Tourism has been an important, but limited, economic activity since the 1970s but it developed rapidly from the 1990s onwards. The island's main attraction is the castle last rebuilt in 1815, illuminated at night, and with a view out to the open sea. The island's past is captured in a small museum, with a room dedicated to its Greek story. The town square boasts a "morning market" where fresh groceries and seafood are sold, along with the island's specialty of tomato jam. Mainlanders from Istanbul run some bars, boutiques and guesthouses. In 2010, the island was named the world's second most-beautiful island by Condé Nast's Reader Choice award. The next year, the island topped the reader's list in the same magazine for the top 10 islands in Europe. In 2012, Condé Nast again selected Bozcaada as one of the 8 best islands in the world on account of its remnants of ancient buildings, less-crowded beaches, and places to stay.