Special Tours Iceland

What Special Tours Iceland does

Special Tours Iceland ehf. is a privately held Icelandic tour operator founded in 1996, headquartered at Geirsgata 11 in Reykjavik's Old Harbour, that runs year-round wildlife adventure tours — primarily whale watching (classic, express, and RIB formats), puffin watching aboard the dedicated Skúlaskeið oak boat, Northern Lights boat excursions, and sea angling — for international leisure tourists visiting Iceland. The company operates a four-vessel fleet (Andrea, one of Iceland's largest whale watching ships; the flagship Rósin built 2009/2010 with fuel-efficient low-noise engines; the fast-cruising Lilja catamaran; and the traditional Skúlaskeið) and in 2024 added a second departure base in Akureyri (North Iceland). The core technology stack is operational rather than digital — vessels engineered for low sound pollution and fuel efficiency, a multi-language mobile app (English, German, French, Spanish, simplified Chinese) for in-tour audio guidance, Bokun-powered booking widgets and travel-agent extranet, and Borgun payment processing — and the company holds Blue Flag (since 2011), Vakinn (since 2014), Fjörusteinninn (2016), and IceWhale code-of-conduct certifications.

The commercial model is predominantly direct-to-consumer with diversified distribution. Revenue is generated through unit-priced wildlife tour tickets (4,000–22,900 ISK), ~17 bundled combo tours pairing Special Tours' marine experiences with partner attractions (Sky Lagoon, Forest Lagoon, FlyOver Iceland, Lava Show, Whales of Iceland Museum, horseback riding, food tours) up to ~30,980 ISK, affiliate resale of ~12 partner-operated tours (Arctic Adventures, Reykjavík Excursions, Íshestar, Eldhestar, Laxnes, Norðurflug, Aurora Reykjavík, etc.), and bespoke group/incentive charters on the Rósin, Lilja, or Andrea for corporate events and weddings. Customer acquisition flows through the specialtours.is website, iOS/Android app, TripAdvisor (where Special Tours is listed as a top Reykjavik attraction), Viator marketplace, the Bokun travel-agent extranet, and the Cruise Iceland consortium. Customer segments are horizontally defined: a primary persona segment of international tourists (Europe, North America, Asia) seeking wildlife and nature experiences, and a secondary business-unit segment of group/corporate clients for customized charters. The company is founder/owner-operated, employs 11–50 staff, holds no disclosed external funding, and operates as an Icelandic private limited company (ehf.) with no subsidiaries or parent organization.

Name

Special Tours Iceland

Legal name

Special Tours ehf.

Website

https://specialtours.is

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Special Tours Iceland ehf. is a privately held, Reykjavik-based wildlife tour operator founded in 1996 that runs whale watching, puffin watching, Northern Lights boat tours, and sea angling from a four-vessel fleet for international tourists visiting Iceland, distributing through its own website/app, OTAs, and partner combos.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Wildlife Tour Tickets: Direct ticket sales for whale watching, puffin watching, northern lights boat tours, sea angling, and other wildlife adventures from Reykjavik and Akureyri. Tours priced in ISK with various durations and experiences from 1 hour to full day.
2. Combo Tours: Bundled experiences combining multiple tours such as whale watching with Sky Lagoon, Northern Lights with boat tours, or whale watching with museums and other attractions at discounted combined pricing.
3. Partner Tours Resale: Commission-based resale of partner tours including helicopter tours, horseback riding, hiking, and various Reykjavik attractions through the Special Tours booking platform.
4. Group and Incentive Tours: Custom-tailored group tours including corporate events, weddings, and special occasions on their luxury vessels. Pricing upon request.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Special Tours Iceland operates year-round marine wildlife adventure boat tours departing from Reykjavík's Old Harbour and Akureyri. The company's core offerings are whale watching (classic, express, and RIB variants on vessels Andrea, Rósin, and Lilja), puffin watching (traditional oak boat Skúlaskeið and RIB speedboat), Northern Lights boat tours, and sea angling in Faxaflói Bay. The company also sells bundled combo experiences pairing its own marine tours with partner attractions (Sky Lagoon, FlyOver Iceland, Whales of Iceland museum, Lava Show, horseback riding, hiking), and resells partner tours via commission-based arrangements.

