoss, across barren sand flats and grassy hills, is deceptive. In the distance, there are mountains — and in good weather, a glimpse of a glacier — but nothing to suggest the presence of the most majestic waterfall in Europe. Then all at once, there's something like a low cloud close to the earth, sparkling with points of light as if a handful of diamonds had been thrown into the air. Suddenly, Gullfoss — the Golden Falls — lies before us, forbiddingly beautiful. Visitors can walk all the way to the edge of the falls, where the water hurtles past, roaring, surging, playing, on and on. The torrent is a mighty symphony that overwhelms you. Swathed in spray, you feel baptized and renewed.”

- Time Magazine July 4, 2005.

Trip of a Lifetime

“Don’t be surprised if you drop a couple of pounds while touring Iceland - to experience its diverse landscape, you’ve got to keep moving.”

- Shape Magazine, July 2005.

“Trendy Reykjavik, once known primarily for chess and political summits, has become a northern European center of nightlife and fashion.”

- San Francisco Chronicle, July 17, 2005

“Reykjavik’s rich cultural offerings include the National Museum, the Museum of Photography and the National Art Gallery which is too small a venue for a country with such a long tradition of creativity.”

- Los Angeles Times, July 17, 2005

Want to learn even more about Iceland? Log onto www.icelandtouristboard.com for a free downloadable version of “Good Morning Iceland,” an informative newsletter covering new spas, popular driving tours, specialized medical services for athletes, and six “energizing” ideas for visitors.