Iceland's tourism marketing department is super impressive; I see a barren rocky hellscape (I've been there twice, both times as emergency layovers due to XYZ airline problems) but people who buy into the ads consider it "beautiful and otherworldly", I think, because there are no trees there besides the ones planted in the cities. The bus trip from the new airport to the capital is about 30 minutes, other than Craters of the Moon national park in idaho I don't think i've seen a more barren stretch of land, especially so close to a major population center.