What Icelandia does

Icelandia is a consolidated tour operator platform headquartered in Reykjavík, Iceland, that unites five previously independent travel brands—Reykjavík Excursions, Flybus, Icelandic Mountain Guides, Dive.is, and Gray Line—under a single unified brand. The company operates a fleet of 80+ vehicles ranging from 6 to 70 seats, including 4x4 coaches for highland routes, and maintains two adventure base camps at Sólheimajökull and Mýrdalsjökull glaciers. Icelandia serves international tourists and cruise passengers visiting Iceland through both digital direct booking (icelandia.com) and physical sales offices at key transit points including BSÍ Bus Terminal, Keflavík International Airport, and Skarfabakki Cruise Terminal.

The company's offering spans day tours (Golden Circle, South Coast, glacier hikes, Northern Lights, Snorkeling Silfra, ATV/buggy adventures), airport transfers (Flybus), multi-day packages (Iceland on a Budget, Wellness, Volcanic Trails, Vatnajökull Glacier Expedition), city sightseeing (Hop-On Hop-Off with 24/48-hour passes), coach hire, and summer highland bus services. Tours are priced from $97 to $449 per person, with multi-day packages ranging from 31,999 ISK to 689,000 ISK. The company maintains tripadvisor Travelers' Choice 2026 recognition with 4 of Iceland's top 10 tours ranked Best of the Best, and holds ISO 14001, Vakinn Gold-Class, Equal Pay Certification, USTOA membership, and Ferðamálastofa license (#2010-020).

The business model is primarily direct-to-consumer, supplemented by channel partnerships through the Gray Line international network and on-the-spot bookings at cruise terminals. Revenue is generated through one-time transaction fees per tour/transfer booking, with the platform operating as a marketplace-and-operator hybrid that consolidates booking across five specialized sub-brands.

Name

Icelandia

Legal name

Icelandia

Website

https://icelandia.com

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

Icelandia is an Iceland-based consolidated tour operator unifying five brands (Reykjavík Excursions, Flybus, Icelandic Mountain Guides, Dive.is, Gray Line) to offer day tours, airport transfers, multi-day packages, and adventure experiences to international tourists visiting Iceland.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Other (4879), Scenic and Sightseeing Transportation, Other (487990)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure & Expedition Multi-Day Tour Operators (THAKADAD)

akta.pro secondary industries

Domestic/In-Country Multi-Day Tour Operators (THAKADAL), Adventure & Expedition Travel Agencies (THAKAFAB), Adventure & Active Travel Agencies (THAKABAD), Luxury Multi-Day Tour Operators (THAKADAE), Tour & Sightseeing Coach Charters (THAIAIAB)

Keywords

• Guided day tours
• Airport transfer services
• Adventure excursions
• Multi-day tour packages
• City sightseeing tours

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices6 records

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. Day Tours and Excursions: Revenue from selling guided day tours across Iceland including Golden Circle tours, South Coast adventures, glacier hikes, Northern Lights tours, hot spring visits, and adventure activities such as ATV, buggy, and snorkeling tours. Tours range from 1 hour to 14.5 hours in duration with pricing from $97 to $449 per person.
2. Airport Transfers (Flybus): Revenue from the Flybus airport transfer service connecting Keflavík International Airport to Reykjavík. The Flybus offers standard tickets to BSÍ Bus Terminal and upgraded Flybus+ service with hotel/guesthouse drop-offs in central Reykjavík. Prices range from 3,800 to 5,000 ISK (approximately $25-40 USD).
3. Multi-day Tours and Packages: Revenue from bundled multi-day tour packages including accommodation, transportation, and multiple experiences. Examples include Iceland On a Budget packages (4-7 days), Icelandic Wellness Packages (4-7 days), and adventure expeditions such as the Vatnajökull Glacier Expedition and Laugavegur Trail treks. Prices range from 31,999 ISK to 689,000 ISK depending on duration and inclusions.
4. City Sightseeing (Hop-On Hop-Off): Revenue from Reykjavík city sightseeing tours using double-decker buses. The Hop-On Hop-Off service offers 24-hour and 48-hour passes with audio guides in multiple languages. Adults from $53 (24hr) to $61 (48hr), with departures every 30 minutes from Harpa.
5. Coach Hire and Transportation Services: Revenue from renting coaches and buses for group transportation, including vehicles ranging from 6 to 70 seats and 4x4 coaches suitable for highland travel. Fleet consists of approximately 80 vehicles.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels4 records

