FlyOver Iceland
FlyOver Iceland operates a single-site immersive flight ride attraction in Reykjavik, serving inbound tourists with an 8.5-minute aerial simulation over Icelandic landscapes using a 20-metre spherical screen and motion seats.
- Company typePrivate
- Founded2019
- HeadquartersReykjavík, Iceland
- Headcount11–50
- GTM typeB2C
- OfferingServices
What FlyOver Iceland does
FlyOver Iceland operates a single-site immersive flight ride attraction in Reykjavik, serving inbound tourists visiting Iceland. The attraction delivers an 8.5-minute "Ultimate Flying Ride" over Icelandic landscapes using a 20-metre spherical screen paired with motion seats and integrated environmental effects (wind, mist, scent). Pre-show experiences include themed rooms ("The Longhouse," "The Well of Time") and the SúVitra troll character developed with Brian Pilkington. Capacity is 40 guests every 15 minutes, and the site operates roughly 9 AM to 7:30 PM. The business is operated under Pursuit Collection, a division of Viad Corp (NYSE: VII), which provides corporate distribution and integration with the Pursuit tourism network.
Revenue is generated through multiple streams: standard online adult tickets priced around 5,690 ISK (~$40 USD), premium packages, annual passes priced up to 14,990 ISK, group bookings, gift tickets, on-site F&B at Kaffi Grandi, and merchandise. Go-to-market combines direct online ticketing, Pursuit network distribution (including cruise ship shore excursion channels), and co-marketing partnerships such as the combo-ticket arrangement with Lava Show. The company has secured ÍST 85 equal pay certification.
Operationally, the asset exhibits high seasonality tied to Iceland's inbound tourism cycle (summer-skewed) and a single-physical-site constraint that limits geographic scaling absent new builds. The 2025 launch of a "Believe Chicago" dual feature indicates a content-refresh model and a potential template for multi-destination film additions on the same platform. Public revenue disclosure is absent; capacity-based triangulation suggests an annual revenue band in the low-to-mid tens of millions USD with low confidence.
FlyOver Iceland firmographics
Firmographics- Name
- FlyOver Iceland
- Legal name
- FlyOver Iceland EHF
- Website
- https://flyovericeland.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- FlyOver Iceland operates a single-site immersive flight ride attraction in Reykjavik, serving inbound tourists with an 8.5-minute aerial simulation over Icelandic landscapes using a 20-metre spherical screen and motion seats.
- Ownership category
- akta.pro rank
FlyOver Iceland industry classification
Industry- Product category
- Immersive Tourism Attraction / Experiential Entertainment
- NAICS
- Amusement Parks and Arcades (7131), Scenic and Sightseeing Transportation (487)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Scenic/Tour & Aerial Sightseeing Flights (TLAFABAJ)
- akta.pro secondary industry
- Aerial Adventure & Flight Schools (Paragliding, Hang Gliding, Paramotoring) (THAAAKAA)
Keywords
Where FlyOver Iceland is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices1 record
Markets served
FlyOver Iceland business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Primary revenue stream from admission tickets to the flying ride experience. Multiple ticket tiers including standard, premium package, and annual pass options. Also includes double feature tickets for multiple shows.
- Food & Beverage (Kaffi Grandi): On-site cafe serving coffee, pastries, and light fare. Revenue from food and beverage sales.
- Merchandise/Gift Shop: Gift shop selling Icelandic-themed merchandise and souvenir photos from the experience. Premium package includes 15% discount on merchandise.
- Group Packages & Events: Birthday party packages, school group experiences, community group rates, and corporate/private event bookings with dedicated spaces and catering options.
