Adventure Vikings

What Adventure Vikings does

Adventure Vikings ehf. (previously operating as Adventurebox) is a privately held Icelandic adventure tour operator founded in 2010 in Reykjav\u00edk. The company runs small-group day tours and private tours centered on outdoor activities made possible by Iceland's natural environment, with core offerings including Silfra Fissure snorkeling (in both drysuit and wetsuit formats), lava-tube caving in Lei\u00f0arendi Cave, surfing and a surf school, stand-up paddleboarding (SUP) tours, hiking in Reykjadalur, glacier hiking on S\u00f3lheimaj\u00f6kull, and Golden Circle sightseeing. Tour operations are supported by PADI divemaster-certified guides and, through partnerships with SUP Iceland and SURF.IS, by Iceland's first ASI SUP Instructor. There is no proprietary technology platform; the business is service-based and bookings flow through the company website (adventurevikings.is), reseller booking agents, and self-drive arrivals at activity locations.

The company monetizes primarily through one-time per-person or per-group fees on guided tours, ranging from approximately 18,900 ISK for a surf school course to 167,940 ISK for a private Silfra snorkeling tour with pickup. Secondary revenue streams include equipment rentals (surf, SUP, snorkeling, and mountaineering gear), beginner courses (SUP N\u00e1mskei\u00f0 and SURF N\u00e1mskei\u00f0), corporate team-building packages, and gift cards. The go-to-market is predominantly direct-to-consumer via the website, supplemented by channel partnerships with booking agents and bundled combo-tour resellers such as Sky Lagoon, Fly Over Iceland, S\u00f3lhestar, and Fri\u00f0heimar Tomato Farm.

Customer segments are primarily inbound international leisure tourists visiting Iceland, supplemented by a smaller corporate and beginner-instruction segment. The firm holds the Vakinn Bronze Class Environmental Certificate and has received TripAdvisor Certificates of Excellence in 2017, 2018, and 2019. Leadership consists of owner and CEO Bjarki Thorlaksson; ownership is otherwise founder-held with no disclosed institutional investors. Operations are concentrated in Iceland with a single-country footprint (geographic markets served: ISL, Europe).

Name

Adventure Vikings

Legal name

Adventure Vikings ehf.

Website

https://adventurevikings.is

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Adventure Vikings ehf. is a privately held Icelandic adventure tour operator founded in 2010 in Reykjav\u00edk, offering small-group day and private tours including Silfra snorkeling, caving, surfing, SUP, hiking, and Golden Circle sightseeing to international tourists visiting Iceland.

Ownership category

akta.pro rank

Product category

Adventure Tour Operator

NAICS

Tour Operators (561520), Recreational Goods Rental (532284)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Rock Climbing, Mountaineering & Via Ferrata Guides (THAAADAC)

akta.pro secondary industry

Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF)

Keywords

• Adventure tour operator
• Outdoor activity tours
• Guided snorkeling tours
• Stand-up paddleboarding tours
• Equipment rental services

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Adventure Tour Services: Guided adventure tours including snorkeling in Silfra, caving, surfing, SUP, hiking, and Golden Circle tours. Tours are priced per person or per group with various durations from half-day to full-day experiences.
2. Equipment Rental: Rental of surfboards, SUP boards, snorkeling equipment, mountaineering gear, and wetsuits/drysuits. Pricing is per day with discounted additional days.
3. Training Courses: SUP and surf courses for beginners taught by certified instructors, offered seasonally with group and private options.
4. Gift Cards: Gift certificates available for tour experiences.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Adventure Vikings is a Reykjavík-based activity and adventure tour operator offering guided outdoor experiences in Iceland, including snorkeling in Silfra Fissure (both wetsuit and drysuit), caving in Leidarendi Cave, surfing and surf school, stand-up paddleboarding (SUP), hiking, glacier hiking, and Golden Circle sightseeing tours. The company also sells equipment rentals (surf, SUP, snorkeling, mountaineering gear), beginner surf and SUP courses, and gift certificates, with options for private tours and corporate team-building events.

