Iceland Guided Tours

What Iceland Guided Tours does

Iceland Guided Tours (IG Tours) is an Icelandic direct-to-consumer tour operator headquartered in Reykjavik with a physical office in Skagafjörður. The company sells guided sightseeing excursions to international visitors and cruise ship passengers through its own website at igttours.is, priced per person in Icelandic Króna (ISK). It operates across multiple Icelandic ports and regions — including Reykjavik, Akureyri, Ísafjörður, Grundarfjörður, Reykjanesbær, Northeast Iceland, and Skagafjörður — covering natural attractions such as waterfalls, geysers, glaciers, geothermal sites, and volcanic landscapes.

The product offering is organized into three service lines: Cruise Excursions designed for cruise ship passengers at Icelandic ports; Day Tours from Reykjavik and other departure points covering the Golden Circle, Dynjandi Waterfall, Goðafoss, Lake Mývatn, Reykjanes Peninsula, and related sites; and Private/Custom Made Tours for higher-margin bespoke experiences such as the Snæfellsnes Peninsula private excursion. Tour durations range from 5 to 8 hours, with per-person pricing between 20,500 ISK and 30,000 ISK. The company is authorized by the Icelandic Tourist Board and operates year-round at its Skagafjörður office.

The business operates on a transactional direct-to-consumer revenue model with no disclosed subscription, recurring, or B2B enterprise contracts. IG Tours was formed through the merger of White Arctic Tours and Fabtravel under a unified brand to streamline booking and service delivery. The company is privately held with no venture capital backing, no parent company, no public listing, and no disclosed headcount or financial figures. Marketing and distribution are conducted primarily through the company website; no third-party marketplace presence, mobile app, social media footprint, or AI/ML capability is documented in the source data.

Name

Iceland Guided Tours

Website

https://igtours.is

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

IG Tours is a privately held Icelandic tour operator selling guided sightseeing excursions and cruise ship shore trips in ISK through igttours.is, serving international tourists and cruise passengers across multiple Icelandic ports including Reykjavik, Akureyri, and Ísafjörður.

Ownership category

akta.pro rank

Product category

Sightseeing Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

akta.pro secondary industry

Shore Excursion Operators (Tours & Activities) (THAEAFAC)

Keywords

• Guided sightseeing tours
• Cruise ship excursions
• Iceland day tours
• Private tour services
• Natural attractions tours

Headquarters

HQ city

Hafnarfjörður

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Guided Tour Services: Revenue generated from selling guided sightseeing tours to visitors and cruise ship passengers. Customers pay per person for day tours and private tours priced in Icelandic Króna (ISK).

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

IG Tours operates as a direct-to-consumer Icelandic tour operator, offering guided sightseeing excursions including cruise ship port excursions, day tours from Reykjavik, and private/custom tours. They serve international tourists and cruise ship passengers at multiple Icelandic ports (Reykjavík, Akureyri, Ísafjörður), showcasing natural attractions like waterfalls, geysers, glaciers, and volcanic landscapes with per-person pricing in Icelandic Króna (ISK).

Product overview

Iceland Guided Tours (IG Tours) operates as a unified tour booking platform offering three core service lines: Cruise Excursions for cruise ship passengers at Icelandic ports (Reykjavik, Akureyri, Isafjordur), Day Tours from Reykjavik covering major attractions like the Golden Circle, waterfalls, and geothermal sites, and Private/Custom Made Tours for personalized experiences. The company consolidated White Arctic Tours and Fabtravel under the IG Tours brand to streamline booking and enhance service delivery. Specific tour products include excursions to Dynjandi Waterfall, Godafoss and Lake Myvatn, the Golden Circle, Reykjanes Peninsula, and Snaefellsnes Peninsula, with pricing in Icelandic Krona (ISK) and seasonal availability varying by product.

