It’s cold, rainy, hideously expensive and everyone wants to go there

Iceland is trying to keep its tourist numbers down. Here's why they didn't succeed in my case

Photo by Julia Solonina on Unsplash

You can tell a lot about a destination from the slogans on the souvenir shop t-shirts.

Here’s one I found in Reyjavik. It was a well-cut garment in good cotton, black, with a map of Iceland surrounded by hand-drawn waves. The slogan:

Iceland. Not just cold. But also expensive.

The words don’t lie. We left a roasting early…