Myvatn Tours
Myvatn Tours is a family-founded Icelandic tour operator (since 1980) running seasonal 4x4 day tours from Mývatn to the Askja caldera and volcanic highlands, serving international adventure tourists via direct website and phone bookings, now owned by SBA-Norðurleið.
- Company typePrivate
- Founded1980
- HeadquartersReykjavík, Iceland
- Headcount—
- GTM typeB2C
- OfferingServices
What Myvatn Tours does
Myvatn Tours is a privately held Icelandic tour operator founded in 1980 by Jón Á rni Sigfússon, specializing in guided day tours to the Askja caldera in the Dyngjufjöll highlands within Vatnajökull Glacier national park. The company runs 11-12 hour excursions departing from Arnarnes near Reykjahlíð, taking passengers to the Askja caldera, Víti crater, Lake Öskjuvatn, and the Herðubreiðarlindir nature reserve. Operations are seasonal, running from late June to early September when highland road conditions permit.
The underlying operational technology consists of a proprietary fleet of custom-built 4x4 highland buses — a 45-seat and a 33-seat configuration — engineered specifically to traverse Iceland's rough lava fields and river crossings. The business also rents out these vehicles to other operators. In May 2026, the family-owned business was acquired by SBA-Norðurleið, a local Akureyri-based bus company, transitioning ownership while preserving the original tour tradition. A bundled product combining the Askja tour with Jarðböðin geothermal baths and whale watching at a 10% discount was introduced to broaden the offering.
Revenue is generated through direct-to-consumer bookings via the multilingual website (English, German, Italian, Icelandic), email, and phone. The primary customer segment is international adventure tourists visiting Iceland's volcanic highlands. No published pricing exists — quotes are provided on request, especially for private groups larger than 12. There are no third-party resellers; all bookings flow directly through the company.
Myvatn Tours firmographics
Firmographics- Name
- Myvatn Tours
- Legal name
- SBA-Norðurleið
- Website
- https://myvatntours.is
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Short description
- Myvatn Tours is a family-founded Icelandic tour operator (since 1980) running seasonal 4x4 day tours from Mývatn to the Askja caldera and volcanic highlands, serving international adventure tourists via direct website and phone bookings, now owned by SBA-Norðurleið.
- Ownership category
- akta.pro rank
Myvatn Tours industry classification
Industry- Product category
- Adventure Tourism and Guided Tours
- NAICS
- Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation (487)
- SIC
- Transportation Services (4700)
- akta.pro primary industry
- Polar & Remote-Destination Expedition Tour Operators (THAKADAM)
- akta.pro secondary industries
- Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB), Private Guided Tours & Personal Tour Guides (THAJALAA)
Keywords
Where Myvatn Tours is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices2 records
Markets served
Myvatn Tours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Guided Day Tours to Askja: The company operates guided 12-hour day tours to the Askja caldera in Iceland's highlands, departing from Mývatn. This is the primary revenue stream and has been offered since 1980.
- Private Group Tours: Private tours for groups of all sizes can be arranged to fit custom needs. Groups larger than 12 people are handled via direct contact.
- Bus Rental: The company also offers bus rental services, renting out their 4x4 buses to customers.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Myvatn Tours product offering
Product offeringCore offering
Myvatn Tours is an Icelandic tour operator that runs guided day tours to the Askja caldera and surrounding volcanic highlands in northeast Iceland. Using a fleet of custom 4x4 highland buses, the company offers 11-12 hour excursions departing from Arnarnes near Reykjahlíð, visiting Askja, Víti crater, Lake Öskjuvatn, and Herðubreiðarlindir nature reserve. The company also arranges private group tours and bundled packages combining the Askja tour with geothermal baths and whale watching.
Product overview
Mývatn Tours is a traditional tour operator specializing in guided day tours to the Askja caldera and volcanic highlands of Iceland. The company operates two main tour products: the Askja Caldera Classic #1 (the original Askja tour offered since 1980) and the Öskjuferð, which are 11-12 hour day trips visiting the Askja caldera, Víti crater, Öskjuvatn lake, and the Herðubreiðarlindir nature reserve. The company also offers a bundled package called 'Upplifun á Norðurlandi' combining the Askja tour with geothermal baths and whale watching. All tours are conducted using the company's fleet of custom 4x4 buses, with both 45-seat and 33-seat options available for private group tours.
Differentiator
Problem solved
Functional benefit
Products and services
- Askja Caldera Classic #1 A 12-hour guided day tour to the Askja caldera and Víti crater in Iceland's highlands, departing at 7:45 AM from Arnarnes near Reykjahlíð. Includes a 35-minute hike to Öskjuvatn lake, 2-2.5 hours of free time at the site, and stops at Drekagil on the return journey. Designed for international adventure tourists visiting Iceland.
