ISHA – Icelandic Saga & Heritage Association was founded by 18 members in 2006. The association have now around 80 members, from all regions of the country. ISHA is a forum for collaboration for those involved in Saga & Heritage tourism in Iceland, especially regarding publicity, quality and professional standards (museums, exhibitions, Saga sites etc). It initially focused on the heritage of medieval Icelandic literature, the first centuries of Iceland’s history and medieval culture. But from 2015 bodies working with the heritage/history of later centuries and up to modern times are welcome as members in the association.