What Icelandic Lava Show does

Icelandic Lava Show is a privately held live entertainment attraction company headquartered in Reykjavík, Iceland, founded in 2010 by husband-and-wife team Júlíus Ingi Jónsson and Ragnhildur Júlíusdóttir after witnessing the Fimmv\u00f6r\u00f0uh\u00e1ls eruption. The company operates two showroom locations — one in Reykjavík's Grandi Harbour District and one in Vík on Iceland's South Coast — where it recreates volcanic eruptions by superheating real molten lava to approximately 1100°C (2000°F) and pouring it before live audiences, combining spectacle with educational commentary on Icelandic geology.

The core product is a scheduled ticketed indoor lava demonstration. Revenue is generated through four streams: (1) ticket sales for the live show (direct via website and indirect via Viator, KAYAK, and the Grandi Experience bundle with Whales of Iceland and FlyOver Iceland), (2) handcrafted merchandise sold under the Volcanic Treasures brand — obsidian jewelry and volcanic glass items made from real 1918 Katla eruption lava — through online and on-site gift shops, (3) gift cards, and (4) private event hosting for corporate groups (MICE segment). The go-to-market is direct-to-consumer for tourist ticket sales, supplemented by third-party travel platforms for international reach. The company employs 11–50 people, has received the 2021 SAF Icelandic Travel Industry Association Innovation Award and Viator Experience Awards, and operates without disclosed external institutional funding.

Name

Icelandic Lava Show

Legal name

Icelandic Lava Show

Website

https://icelandiclavashow.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Icelandic Lava Show operates indoor live molten lava demonstrations in Reykjavík and Vík, Iceland, superheating real lava to 1100°C for ticketed tourist audiences. Founded in 2010, it generates revenue from show tickets, handcrafted volcanic merchandise, gift cards, and private event hosting.

Ownership category

akta.pro rank

Headquarters

HQ city

Vík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Live Show Tickets: Primary revenue stream from ticket sales for the indoor molten lava experience. Visitors purchase tickets for scheduled shows at Reykjavík or Vík locations.
2. Merchandise and Volcanic Products: Sale of handcrafted products made from real lava from the 1918 Katla eruption, including obsidian jewelry and volcanic treasures. Available online and at physical gift shops.
3. Gift Cards: Gift cards sold for the lava show experience, available for purchase on the website.
4. Event Hosting (MICE): Private event hosting services for corporate groups and special occasions using the lava show as a unique venue experience.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Icelandic Lava Show operates a live indoor lava demonstration experience where real molten lava is superheated to 1100°C (2000°F) in industrial furnaces and poured into a showroom so audiences can observe and feel the heat of flowing lava. The company sells show tickets at its Reykjavík and Vík venues, bundles them with neighboring attractions through the Grandi Experience package, and sells gift cards, handcrafted volcanic merchandise, and corporate/private event hosting.

Product overview

Icelandic Lava Show operates as a live entertainment attraction company offering a single flagship indoor lava experience in Reykjavík and Vík, Iceland. The core product is an interactive volcanic demonstration where real lava is superheated to 1100°C and poured before audiences. The company bundles its experience with two other Reykjavík attractions through the Grandi Experience package, sells handcrafted volcanic merchandise (Volcanic Treasures) made from 1918 Katla eruption lava, provides gift cards, and offers venue rental for corporate events. Educational content is delivered through the Lava Academy blog platform. The company was founded in 2010 by Júlíus Ingi Jónsson and Ragnhildur Júlíusdóttir after witnessing the Fimmvörðuháls eruption.

Differentiator

Problem solved

Functional benefit

Brands

• Lava Academy: Educational platform covering geology, volcanic forces, and lava science through articles and podcasts.

Products and services

• Lava Show Award-winning indoor live lava experience that recreates a volcanic eruption by superheating real lava up to 1100°C (2000°F) and pouring it into a showroom, allowing audiences to feel the heat and witness molten lava flowing. Available at the Reykjavík Grandi Harbour District and Vík locations in Iceland. Targeted at tourists and visitors to Iceland seeking a unique, educational, and visually spectacular attraction.
• Grandi Experience A combined ticket package offering access to three Reykjavík Grandi Harbour District attractions (Lava Show, Whales of Iceland, and FlyOver Iceland) with free shuttle service from downtown Reykjavík. Designed for tourists who want to experience multiple attractions in one visit.
• Volcanic Treasures Handcrafted products made from real lava from the 1918 Katla eruption, including obsidian jewelry and volcanic glass items. Available online at shop.lavashow.com and at physical gift shops in Reykjavík and Vík. Targeted at tourists and gift buyers seeking unique souvenirs tied to Icelandic volcanic heritage.
• Gift Cards Gift cards for the Lava Show experience, available for purchase on the company website. Designed for individuals purchasing gifts for Iceland travelers or for visitors wanting to lock in advance admission.
• Event Hosting (MICE) Private event hosting services for corporate groups and special occasions, using the Lava Show as a unique venue experience. Targeted at corporate event planners, incentive travel organizers, and private groups seeking a distinctive venue with built-in entertainment.

Quantifiable outcome

• 1000+ positive testimonials and reviews from guests

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Whales of IcelandcoreGTM or Marketing PartnerJoint partner in the Grandi Experience bundle, combining three Reykjavík attractions (Lava Show, Whales of Iceland, FlyOver Iceland) into one easy ticket package with free shuttle service connecting all locations.
• FlyOver IcelandcoreGTM or Marketing PartnerJoint partner in the Grandi Experience bundle, combining three Reykjavík attractions (Lava Show, Whales of Iceland, FlyOver Iceland) into one easy ticket package with free shuttle service connecting all locations.
• Viator (TripAdvisor)minorChannel Partner/ Reseller/ DistributorThird-party travel experience platform reselling Lava Show tickets. Viator is a major global tours and activities marketplace.
• KAYAKminorChannel Partner/ Reseller/ DistributorTravel metasearch platform listing Lava Show as a recommended Iceland attraction and tour option.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• Tiqets: Global online marketplace for tickets to museums, attractions, and experiences. Comparable as a distribution channel partner (alongside Viator and KAYAK) that drives international tourist bookings for Iceland Lava Show.
• GetYourGuide: Global tours-and-activities marketplace that resells attractions and experiences to international travelers. Comparable as a parallel distribution channel to Viator for distributing the Lava Show to inbound tourists planning Iceland visits.

Broad incumbents

• Cirque du Soleil: Operator of original live theatrical shows combining spectacle, proprietary staging technology, and branded storytelling. Comparable as a live entertainment operator monetizing a unique, proprietary in-person experience through ticketed performances.
• Blue Lagoon Iceland: Iceland's flagship geothermal spa attraction and one of the country's most-visited tourist destinations. Comparable as a premium-priced, single-anchor Icelandic experience attraction that depends on inbound tourism and combines a unique natural element with branded hospitality.
• Madame Tussauds: Global chain of wax-figure attractions that sell a single, repeatable themed experience to tourists in major cities. Comparable as a globally scaled, premium-priced single-anchor ticketed attraction focused on spectacle and photo opportunities.
• Ripley's Believe It or Not!: Global chain of 'odditorium' attractions built around a themed, single-anchor visitor experience. Comparable as a multi-location operator of tourism-driven experiential attractions with a single hero product and ancillary merchandise.

Emerging players

• teamLab: Operator of immersive digital art attractions that monetize a unique, technology-driven in-person experience. Comparable as a single-anchor immersive attraction that combines proprietary technology, spectacle, and high-margin ticket and merchandise sales.

Direct peers

• Whales of Iceland: Reykjavík-based marine exhibit and tourist attraction that is a direct partner in the Grandi Experience bundle. Comparable as an Icelandic indoor tourist attraction in the same district, serving the same international tourist customer with a single, experience-driven ticketed offering.
• FlyOver Iceland: Reykjavík immersive flying ride attraction and the third partner in the Grandi Experience bundle. Comparable as a single-anchor indoor experience in the Grandi Harbour District targeting international tourists with a high-impact, sensory-driven ticketed product.
• Perlan (Perlan Museum): Reykjavík's landmark museum and observation deck combining natural history exhibits with a glacier/ice cave experience. Comparable as a single-site Reykjavík attraction that uses Iceland's natural phenomena as the basis for an educational, ticketed experience for tourists.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Icelandic Lava Show