Product overview

Special Tours Iceland operates a diverse portfolio of wildlife adventure tours centered on Reykjavik's Old Harbour, with core offerings including whale watching (classic, express, and RIB options), puffin watching, Northern Lights boat tours, and sea angling experiences. The company offers approximately 17 combo tour packages pairing their marine tours with partner attractions including Sky Lagoon geothermal spa, FlyOver Iceland flight simulation, Lava Show, Whales of Iceland museum, horseback riding, hiking, and city tours. Additionally, they market 12 partner tours from other Icelandic operators including Aurora Reykjavík, South Shore Adventure, Golden Circle, and Silfra snorkeling. The fleet includes four vessels: the flagship Rósin (built 2009/2010), Andrea (large whale watching boat), Lilja (fast-cruising catamaran), and Skúlaskeið (traditional Icelandic oak boat). The company also offers a multi-language mobile app for self-guided tour experiences and operates whale watching from Akureyri in North Iceland.

Differentiator

Problem solved

Functional benefit

Products and services

• Whale Watching Reykjavík 2.5-3.5 hour classic whale watching tour operated year-round from Reykjavík's Old Harbour on the Andrea boat, sailing to Faxaflói Bay for sightings of humpback whales, minke whales, white-beaked dolphins, and harbour porpoises. Includes warm overalls, WiFi, and onboard café. German guidance available May-Sept. Priced at 12,490 ISK.
• Whale Watching Express 2-2.5 hour fast whale watching tour operated seasonally on the Rósin or Lilja boats, reaching whale watching grounds in less time while spending the same duration observing marine wildlife. Priced at 12,490 ISK.
• RIB Express Adventurous 2-hour RIB (rigid inflatable boat) whale watching tour reaching speeds of 32 knots, providing close encounters with whales. Includes admission to Whales of Iceland museum and summer puffin island visits. Priced at 22,900 ISK.
• Puffin Express 1-hour puffin watching tour from Reykjavík's Old Harbour on the specially designed traditional Icelandic oak boat Skúlaskeið, visiting islands with approximately 30,000 nesting puffins. 100% sightings guarantee. Includes binoculars. Pioneered by the company with over 20 years of experience. Priced at 7,500 ISK.
• Puffin Express by RIB Speedboat Fast 1-hour puffin watching tour on RIB speedboat providing exciting access close to puffin islands Lundey and Akurey. Includes warm flotation suits and experienced guides. Priced at 9,800 ISK.
• Northern Lights by Boat Original Northern Lights boat tour departing from Reykjavík's Old Harbour, sailing 15-20 minutes to prime viewing locations away from city lights. Includes warm overalls, onboard video content, photography assistance, and free rebooking if no aurora sightings. Priced at 12,490 ISK.
• Northern Lights by Boat with Backup Plan Northern Lights tour package with a lower price guarantee and backup adventure to Whales of Iceland museum (Auroras at Whales of Iceland) if weather conditions prevent boat sailing, with the boat ticket preserved for another night. Non-refundable. Priced at 4,875 ISK for children.
• Sea Angling 2.5-3 hour evening fishing tour in Faxaflói Bay targeting cod, haddock, rockfish, and pollock, with the crew grilling the catch onboard at the end of the tour. Available May-September with all equipment provided. Priced at 18,490 ISK.
• Whale Watching Akureyri 2-3 hour whale watching tour from Akureyri in North Iceland aboard the Lilja fast-cruising catamaran, offering close encounters with humpback whales and minke whales in the scenic Eyjafjörður fjord. Departures at 09:00 and 13:00. Priced at 12,490 ISK.
• Whales & Puffins Midnight Sun Tour 2-2.5 hour summer whale watching tour departing at 21:00 during Iceland's midnight sun season (June 15-July 31), combining whale sightings with potential puffin observations under extended daylight conditions. Priced at 12,490 ISK.
• New Years Fireworks Cruise 1.5 hour New Year's Eve champagne and fireworks cruise departing at 23:00 from Reykjavík's Old Harbour, offering views of Reykjavík's world-famous fireworks display from Faxaflói Bay with complimentary champagne at midnight. Priced at 23,490 ISK.
• Groups and Incentive Tours Custom-tailored group tours aboard Rósin, Lilja, or Andrea boats for corporate events, weddings, and special occasions including options for sea angling, transfers, lunch cruises, and Northern Lights dinners. Pricing upon request.
• Grandi District Experience Free shuttle combo tour visiting Whales of Iceland, Lava Show, and FlyOver Iceland in Reykjavík's Grandi district, with transportation from downtown bus stops. Priced at 15,980 ISK.
• Whales of Iceland Museum Admission ticket to Whales of Iceland museum featuring 23-25 life-size whale models, interactive displays, underwater footage on an 8-meter screen, daily guided tours, and documentaries on whale conservation. Located in the Grandi district, 15 minutes from Old Harbour. Priced at 4,000 ISK.
• Aurora Reykjavík (Northern Lights Center) Iceland's first and only Northern Lights Center, an immersive attraction where visitors can experience the aurora borealis phenomenon through interactive exhibits before or after their boat tour. Resold via Special Tours platform.
• Icelandic Lava Show Live lava show recreating volcanic eruptions by superheating real lava to 1100°C and pouring it into a showroom. The only live lava show in the world, winner of multiple innovation awards. Resold via Special Tours platform.
• FlyOver Iceland Immersive flight simulation experience at Grandi Harbor District where guests hang suspended before a 20-meter spherical screen while the film whisks them on a journey across Iceland with wind, mist, and scent special effects. Resold via Special Tours platform.
• Sky Lagoon Iceland's newest geothermal spa lagoon located 15 minutes from Reykjavík city center, offering the 7-step Ritual experience including sauna, cold pool, scrub, and mist with stunning ocean views. Resold via Special Tours platform.
• Lava Tour Horseback Riding 1.5-2 hour horseback riding tour through lava fields near Reykjavík operated by Íshestar, suitable for beginners and experienced riders with all equipment provided including helmets, boots, and rain gear. Resold via Special Tours platform.
• Landmannalaugar Hiking Tour from Reykjavík Full-day hiking tour to Landmannalaugar in the Icelandic Highlands operated by Arctic Adventures, featuring geothermal areas, colorful mountains, hot springs, and 4 hours of hiking over 8-10km including natural hot pool bathing. Resold via Special Tours platform.
• South Shore Adventure Full-day tour along Iceland's south coast to Vík featuring Seljalandsfoss and Skógafoss waterfalls, black sand beaches, glaciers, and the Skógar Folk Museum, operated by Reykjavík Excursions. Resold via Special Tours platform.
• Golden Circle Direct Express 6-hour tour covering Iceland's Golden Circle highlights: Geysir geothermal area, Gullfoss waterfall, and Þingvellir National Park, operated by Reykjavík Excursions. Resold via Special Tours platform.
• Walk with a Viking Reykjavík Walking Tour Walking tour of Reykjavík covering landmarks like Harpa Concert Hall, Hallgrímskirkja Church, Reykjavík Harbour, and hidden local spots including an elf home, with a maximum group of 25 people. Resold via Special Tours platform.
• Into the Blue Silfra Snorkeling Snorkeling tour at Silfra fissure in Þingvellir National Park between North American and European tectonic plates, with water visibility up to 100m. Operated by Arctic Adventures with all equipment and PADI-certified guides. Resold via Special Tours platform.
• Whale Watching & Reykjavík Food Lovers Culinary wildlife combo pairing whale watching tour with Your Friend in Reykjavík food tour, offering at least 10 traditional Icelandic food tastings in the city center. Priced at 30,980 ISK.
• Whale Watching Akureyri & Forest Lagoon North Iceland combo pairing whale watching on Lilja from Akureyri with Forest Lagoon geothermal spa experience in Eyjafjörður fjord, surrounded by birch and pine trees. Resold via Special Tours platform.
• Whale Watching & FlyOver Iceland Combined tour pairing the classic whale watching experience with FlyOver Iceland's immersive flight simulation, offering both marine wildlife and aerial Icelandic landscape experiences. Resold via Special Tours platform.
• Whale Watching & Sky Lagoon Adventure combo pairing whale watching cruise with Sky Lagoon geothermal spa experience, combining wildlife exploration with relaxation at Iceland's newest lagoon. Resold via Special Tours platform.
• Sky Lagoon & Northern Lights by Boat Combo tour featuring daytime geothermal spa experience at Sky Lagoon followed by evening Northern Lights boat hunt from Reykjavík's Old Harbour. Resold via Special Tours platform.
• Whales and Puffins Combined whale watching and puffin watching tour available May 1-August 20, offering both marine mammal and seabird wildlife experiences with departures throughout the day. Resold via Special Tours platform.
• Whales and Horses Full-day combo with Íshestar horseback riding tour through lava landscapes followed by whale watching cruise searching for cetaceans in Faxaflói Bay. Resold via Special Tours platform.
• Whales and Auroras Combined whale watching and Northern Lights boat tour experience, available to split across multiple days, offering Iceland's natural wonders from sea to sky. Resold via Special Tours platform.
• Horses & Puffins Package combining Eldhestar horseback riding tour with Puffin Express boat tour, including light lunch at Hotel Eldhestar and drop-off at Reykjavík's Old Harbour. Resold via Special Tours platform.
• Horses and Northern Lights by Boat Combo pairing Laxnes Horse Farm horseback riding with Northern Lights boat tour, offering land and sea Icelandic nature experiences in one day. Resold via Special Tours platform.
• Golden Circle & Northern Lights by Boat Full-day adventure combining Golden Circle minibus tour (Þingvellir, Geysir, Gullfoss, Kerið crater) with evening Northern Lights boat hunt, departing Reykjavík mid-day and returning after the aurora experience. Resold via Special Tours platform.
• Whale Watching & Whales of Iceland Museum Combined whale watching tour with admission to Whales of Iceland museum, offering the BIG whale experience from both sea and land with life-size whale models and interactive exhibits. Priced at 15,760 ISK.
• Hop on-Hop off & Puffin Express City exploration combo pairing Reykjavík Excursions hop-on-hop-off bus tour with Puffin Express boat tour to puffin islands, valid for 24 hours. Resold via Special Tours platform.
• The Lava Tunnel & Whale Watching Full-day adventure combining Raufarhólshellir lava tunnel exploration with whale watching cruise on Andrea, operated by Reykjavík Excursions for transportation. Resold via Special Tours platform.
• Whales of Iceland & FlyOver Iceland Grandi District experience combining Whales of Iceland museum visit with FlyOver Iceland flight simulation, both located adjacent to each other. Resold via Special Tours platform.
• Reykjavík City Walk and Whales Walking tour of Reykjavík with expert local guide followed by afternoon whale watching cruise on Andrea, combining land and sea wildlife experiences. Resold via Special Tours platform.
• Whales and Sea Angling Combo pairing whale watching with sea angling experience, including BBQ of the caught fish. Available May 1-September 15 with afternoon fishing departures. Resold via Special Tours platform.
• Whale Watching & Lava Show Combination of whale watching cruise with the Icelandic Lava Show experience, offering both oceanic wildlife and volcanic firepower experiences. Resold via Special Tours platform.
• Special Tours Iceland Mobile App Mobile application available for Android and Apple devices in 5 languages (English, German, French, Spanish, and simplified Chinese) providing audio-guided wildlife adventure information during tours. Functions as an in-tour digital companion.

