Gateway to Iceland
Gateway to Iceland is a family-owned Icelandic tour operator (founded 2011) running small-group minibus day tours (max 17 passengers) across the Golden Circle, South Coast, Glacier Lagoon, Snæfellsnes, Reykjanes, and Northern Lights, serving independent travelers, families, and cruise ship passengers direct and via Viator/TripAdvisor.
- Company typePrivate
- Founded2011
- HeadquartersSelfossi, Iceland
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Gateway to Iceland does
Gateway to Iceland (legal entity GTIce ehf., ID 610619-1260) is a privately held, family-owned tour operator founded in 2011 and headquartered in Selfossi, Iceland. The company runs small-group day tours (maximum 17 passengers) across Iceland's principal sightseeing circuits — Golden Circle, South Coast, Glacier Lagoon (Jökulsárlón), Reykjanes Geopark, Snæfellsnes Peninsula, and Northern Lights — supplemented by seasonal products (Midnight Sun Golden Circle, Express Golden Circle for cruise passengers, Snæfellsnes Eclipse 2026) and bespoke private tours. All tours are operated from Reykjavik using modern Mercedes Sprinter minibuses (9- and 19-seat) equipped with Wi-Fi, USB charging, and air conditioning, with pickup coverage across the greater capital region including Hafnarfjörður, Kópavogur, Mosfellsbær, and the Skarfabakki cruise terminal.
The underlying technology footprint is minimal and non-proprietary: a WordPress website with Borgun payment processing, MailPoet for email marketing, and marketplace listings on Viator and TripAdvisor. The offering is differentiated by service quality and last-mile logistics rather than software — small-group capacity, local driver-guides with deep cultural and geological knowledge (including owner-operator Guðmundur Sigurðsson "Gummi"), multilingual staff (English, plus Polish/Spanish for content and customer service), and flexible itineraries including a free Northern Lights re-attempt policy if aurora is not sighted.
Revenue is generated entirely through one-time consumer purchases: per-seat ticket sales (18,500–29,300 ISK, all-inclusive of 11% VAT), multi-tour discount bundles (10% off 2 tours, 15% off 3+), and quote-based private custom tours. Go-to-market is hybrid: direct bookings via the website and phone, paired with distribution through Viator and TripAdvisor marketplaces which have delivered 11 consecutive years of Viator Badge of Excellence and a 2020 TripAdvisor Travelers' Choice award. The company is privately funded, has no parent company, no institutional investors, and no disclosed headcount beyond a small named team of approximately seven core staff plus additional driver-guides.
Gateway to Iceland firmographics
Firmographics- Name
- Gateway to Iceland
- Legal name
- GTIce ehf.
- Website
- https://gtice.is
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Gateway to Iceland is a family-owned Icelandic tour operator (founded 2011) running small-group minibus day tours (max 17 passengers) across the Golden Circle, South Coast, Glacier Lagoon, Snæfellsnes, Reykjanes, and Northern Lights, serving independent travelers, families, and cruise ship passengers direct and via Viator/TripAdvisor.
- Ownership category
- akta.pro rank
Gateway to Iceland industry classification
Industry- Product category
- Guided Tour Services
- NAICS
- Tour Operators (561520), Scenic and Sightseeing Transportation, Land (487110)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC)
- akta.pro secondary industries
- Private Guided Tours & Personal Tour Guides (THAJALAA), Private/Customized Multi-Day Tour Operators (THAKADAC)
Keywords
Where Gateway to Iceland is headquartered
LocationHeadquarters
- HQ city
- Selfossi
- HQ country
- Iceland
- HQ region
- Europe
Offices3 records
Markets served
Gateway to Iceland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Day Tour Bookings: One-time payment for individual small-group day tours (e.g., Golden Circle, South Coast, Glacier Lagoon, Northern Lights, Snæfellsnes Peninsula, Reykjanes Geopark). Prices range from 18,500 ISK to 29,300 ISK per person. Booking is made online via the website, with payment collected at time of booking through Borgun processing.
- Multi-Tour Packages (Special Offers): Discounted bundles of 2 or more day tours booked together. 10% discount for booking 2 tours, 15% discount for booking 3 or more tours. Discounts do not apply to private tours.
- Private Custom Tours: Custom private tours tailored to individual needs, preferences, and schedules. Booked by phone or via inquiry form. Pricing is quote-based.
