Lilja Tours

What Lilja Tours does

Lilja Tours ehf. is a privately held Icelandic tour operator founded in 2021 and headquartered in Hafnarfjörður, Iceland. The company designs and delivers fully customized private guided tours across Iceland's major regions — South Coast, Golden Circle, Snæfellsnes, Reykjanes Peninsula, Westman Islands, and the highland areas of Landmannalaugar, Kerlingarfjöll, Þórsmörk, and Askja. Service lines include private day tours, customized multi-day tours, point-to-point private transfers, and integrated partner experiences (helicopter, ice cave, snowmobile, whale watching, hot springs). The company also operates a sister brand, Iceland for You, dedicated to small-group day tours.

The operational backbone consists of a small fleet of premium vehicles — Mercedes V-Class (up to 6 passengers) and Toyota Land Cruiser (up to 4 passengers), with modified 4x4 super jeeps qualified for F-road navigation and river crossings. Booking is conducted through a multilingual (English/French) website built on the Bokun booking widget, supplemented by direct phone and WhatsApp contact. Founder Julien holds 6+ years of guiding experience and serves as Travel Designer; co-owner Philippe is the Lead Guide with specialized F-road navigation expertise.

Revenue is generated per vehicle for day tours (164,000–260,000 ISK) and on a custom-quote basis for multi-day itineraries, with multi-day bookings requiring a 30% non-refundable deposit and a 70% balance 30 days before departure. Distribution combines direct-to-consumer sales via the website with a B2B program for travel advisors and agencies, including white-label, full-service DMC, and à la carte models. The company holds SmartFlyer Elevate Partner status and maintains curated partnerships with high-end Icelandic hotels and activity operators. No external funding or institutional ownership is disclosed.

Name

Lilja Tours

Legal name

Lilja Tours ehf.

Website

https://lilja-tours.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Lilja Tours is a privately held Icelandic tour operator founded in 2021 that designs customized private guided tours across Iceland's regions and highlands. The company serves luxury travelers and travel advisors via premium vehicles, expert local guides, and a B2B DMC program.

Ownership category

akta.pro rank

Product category

Private Tour Operator

NAICS

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

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC)

akta.pro secondary industries

Private/Customized Multi-Day Tour Operators (THAKADAC), