What Activity Iceland does

Icelandia, the parent company of Activity Iceland and several other Icelandic tourism brands, operates as a fully licensed Destination Management Company (DMC) headquartered in Reykjavík. It provides tailor-made travel solutions for international tour operators, travel agencies, and brands, with service lines spanning custom itinerary design, operations and logistics management, guiding and activity delivery, transportation and transfers, and accommodation coordination. The group also offers seasonal and year-round programme support alongside white-label cooperation for partners requiring on-the-ground execution under their own brand. Consumer-facing inventory is delivered through wholly-owned sub-brands: Icelandic Mountain Guides (adventure travel and hiking), Reykjavik Excursions (coach tours and sightseeing from Reykjavík), Gray Line Iceland (global sightseeing brand), DIVE.is (scuba and underwater experiences), and Flybus (Keflavík–Reykjavík airport transfers), supplemented by Highland Bus access and Coach Hire & Bus Rental services.

The revenue model combines three streams: transaction-fee tour operations through the consumer brands, professional-services fees for DMC itinerary and logistics work, and licensing-style white-label arrangements with trade partners. GTM is predominantly enterprise field sales to international tour operators and travel agencies, reinforced by digital channels — a content-rich consumer website, newsletter capture, and a trade partner portal with an agent application process and downloadable brochures. Certifications relevant to the sector include Ferðamálastofa tour provider license (2010-020), Vakinn travel service and Vakinn Gold-Class environmental certifications, ISO 14001 environmental management, Equal Pay Certification 2024-2027, and USTOA associate membership. The company is led by founder and CEO Harpa Groiss.

Note on data integrity: firmographics record the Activity Iceland entity as founded in 2015 with 1-10 employees, while the broader Icelandia group is described as having 'decades of operational experience' and a multi-brand acquired portfolio — suggesting the headcount figure reflects a single operating brand rather than the consolidated DMC.

Name

Activity Iceland

Legal name

Icelandia

Website

https://activityiceland.is

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Icelandia is a Reykjavík-based Destination Management Company and parent of multiple Iceland travel brands (Icelandic Mountain Guides, Reykjavik Excursions, Gray Line Iceland, DIVE.is, Flybus), providing custom itineraries, guiding, transport, and white-label DMC services to international tour operators, travel agencies, and brands.

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Tour Operators (561520), Tour Operators (56152), All Other Travel Arrangement and Reservation Services (561599)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Inbound DMCs (Full-Service Ground Handling) (THAKAEAA), Transport & Logistics Coordinators (Local Transfers/Coach Ops via DMC) (THAKAEAH), FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC), Group & Series Tour Operators (Seat-in-Coach/Fixed Departures) (THAKAEAD)

Keywords

• Destination management services
• Adventure tourism
• Guided excursions
• Airport transfer services
• Northern lights tours

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Operations: Revenue generated from operating own consumer-facing tours including adventure travel, sightseeing, transfers, and specialist experiences across Iceland.
2. DMC Services: Fee-based destination management services for international tour operators and travel agencies including custom itinerary design, operations and logistics management, guiding and activity delivery, transportation and transfers, and accommodation coordination.
3. White-Label Services: Trade solutions for partners requiring reliable on-the-ground operations in Iceland under their own brand, providing flexible white-label cooperation.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Icelandia is a fully licensed Destination Management Company (DMC) in Iceland, operating as the parent of several leading Icelandic travel brands including Icelandic Mountain Guides, Reykjavik Excursions, Gray Line Iceland, DIVE.is, and Flybus. The company designs private 4x4, hiking, glacier, and Northern Lights tours with driver-guides, lodging, and bookings, and provides tailored itinerary planning, group bookings, accommodations negotiation, ground transportation, and white-label services to international tour operators, travel agencies, and brands.

