Icelander here, it was worse in 2018. it's now a major force in the economy here, outpacing fishing which used to be top.
That being said we hate it but also like the things it brings, restaurant culture, new products and services. Tourist numbers were down 20% this summer (our high season). China just started direct flights here 3x a week.
It's a mixed bag.
This latest push however is pretty standard for the tourism industry consortium as a whole, the folks who live here never get much say in how we're portrayed, and most of the profits go to a handful of the same companies.
(we're 390k just fyi)