In its first campaign since COVID-19, Iceland’s tourism board urged people to scream its way. The new marketing campaign #LetItOutIceland allows visitors of Iceland’s tourism website to record their screams and afterwards, let Iceland know where they want their scream to be heard. It’s a brilliant campaign (especially for the hurting travel industry – tourism is 10% of Iceland’s GDP) that plays perfectly to the relatable stir-craziness we’ve had during the pandemic and the yearning for past summer getaways. That frustration is understandable, so why not send it Iceland’s way and travel without traveling? One day, you’ll be able to boast: “I screamed my lungs out in Iceland.”