- Gift Tickets: Gift tickets available for purchase online or at the attraction, valid for all shows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Standard admission - online booking |
| One time/ perpetual license | Pay-as-you-go | Standard admission - at gate pricing |
| One time/ perpetual license | Pay-as-you-go | Premium Package - Single Experience |
| One time/ perpetual license | Pay-as-you-go | Premium Package - Double Feature |
| Subscription | Annual | Annual Pass - Adult |
| Subscription | Annual | Annual Pass - Child |
| One time/ perpetual license | Pay-as-you-go | Birthday Party Package |
| One time/ perpetual license | Pay-as-you-go | Double Feature Upgrade |
| One time/ perpetual license | Pay-as-you-go | Group Rates |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
FlyOver Iceland product offering
Product offeringCore offering
FlyOver Iceland operates an immersive flight-ride attraction in Reykjavik where guests are suspended before a 20-metre spherical screen and flown over Icelandic landscapes via an 8.5-minute aerial film enhanced with full-motion seating and synchronized wind, mist, scent, and musical effects. The experience is bracketed by pre-show storytelling (The Longhouse Viking longhouse and The Well of Time featuring the SúVitra troll character) and supported by on-site Kaffi Grandi cafe, gift shop, Premium Packages, Annual Passes, group bookings, and bundle partnerships such as the Lava Show Combo.
Product overview
FlyOver Iceland operates as a single-attraction experience with multiple add-on products and packages. The core offering is the Ultimate Flying Ride, an immersive 8.5-minute flight simulation over Iceland using a 20-metre spherical screen, motion seats, and special effects (wind, mist, scents). The experience is complemented by pre-show entertainment (The Longhouse and The Well of Time), on-site cafe (Kaffi Grandi), and gift store. Add-on offerings include the Premium Package (priority boarding, drinks, photo), Annual Pass (unlimited entry with discounts), Birthday Package, Group/Private Experiences, and the Lava Show Combo. Additional experiences like Believe Chicago expand the content library, while Gift Tickets, Grandi Shuttle, and various group booking options (School Groups, Community Groups) provide complementary services.
Differentiator
Problem solved
Functional benefit
Brands
- Kaffi Grandi: On-site cafe serving handcrafted coffee, pastries, and light fare located within the FlyOver Iceland building in the Grandi Harbour District.
- Believe Chicago
Products and services
- Ultimate Flying Ride (FlyOver Iceland Main Experience)
- Pre-Show Experiences (The Longhouse and The Well of Time)
- Believe Chicago (Dual Feature Experience)
- Premium Package
- Annual Pass
- Birthday Package
- Group Experiences (Private Level and Private Ride Experience)
- Regional School Groups Program
- Community Groups Program
- Kaffi Grandi (On-Site Cafe)
- Gift Tickets
- Lava Show Combo Package
- Grandi Shuttle
Companies that use FlyOver Iceland
Customer profileSegments5 records
Ideal customer profiles4 records
FlyOver Iceland technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FlyOver Iceland partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Lava ShowcoreCo-marketing partnership offering combined FlyOver Iceland & Lava Show packages. The Lava Show is located just 7 minutes (500 meters) walking distance from FlyOver Iceland in the Grandi harbour area, creating a natural combo experience for visitors seeking multiple attractions.
- Whales of IcelandminorNearby attraction in the Grandi area with shared shuttle service connections. Located approximately 20 metres from FlyOver Iceland, frequently visited on combined itineraries.
- Grandi MathöllminorFood hall in the Grandi neighbourhood recommended for dining before or after the FlyOver experience, offering authentic Icelandic culinary options.
- Reykjavik RoastersminorCoffee supplier for Kaffi Grandi cafe on-site, providing local Reykjavik artisan coffee to attraction visitors.
- Brian PilkingtoncoreEnglish-born Icelandic illustrator who has published 20 books about Icelandic trolls since 1983. Created custom troll character SúVitra for FlyOver Iceland's Well of Time pre-show experience. His work is ubiquitous across Iceland in bookstores, gas stations, and airports.
- Pursuit CollectioncoreParent company operating FlyOver Iceland along with other attractions including Sky Lagoon (Iceland), FlyOver Las Vegas, FlyOver Vancouver, FlyOver Canada, Banff Jasper Collection, Alaska Collection, and Glacier Park Collection. Part of Viad Corp (NYSE: VII).
Scale indicators5 records
Recent moves5 records
Expansion highlights3 records
FlyOver Iceland competitors and assessment
Company assessmentRegional players
- Whales of Iceland: Largest whale exhibition in Europe, located ~20m from FlyOver Iceland in the Grandi harbour. Operates as a smaller-scale attraction with shared shuttle distribution and natural cross-visit patterns, competing for similar family and cruise-passenger segments on combined Grandi itineraries.