- Special Event Tours: Premium one-time event tours such as the Total Solar Eclipse 2026 on the Snæfellsnes Peninsula, priced as a full-day experience with lunch and eclipse viewing glasses included.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Golden Circle Tour — from 20,300 ISK |
| Unit Pricing | Pay-as-you-go | Glacier Lagoon Tour — from 29,300 ISK |
| Unit Pricing | Pay-as-you-go | Reykjanes Geopark Tour — from 19,300 ISK |
| Unit Pricing | Pay-as-you-go | Northern Lights Tour — from 18,500 ISK |
| Unit Pricing | Pay-as-you-go | South Coast Tour |
| Unit Pricing | Pay-as-you-go | Snæfellsnes Peninsula Tour |
| Unit Pricing | Pay-as-you-go | Multi-Tour Package (2 tours) |
| Unit Pricing | Pay-as-you-go | Multi-Tour Package (3+ tours) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels7 records
Gateway to Iceland product offering
Product offeringCore offering
Gateway to Iceland is a family-owned small-group tour operator that runs all-year and seasonal day tours across Iceland exclusively via minibuses (9- and 19-seat Mercedes Sprinters) led by local driver-guides. Its core catalog includes the Golden Circle + Secret Lagoon, South Coast, Jökulsárlón Glacier Lagoon + Fjaðrárgljúfur Canyon, Reykjanes Geopark, and Snæfellsnes Peninsula tours, plus seasonal Northern Lights, Midnight Sun, Express Cruise Passenger, and 2026 Solar Eclipse tours, with custom private tours available on request. All tours include hotel or designated bus stop pickup in the Reykjavik capital area, live English commentary, and amenities such as Wi-Fi and USB charging on board.
Product overview
Gateway to Iceland is a family-owned tour operator offering small-group (up to 17 passengers) day tours and seasonal experiences across Iceland, operated exclusively via minibus with local driver-guides. The core product portfolio consists of all-year day tours (Golden Circle with Secret Lagoon, South Coast, Glacier Lagoon, Reykjanes Geopark, and Snæfellsnes Peninsula), supplemented by seasonal offerings (Northern Lights Tour, Midnight Sun Golden Circle, Express Golden Circle for cruise passengers, and the Snæfellsnes Eclipse 2026). The company also offers Custom Private Tours and a Special Offers multi-tour discount program. All tours include pickup/drop-off from Reykjavik hotels or designated bus stops, live English-language commentary, and modern Mercedes Sprinter minibuses with air conditioning, Wi-Fi, and USB charging.
Differentiator
Problem solved
Functional benefit
Products and services
- Golden Circle Tour from Reykjavik + Secret Lagoon A small-group day tour covering Iceland's Golden Circle (Þingvellir National Park, Gullfoss Waterfall, Geysir geothermal area) with the addition of the Secret Lagoon geothermal bath. Pickup is in Reykjavik, and Secret Lagoon admission is included in the price. Designed for individual travelers, couples, families, and small leisure groups.
- South Coast: Waterfalls, Black Beaches, and Glaciers
- Jökulsárlón Glacier Lagoon and Fjaðrárgljúfur Canyon Tour
- Reykjanes Geopark: Geothermal Power, Lava Fields and Keflavik Airport Transfer
- Snæfellsnes Peninsula Tour: Kirkjufell & Coastal Views
- Express Golden Circle Tour for Cruise Ship Passengers
- Snæfellsnes Eclipse 2026 A special one-day event tour on August 12, 2026 to witness the total solar eclipse from the Snæfellsnes Peninsula. The itinerary includes Kirkjufell, Arnarstapi cliffs, Ytri Tunga seal beach, and Snaefellsjökull Glacier, with eclipse viewing glasses and lunch included in the price.
- Northern Lights Tour An evening small-group aurora borealis hunting tour departing from Reykjavik. Expert local driver-guides select optimal viewing locations based on real-time aurora and cloud forecasts, and the tour operates only when conditions are favorable. A free second attempt is offered if the aurora is not sighted on the first try.
- Midnight Sun Golden Circle Tour A seasonal late-evening Golden Circle tour departing between 7:00–7:30 PM during Iceland's White Nights (mid-May to mid-August). Covers Þingvellir, Gullfoss, Geysir, and Kerid Crater with minimal crowds.
- Custom Private Tours Private or bespoke versions of any Gateway to Iceland day tour, fully customizable by time, pickup location, health requirements, or personal wish list. Booked by phone or via the website's inquiry form, with quote-based pricing.
Quantifiable outcome
- Small group sizes (min 4, max 17 passengers) enabling flexible, unhurried experiences
- +2 more outcomes
Companies that use Gateway to Iceland
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
Gateway to Iceland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Gateway to Iceland partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- BorguncorePayment processor used by Gateway to Iceland to collect online tour payments. Supports all major payment cards including VISA, MasterCard, UPI/CUP, JCB, and Diners. Borgun handles the payment transaction infrastructure at the time of booking.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Gateway to Iceland competitors and assessment
Company assessmentBroad incumbents
- Iceland Travel: Iceland Travel is a long-established destination management company offering self-drive, escorted, and private guided tours across Iceland. Comparable to Gateway to Iceland on multi-day tour delivery and FIT/private customer segments, but materially broader in scale and product mix.
