Fjallsárlón

What Fjallsárlón does

Fjallsárlón is a privately held Icelandic tour operator founded in 2013 and based at the Fjallsárlón glacier lagoon in Southeast Iceland. The company runs zodiac boat tours on the lagoon and has progressively extended into adjacent glacier experiences, including Fjallsjökull glacier hikes, ice floating, Vatnajökull ice cave tours (launched November 2023), and the Ultimate Glacier Adventure combo tour (2024). It also operates overnight Aurora Huts glamping, including a winter edition covering October–November, and the on-site FROST Restaurant, opened in 2017 alongside the tour reception.

The business sells predominantly direct-to-consumer through its own website and on-site reception, with ticket prices spanning roughly ISK 11,300 for entry-level zodiac tours to ISK 275,000 for premium/overnight experiences. Its customer base is primarily long-tail international adventure travellers, supplemented by episodic bookings from film and television productions (Bollywood, Netflix, HBO, Warner Bros., Paramount) and destination-event partners such as Pink Iceland. The company is small, with 6 employees, no external funding disclosed, and brand visibility reinforced by its use as a filming location for productions including Game of Thrones. Its core moat is site-based: it is the sole zodiac operator licensed at Fjallsárlón, with direct Ring Road access, free parking, and an integrated F&B and overnight-stay offering that converts a single-activity boat ride into a multi-revenue destination.

Name

Fjallsárlón

Legal name

Fjallsárlón

Website

https://fjallsarlon.is

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Fjallsárlón is a privately held Icelandic tour operator founded in 2013 that runs zodiac boat tours, glacier hikes, ice cave tours, and Aurora Huts glamping at the Fjallsárlón glacier lagoon in Southeast Iceland, serving individual adventure travellers and production clients.

Ownership category

akta.pro rank

Product category

Adventure Tourism (Glacier & Iceberg Lagoon Tours)

NAICS

Scenic and Sightseeing Transportation, Water (4872), Scenic and Sightseeing Transportation (487), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Mountain, Glacier & Alpine Nature Tours (THAJAIAF)

akta.pro secondary industries

Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Polar & Remote-Destination Expedition Tour Operators (THAKADAM)

Keywords

• Glacier boat tours
• Iceberg lagoon tours
• Glacier hiking adventures
• Ice cave excursions
• Adventure tourism services

Headquarters

HQ city

Southeast Iceland

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Operations: Primary revenue stream from guided Zodiac boat tours, glacier hikes, ice cave tours, ice floating experiences, and overnight adventures on the glacier lagoon. Tours are sold as individual bookings with varying seasonal pricing in Icelandic Krona (ISK).
2. FROST Restaurant: On-site self-service buffet restaurant serving hot meals, soups, salads with vegetarian options, plus snacks and cold drinks. Open year-round from 10:00-16:00. Generates additional revenue from food and beverage sales to visitors.
3. Collaboration and Filming Fees: Revenue from hosting film productions, music video shoots, and media collaborations. The company has hosted Bollywood productions (Shah Rukh Khan's Gerua music video), Netflix films (Against The Ice), Game of Thrones, and various other productions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fjallsárlón operates guided adventure tourism experiences on the Fjallsárlón Glacier Lagoon in Southeast Iceland, using Zodiac inflatable boats to take visitors among floating icebergs at the edge of the Fjallsjökull glacier. The product range includes classic, luxury, and private boat tours, glacier hiking combos, ice floating in thermal suits, blue ice cave tours, and overnight glamping in floating Aurora Huts. An on-site FROST buffet restaurant supports visitors before and after tours.

Product overview

Fjallsárlón operates as a glacier lagoon adventure tourism company offering Zodiac boat tours among icebergs, glacier hiking, ice cave exploration, and unique overnight glamping experiences. The core product portfolio consists of nine distinct tour offerings: three boat tour variants (Classic, Luxury, Private), two ice cave tours (Standard and Private Vatnajökull Premium), one glacier hike combo tour, one ice floating experience, and two overnight adventure options (summer and winter Aurora Huts). The company also operates FROST Restaurant as an on-site dining facility for visitors. Founded in 2013, the company pioneered the Ice Floating Experience and Overnight Adventure concepts in Iceland, operating from a service center near the lagoon.

Differentiator

Problem solved

Functional benefit

Brands

• FROST Restaurant: On-site glacier-view restaurant at Fjallsárlón offering self-service buffet with hot meals, soups, salads, and snacks. Open daily from 10:00-16:00 year-round.