Core offering

Icelandia operates as one of Iceland's largest tour operators, selling guided day excursions, multi-day tour packages, airport transfers, city sightseeing bus services, and adventure activities across Iceland. The company consolidates the offerings of its member brands—Reykjavík Excursions, Flybus, Icelandic Mountain Guides, Dive.is, and Gray Line—into a unified platform serving international tourists visiting Iceland.

Product overview

Icelandia is a consolidated travel platform bringing together Iceland's leading tour operators—Reykjavík Excursions, Flybus, Icelandic Mountain Guides, Dive.is, and Gray Line—under one unified brand. The platform operates as a marketplace-and-operator hybrid, offering day tours (Golden Circle, South Coast, glacier hiking, Northern Lights, snorkeling, ATV, buggy adventures), airport transfers (Flybus), multi-day packages (Iceland on a Budget, Wellness, Volcanic Trails), city sightseeing (Hop-On Hop-Off), coach rental, and highland bus services. Core offerings center on expert-guided natural experience tours, while sub-brands handle specialized adventure segments (glacier/expedition via Icelandic Mountain Guides, diving via Dive.is).

Differentiator

Problem solved

Functional benefit

Products and services

• Day Tours Guided day excursions covering Iceland's major attractions including the Golden Circle, South Coast, glaciers, waterfalls, hot springs, and adventure activities, sold to international tourists.
• Flybus Airport Transfer Scheduled airport transfer service connecting Keflavík International Airport to Reykjavík, with Flybus (direct to BSÍ Terminal) and Flybus+ (hotel/guesthouse drop-off) options.
• Hop-On Hop-Off City Sightseeing Double-decker bus service for flexible city exploration in Reykjavík with 24-hour and 48-hour pass options, featuring audio guides in 8 languages.
• Glacier Tours Guided glacier experiences including hiking, ice climbing, and exploration of Sólheimajökull and Mýrdalsjökull glaciers with equipment provided.
• Northern Lights Tours Evening excursions to view the aurora borealis with free re-booking if lights are not visible, including Aurora Centre exhibition admission.
• Snorkeling Silfra Snorkeling experience between the North American and Eurasian continental plates in the Silfra fissure with 100+ metre visibility glacial water.
• Coach Hire & Bus Rental Private coach and bus rental services with fleet of 80 vehicles ranging from 6 to 70 seats, including 4x4 coaches for highland routes.
• Highland Bus Scheduled bus service to Iceland's highlands including routes to Þórsmörk, Landmannalaugar, and Skógar during summer months.
• Inside the Volcano Unique tour descending into the dormant Þríhnjúkagígur volcano magma chamber, providing access to an underground world formed by volcanic activity thousands of years ago.
• The Lava Tunnel (Raufarhólshellir) Underground lava tube cave tour 30 minutes from Reykjavík, showcasing the inner workings of a volcanic eruption along paths traversed by lava thousands of years ago.
• Multi-Day Tour Packages Extended tour packages including the Iceland on a Budget series (4-7 days), Icelandic Wellness Packages, Volcanic Trails, and Vatnajökull Glacier Expedition, bundling accommodation, transportation, and activities.

