For years now, Iceland has been ‘having a moment.’
Visitation to the country after the pandemic grew to record levels and that reality continues unabated.
In 2023, for instance, the CEO of the Icelandic Travel Industry Association predicted that year would be bigger for tourism than the record years before the pandemic.
Fast forward to 2025 and searches for Iceland holidays continue to soar, up 92 percent year-over-year, according toVisit Iceland. Meanwhile, Northern Lights tourism is expected to nearly double from $27.3 million in 2024 to nearly $49 million by 2030. (Translation: Aurora season is officially having a moment of its own.)
Tapping into this growing global fascination, Visit Iceland has launched a playful new campaign celebrating the wonder of the Northern Lights through a fun, mockumentary-style film.
Starring UK comedian Joe Thomas (The Inbetweeners, Fresh Meat) as the leader of the fictional club A.U.R.O.R.A.S. (Alliance of Ultra Reliable Observers Ready for Aurora Spotting), the film helps tourists get “aurora ready,” busting myths (“no, you can’t turn them off with a switch”) and sharing light-hearted tips on spotting the aurora.
Filmed across Iceland’s stunning winter landscapes, from waterfalls to horses to boats, the campaign captures the beauty of the Northern Lights at night while showcasing Iceland’s playful spirit.
“At Visit Iceland, we wanted to create something that celebrates both the natural wonder of our destination and the playful, down-to-earth spirit that defines us,” said Oddný Arnarsdóttir, head of Visit Iceland. “The A.U.R.O.R.A.S. campaign captures that perfectly — turning the Northern Lights chase into a story full of humour, warmth, and Icelandic charm.”
The new mockumentary was directed by UK-based and Icelandic-born Arni Thor and premieres on YouTube and on the Visit Iceland website.
As an added fun element of the new campaign, travelers can head over to the Visit Iceland website and take the “aurora readiness” quiz in order to enter for a chance to win a trip for two to Iceland at visiticeland.com/the-auroras.
Iceland officials jokingly warn though, the quiz won’t be easy. (Wink, wink.)
There are five grueling questions, including this especially tough one for starters:
“The aurora borealis is?”
In the oceanIn the skyInside us all
Here’s a parting bit of moral support from Visit Iceland for those who want to brave the quiz: “If you believe you have the patience, dedication, and thermal underwear required to join the AURORAS, take our entry exam to become a certified member — and you might just win a trip to Iceland to prove it in person.”
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