Quantifiable outcome

• 100% sightings guarantee on puffin watching tours
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

17 partnerships are on record, tiered minor and core.

• Arctic AdventuresminorChannel Partner/ Reseller/ DistributorProvides snorkeling tours (Into the Blue Silfra) and hiking tours (Landmannalaugar) sold through Special Tours platform.
• Reykjavík ExcursionsminorChannel Partner/ Reseller/ DistributorProvides Golden Circle, South Shore Adventure, Hop on-Hop off bus tours, and lava tunnel tours sold through Special Tours.
• ÍshestarminorChannel Partner/ Reseller/ DistributorHorseback riding tours (Lava Tour) for Whales and Horses combo packages.
• EldhestarminorChannel Partner/ Reseller/ DistributorHorseback riding tours for Horses & Puffins combo packages departing from their farm near Reykjavik.
• Laxnes Horse FarmminorChannel Partner/ Reseller/ DistributorProvides horseback riding tours for Horses and Northern Lights by Boat combo.
• NorðurflugminorChannel Partner/ Reseller/ DistributorHelicopter tours for Reykjavik by Helicopter & Northern Lights combo. Meeting point at east side of domestic airport.
• Whales of Iceland MuseumcoreStrategic or Co-development PartnerStrategic partnership offering combo tours with whale watching. Located in Grandi district, 15 min from Old Harbour. Features 23 life-size whale models and offers discounted admission with whale watching tickets.
• Sky LagoonminorChannel Partner/ Reseller/ DistributorGeothermal spa combo tours including Whale Watching & Sky Lagoon and Sky Lagoon & Northern Lights packages.
• FlyOver IcelandminorChannel Partner/ Reseller/ DistributorImmersive flight experience in Grandi district offered as combo with whale watching and puffin tours.
• Icelandic Lava ShowminorChannel Partner/ Reseller/ DistributorLive lava demonstration experience sold as combo with whale watching tours.
• Aurora ReykjavíkminorChannel Partner/ Reseller/ DistributorNorthern Lights VR/education center, Iceland's first and only Northern Lights Center.
• Your Friend in ReykjavíkminorChannel Partner/ Reseller/ DistributorFood tour operator for Whale Watching & Reykjavík Food Lovers combo, offering culinary experiences in Reykjavik.
• Forest LagoonminorChannel Partner/ Reseller/ DistributorGeothermal spa in Akureyri for Whale Watching Akureyri & Forest Lagoon combo.
• IceWhalecoreStrategic or Co-development PartnerMembership organization for Icelandic whale watching operators. Special Tours follows IceWhale code of conduct for responsible whale watching. Promotes whale-friendly restaurants.
• Blue FlagcoreStrategic or Co-development PartnerInternational eco-label for sustainable boating tourism. Special Tours has been member since 2011, meeting intensive criteria for sustainable operations.
• IFAW (International Fund for Animal Welfare)minorStrategic or Co-development PartnerCollaboration on whale conservation through IceWhale's whale-friendly restaurants initiative.
• Cruise IcelandminorChannel Partner/ Reseller/ DistributorConsortium of Icelandic cruise operators for cruise passenger shore excursions.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hurtigruten Norway: Norwegian coastal and expedition cruise line offering northern lights and wildlife cruises in Nordic waters. Larger scale operator in the same experiential marine tourism category, attracting a subset of the same international wildlife-pursuing travellers.
• Viator (Tripadvisor): Major OTA platform that Special Tours already uses for distribution and that sets commission and visibility terms for Iceland tour inventory. Functions as both a channel partner and a structural pricing reference for direct competitors.
• GetYourGuide: Global tours and activities marketplace that lists Special Tours-style operators across Iceland and competes for the same end-customer booking moment. Relevant peer because it shapes the discovery and pricing environment in which Special Tours' products are sold.

Direct peers

• Arctic Adventures: Reykjavík-based adventure tour operator offering Silfra snorkeling, Landmannalaugar hiking, glacier and lava tunnel experiences. Resells through Special Tours and competes for the same international adventure traveller in Iceland with shared partner attractions.
• Láki Tours: Icelandic whale watching operator based in Grundarfjörður (Snæfellsnes) running whale watching, northern lights boat tours, and sea angling trips. Comparable product mix and small-vessel fleet with similar tour durations and pricing structure.
• Elding Whale Watching Reykjavík: Reykjavík Old Harbour-based whale watching and wildlife tour operator running year-round departures from the same waterfront as Special Tours, with comparable ticket pricing and shared access to Faxaflói Bay. Direct head-to-head competitor for both walk-up and cruise-ship passengers.
• Reykjavík Excursions: Iceland's largest tour operator running Golden Circle, South Coast, Hop On Hop Off, and northern lights tours from Reykjavík. Acts as both a competitor and a key reseller partner feeding Special Tours combo products; comparable Iceland inbound tour platform with broader land-based coverage.
• North Sailing Iceland: Icelandic whale watching and sailing tour operator based in Húsavík and Reykjavík, offering near-identical marine wildlife experiences (whale watching, northern lights boat tours) with a similar traditional/eco-friendly vessel fleet. Closest direct competitor for wildlife boat tours from Icelandic harbours.

Emerging players

• Puffin Tour Reykjavík (Birds of Iceland): Smaller Reykjavík-based operator focused specifically on puffin watching from the Old Harbour, directly overlapping with Special Tours' Puffin Express product on the same islands. Narrower product mix but competes for the same 1-hour puffin slot in the cruise and excursion market.

Regional players

• Whale Watching Akureyri (Húsavík operators): Cluster of Húsavík-based whale watching operators (including North Sailing and Gentle Giants) competing in the same Eyjafjörður-style fjord environment where Special Tours' Akureyri Lilja tours operate. Direct regional competitors for the North Iceland whale watching segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/specialtours
• Facebookfacebook.com/specialtoursiceland

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Special Tours Iceland