Into the Glacier

What Into the Glacier does

Into the Glacier is an Icelandic tour operator founded in 2015 by Baldvin Einarsson and Hallgrimur Örn Arngrímsson, operating the world's largest man-made ice tunnel inside Langjökull glacier, Iceland's second-largest glacier. The 500-meter tunnel sits at 1,260 meters above sea level and was excavated after four years of planning with Efla Engineering Consultation and 14 months of construction that removed 5,500 cubic meters of ice. The company was conceived as a unique visitor experience combining engineered infrastructure inside a live glacier with modified NATO missile launcher trucks used for transport, and the asset is supported by Vakinn environmental certification, SafeTravel partnership, and a documented record of zero serious incidents.

The core product is a guided glacier tunnel experience priced at ISK 24,900-46,990 per person, sold as standard tours, combined multi-activity packages (snowmobiling, Krauma geothermal spa, northern lights excursions), and private Super Jeep bookings up to ISK 280,000 per booking. The company also generates revenue from gift cards (ISK 24,990 / ISK 49,990), partner-resold lava cave tours (Víðgelmir, Raufarhólshellir), Húsafell Canyon Baths access, and private venue hire for film, media, and corporate events. Distribution runs through the company's own website and the Arctic Adventures booking platform, with Tripadvisor Travelers' Choice recognition in 2025 and 2026.

Customer segments are primarily international adventure tourists on Iceland's Golden Circle route, supplemented by premium private and corporate groups, film and media productions using the tunnel as a venue, and families. The company has expanded its ESG positioning via Pink Ribbon charitable events with the Icelandic Cancer Society (2023-2024), a Kolviður/Iceland Carbon Fund partnership planting 5,000 trees per year, and a high-profile December 2023 visit by UN Deputy Secretary-General Amina Mohammed. The business is a small-to-mid-sized operator with 11-50 employees, no disclosed funding rounds, and a physical-asset business model whose economics are tied to throughput at the glacier site.

Name

Into the Glacier

Legal name

Into the Glacier ehf.

Website

https://intotheglacier.is

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Into the Glacier is an Icelandic tour operator offering guided access to the world's largest man-made ice tunnel inside Langjökull glacier, serving international adventure tourists, private groups, and film productions through year-round tours, multi-activity combo packages, and private venue hire.

Ownership category

akta.pro rank

Product category

Glacier Adventure Tourism

NAICS

Tour Operators (56152)

akta.pro primary industry

Mountain, Glacier & Alpine Nature Tours (THAJAIAF)

akta.pro secondary industries

Cave, Geology & Volcanic Experiences (THAJAIAI), Snowmobile & Motorized Snow Tours (Snowmobiling, Snowbike) (THAAAJAF)

Keywords

• Glacier tourism
• Ice cave tours
• Adventure experiences
• Guided glacier tours
• Private glacier events

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Guided Ice Tunnel Tours: The core revenue stream — visitors purchase tickets for guided tours into the man-made ice tunnel at Langjökull glacier. Tour durations range from 2–4 hours (classic ice tunnel experience) to full-day multi-activity packages combining the ice tunnel with snowmobiling, geothermal spa visits, or northern lights viewing. Prices range from ISK 24,900 to ISK 46,990 per person for standard day tours.
2. Snowmobile and Activity Add-Ons: Snowmobile tours, Super Jeep private tours, and helicopter access upgrades are sold as either standalone activities or bundled with ice tunnel visits. Snowmobile combo tours are priced from ISK 38,900 and private Super Jeep tours from ISK 280,000 per booking.
3. Partner Lava and Geothermal Cave Tours: The company resells or brokers tickets for partner-operated cave and hot spring experiences — Víðgelmir lava cave (ISK 7,500), Raufarhólshellir lava tunnel (ISK 8,400), and Húsafell Canyon Baths (ISK 9,900) — through its website alongside its own tours.
4. Private and Custom Group Tours: High-margin private group bookings including private Super Jeep tours (ISK 280,000 per booking), exclusive private ice cave tours, and custom multi-activity day itineraries for groups. Corporate and incentive travel bookings command premium pricing.
5. Gift Cards: Gift cards are sold directly through the website (intotheglacier.is/tour/gift-card/) at a standard tour price point of ISK 24,990, serving as both a product and a gifting mechanism.
6. Extras and Equipment Rental: Extras and rental gear such as waterproof clothing, hiking boots, crampons, and safety equipment can be added to any booking for an additional fee. Rental gear is non-refundable once the tour departs.
7. Filming and Private Event Venue Hire: The company facilitates commercial film and photography shoots inside the ice tunnel, offering permits, logistical coordination, transportation of crew and equipment, and safety management. Private events (weddings, concerts, charity events, birthdays) are hosted inside the glacier, including the underground ice chapel.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Into the Glacier operates guided tours into the world's largest man-made ice tunnel, a 500-metre engineered passage carved 1,260 metres above sea level into Langjökull glacier in Iceland. The company sells standalone ice tunnel tours, combo packages with snowmobiling, geothermal spas, and northern lights viewing, plus private Super Jeep and bespoke group experiences. It also resells partner-operated lava cave and hot spring tours, and hosts weddings, concerts, film productions, and corporate events inside the ice tunnel.

