Discover Iceland

What Discover Iceland does

Discover Iceland is a Reykjavík-based, owner-operated private tour operator serving tourists visiting Iceland, including individual travelers, small private groups, families, and premium or luxury travelers. Its core service is handcrafted private touring: private day trips, customized two-to-eight-day itineraries, and Super Jeep excursions across the Golden Circle, South Coast, Snæfellsnes Peninsula, Westfjords, Ring Road, North Iceland, Reykjanes, and Iceland's highlands. Native Icelandic driver-guides, luxury SUVs and modified 4x4 vehicles, and 24/7 phone support support access to remote and weather-dependent locations. (Primary source:.)

The company sells directly through its website, email, WhatsApp, and contact forms; day tours can be booked online, while multi-day trips use travel-consultant quotes and customized itineraries. Revenue comes primarily from per-group tour bookings, with published day-tour examples around 209,900-279,900 kr. and multi-day examples from 250,000 kr. or custom pricing, plus hotel, activity, and meal coordination. Online day-tour purchases require full payment, and multi-day tours require an approximately 30% deposit with final payment two weeks before arrival. No proprietary technology platform, app, API, AI system, or revenue figure is disclosed, so the model is service-led and dependent on guide and vehicle capacity. (Primary source:.)

Name

Discover Iceland

Legal name

Discover Iceland ehf

Website

https://discover.is

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Discover Iceland is a Reykjavík-based private tour operator serving tourists with customized day tours, multi-day itineraries, Super Jeep excursions, and activity planning using local Icelandic guides and capable vehicles across Iceland.

Ownership category

akta.pro rank

Product category

Private Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure & Expedition Multi-Day Tour Operators (THAKADAD)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG), Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV) (THAAADAF)

Keywords

• Private guided tours
• Super jeep tours
• Multi-day tours
• Iceland adventure travel
• Luxury tour services

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Private Tour Bookings: The company generates revenue primarily through booking private guided tours across Iceland. Tour types include day tours (e.g., South Coast at 219,900 kr., Golden Circle at 209,900 kr., Snæfellsnes Peninsula at 239,900 kr.), Super Jeep tours (e.g., Thorsmork at 239,900 kr., Grand South Coast at 249,900 kr.), and multi-day tours (e.g., South Coast Glacier Lagoon 3-day at 269,000 kr., Iceland Panorama 8-day Ring Road). Pricing is per group rather than per person. Online bookings require full payment; multi-day tours require a 30% deposit with final payment due two weeks prior to arrival.
2. Tour Package Add-ons: Additional revenue is generated from ancillary services including hotel bookings, activity reservations (glacier hiking, caving, snowmobiling), and meal arrangements that the company coordinates on behalf of customers as part of customized tour packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Discover Iceland is a Reykjavík-based private tour operator that designs and delivers customized guided tours across Iceland, including day tours (Golden Circle, South Coast, Snæfellsnes Peninsula), multi-day itineraries (South Coast & Glacier Lagoon, 8-day Ring Road), and Super Jeep highland expeditions (Thorsmork, Landmannalaugar). The company employs native Icelandic driver-guides and operates a fleet of luxury SUVs and modified 4x4 Super Jeeps capable of accessing remote highland and glacier terrain. Tours are sold per group with custom itinerary planning, optional activity add-ons (glacier hiking, ice caving, snorkeling), and hotel/activity booking services.

