The number of tourists visiting Fjaðrárgljúfur canyon has nearly doubled, thanks in part to Justin Bieber’s music video for “I’ll Show You,” which was filmed there, RÚV reports.
The Canadian singer released “I’ll Show You” in late 2015. The video, filmed at Fjaðrárgljúfur and other locations in South Iceland, currently has nearly 400 million views on YouTube. The canyon received 155,000 visitors in 2016 and 282,000 in 2017.
The local township of Skaftárhreppur has requested additional staff in the area due to the increase in visitors. Last year one staff member was responsible for the area and four others in the vicinity. The Icelandic Coastal and Road Administration has increased winter service on the road to the canyon in response to accomodate increased winter traffic.