Differentiator

Problem solved

Functional benefit

Products and services

• Cruise Excursions Guided tours for cruise ship passengers departing from Icelandic ports including Reykjavík, Akureyri, and Ísafjörður. Targeted at cruise line passengers seeking port-day excursions.
• Day Tours Day excursions from Reykjavík covering popular attractions including the Golden Circle, waterfalls, geysers, and natural wonders, with departures year-round and seasonal options. Targeted at tourists staying in the Reykjavík area.
• Private and Custom Made Tours Personalized tour experiences tailored to individual or group preferences and schedules, including private excursions to destinations like Snæfellsnes Peninsula. Targeted at travelers seeking bespoke itineraries.
• Dynjandi Waterfall from Ísafjörður A 6-hour guided excursion to Dynjandi Waterfall, rated very easy, departing from Ísafjörður port. Targeted at cruise ship passengers and regional visitors.
• Goðafoss Waterfall, Lake Mývatn & Nature Mývatn Baths An 8-hour tour in Northeast Iceland exploring Goðafoss Waterfall, Lake Mývatn, and Mývatn Nature Baths, rated easy. Targeted at visitors interested in geothermal and natural attractions.
• Golden Circle Tour for Cruise Ships from Reykjavík Guided 6-hour tour of the Golden Circle (Þingvellir, Geysir, Gullfoss) designed for cruise ship passengers. Targeted at cruise line visitors with limited time in Reykjavík.
• Lake Mývatn Day Tour from Akureyri - Wonder of the North

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• White Arctic TourscoreOthersWhite Arctic Tours merged into IG Tours as part of consolidation. This merger streamlined booking processes and combined tour offerings under the IG Tours brand.
• FabtravelcoreOthersFabtravel merged with IG Tours and White Arctic Tours to form a unified Iceland sightseeing company. The consolidation aims to streamline the booking process and enhance service delivery for customers.
• Icelandic Tourist BoardcoreOthersIG Tours is officially authorized by the Icelandic Tourist Board as a tour operation company, indicating regulatory compliance and industry recognition.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• GetYourGuide: Global online marketplace that aggregates and resells tours, activities, and excursions from local operators including Iceland. As a distribution channel and aggregator, it competes for customer mindshare and travel-discovery traffic that IG Tours would otherwise capture directly through its own website.
• Klook: Global activities and tours platform with growing Iceland coverage. Comparable to GetYourGuide and Viator as an aggregator and channel partner that competes for the same international tourist demand that IG Tours serves.
• TourRadar: Online marketplace specializing in multi-day guided tours, including Iceland itineraries. Operates as a competitor/aggregator for the multi-day adventure segment adjacent to IG Tours' day-tour and private-tour products.
• Viator: TripAdvisor-owned global tours and activities marketplace with deep Iceland inventory. Represents both a potential distribution partner and a competitive threat to IG Tours' direct-booking model for English-speaking international visitors.

Direct peers

• Arctic Adventures: Icelandic tour operator specializing in adventure and nature excursions including Golden Circle, glacier hikes, and South Coast tours. Comparable to IG Tours for day-tour itinerary structure, DTC booking, and reliance on Iceland's natural attractions, with an even stronger adventure-leaning product mix.
• Reykjavík Excursions: Iceland's largest local tour operator offering Golden Circle, South Coast, and cruise shore excursions from Reykjavík and major Icelandic ports. Directly comparable to IG Tours in product mix (guided day tours, cruise excursions) and customer base (international tourists and cruise passengers), making it the most direct domestic competitor.
• Gateway to Iceland: Icelandic tour company providing small-group and private guided excursions from Reykjavík and regional ports. Overlaps with IG Tours on private tour customization, multi-day group departures, and cruise port pick-ups.
• Sterna Travel: Established Icelandic tour operator offering guided day tours and scheduled coach excursions across Iceland. Competes with IG Tours on similar itineraries (Golden Circle, South Coast, Northern Lights) and the same direct-to-consumer booking model for international visitors.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/icelandguidedtours
• LinkedInlinkedin.com/company/icelandguidedtours

Compliance1 record

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 Iceland Guided Tours