Product overview

Adventure Vikings is an activity and adventure tour operator based in Reykjavik, Iceland, established in 2010, specializing in outdoor activities made possible by Iceland's versatile nature. The company offers a portfolio of adventure products centered around water and nature experiences: core tour offerings include Snorkeling in Silfra (both drysuit and wetsuit options), Caving Tours in Leidarendi Cave, Golden Circle Tours, Surfing Tours and Surf School, SUP (Stand Up Paddle) Tours, Hiking Tours, and Glacier Hiking Tours. The company also offers multiple Combination Tours that pair activities such as Snorkeling with Caving, Snorkeling with Horseback Riding, Snorkeling with Sky Lagoon, and Snorkeling with Fly Over Iceland. Educational courses are provided under sub-brands SUP Námskeið and SURF Námskeið in partnership with SUP Iceland and SURF.IS, including private lessons and corporate team-building events. Equipment Rental services cover Surf & SUP, Snorkeling, and Mountaineering gear. Partner offerings include Sky Lagoon geothermal spa and Fly Over Iceland virtual experience. The company also sells Gift Cards and operates Private Tours for personalized experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Snorkeling in Silfra Guided snorkeling tours in Silfra Fissure between the North American and Eurasian tectonic plates, offering both drysuit and wetsuit options with visibility up to 100 meters. Targeted at international tourists visiting Iceland seeking a unique, bucket-list experience.
• Caving Tours in Iceland Lava tunnel caving experiences in Leidarendi Cave, a 900-meter circular lava tube with unique rock formations including stalactites and stalagmites. Targeted at adventure tourists.
• Golden Circle Tours Sightseeing tours covering Thingvellir National Park, Geysir Geothermal Area, and Gullfoss Waterfall, often combined with dining at Fridheimar Tomato Farm. Targeted at first-time and repeat visitors to Iceland.
• Surfing Tours around Reykjanes Peninsula Surfing experiences around Reykjanes Peninsula with high-quality wetsuits, suitable for experienced surfers with various location options based on conditions. Targeted at visiting and local surfers.
• Surf School Beginner surf lessons taught at Þorlákshöfn black sand beach, approximately 50km from Reykjavik, with all equipment included. Targeted at novices learning to surf.
• SUP – Stand Up Paddle Tours Stand up paddleboarding tours including Reykjavík City SUP and Sunset and SUP Into The Forgotten Fjord (Hvalfjörður). Targeted at visitors seeking water-based experiences near Reykjavík.
• Hiking Tours Hiking experiences in Reykjadalur (Steam Valley), a geothermal area with warm rivers, located approximately 40 minutes from Reykjavík. Targeted at visitors seeking geothermal nature hikes.
• Glacier Hiking Tours Glacier hiking tours on Sólheimajökull glacier on Iceland's south coast, exploring crevasses, ridges, and ice sculptures. Targeted at visitors seeking high-adrenaline glacier experiences.
• SUP Námskeið (SUP Beginner Course) SUP beginner courses offered on Tuesdays during summer at Hvaleyrarvatn or Hafravatn, in collaboration with SUP Iceland. Targeted at novice paddlers wanting structured instruction.
• SURF Námskeið (Surf Beginner Course) Beginner surf courses offered year-round in collaboration with SURF.IS, teaching technique, equipment, environment, and safety. Targeted at individuals learning to surf.
• SUP Einkakennsla (Private SUP Lessons) Private SUP lessons for individuals or small groups seeking personalized instruction, available throughout the week. Targeted at learners preferring one-on-one coaching.
• SUP Hvataferðir og Hópefli (Corporate SUP Events) Corporate team-building and incentive SUP events, including group paddleboarding experiences with team cooperation activities. Targeted at corporate event organizers.
• Surf & SUP Equipment Rental Rental service including surfboards, SUP boards, paddles, wetsuits, drysuits, bodyboards, and life jackets. Targeted at independent travelers and self-guided adventurers.
• Snorkeling Equipment Rental Snorkeling gear rental including masks, snorkels, wetsuits, drysuits, neoprene accessories, and fins. Targeted at self-guided snorkelers and certified divers.
• Mountaineering Equipment Rental Mountaineering equipment rental including ice axes, crampons, harnesses, helmets, and headlights. Targeted at self-guided glacier hikers and climbers.
• Sky Lagoon Partner Tour Partner geothermal lagoon experience featuring the 7-step ritual, located on Reykjavík's coastline, offered as combination tours with Adventure Vikings activities. Targeted at tourists seeking relaxation alongside adventure.
• Fly Over Iceland Partner Tour Partner virtual flight experience using state-of-the-art technology, offering a simulated journey across Iceland's landscapes, sold through Adventure Vikings as combo packages. Targeted at tourists wanting a virtual aerial tour of Iceland.
• Gift Cards Gift certificates for adventure experiences, non-refundable and valid for recipients to book preferred tours. Targeted at gift purchasers (friends, family, corporate).

