The Bieber-effect on an Icelandic canyon
Tourists to the Fjarðargljúfur canyon west of Kirkjubæjarklaustur in South East Iceland increased by 82 % between the years 2016 and 2017.
Press officer for the Iceland Environmental Agency says that it's probable that a Justin Bieber video shot there, called I'll show you, had a great influence.
"There was a great increase in tourists after the video came out and the area keeps growing more and more popular," said Björn Þorláksson speaking to Morgunblaðið. The area is a national heritage site but is not protected.
The video to I'll show you has had over 400 million views on YouTube since November 2015. "Fjarðárgljúfur became known to people through Justin Bieber's video which was shot there."
He adds that the area is now increasingly popular for film shoots and that for example, parts of the new series of Game of Thrones will be filmed there at the end of January.