Emerging players
- Lava Show: Reykjavik-based immersive attraction in the Grandi district (500m from FlyOver Iceland) that streams real molten lava. Co-marketing partner via the FlyOver + Lava Show combo package; offers a smaller-scale, niche experiential product that competes for the same tourist time and discretionary spend in Grandi.
Direct peers
- FlyOver Las Vegas: Pursuit Collection sister attraction on the Las Vegas Strip, replicating the same flying-ride format. Most directly comparable in business model, technology stack, and Pursuit operational playbook; provides insight into how the format performs in a high-volume, non-tourism-dependent US market.
- FlyOver Canada: Sister attraction under Pursuit Collection that pioneered the FlyOver flying-ride concept in Vancouver. Operates the identical spherical-screen, motion-seat format and shares content production capability with FlyOver Iceland, making it the most directly comparable operating peer.
- FlyOver Vancouver: Pursuit Collection sister attraction in downtown Vancouver featuring the same flight-ride format. Directly comparable in target customer profile (urban tourists and cruise passengers) and pricing tier, sharing content and operational IP with FlyOver Iceland.
Broad incumbents
- Perlan Museum: Reykjavik landmark attraction combining a glass-dome observation deck with a natural-history museum, including an immersive ice cave exhibit. Competes for tourist half-day itineraries and is part of the broader Reykjavik attraction set, though positioned as a museum/observation experience versus a thrill ride.
- Sky Lagoon: Kopavogur-based geothermal spa and a sister Pursuit Collection attraction in Iceland. Targets a similar international-tourist customer base in the Reykjavik area and benefits from shared Pursuit distribution and marketing channels, but offers a contrasting wellness/sensory proposition rather than a flight simulation.
- Blue Lagoon Iceland: Iconic geothermal spa experience near Reykjavik. Represents the dominant competing use of tourist time/spend in the greater Reykjavik area and is the natural benchmark for experiential tourism pricing power in Iceland, even though it targets a different 'wellness' need state.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
FlyOver Iceland social profiles
Digital presenceFlyOver Iceland compliance and trust
Trust signalCompliance1 record
FlyOver Iceland financial estimates
Financial estimateRevenue estimate
Valuation estimate
FlyOver Iceland leadership team
Management profileNumber of profiles
Profiles1 record
FlyOver Iceland funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FlyOver 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 FlyOver Iceland
What does FlyOver Iceland do?
FlyOver Iceland operates an immersive flight-ride attraction in Reykjavik where guests are suspended before a 20-metre spherical screen and flown over Icelandic landscapes via an 8.5-minute aerial film enhanced with full-motion seating and synchronized wind, mist, scent, and musical effects. The experience is bracketed by pre-show storytelling (The Longhouse Viking longhouse and The Well of Time featuring the SúVitra troll character) and supported by on-site Kaffi Grandi cafe, gift shop, Premium Packages, Annual Passes, group bookings, and bundle partnerships such as the Lava Show Combo.
When was FlyOver Iceland founded?
FlyOver Iceland was founded in 2019. It employs 11 to 50 people.
Where is FlyOver Iceland based?
FlyOver Iceland is headquartered in Reykjavík, Iceland, in the Europe region.
How does FlyOver Iceland make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are food & Beverage (Kaffi Grandi), merchandise/Gift Shop, group Packages & Events and gift Tickets.
Who are FlyOver Iceland's main competitors?
Whales of Iceland is listed as a regional player. Lava Show is listed as an emerging player. Direct peers are FlyOver Las Vegas, FlyOver Canada and FlyOver Vancouver. Broad incumbents are Perlan Museum, Sky Lagoon and Blue Lagoon Iceland.
Does FlyOver Iceland have an API?
No public API is recorded for FlyOver Iceland.
What industry is FlyOver Iceland in?
FlyOver Iceland's product category is Immersive Tourism Attraction / Experiential Entertainment. Its primary akta.pro industry code is TLAFABAJ, Scenic/Tour & Aerial Sightseeing Flights, with a secondary code of THAAAKAA, Aerial Adventure & Flight Schools (Paragliding, Hang Gliding, Paramotoring). Its NAICS code is 7131 and its SIC code is 7900.