Iceland is one of the world's last whaling nations, yet the Atlantic island now makes more money out of whale tourism.
But with more than 100 restaurants in Reykjavik offering tourists exotic whale meat dishes, the country's small whaling fleet continues to hunt the giant sea creatures.
Now, the country's conservationists are fighting back on behalf of the whale, with the slogan "meet us, don't eat us"
As pro- and anti-whaling nations meet on the British island of Jersey to consider the future of the International Whaling Commission (IWC), the whaling lobby says hunting is part of a sustainable Icelandic tradition
Al Jazeera's Tim Friend reports from Reykjavik, Iceland.