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In part, yes. WOW and IcelandAir both run substantial tour programs, allowing split tickets for those heading from Western Europe to the US, bundled with discount lodging and tours to popular sites.

That, along with Instagram, make Iceland a desirable place to visit.

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this is largely incorrect. wow air does not run any tours, tour groups, transport, lodging, etc. it's just a budget airline and they are only interested in transport.

They do allow "stopovers". Where you can stay in Iceland for few days between the flights. Those are heavily marketed during the flight too.

All of the legs of the flight are the same price regardless of whether you book them together or separately.

They're not really selling a "stopover" so much as just convincing you to buy plane tickets for what they already cost.

IcelandAir definitely has a tour package subsidiary or formal partnerships. I assumed WOW did the same.

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