Quantifiable outcome

• 4 of Iceland's top 10 tours for 2025 ranked among the world's Best of the Best on TripAdvisor
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• Reykjavík ExcursionscoreStrategic or Co-development PartnerReykjavík Excursions is a founding member company of Icelandia, described as Iceland's largest day tour operator. They operate coach tours, airport transfers, and sightseeing services from their base at BSÍ Bus Terminal. As part of the Icelandia collective, they provide the core tour and transportation operations.
• FlybuscoreStrategic or Co-development PartnerFlybus is the primary airport transfer service between Keflavík International Airport and Reykjavík. Operating from BSÍ Bus Terminal, Flybus offers standard service to the terminal and Flybus+ premium service with hotel/guesthouse drop-offs. A core brand within the Icelandia collective.
• Icelandic Mountain GuidescoreStrategic or Co-development PartnerIcelandic Mountain Guides specializes in adventure tourism including glacier hiking, ice climbing, mountaineering, and highland expeditions. They operate base camps at Sólheimajökull and Mýrdalsjökull glaciers. A premier adventure brand within the Icelandia collective.
• Dive.iscoreStrategic or Co-development PartnerDive.is specializes in underwater experiences including Silfra snorkeling and diving between the North American and Eurasian tectonic plates. Known for providing equipment and guidance for unique glacial water experiences with 100m visibility.
• Gray LineminorChannel Partner/ Reseller/ DistributorGray Line operates as an international tour operator brand within the Icelandia collective, providing global distribution reach for Iceland tours through their international network of travel partners and resellers.
• Sbarro RestaurantminorOthersSbarro restaurant located at BSÍ Bus Terminal, providing food options for travelers. Not a formal partnership but a tenant/service provider at the terminal location.
• Enterprise Car RentalminorOthersEnterprise car rental desk located at BSÍ Bus Terminal, offering vehicle rental services to travelers. Not a formal partnership but a co-located service provider.
• BagBeeminorOthersBaggage handling service partner that assists travelers with getting luggage to the airport and checked in. Located at BSÍ Bus Terminal for passenger convenience.
• Iceland Camping EquipmentminorOthersEquipment rental partner located at BSÍ Bus Terminal where travelers can rent camping and outdoor gear for their Icelandic adventures.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Klook: Asia-headquartered activities and tours OTA with growing Iceland inventory. Competes as a discovery and booking platform and represents the rising competitive threat from non-traditional OTA entrants targeting the same inbound tourist.
• Viator (Tripadvisor): Largest global tours and activities marketplace, owned by Tripadvisor — the same review platform where Icelandia wins major awards. Viator both distributes Icelandia's tours and lists competing Iceland operators, making it a key channel and competitive vector.
• G Adventures: Global small-group adventure tour operator with established Iceland programs. Comparable in multi-day adventure package model and commitment to sustainability certifications, though serves a global customer base across many destinations.
• Intrepid Travel: Global adventure tour operator offering small-group trips across 100+ countries including Iceland itineraries. Comparable in product (multi-day adventure packages) and target customer (experiential international travelers), though broader geographic footprint.
• GetYourGuide: Global OTA platform aggregating tours and activities worldwide, including Iceland. Functions as a distribution channel for Icelandia while also listing direct competitors; relevant for benchmarking Icelandia's digital direct-booking performance versus platform reliance.

Direct peers

• Arctic Adventures: One of Iceland's largest adventure tour operators offering glacier hikes, Northern Lights, Golden Circle, and multi-day packages. Directly competes with Icelandia's Icelandic Mountain Guides and Reykjavík Excursions sub-brands for the same inbound tourist and adventure seeker segments.
• Troll Expeditions: Iceland-based small-group adventure tour operator offering multi-day packages, glacier hikes, and Highland tours. Competes directly with Icelandia's adventure sub-brand and multi-day package products for international backpacker and adventure traveler segments.
• Sagafjord: Icelandic coach and tour operator with similar coach hire and airport transfer capabilities. Directly comparable as a domestic competitor in Iceland's bus tourism and group transportation market.
• Icelandic Mountain Guides (legacy competitor operators): Although now part of the Icelandia collective, the brand historically competed against other small Iceland mountaineering operators. Useful for benchmarking the niche adventure guide segment that Icelandia dominates.

Emerging players

• TourRadar: OTA specializing in multi-day tour packages and river cruises, with strong Iceland adventure inventory. Most comparable as a channel for Icelandia's multi-day packages versus single-day activity OTAs like Viator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/byicelandia

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 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 Icelandia