The Iceland Tourist Board is using the upcoming closure of the country’s three McDonald’s franchises as a tourism marketing opportunity:

Iceland is set to lose all three of its McDonald’s locations, all in Reykjavik. Frankly, it always puzzled us why people would want a Big Mac anyway, what with world class gourmet restaurants on every block, the freshest seafood on the planet, and the water – don’t get us started on how crisp, clean and pure the water is.

When all else fails, play to your strengths, whatever they may be.