Reine has been a commercial centre since 1743. Today tourism is important, and despite its remote location, many thousands of people visit annually. The village is situated on a promontory just off the European route E10 highway, which passes through the village. Reine is located immediately to the south of Sakrisoya and Hamnøya.
The largest weekly magazine in Norway (Allers) selected Reine as the most beautiful village in Norway in the late 1970s. A photograph over Reine from the mountain Reinebringen has been used for the front page of several tourist brochures and books.
The local newspaper is the Lofotposten.
Reine was recently the site of a Coca-Cola launch, referred to by the company as "our smallest launch yet".
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