Quantifiable outcome

• Silfra water visibility exceeds 100 meters
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• SólhestarminorChannel Partner/ Reseller/ DistributorHorseback riding partner for combined caving and horseback tours. Sólhestar is a family-run horse rental farm offering rides on Icelandic horses known for their five gaits. Located for convenient tour combinations.
• Fly Over IcelandcoreChannel Partner/ Reseller/ DistributorPartner tour operator offering immersive virtual flight experiences across Iceland. Provides combo tour options with Silfra snorkeling. Located at Grandi district in Reykjavik.
• Sky LagooncoreChannel Partner/ Reseller/ DistributorGeothermal spa partner offering Sky Lagoon 7-step ritual experiences as combo tours with Silfra snorkeling. Located on Reykjavik coastline.
• Friðheimar Tomato FarmminorStrategic or Co-development PartnerAgricultural partner for Golden Circle tours, providing lunch experiences featuring tomato soup, pasta, and homemade bread. Family-run greenhouse operation.
• SUP IcelandcoreStrategic or Co-development PartnerPartnership for SUP courses and tours. Adventure Vikings claims to have Iceland's first ASI SUP Instructor on their team through this collaboration.
• SUP IcelandcoreStrategic or Co-development PartnerJoint operation of SUP and surf courses including SUP Námskeið, SUP Hvataferðir (corporate events), and SUP Einkakennsla (private lessons).
• PADIcoreOthersDiving certification organization providing divemaster certification for guides. All Adventure Vikings snorkel guides hold PADI divemaster certificates or higher.
• VakinncoreOthersOfficial Icelandic tourism quality and environmental certification body. Adventure Vikings holds Vakinn Bronze Class Environmental Certificate.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Viator: Tripadvisor-owned global activities marketplace listing Iceland adventure tours. Comparable as a distribution channel and as a competing surface where customers discover and book tours.
• GetYourGuide: Global tours and activities marketplace that lists Adventure Vikings' offerings and competes for the same international tourist demand. Indirect peer through distribution and pricing pressure on D2C conversion.
• Reykjavik Excursions: Established Iceland tour incumbent under the Reykjavik Excursions brand, offering a wide portfolio including Golden Circle and airport transfers. Overlaps on combo sightseeing tours but is broader and more mature than Adventure Vikings.

Direct peers

• Arctic Adventures: One of Iceland's largest multi-activity adventure tour operators offering snorkeling, caving, Golden Circle, glacier hiking, and combo tours. Direct overlap across nearly the full Adventure Vikings portfolio with broader scale.
• Icelandic Mountain Guides: Specialist in glacier hiking, mountaineering, and high-adventure guided experiences. Closest peer for Adventure Vikings' glacier hiking, mountaineering equipment rental, and Reykjadalur hiking offerings.
• Dive.is: Iceland-based dive and snorkel operator and the closest direct competitor at the Silfra Fissure. Overlaps on drysuit snorkeling, dive certifications, and PADI-aligned guide talent, making it the most head-to-head comparable for Adventure Vikings' flagship product.
• Troll Expeditions: Icelandic multi-day and day-tour operator covering Golden Circle, snorkeling, and glacier experiences. Direct competitor for combo tour share and channel-partner distribution in Iceland.
• Extreme Iceland: Iceland-based private and small-group tour operator offering customized adventure itineraries. Comparable on private-tour positioning and customer segment overlap with international visitors.
• Midgard Adventure: Iceland adventure tour operator offering hiking, caving, and Super Jeep experiences out of the south coast. Comparable mid-sized competitor with overlapping hiking and caving tours.

Others

• PADI: Global diving and snorkeling certification body that certifies Adventure Vikings' guides. Ecosystem enabler rather than competitor, but a structural dependency for safety-critical snorkeling product delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCNLunKzL5LRixvdnG7-isdg
• Facebookfacebook.com/adventurevikings
• Instagraminstagram.com/adventurevikings
• Xx.com/AdvVikings

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adventure Vikings