Reykjavik Sightseeing

What Reykjavik Sightseeing does

Reykjavik Sightseeing (legally Reykjavik Excursions) is an Icelandic tour operator founded in 1968 and headquartered at the BSÍ Bus Terminal in Reykjavík. It is a subsidiary of Icelandia, a strategic operating company in the Icelandic tourism sector. The company runs a broad catalog of more than 20 distinct tour categories covering Iceland's primary attractions — Golden Circle, South Coast, Northern Lights, Volcano, Adventure, Super Jeep, Helicopter, and Snorkeling/Diving (Silfra Fissure) — alongside ancillary services such as Highland Bus transport, admission tickets, and combo packages. Its distribution backbone is the Flybus airport transfer service, which connects every arriving and departing flight at Keflavík International Airport with Reykjavík, effectively giving the company a captive pipeline of inbound visitors. The company also operates cruise-friendly shore excursions and meet-on-location tours to serve time-constrained cruise passengers. Technologically, the business runs a direct-to-consumer online booking platform at booking.re.is with real-time availability and multi-currency support (ISK, EUR, USD, GBP), supplemented by travel trade distribution through Ensemble Travel Group, USTOA, and Etoa. Revenue is generated on a per-seat, one-time-payment basis across tour operations, Flybus transfers, and package combos, with prices ranging from roughly 8,000 ISK for standard day tours to over 34,000 ISK for premium experiences such as the 2026 Solar Eclipse. The company carries ISO 14001 environmental management and Vakinn tourism certifications, markets itself as carbon-neutral, and holds Tripadvisor Travelers' Choice recognition.

Name

Reykjavik Sightseeing

Legal name

Reykjavik Excursions

Website

https://reykjaviksightseeing.is

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

11–50 employees

Short description

Reykjavik Sightseeing (legal name Reykjavik Excursions) is an Icelandic tour operator founded in 1968 that offers guided bus tours, adventure activities, and airport transfers to international tourists, cruise passengers, and private groups across Iceland.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation, Other (487990)

SIC

Services-Amusement & Recreation Services (7900), Transportation Services (4700)

akta.pro primary industry

Adventure & Expedition Multi-Day Tour Operators (THAKADAD)

akta.pro secondary industries

Helicopter Sightseeing & Scenic Tours (TLAFACAD), Photography & Scenic Viewpoint Tours (THAJAAAI)

Keywords

• Guided bus tours
• Airport transfer services
• Adventure tourism
• Northern lights tours
• Iceland tour operator

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, Infrastructure, Supply Chain

Revenue model

1. Tour Operations: Revenue generated from guided tours including Golden Circle, South Coast, Northern Lights, Volcano Tours, Adventure Tours, Super Jeep Tours, and Private Tours. Priced per person with various tour durations.
2. Airport Transfers (Flybus): Transfer services between Keflavík International Airport and Reykjavík, operating in connection with all arriving and departing flights.
3. Package Combos: Combined tour packages such as South Coast Combo, Volcanic Wonders with Sky Lagoon, and Blue Lagoon combinations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Reykjavik Sightseeing (legal name Reykjavik Excursions) is a tour operator founded in 1968 that sells guided day tours, multi-day excursions, and Flybus airport transfers across Iceland. The portfolio spans the Golden Circle, South Coast, Northern Lights, volcano sites, glacier hikes, super-jeep and adventure activities, and packaged combos. Services are booked online via re.is and supported by airport shuttle operations connecting Keflavík International Airport with Reykjavík.

Product overview

Reykjavik Excursions (also known as Reykjavik Sightseeing) operates as a tour operator platform offering a comprehensive portfolio of guided tours and travel services across Iceland. Founded in 1968, the company provides over 20 distinct tour categories including Golden Circle Tours, South Coast Tours, Northern Lights Tours, Volcano Tours, Adventure Tours, and Super Jeep Tours, alongside airport transfer services via the Flybus. The product architecture consists of multiple branded tour products organized by activity type and destination, ranging from day tours to multi-day experiences. Key offerings include popular itineraries like the Golden Circle, South Coast Wonders, Jökulsárlón Glacier Lagoon tours, and adventure activities such as ATV tours, glacier hiking, and snowmobiling. The company also offers specialized themed tours including 2026 Solar Eclipse Tours, helicopter flights, snorkeling/diving experiences, and various combo packages. Services are available through direct booking on their website (re.is) with a Flybus shuttle connecting Keflavík International Airport to Reykjavík for arriving visitors.