Product overview

Discover Iceland operates a private tour platform offering handcrafted Iceland travel experiences centered on three core service lines: Private Day Tours (Golden Circle, South Coast, Snæfellsnes Peninsula), Multi-Day Tours (2-8 day customized itineraries including Ring Road), and Super Jeep Tours (off-road highland adventures to Landmannalaugar, Thorsmork, and glaciers). The company provides licensed native Icelandic driver-guides, a fleet of luxury SUVs and modified Super Jeeps (Toyota Land Cruiser, Nissan Patrol, Mercedes), and optional lodge accommodations. Tours are fully customizable with flexible scheduling, 24/7 support, and activities such as glacier hiking, ice caving, and Northern Lights viewing available as add-ons. Pricing starts from approximately 1750 USD per day for groups of 4.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Circle Private Tour Private day tour covering Þingvellir National Park, Geysir geothermal area, and Gullfoss waterfall, with options for Super Jeep glacier access. Priced at 209,900 kr. per group.
• South Coast Private Tour Private day tour of Iceland's south coast featuring volcanoes, glaciers, waterfalls, and black sand beaches including Seljalandsfoss, Skógafoss, and Reynisfjara. Priced at 219,900 kr. per group.
• Snæfellsnes Peninsula Private Tour Private day tour exploring the Snæfellsnes Peninsula shaped by ocean, glacier, and volcanic activity, including fjords, waterfalls, and quaint villages. Priced at 239,900 kr. per group.
• Landmannalaugar Private Tour Highlands 4x4 tour to Landmannalaugar featuring rhyolite mountains, geothermal pool bathing, and hiking through colorful volcanic terrain. Operates mid-June to October, 11–12 hours duration.
• Thorsmork Nature Valley Private SuperJeep Tour Super Jeep adventure into Thorsmork valley featuring glacier views, black sand landscapes, and braided rivers accessible only via river crossings. Priced at 239,900 kr. per group.
• Northern Lights Luxury Private Tour Evening private tour for aurora hunting for up to 4 passengers, including a repeat tour guarantee if the Northern Lights are not seen on the scheduled night.
• Westfjords Private Tours Multi-day private tours to Iceland's remote Westfjords region including the Strandir coast along the Arctic Ocean.
• Iceland Panorama 8-Day Ring Road Private Tour Customized 8-day private tour covering Iceland's complete Ring Road with personalized itinerary and overnight stays at handpicked accommodations. Requires deposit payment.
• Jökulsárlón Glacier Lagoon Private Tour Extended private day tour to Jökulsárlón Iceberg Lagoon and Diamond Beach with optional amphibian or zodiac boat tour.
• Reykjanes Peninsula & Blue Lagoon Private Tour Private tour of Reykjanes Peninsula including active volcano views and a Blue Lagoon geothermal spa visit.
• Activities (Add-on) Optional adventure activities add-on including glacier hiking, ice cave exploration, snowmobiling, snorkeling/diving at Silfra, hot spring bathing, whale watching, and river rafting, coordinated as part of customized tour packages.

Quantifiable outcome

• Tours cover all major regions of Iceland including South Coast, Golden Circle, Snæfellsnes Peninsula, Westfjords, Ring Road, North Iceland, Reykjanes, Landmannalaugar highlands, and Thorsmork

Named customers8 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

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Troll Expeditions: Troll Expeditions is a Reykjavík-based operator running private and small-group tours across Iceland including highlands, Ring Road, and Northern Lights, with comparable Super Jeep and luxury vehicle offerings.
• Arctic Adventures: Arctic Adventures is a well-known Iceland tour operator running both group and private Super Jeep, glacier, and multi-day tours with their own fleet, directly competing with Discover Iceland across similar routes and price points.
• Hidden Iceland: Hidden Iceland is a Reykjavík-based private tour operator offering bespoke, locally-guided Iceland itineraries in the same premium niche as Discover Iceland, with overlapping product lines (day tours, multi-day tours, Super Jeep access).
• Northway Travel: Northway Travel is an Icelandic tour operator offering private guided tours, Super Jeep adventures, and multi-day itineraries, competing directly with Discover Iceland in the premium private segment.
• GeoIceland / Geo Travel: Geo Travel Iceland offers private guided tours and multi-day itineraries with a focus on small groups and Super Jeep experiences, operating in the same Reykjavík-based private tour market as Discover Iceland.
• Iceland Private Tours: Iceland Private Tours specializes in fully customized private guided tours and multi-day itineraries across Iceland, targeting the same premium, high-touch customer segment that Discover Iceland serves.

Broad incumbents

• Iceland Travel: Iceland Travel is the country's largest DMC, offering packaged and custom multi-day Iceland tours with broader product breadth and B2B travel-agent distribution than Discover Iceland's direct-to-consumer model.
• Gray Line Iceland: Gray Line Iceland is one of the largest established coach and tour operators in Iceland, offering a broad portfolio that includes day tours and multi-day packages overlapping with Discover Iceland's offerings, but at greater scale and via larger group formats.
• Reykjavík Excursions: Reykjavík Excursions is a long-standing incumbent Icelandic tour operator (part of the Iceland Travel group) running scheduled coach tours, fly tours, and private/custom itineraries, providing a broader alternative to Discover Iceland's purely private model.

Emerging players

• Your Day Tours Iceland: Your Day Tours Iceland is a smaller boutique operator offering private guided day tours and Super Jeep excursions, with a narrower product range but overlapping customer base and value proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/DiscoverIceland4x4
• Facebookfacebook.com/Discover4x4
• Instagraminstagram.com/discovericeland4x4

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Discover Iceland