Tourism is now Iceland’s number-one industry but that hasn’t happened without some growing pains says a report in News Deeply.

“Two million tourists are expected to have poured into the island nation in 2016 – more than four times the country’s population," reports Guorun Pora Gunnarsdottir, director of the Icelandic Tourism Research Centre, to News Deeply.

There has, however, been a price to pay for the double-digit annual growth. 

“The country’s rising cost of living, deteriorating infrastructure and lack of government services have left some residents unhappy, writes Anselmi. 

Drivers of the tourism boom include its prime location between Europe and North America, bucket list items such as the Northern Lights and a ton of social media promoting the country. The country, to the envy of many Arctic nations, is now a year-round destination. 

“In terms of making Iceland a whole year-round destination, that has been successful. There’s a huge increase in winter tourism – growth in the winter months is much higher than the summer months,” Gunnarsdottir tells News Deeply.

READ MORE: The Hottest Destination Right Now Is On Ice(Land) 

Cost of living and a lack of infrastructure are creating difficulties in the country, however. 

“Criticism of tourism within Iceland has largely been directed at government and industry representatives, as the tourism industry at times seems to grow faster than the country is able to prepare for it,” Gunnarsdottir tells News Deeply.

One of the main takeaways, he says, is to develop protected areas. 

“Responsible Arctic tourism allows visitors both to appreciate and respect Arctic nature and cultures and provide additional income to local communities while allowing them to preserve traditional lifestyles. Tourism acts as a catalyst to preserve the way of life of the Indigenous people of the Arctic region and in tourism, there’s a premium being paid for authenticity,” says Porbergsson, a senior vice president with Icelandair Group, to News Deeply.

While there are reasons to be cautious of tourism development, Porbergsson also sees great benefit.

“I believe tourism in the Arctic can offer a creative alternative to the industrial activity that is so often the backdrop of Arctic discussions,” he says to News Deeply.

For more on tourism development in Iceland, read on here.