- Reykjavik Excursions (Troll Expeditions): Reykjavik Excursions is a long-established Icelandic tour operator with both large-coach and small-group offerings, serving cruise passengers at Skarfabakki and FIT travelers from Reykjavik. Comparable to Gateway to Iceland on itinerary portfolio and cruise-segment presence, but materially larger and broader in fleet and product.
Emerging players
- GeoIceland: GeoIceland is a small Iceland operator offering geology- and nature-focused small-group tours with expert local guides. Comparable to Gateway to Iceland on small-group guided format and storytelling/guide-expertise differentiation.
Others
- Viator (Tripadvisor): Viator is the global online marketplace on which Gateway to Iceland distributes its tours and has held a Badge of Excellence for 11 consecutive years. It is an indirect partner/distribution channel rather than a competitor, but materially shapes GTIce's customer acquisition mix.
Direct peers
- Iceland Unlimited: Iceland Unlimited is a private and small-group Iceland tour operator focused on customized itineraries and day tours with local driver-guides. Directly comparable to Gateway to Iceland on private-guided tours and FIT customer base.
- Your Friend in Reykjavik: Your Friend in Reykjavik is a small-group Iceland operator offering private and semi-private tours with local guides, including bespoke private itineraries. Comparable to Gateway to Iceland on small-group/private-guided positioning and bespoke customization capability.
- Arctic Adventures: Arctic Adventures is one of Iceland's largest small-group and adventure tour operators, offering minibus-based Golden Circle, South Coast, Glacier Lagoon, Snæfellsnes, and Northern Lights tours. Directly comparable to Gateway to Iceland on product mix, customer segment, and B2C tour-operator model.
- Midgard Adventure: Midgard Adventure is a Hvolsvöllur-based Iceland operator offering small-group minibus day tours (Golden Circle, South Coast, Glacier Lagoon, Snæfellsnes) with local guides. Comparable to Gateway to Iceland on small-group minibus positioning and Iceland rural base, with overlapping itinerary set.
- Extreme Iceland: Extreme Iceland operates small-group minibus tours across Iceland's main sightseeing circuits with local guides, and offers private custom itineraries. Comparable to Gateway to Iceland on product set, group sizing, and direct-to-consumer booking.
- Iceland Beyond: Iceland Beyond is a small-group Iceland tour operator running minibus day tours of the Golden Circle, South Coast, Snæfellsnes, and Northern Lights, often emphasizing local guides and small groups. Directly comparable to Gateway to Iceland on small-group minibus format and FIT customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Gateway to Iceland social profiles
Digital presenceGateway to Iceland financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gateway to Iceland leadership team
Management profileNumber of profiles
Profiles7 records
Gateway to Iceland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gateway to Iceland M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gateway to Iceland
What does Gateway to Iceland do?
Gateway to Iceland is a family-owned small-group tour operator that runs all-year and seasonal day tours across Iceland exclusively via minibuses (9- and 19-seat Mercedes Sprinters) led by local driver-guides. Its core catalog includes the Golden Circle + Secret Lagoon, South Coast, Jökulsárlón Glacier Lagoon + Fjaðrárgljúfur Canyon, Reykjanes Geopark, and Snæfellsnes Peninsula tours, plus seasonal Northern Lights, Midnight Sun, Express Cruise Passenger, and 2026 Solar Eclipse tours, with custom private tours available on request. All tours include hotel or designated bus stop pickup in the Reykjavik capital area, live English commentary, and amenities such as Wi-Fi and USB charging on board.
Is Gateway to Iceland a public or private company?
Gateway to Iceland is a private company. It is classified as family owned and is currently operating.
When was Gateway to Iceland founded?
Gateway to Iceland was founded in 2011. It employs 1 to 10 people.
Where is Gateway to Iceland based?
Gateway to Iceland is headquartered in Selfossi, Iceland, in the Europe region.
How does Gateway to Iceland make money?
Four revenue lines are on record. Day Tour Bookings are the primary driver. The others are multi-Tour Packages (Special Offers), private Custom Tours and special Event Tours.
Who are Gateway to Iceland's main competitors?
Broad incumbents on record are Iceland Travel and Reykjavik Excursions (Troll Expeditions). GeoIceland is listed as an emerging player. Viator (Tripadvisor) is listed as an others. Direct peers are Iceland Unlimited, Your Friend in Reykjavik, Arctic Adventures, Midgard Adventure, Extreme Iceland and Iceland Beyond.
Does Gateway to Iceland have an API?
No public API is recorded for Gateway to Iceland.
What industry is Gateway to Iceland in?
Gateway to Iceland's product category is Guided Tour Services. Its primary akta.pro industry code is THAKAEAC, FIT & Private Tour Operators (Customized Day Tours), with a secondary code of THAJALAA, Private Guided Tours & Personal Tour Guides. Its NAICS code is 561520 and its SIC code is 7900.