Don´t bother with Iceland nature as the things in stores in Reykjavik are just as beautiful folks.

Don´t bother with Iceland nature as the things in stores in Reykjavik are just as beautiful folks.

Sorry folks, but we´re getting really, really tired of superficial foreign “journalists” making sweeping statements about Iceland in spite of just spending a weekend here.

According to Condé Nast the fineries found in basic shops in Reykjavik city are now ON PAR with the stunning Iceland nature according to someone by the name of Aran Goyoaga. Judging from a recent article by this woman, probably visiting free of charge like most foreign journalists, she did nothing else than peek into some stores in the same spot and enjoy some restaurants which incidentally are also in the same spot: downtown Reykjavik. Half a day and you are suddenly qualified to say what is “Iceland´s best coffee shop” and “the best fish and chips place” and not least tell readers that “Iceland may be known for its rustic beauty and epic landscapes, but the commercial finds in its capital city are just as exquisite.”

How can one decide something is the best in the country when one has not tried but a couple of places in the whole country? How can a serious travel journalist equal some mass produced store items with the unique nature of the country? And how the hell can you make any serious suggestions to your readers at all by being here for a few hours and likely all is free of charge?

Let us answer this in one short sentence: Store shit is not and can never be “equally” as stunning as the local nature. That is an insult to nature, an insult to real travel journalists the world over and not least an insult to readers interested in visiting Iceland.