ah sorry for my late response! don't always check this slack 😛 haha - some initial thoughts:
Following Iceland's economic recession in 2008, the gov't invested a ton into tourism and now tourism accounts for 1/3 of its GDP. Iceland succeeded in becoming a stopover destination to/from Europe, using a few principles:
• Free and easy way to add a multi-day stopover when booking flights
• Promoting top 3 most unique landmarks that are 'instaworthy'
• Clearly defining a 'Golden Circle' route that covers the above landmarks and can be completed in a few days time
• Multiple ways to travel the 'Golden Circle' route -- leaving flexibility for Millennials who prefer to drive or take hop on/off busses
after surveying my network, one realization i had was most people did not have an immediate image of what a trip to TW would look like. so i think even simplifying TW to its top 3 attractions would really help people visualize (and then desire) a trip there. then, if the transit options were incredibly easy to understand/flexible, that would further reduce friction. happy to hear your thoughts!