We’ve just been for our first trip to the far north of Iceland, where the regional tourist board Visit North Iceland is developing a new tourist route along the Arctic Coast. We’re working on experience development with a steering group of stakeholders representing communities, businesses and agencies along the route. Our work will help to identify and develop the distinctive stories and experiences of the Arctic Coast Way – encouraging future visitors to explore further and stay longer. This first short trip included sightings of whales and the Northern Lights, eating roasted guillemot, dried fish snacks and volcano bread, and beginners’ efforts to get our tongues around Icelandic place names. So far, so distinctly different … !