In November 2021, Iceland invited the world to enter the Icelandverse, an immersive open-world experience millions of years in the making, that will allow people to be present with each other in captivating real-life spaces. Users can explore and navigate their way through the many different layers of captivating reality just by visiting.

During the summer of 2021, Iceland wanted the world to break out of their sad sweatpants and say hello to adventure. Further, Iceland
wanted to make sure everyone was ready for any journey they could get their feet on by turning lockdown sweatpants into hiking boots.

People were encouraged to reject the negative trend of Doomscrolling and instead Joyscroll, in December 2020. Visitors to the Joyscroll website could instead enjoy scrolling through 22.7m (75ft) of a variety of calming, cleansing and engaging content including a steamy, Icelandic lagoon or relaxing to the mane of an Icelandic horse, blowing blissfully in the wind.

Iceland invited the world to let out their frustrations into Iceland's vast and beautiful landscapes to relieve tensions and feel renewed. Inspired by the practice of scream therapy. Let It Out captured screams, yells and shouts from anyone, anywhere in the world and released them through speakers located in seven stunning and remote locations across the island. The video,which was launched in July 2020, can be viewed here below.

The initial video in the Destination Iceland campaign was published on June 15, 2020 under the title "Looks like you need Iceland". Tourists were encouraged to to consider Iceland as their next travel destination. This included the message that Iceland - with its beautiful nature and vast spaces - is perhaps the perfect place to visit to regain strength for your body and soul, following the demanding times during the 'Covid winter'.