Icelandair's ‘Stopover Buddy’ campaign allows passengers to stopover in Iceland for up to seven nights. During this time, they're paired up with members of the airline's team – their ‘local buddies’ – who give holidaymakers a chance to explore and experience the ‘real’ Iceland.

The chic boutiques of Paris are often at their busiest before Christmas, but the psychological impact of the November attacks has changed this, with many stores reporting quieter footfall and a drop in overseas shoppers. Is the tourism capital of the world in trouble?

Travellers are turning away from tourist traps and opting to find more authentic experiences in local cultures, with the wealth of information posted by social media users on holiday serving as an invaluable resource. How can countries and companies use these channels to their advantage?

In 2011, Murad Osmann posted an Instagram shot of his girlfriend leading his hand through a door in Barcelona. That photo led to a project that has brought them millions of followers, a book deal, and a TV show. But how exactly did a few holiday pics launch such an influential travel brand?