Product overview

Icelandia DMC is a fully licensed Destination Management Company operating as the parent company of Iceland's leading travel brands including Icelandic Mountain Guides, Reykjavik Excursions, Gray Line Iceland, DIVE.is, and Flybus. The company provides a unified platform for tailor-made travel solutions, offering white-label and trade services alongside its consumer-facing tour brands. Services span custom itinerary design, operations and logistics management, guiding and activity delivery, transportation and transfers, and accommodation coordination. The portfolio includes popular tours, South Coast Combo adventures, Highland Bus access, coach hire, and airport transfer services (Flybus), all supported by scalable delivery infrastructure across adventure travel, sightseeing, transfers, and specialist experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Icelandia Destination Management Services (DMC) A fully licensed Destination Management Company offering in Iceland covering tailored itinerary planning, group bookings, accommodations negotiation, ground transportation, multilingual tour directors, and guiding services, delivered to international tour operators, travel agencies, and partner brands.
• Icelandic Mountain Guides Tours Adventure and mountain guiding tours offered under Icelandia's Icelandic Mountain Guides sub-brand for travelers seeking glacier hikes and mountain experiences in Iceland.
• Reykjavik Excursions Tours Scheduled and sightseeing excursions in and around Reykjavík offered under Icelandia's Reykjavik Excursions sub-brand for individual travelers and groups visiting Iceland.
• Gray Line Iceland Tours Branded coach and sightseeing tours across Iceland operated under Icelandia's Gray Line Iceland sub-brand for leisure travelers and groups.
• DIVE.is Diving Experiences Scuba diving experiences and dive trips in Iceland offered under Icelandia's DIVE.is sub-brand for certified divers and adventure travelers.
• Flybus Airport Transfers Scheduled airport ground transfer services between Keflavík International Airport and Reykjavík (and surrounding areas) offered under Icelandia's Flybus sub-brand for travelers arriving in or departing from Iceland.
• White-Label and Trade Solutions Specialized white-label and trade partner services from Icelandia that allow international tour operators, travel agencies, and brands to resell or co-brand tours, transfers, accommodations, and guiding in Iceland under the partner's own banner.

Segments3 records

Ideal customer profiles2 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 highlights4 records

Broad incumbents

• G Adventures: Global small-group adventure tour operator with a broad multi-country portfolio including Iceland. Comparable as a large-scale DMC consumer for Iceland trade services and as an adventure-tour category leader.
• Intrepid Travel: Global adventure tour operator running small-group trips across 100+ countries including Iceland. Comparable as a trade buyer of Iceland DMC services and as an adventure-tour incumbent.
• Gray Line Worldwide: Global sightseeing and tour franchise whose Iceland operation is itself a sub-brand of Icelandia. Comparable as the global parent/franchisor of one of Icelandia's consumer brands and as a global sightseeing incumbent.

Direct peers

• Hidden Iceland: Boutique Iceland DMC providing bespoke private and small-group itineraries with strong trade/B2B orientation. Directly comparable on DMC services, FIT focus, and premium positioning.
• Kensington Tours: Luxury FIT and private tour operator with a global DMC network. Comparable on bespoke FIT/private itineraries, white-label B2B delivery, and premium positioning.
• Guide to Iceland: Leading Iceland tour marketplace connecting travelers to local operators and DMCs. Comparable as an Iceland distribution and DMC-aggregation layer overlapping with Icelandia's B2C and B2B channels.
• Your Friend in Reykjavik: Icelandic local-experience and DMC provider offering private tours and bespoke itineraries for inbound travelers. Comparable on DMC trade services and FIT/private tour product.
• Iceland Travel: Long-established Iceland DMC offering tailor-made itineraries, group tours, and trade services. Direct competitor in the Iceland DMC space with overlapping inbound trade customer base.
• Nordic Visitor: Nordic-focused DMC and tour operator offering self-guided and guided packages across Iceland, Norway, and beyond. Highly comparable as a B2B/B2C Iceland DMC with trade services and FIT capability.
• Arctic Adventures: Iceland-based adventure tour operator offering glacier hikes, Northern Lights, snowmobiling, and private tours. Comparable on product (adventure, FIT) and target market (international leisure travelers).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/ActivityIceland
• Facebookfacebook.com/activityiceland
• LinkedInlinkedin.com/company/activityiceland

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 Activity Iceland