The latest season of Stranger Things has brought significant attention to the waterfall Háafoss, located in Þjórsárdal. As the final scene of the last episode was filmed there, it is projected by the Icelandic Tourism Board that Háafoss could soon become one of the top destinations for foreign tourists. This increased interest is a direct consequence of its appearance in the popular series, highlighting the influence of media on travel and tourism trends.

Following the episode’s release, there was an astounding 5,000% increase in online searches for Háafoss, indicating a growing curiosity among potential visitors. The Tourism Board anticipates a substantial rise in visitor numbers in the coming months, particularly during the summer season. To prepare for this influx, they have started regular monitoring of tourist traffic at the site, aiming to manage and facilitate the expected surge.

Local analysts, such as Jóhannes Viðari Ívarsson, believe that Háafoss might become the next major tourist hotspot, similar to previous sites like Stuðlagil. This situation underscores the significant impacts that popular media can have on destinations, potentially transforming local economies and emphasizing the need for sustainable tourism infrastructure to cope with increasing demands.