Product overview

Into the Glacier is a tour operator offering access to the world's largest man-made ice tunnel carved inside Langjökull Glacier in Iceland. The portfolio consists of the core Into the Glacier ice tunnel experience available as standalone tours or combined with snowmobiling, geothermal spa visits, northern lights viewing, or super jeep adventures. Additional offerings include partner-operated lava cave tours (Víðgelmir and Raufarhólshellir) and Húsafell Canyon Baths. The company provides tours departing from Reykjavik, Húsafell Center, or Klaki base camp with durations ranging from 1 hour to 15 hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Into the Glacier Classic Tour Guided tour into the world's largest man-made ice tunnel inside Langjökull glacier. Duration 3-4 hours, departing from Húsafell Center or Klaki base camp, priced from ISK 24,900 per person. Includes guided ice tunnel experience, safety equipment, and crampons. Occasional 10% promotional discount available.
• Into the Glacier Ice Tunnel and Snowmobile Combo Combined tour offering ice tunnel exploration and snowmobiling on Langjökull glacier. Duration 3-4 or 10-11 hours depending on option, departing from Húsafell / Klaki / Reykjavik, priced from ISK 38,900 per person.
• Into the Glacier & Krauma Geothermal Spa Combo Combined day tour pairing ice tunnel visit with geothermal spa experience at Krauma. Duration 8 hours, departing from Húsafell Activity Center, priced at ISK 31,990 per person. Occasional 10% promotional discount available.
• Into the Glacier from Reykjavik Full-day tour including hotel pickup and drop-off in Reykjavik, glacier transport, and ice tunnel experience. Duration 11 hours, priced at ISK 38,990 per person.
• Into the Glacier & Northern Lights Tour Winter tour combining ice tunnel exploration with northern lights viewing. Duration 13-15 hours, departing from Reykjavik, priced at ISK 46,990 per person.
• Silver Circle Day Tour From Reykjavik Day tour covering the Silver Circle route from Reykjavik, including a glacier experience and horseback riding at Sturlureykir horse farm. Duration 10 hours, priced at ISK 25,990 per person.
• Into the Glacier Gift Card Digital or physical gift card redeemable toward any standard Into the Glacier tour booking. Priced at ISK 24,990 per gift card.
• Into the Glacier Private Super Jeep Tour Private premium super jeep excursion to the ice tunnel with personalised itinerary. Duration 9 hours, departing from Reykjavik, priced at ISK 280,000 per booking for the private group.
• Private Ice Cave Tour in Iceland Exclusive private ice cave experience for individuals or private groups. Duration 2-4 hours, departing from Húsafell / Klaki base camp, pricing available on contact.
• Húsafell Canyon Baths Geothermal hot spring experience at Húsafell Canyon Baths, located in the Icelandic wilderness. Partner-operated tour resold by Into the Glacier. Duration 1-2 hours, priced at ISK 9,900 per person.
• The Cave - Víðgelmir Lava Cave Tour Guided tour of Víðgelmir, Iceland's largest lava tube cave, located 15 minutes from Húsafell. Operated by partner company The Cave and resold by Into the Glacier. Duration 2 hours, priced at ISK 7,500 per person. Includes guided tour, headlamps, and helmet.
• The Lava Tunnel - Raufarhólshellir Guided caving tour of Raufarhólshellir lava tunnel, one of Iceland's longest lava tubes, located 30 minutes from Reykjavik. Operated by a partner company and resold by Into the Glacier. Duration 1 hour, priced at ISK 8,400 per person. Includes flashlight and helmet.