- Öskjuferð (Askja Tour)
Companies that use Myvatn Tours
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Myvatn Tours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Myvatn Tours partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SBA-NorðurleiðcoreSBA-Norðurleið, a local Icelandic bus company, acquired and took over operations of Mývatn Tours in May 2026. The acquisition aims to preserve the long-running Askja tour tradition that began in 1980. SBA-Norðurleið operates from Akureyri and maintains the existing office and tour operations.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
Myvatn Tours competitors and assessment
Company assessmentDirect peers
- Troll Expeditions: Akureyri-based highland and super-truck tour operator serving north Iceland, including Askja. Closely comparable on geography (departing from the same region), 4x4 format, and Askja itinerary.
- Arctic Adventures: One of Iceland's largest adventure tour operators offering highland super-jeep tours, glacier hikes, and volcano excursions with multilingual booking and similar target customers (international tourists). Directly comparable in product mix and customer profile.
- Icelandic Mountain Guides (IMG): Specialist in guided highland and glacier tours out of Reykjavík and south Iceland, offering multi-day and day hikes including volcanic terrain. Comparable on guided mountain/highland experience delivery and adventure tourist segment.
- Northbound Tours: Small-group adventure tour operator focused on Iceland's north and highlands, including super-jeep excursions. Comparable on niche highland adventure positioning and small-group product format.
- Geo Travel Iceland: Icelandic tour operator focused on geological and volcanic sites, including Askja and other highland destinations. The closest functional peer given overlapping Askja and volcanic landscape itinerary.
- Midgard Adventure: South-Iceland based adventure operator running super-jeep and highland tours including visits to volcanic sites. Comparable in 4x4 highland product and international tourist targeting.
- Hidden Iceland: Boutique small-group tour operator offering curated highland and off-the-beaten-path itineraries with multilingual guides. Comparable on premium, experience-led positioning targeting international travelers.
Broad incumbents
- Gateway to Iceland: Established Icelandic DMC and tour operator offering packaged tours including highland and volcano day trips. Comparable as a packaged-tour operator with Askja itinerary overlap.
- Reykjavík Excursions: Large-scale Icelandic tour and transport operator running airport transfers and a wide tour portfolio including highland options. A broader incumbent with overlapping capabilities but wider product scope.
Others
- SBA-Norðurleið: Parent/acquirer of Mývatn Tours since May 2026; local Icelandic bus company operating scheduled and charter services in northern Iceland. Relevant as the corporate parent shaping forward strategy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Myvatn Tours social profiles
Digital presenceMyvatn Tours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Myvatn Tours leadership team
Management profileNumber of profiles
Myvatn Tours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Myvatn Tours 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 Myvatn Tours
What does Myvatn Tours do?
Myvatn Tours is an Icelandic tour operator that runs guided day tours to the Askja caldera and surrounding volcanic highlands in northeast Iceland. Using a fleet of custom 4x4 highland buses, the company offers 11-12 hour excursions departing from Arnarnes near Reykjahlíð, visiting Askja, Víti crater, Lake Öskjuvatn, and Herðubreiðarlindir nature reserve. The company also arranges private group tours and bundled packages combining the Askja tour with geothermal baths and whale watching.
Is Myvatn Tours a public or private company?
Myvatn Tours is a private company. It is classified as corporate owned and is currently operating.
When was Myvatn Tours founded?
Myvatn Tours was founded in 1980.
Where is Myvatn Tours based?
Myvatn Tours is headquartered in Reykjavík, Iceland, in the Europe region.
How does Myvatn Tours make money?
Three revenue lines are on record. Guided Day Tours to Askja is the primary driver. The others are private Group Tours and bus Rental.
Who are Myvatn Tours's main competitors?
Direct peers on record are Troll Expeditions, Arctic Adventures, Icelandic Mountain Guides (IMG), Northbound Tours, Geo Travel Iceland, Midgard Adventure and Hidden Iceland. Broad incumbents are Gateway to Iceland and Reykjavík Excursions. SBA-Norðurleið is listed as an others.
Does Myvatn Tours have an API?
No public API is recorded for Myvatn Tours.
What industry is Myvatn Tours in?
Myvatn Tours's product category is Adventure Tourism and Guided Tours. Its primary akta.pro industry code is THAKADAM, Polar & Remote-Destination Expedition Tour Operators, with a secondary code of THAAAGAB, Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation). Its NAICS code is 561520 and its SIC code is 4700.