Follow the money: major tourist currencies such as the euro, British pound and U.S. dollar have gained value of around 40 to 70% against the krona over the last 12 months. This means that many products and services, and thus Reykjavík and Iceland as a destination, represents better value than ever before. Statistics are already showing this positive effect. A record 500,000 tourists visited Iceland in 2008 and numbers for 2009 look promising. The number of tourists visiting the official Reykjavík Tourist Information Office and tax refund sales have also increased dramatically in the last six months compared to the same period in 2007-08. Tourists are clearly taking advantage of the exchange rate, and with deals like these, it’s no wonder why.