Iceland ProTravel

What Iceland ProTravel does

Iceland ProTravel is a privately-held tour operator and destination management company (DMC) headquartered in Iceland, founded in 1992 by CEO Gudmundur Kjartansson. The company designs and sells Iceland-focused vacation packages, with operational sales offices in seven countries (Iceland, Germany, Switzerland, Norway, and additional Nordic markets), employing 51-100 people across the group. Its catalog spans self-drive and guided tours, city breaks, northern lights itineraries, luxury and spa/wellness packages, camper and motorhome rentals, hiking, horse riding, golf, day excursions, and dedicated MICE (meetings, incentives, conferences, exhibitions) offerings. The company has expanded its product surface through sub-brands: Arctic ProCruises (expedition sailings to Greenland and Svalbard), Iceland ProFishing (angling specialist), and Nordic Holidays GmbH (multi-destination Nordic packages).

The business model is a vertically integrated DMC: Iceland ProTravel combines air inventory (primarily Icelandair), ground transport (Europcar ISO 14001-certified fleet), accommodation, and curated local excursions (Vakinn-certified partners including Elding, Fridheimar, Reykjavik Excursions, Arctic Adventures, Grand Hotel, and Fosshotels) into bundled packages sold direct to consumers and through B2B partners (TravelSavers, Nest, OnLocation). Pricing per person ranges from approximately $650 for a 4-night city break to $3,895 for a premium winter wellness package, with camper rentals priced at €2,000-2,500 per week, positioning the company in the mid-market to upper-mid-market segment. Customer segments are split across individual leisure travelers (evidenced by abundant customer testimonials), corporate MICE groups, and specialty verticals (fishing, expedition cruises). The company is accredited as a USTOA Associate Member and an IATA-accredited agent, and offers U.S. customers a Zurich Insurance-backed financial protection guarantee, material trust signals that support inbound bookings from high-spend North American and European source markets.

Operationally, the company runs a sales-led, direct-to-consumer go-to-market model augmented by B2B distribution, with no external funding rounds, M&A activity, or AI/ML capabilities disclosed. The technology stack is described as a standard booking configurator with 360-degree virtual tours; no proprietary technology, data assets, or AI-driven features were identified. The company is founder-owned, with leadership continuity since founding (Gudmundur Kjartansson as CEO, Ann-Cathrin Bröcker as COO), and has remained operationally stable with selective recent additions including a Junior Online Marketing Manager hire for 2026 and product launches tied to the 2026 Iceland solar eclipse.

Name

Iceland ProTravel

Legal name

IPT Island ProTravel GmbH

Website

https://icelandprotravel.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

51–100 employees

Short description

Iceland ProTravel is a founder-owned Icelandic tour operator and DMC (founded 1992) selling Iceland-focused vacation packages, MICE programs, expedition cruises, and fishing trips to leisure travelers and corporate groups across seven European country offices, with mid-market per-person pricing from $650 to $3,895.

Ownership category

akta.pro rank

Product category

Tour Operator and Destination Management Services

NAICS

Tour Operators (56152), Travel Agencies (561510), RV (Recreational Vehicle) Parks and Recreational Camps (72121)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

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

akta.pro secondary industries

Polar & Remote-Destination Expedition Tour Operators (THAKADAM), Island, Beach & Resort Travel Agencies (THAKAFAL), Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA), Sports & Active Incentives (Golf, Ski, Sailing, Adventure) (THAHADAJ)

Keywords

• Destination management services
• Iceland vacation packages
• Inbound tour operator
• Corporate incentive travel
• Arctic expedition cruises

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Tours: Pre-packaged and custom-designed vacation packages to Iceland including guided tours, self-drive itineraries, city breaks, group travel, and specialty tours (hiking, fishing, golf, horse riding)
2. MICE Services: Meetings, Incentives, Conferences, and Events organization services for corporate groups visiting Iceland
3. Car Rental Coordination: Arrangement of rental vehicles for self-drive tours including various vehicle categories from economy to 4x4
4. Accommodation Booking: Hotel reservations and accommodation arrangements throughout Iceland as part of package tours
5. Excursions and Activities: Sale of day tours, excursions, and activities including Blue Lagoon, Golden Circle, Northern Lights tours, whale watching, and adventure activities
6. Cruise Packages: Arctic ProCruises brand offering cruise trips to Iceland, Greenland and Svalbard

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Iceland ProTravel is a specialist inbound tour operator and destination management company (DMC) for Iceland, selling tailor-made and packaged vacation experiences including guided tours, self-drive holidays, Northern Lights packages, hiking, fishing, golf, horseback riding, spa and wellness, camper/motorhome rentals, and luxury itineraries. The company also runs a dedicated MICE division for corporate meetings, incentives, conferences and events, and operates the Arctic ProCruises sub-brand for expedition cruises to Iceland, Greenland and Svalbard, supported by in-country offices, multilingual sales staff, and 24/7 emergency support in Iceland.

