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   / Updated By Harriet Baskas 
   
   You’re not imagining it if it seems like everyone you know is either planning a trip to Iceland — or just got back. 
   
   The Nordic island nation — population 350,000 — has seen tourism numbers explode from under 500,000 in 2010 to more than 2.4 million tourists expected this year. 
   
   Iceland has stunning glaciers, waterfalls, volcanoes, lava fields, geothermal pools and geysers — and an erupting volcano, Eyjafjallajökull. Ragnar Th. Sigurdsson / ARCTIC IMAGES / Courtesy of Promote Iceland 
   
   Iceland’s stunning glaciers, waterfalls, volcanoes, lava fields, geothermal pools and geysers have always been there, of course. But it took global news coverage of the 2010 eruption of the Eyjafjallajökull volcano, cameo TV and film roles for Iceland’s scenery, and some quirky tourism campaigns to really grab the world’s attention. 
   
   “At first it was crisis communications,” said Inga Hlin Palsdottir, Director of Visit Iceland and Creative Industries at Promote Iceland. “Our tourism industry was having difficult times after the 2008 recession and in 2010 things were just beginning to pick up. Then the volcano starting erupting right before the peak summer tourism season.” 
   
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   Iceland’s tourism industry and the government banded together to try to save the summer season, eking out a tiny 0.1 percent increase that year. They continued to work together, with a focus on raising Iceland’s profile as a year-round destination and getting tourists to venture outside of the capital city of Reykjavik. 
   
   “Before Airbnb was even booming, we had locals invite tourists to their homes. Then we asked tourists to rename Iceland, because the country really doesn’t have that much ice,” said Palsdottir, “Now we have the Iceland Academy,” which is a series of short, offbeat videos on everything from “How to Eat Like an Icelander,” to the essential “How to Avoid Hot Tub Awkwardness.” 
   
   Now, music fans want to see where Björk, Of Monsters and Men, and Sigur Rós came from. TV and film aficionados want to see for themselves the Icelandic scenery that appears in hits such as HBO’s fantasy series ‘Game of Thrones,’ and the movie ‘The Secret Life of Walter Mitty.’ 
   
   And going somewhere where there’s a great chance of seeing the Northern Lights is on the bucket list of almost every traveler. 
   
   Witnessing the Northern Lights is on most travelers' wish lists. Ragnar Th. Sigurdsson / ARCTIC IMAGES / Courtesy of Promote Iceland 
   
   Foreign and local tour operators have greatly expanded schedules and itineraries throughout Iceland and the inventory of hotel rooms and vacation rentals have grown. 
   
   For example, HomeAway’s listings in Iceland have grown by 68 percent in the past year, while demand for stays grew 81 percent, said HomeAway travel expert Melanie Fish. 
   
   Helping to fuel the influx of visitors from North America is the increase in air service to Iceland, especially by Wow Air and Icelandair, two Reykjavik-based airlines that route their flights through Iceland and offer passengers the option of an Iceland stopover for no additional airfare charge. 
   
   Wow Air flies to Iceland from these 10 North American cities, while Icelandair serves 13 U.S. airports (Philadelphia services starts May 30; Tampa services kicks off September 7) and five in Canada. 
   
   “Who doesn’t love a two-for-one deal?” said Pauline Frommer, Editorial Director of Frommer’s guidebooks and Frommers.com. “Most travelers are jazzed by the idea of getting to see an additional destination on their way to Europe — and one that is hugely popular right now.” 
   
   That was the appeal for Kenneth Swanstrom, a 59-year old logging contractor from Kalispell, Montana, who was heading to Europe earlier this month for a first-time visit. 
   
   “Germany was the reason for my travel in the first place,” he said. “But I also wanted to see Iceland and I really liked the stopover option on Icelandair. I’ll definitely do it again.” 
   
   Icelandair, celebrating its 80th anniversary this year, has been promoting its stopover option since perhaps the early 1950s or mid-60s, said airline spokesman Michael Raucheisen. “We’ve always encouraged passengers to come experience Iceland for a few days, fall in love with it and come back for a full trip. And that model has worked well over the years.” 
   
   For passengers who don’t choose to stopover, Icelandair has two planes offering flyers a taste — or a tease — of the Iceland experience. The carrier’s Northern Lights-themed plane was introduced in 2015, and earlier this month the airline launched a glacier-themed plane (named for Iceland’s Vatnajökull glacier) that has images of the glacier hand painted on the exterior and, inside, ice-blue lighting and headrests, cups, napkins, lavatory décor and even airsickness bags with a glacier motif. ||||| The Jökulsárlón Glacial Lagoon lies on Iceland’s southern coast. It’s more than 800 feet deep and filled with chunks of ice that break off the nearby Breiðamerkurjökull Glacier. 
   
   Many tourists attractions, like this one in Stokksnes, sit on private property, and it is up to the owners to care for them. 
   
   A tourist floats in the Blue Lagoon, which sits in a lava field in Grindavik. It’s a manmade lagoon, built in 1976 and fed by water from a geothermal power plant. People flock to the lagoon to bathe in the silica mud. 
   
   Construction at Skogafoss waterfall. 
   
   Tourists fill a cafe at the Blue Lagoon. 
   
   This US Navy plane crashed in Solheimasandur in 1973. Over the years, the site has become a stop for tourists. 
   
   A tourist at Breiðamerkurjökull Glacier. Due to melting, the caves change from one year to the next, sometimes leading to discrepancies between image advertisements and reality. 
   
   A sign warns visitors to keep out. 
   
   This sculpture, Sun Voyager, by Jón Gunnar Árnason, sits by a road in Reykjavik. 
   
   A geyser shoots into the air at a geothermal field in Geysir, Iceland. 
   
   Construction facade in Reykjavík. 
   
   Tourists stride across the Svínafellsjökull Glacier in Skaftafell National Park.
target: – Some 2.3 million Earthlings who are not Icelandic will trek through Iceland this year, armed with selfie sticks in search of the island's breathtaking fjords, waterfalls, volcanoes, and Game of Thrones backdrops. That's nearly five times the foot traffic Iceland saw seven years ago and it's worth $3.4 billion and one out of every three jobs. But that boon for Iceland's economy comes with a serious drawback, writes Laura Mallonee at Wired, as tourists trample over aforementioned natural beauty, infrastructures groan, and yes, sewers overflow. "Uncontrolled tourism does have negative impacts on the environment," a tourism professors says. "So if tourism is not planned and managed properly we will see some of the natural attractions be damaged." "Nice experience," reads a typical Trip Advisor review, "but there should be less people." It's a problem that Iceland has worked hard for: The Iceland Monitor points out that there's now a guidebook in English that instructs tourists on how to act (hint: don't stick your hand in a geyser to see if it's scalding), while NBC News notes that Visit Iceland put together the "Iceland Academy," which gives visitors tips on gems like "How to Avoid Hot Tub Awkwardness." Add in cheap airfares, and the fact that, as a Frommer's rep puts it, "most travelers are jazzed by the idea of getting to see an additional destination on their way to Europe," and you've got yourself a hot spot. Mallonee cites one French photog who sought to document the tourist clog. The problem, she writes, "is that even as (his work) offers a commentary on all those damned tourists, his photos often look like tourism bureau ads." (Whatever you do, don't sneak your cat into Iceland.)