Products and services

• Fjallsárlón Glacier Lagoon Iceberg Boat Tour Classic shared Zodiac boat tour sailing among floating icebergs on Fjallsárlón Glacier Lagoon, approximately 75 minutes in duration, operating April through November at 11,300 ISK per person. Designed for visitors seeking a personal, small-group iceberg sightseeing experience.
• Fjallsárlón Glacier Lagoon Luxury Boat Tour Premium Zodiac journey to a secluded island on the lagoon with champagne and gourmet bites, 2-hour duration, operating April through October at 275,000 ISK per person. Includes a gourmet picnic on a secluded island.
• Fjallsárlón Glacier Lagoon Private Boat Tour Exclusive private Zodiac tour with a personal captain, customizable for photographers and small groups, 75 minutes, operating April through November at 113,000 ISK per person.
• Glacier Hike & Iceberg Boat Tour Combo tour combining Zodiac boat navigation through icebergs with guided glacier hiking on the Fjallsjökull glacier, 4 hours, operating June through September at 29,900 ISK per person.
• Fjallsárlón Glacier Lagoon Ice Floating First-of-its-kind experience in Iceland where participants drift among icebergs in thermal immersion suits, 1.5 hours, available year-round at 15,900 ISK per person, including a warm drink at the FROST restaurant afterward.
• Vatnajökull Premium Ice Cave Tour Journey into the Vatnajökull glacier via 4x4 transport to a crystal-blue ice cave, 3–3.5 hours, operating November through March at 19,425–25,900 ISK per person.
• Private Vatnajökull Premium Ice Cave Tour Exclusive private ice cave tour into the Vatnajökull glacier for groups and families, 3–4 hours, operating November through April at 220,000 ISK per person.
• Fjallsárlón Glacier Lagoon Aurora Huts – Winter Overnight winter glamping experience in floating Aurora Huts on the frozen glacier lagoon with views of the Northern Lights, operating October through November at 105,000 ISK per person.
• Fjallsárlón Glacier Lagoon Overnight Adventure Exclusive glamping experience in floating Aurora Huts on the glacier lagoon, 15 hours, operating June through September at 170,000 ISK per person, including dinner, breakfast, and guided activities.
• FROST Restaurant On-site self-service buffet restaurant at the Fjallsárlón parking area serving hot meals, soups, salads, vegetarian options, and snacks/cold drinks, open daily 10:00–16:00 year-round.

Quantifiable outcome

• First ice floating experience in Iceland
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Pink IcelandminorGTM or Marketing PartnerTravel agency and wedding planners who contacted Fjallsárlón about hosting a wedding on the luxury tour. Pink Iceland has hosted hundreds of weddings all over Iceland and chose Fjallsárlón for an extraordinary wedding setting on their secret island.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• IceGuide: Smaller, specialized Icelandic glacier tour operator offering ice cave and glacier hiking experiences in Vatnajökull area. Competes on similar product offerings with smaller scale than Fjallsárlón.

Direct peers

• Troll Expeditions: Reykjavik-based adventure tour operator offering glacier walks, ice cave tours, and small-group experiences. Comparable small-group philosophy and overlapping product offerings in Iceland's glacier regions.
• Glacier Adventures Iceland: Operates ice cave tours and glacier hikes in the Vatnajökull region, directly overlapping with Fjallsárlón's ice cave and glacier hike products. Targets the same adventure tourist segment in Southeast Iceland.
• Skaftafell Adventure (by Icelandic Mountain Guides): Glacier tour base in Skaftafell (nearby Vatnajökull region) offering glacier hikes and ice cave tours. Directly competes for the same South Coast visitors arriving via the Ring Road.
• Icelandic Mountain Guides: Long-established Icelandic adventure tour operator offering glacier hikes, ice cave tours, and multi-day expeditions around Vatnajökull and Skaftafell. Comparable in core products (glacier hiking, ice cave exploration) and overlapping customer base of international adventure travelers.
• Mountaineers of Iceland: Offers glacier tours, ice cave tours, and mountaineering adventures in Iceland. Overlap with Fjallsárlón's glacier hiking and ice cave products, targeting a similar adventure-tourist customer.

Broad incumbents

• Reykjavik Excursions (Gray Line Iceland): Largest Icelandic tour operator offering South Coast glacier excursions, ice cave tours, and bus-based travel packages. Comparable in tour operations but at significantly larger scale and broader product portfolio.
• Blue Lagoon Iceland: Iceland's flagship geothermal spa experience and a major tourist draw. While not a direct glacier competitor, it competes for inbound international tourist time and spend, and represents the premium experiential tourism benchmark in Iceland.
• Arctic Adventures: Larger Icelandic adventure tour operator offering glacier hikes, ice cave tours, snorkeling, and multi-day packages across Iceland. Broader portfolio of tourism experiences with significant overlap in glacier and South Coast activities.

Regional players

• Midgard Adventure: South Iceland-based adventure operator (Hvolsvöllur) offering glacier hikes, ice cave tours, and base camp experiences. Comparable in Iceland's South Coast adventure tourism space with overlapping glacier product offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/fjallsarlon

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Fjallsárlón