Quantifiable outcome

• Zero serious incidents across thousands of ice tunnel visits
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Arctic AdventurescoreGTM or Marketing PartnerArctic Adventures is the parent company and primary booking platform for Into the Glacier. All tour reservations, amendments, and cancellations are managed through the My Adventures portal (my.adventures.is) operated by Arctic Adventures. Into the Glacier tours are sold alongside hundreds of other Icelandic adventure activities on the adventures.is platform, providing cross-selling and distribution reach to a broad international audience. The company is listed in the website footer as part of the Arctic family.
• Efla Engineering ConsultationcoreStrategic or Co-development PartnerEfla Engineering Consultation (efla-engineers.com) was the lead engineering firm responsible for the planning and design of the Langjökull man-made ice tunnel. Efla's architects, geophysicists, and engineers conducted the initial engineering work and state-of-the-art computer modelling to calculate what could be possible, refining the concept into a workable design before construction commenced. Efla's expertise was essential in enabling the world's largest man-made ice tunnel to be built inside a moving glacier.
• Iceland Carbon Fund (Kolviður)minorStrategic or Co-development PartnerInto the Glacier is a dedicated member of the Iceland Carbon Fund (Kolviður), whose mission is to reduce CO₂ concentration in the atmosphere by increasing carbon sequestration of forest ecosystems. The fund was established by the Icelandic Forestry Association and Icelandic Environment Association with government support. Into the Glacier offers guests an optional ISK 500 carbon offset donation per trip to plant a tree in the Kolviður forest in Húsafell. The company independently plants approximately 5,000 trees per year through this partnership.
• The CaveminorChannel Partner/ Reseller/ DistributorThe Cave is a partner operator that provides the Víðgelmir lava cave tour experience, which Into the Glacier resells through its own website at ISK 7,500 per person. The tour departs 15 minutes from Húsafell and is marked as partner-operated in the booking process. The partnership allows Into the Glacier to offer a broader cave tourism portfolio beyond its own ice tunnel.
• Raufarhólshellir Lava Tunnel Partner OperatorminorChannel Partner/ Reseller/ DistributorA partner-operated company runs the Raufarhólshellir lava tunnel tour, which Into the Glacier resells through its website at ISK 8,400 per person. The tour is located 30 minutes from Reykjavik, departs independently, and is explicitly marked as partner-operated in the booking process. The partnership extends Into the Glacier's product range to cover lava cave experiences alongside its glacier ice tunnel offering.
• Húsafell Canyon Baths OperatorminorChannel Partner/ Reseller/ DistributorInto the Glacier resells the Húsafell Canyon Baths geothermal hot spring experience on its website at ISK 9,900 per person. The hot spring is located at Húsafell Canyon Baths and is promoted as a combined experience alongside Into the Glacier ice tunnel tours. The partnership creates a bundled 'Into the Glacier & Krauma Geothermal Spa Combo' (ISK 31,990) as well as cross-selling to independent Húsafell Canyon Baths bookings.
• SafeTravel.isminorGTM or Marketing PartnerInto the Glacier is a listed partner of SafeTravel.is, Iceland's national road and travel safety information platform. The partnership involves mutual promotion: Into the Glacier links to SafeTravel.is for safety guidance, and SafeTravel.is includes Into the Glacier as a certified safety-conscious operator. This partnership supports the company's safety-first positioning and reaches safety-conscious international travellers.
• Hotel HúsafellminorGTM or Marketing PartnerHotel Húsafell is a 48-room modern hotel adjacent to the Húsafell activity centre, which serves as Into the Glacier's winter departure point. The hotel features a restaurant serving traditional Icelandic dishes and is the venue for post-tour gatherings (e.g., hot soup after the Pink Ribbon event). The proximity creates a natural convenience partnership for visitors combining accommodation with ice tunnel tours.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Others

• Viator (Tripadvisor): Global online tour marketplace through which Into the Glacier distributes alongside competing Iceland experiences. Functions as a shared distribution and discovery channel for comparable adventure activities worldwide.
• Secret Solstice: Icelandic music festival that has hosted the 'world's coolest concert' inside the Into the Glacier ice tunnel. Adjacent experiential brand in the premium Iceland events space — partner in event-driven demand generation rather than direct competitor.

Broad incumbents

• Reykjavik Excursions: Established Icelandic tour operator running airport transfers, Golden Circle, and volcanic/glacial excursions. Comparable distribution through cruise-ship tie-ins and OTAs serving similar international tourist flows.
• Iceland Travel: Long-established Icelandic inbound tour operator offering packaged itineraries including glacier excursions. Broader portfolio across the country competes for the same international visitor wallet share.
• Gray Line Iceland: Largest scheduled sightseeing operator in Iceland, offering Golden Circle, South Coast, and Northern Lights tours. Competes for shared customers via package and reseller channels despite broader focus.
• Icelandair Tours: Tour arm of Icelandair offering stopover packages that include glacier and ice cave experiences. Competes through bundled airline+tour pricing for the same international traveler demographic.

Direct peers

• Arctic Adventures: Parent company and primary booking/distribution platform for Into the Glacier. Operates a portfolio of Icelandic adventure tours (glacier hikes, snowmobiling, snorkeling, Northern Lights) sharing the same My Adventures booking portal and overlapping target market of international adventure tourists.
• The Cave (Víðgelmir): Partner operator of Into the Glacier (resold on its website). Operates guided tours of Víðgelmir lava tube, Iceland's largest lava cave, near Húsafell — competing cave-format experience for the same tourist flow.
• Glacier Adventure Iceland: Icelandic glacier hiking and ice climbing tour operator offering guided experiences on Sólheimajökull and other Vatnajökull outlets. Competes for the same international adventure tourist segment with seasonal glacier access.
• Local Guide of Vatnajökull: Operates natural ice cave tours inside Vatnajökull, Europe's largest glacier. Most direct competitor in guided glacier cave experiences for Iceland tourists, though focused on seasonal natural caves rather than engineered year-round access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Intotheglacier
• YouTubeyoutube.com/channel/UCpJ0jxvgExcEt45bDYFHICg
• Facebookfacebook.com/intotheglacier
• Instagraminstagram.com/intotheglacier
• LinkedInlinkedin.com/company/into-the-glacier

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Into the Glacier