Differentiator

Problem solved

Functional benefit

Products and services

• Golden Circle Tours
• South Coast Tours
• Northern Lights Tours
• Volcano Tours
• Adventure Tours
• Super Jeep Tours
• Private Tours
• Flybus Airport Transfer
• Highland Bus
• 2026 Solar Eclipse Tours
• Blue Lagoon Tours
• Sky Lagoon Tours
• Reykjavik City Tours
• Hop On Hop Off
• Multi-Day Tours
• Cruise-Friendly Tours
• Helicopter & Sightseeing Flights
• Combo Packages
• Snorkeling & Diving Tours

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core.

• TripadvisorcoreGTM or Marketing PartnerTripadvisor Travelers' Choice recognition indicating strong review-based reputation. Platform serves as a major discovery and booking channel for international tourists visiting Iceland.
• Ensemble Travel GroupcoreChannel Partner/ Reseller/ DistributorInternational consortium of travel agencies providing access to exclusive tour packages and preferred pricing for member travel agencies worldwide.
• United States Tour Operators Association (USTOA)coreChannel Partner/ Reseller/ DistributorUSTOA membership provides credibility assurance and market access to US-based travel professionals and agencies.
• European Tourism Association (Etoa)coreChannel Partner/ Reseller/ DistributorEtoa membership provides access to European travel trade network and partnership opportunities within the European tourism ecosystem.
• Inspired by IcelandcoreGTM or Marketing PartnerNational tourism initiative partnership promoting Iceland as a destination. Aligned with carbon neutral commitment and sustainable tourism messaging.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gray Line Iceland: Long-established Icelandic tour operator offering Golden Circle, South Coast, Northern Lights, and airport transfer products with similar bus-based guided tour model. Directly comparable as a same-category competitor in the Icelandic inbound tour market.
• Gateway to Iceland: Smaller Reykjavík-based inbound tour operator offering private and small-group tours across Iceland, often used by cruise lines and travel agents. Comparable niche competitor targeting the same international tourist and cruise passenger segments.
• Nordic Visitor: Iceland and Nordic-region tour operator offering self-drive packages, escorted tours, and customized itineraries. Directly comparable for multi-day, customized Iceland tour packages and B2B travel-trade distribution.
• Iceland Travel (Troll Expeditions): Icelandic tour operator focused on escorted multi-day, private, and self-drive packages for international visitors. Comparable as a competing tour operator serving the same inbound leisure market with similar package and itinerary products.
• Arctic Adventures: Reykjavík-based tour operator offering a comparable range of multi-day, adventure, glacier, Northern Lights, and private tour products across Iceland. Direct competitor with overlapping customer base of international tourists.

Broad incumbents

• Viator (Tripadvisor): Global tours and activities marketplace owned by Tripadvisor, reselling Iceland tours across many operators. Overlaps on Iceland tour distribution, customer reviews, and pricing competition; particularly relevant given the company's Tripadvisor Travelers' Choice positioning.
• GetYourGuide: Global OTA for tours, activities, and attractions that resells Iceland tours (including Reykjavik Excursions) alongside dozens of competitors. Comparable as a distribution channel and indirect competitor shaping pricing and discovery for Iceland tours.
• G Adventures: Global small-group adventure tour operator with Iceland tours in its portfolio. Overlaps on multi-day, guided, adventure-style tour product and on travel-trade distribution, though the company operates worldwide rather than focusing on Iceland.
• Intrepid Travel: Global adventure and small-group tour operator offering Iceland itineraries alongside 100+ countries. Comparable for adventure-tour product design, B2C and B2B distribution, and multi-day tour packaging, but at much greater scale and geographic breadth.

Emerging players

• Norðurflug Helicopter Tours: Reykjavík-based helicopter tour operator offering scenic aerial tours of Iceland. Direct overlap on the helicopter sightseeing product line that is a smaller but high-margin part of Reykjavik Excursions' portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCYoNHifkvPC0uPhfkg-hkSQ
• Facebookfacebook.com/reykjavikexcursions
• Instagraminstagram.com/reykjavikexcursions
• Xx.com/RVKsightseeing

Compliance2 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 Reykjavik Sightseeing