Product overview

Iceland ProTravel operates as a comprehensive travel agency and tour operator specializing exclusively in Iceland vacations. The offering is organized as a multi-product portfolio centered around vacation packages and travel services rather than a unified software platform. Core offerings include guided tours, self-drive tours along Route 1, MICE services for corporate travel, and specialized experiences such as Arctic ProCruises, Iceland ProFishing, hiking tours (including the Laugavegur trek), horseback riding, golf, and spa/wellness trips. The company also offers motorhome rentals, luxury travel packages, and day excursions through integrated booking systems. Supporting digital products include virtual tours and video content. The business operates with offices in Iceland, Germany (Hamburg), Switzerland, and Norway, serving customers across multiple countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Iceland Vacation Packages

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Europcar IcelandcoreStrategic or Co-development PartnerCar rental partner and exclusive ISO 14001 certified car rental provider in Iceland. Europcar demonstrates commitment to sustainability through consistent waste management and purchase of economical vehicles. This partnership ensures environmentally conscious transportation options for self-drive travelers.
• Vakinn Certified PartnerscoreStrategic or Co-development PartnerNetwork of eco-certified accommodations and leisure providers meeting ethical, professional, safety and environmental standards. Includes Elding Whale Watching, Friðheimar Restaurant, Reykjavik Excursions, Arctic Adventures, Grand Hotel Reykjavik, and Fosshotels.
• Arctic ProCruisescoreChannel Partner/ Reseller/ DistributorRelated brand offering cruise trips to Iceland, Greenland, and Svalbard. Provides expedition cruise packages that complement land-based tour offerings.
• PlantoursminorStrategic or Co-development PartnerCruise partner for journeys including boat trips with specific payment terms outlined (20% deposit, balance due 35 days prior to departure).
• Oceanwide ExpeditionsminorStrategic or Co-development PartnerExpedition cruise partner with specific booking terms (20% deposit, balance due 65 days prior to departure).
• IcelandaircoreChannel Partner/ Reseller/ DistributorPrimary airline partner for flights to Iceland from over 40 destinations. Offers package flight options with baggage allowances and competitive pricing for Iceland ProTravel customers.
• TravelSaversminorChannel Partner/ Reseller/ DistributorTravel agency network partnership for B2B distribution of Iceland tour packages.
• NestminorChannel Partner/ Reseller/ DistributorPartner network for travel services distribution.
• OnLocationminorChannel Partner/ Reseller/ DistributorCorporate events and incentives partner for MICE services distribution.
• Zurich InsuranceminorOthersInsurance provider partnership displayed as trusted brand affiliation.
• Icelandic Tourist BoardminorStrategic or Co-development PartnerSupport for Icelandic Pledge sustainable tourism initiative promoting eco-friendly travel behaviors.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Iceland Travel: Long-established Iceland DMC and tour operator owned by Icelandair Group. Most direct head-to-head competitor for incentive travel, group tours, and self-drive packages in Iceland.
• Guide to Iceland: Leading Iceland-focused online tour marketplace and DMC, operating across self-drive, guided tours, Northern Lights, and excursions. Closest digital-first competitor to Iceland ProTravel's consumer business.
• Arctic Adventures: Major Iceland adventure-activity provider (glacier hikes, ice caves, snorkeling, super-jeep tours). Listed as a Vakinn-certified partner of Iceland ProTravel, but also sells direct to consumers, so it is simultaneously a supplier and a competitor on activity inventory.
• Nordic Visitor: Iceland-focused tour operator offering self-drive, guided, and Nordic multi-country packages with offices in Europe and North America. Directly competes with Iceland ProTravel for FIT leisure and small-group bookings across the same Iceland product categories (Ring Road, Northern Lights, summer self-drive).
• Reykjavik Excursions (RE): One of Iceland's largest ground-handling and excursion companies, owned by the Icelandair Group ecosystem. Competes directly with Iceland ProTravel's day-excursion and transfer product.
• Hidden Iceland: Boutique Iceland tour operator offering small-group and private guided itineraries. Competes for the higher-AOV, experience-led traveler segment that overlaps with Iceland ProTravel's luxury and bespoke offerings.

Broad incumbents

• Intrepid Travel: Globally scaled small-group adventure tour operator offering Iceland itineraries alongside worldwide product. Broader portfolio and brand reach, but less Iceland-specific depth and DMC capability than Iceland ProTravel.
• Hurtigruten: Major Norwegian expedition and coastal cruise operator with an Iceland-Greenland-Svalbard product line that overlaps with Iceland ProTravel's Arctic ProCruises brand. Larger scale, fleet-owned competitor in expedition cruising.
• Quark Expeditions: Specialist polar expedition cruise operator with Iceland and Arctic itineraries. Adjacent competitor to Arctic ProCruises for travellers seeking ship-based Arctic experiences.

Others

• TravelSavers: Global travel-agency consortium that distributes Iceland ProTravel product to affiliated agencies. Channel/ecosystem partner, not a competitor, but representative of the B2B distribution layer that supports IPT's MICE and group sales.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/icelandprotravel
• Facebookfacebook.com/icelandprotravelus
• LinkedInlinkedin.com/company/iceland-protravel

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries6 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 Iceland ProTravel