Admittedly the Isle of Berk itself isn't all that interesting, and the threat of dragon attacks isn't ideal, but once Hiccup and Toothless change Berk's paradigm, the island definitely becomes a lot more desirable. Who wouldn't want to live in a place where you can have a dragon as a pet? The very nature of this film franchise is to sell that idea and the trilogy achieves that goal, especially with all the various species that are introduced over the course of the series.
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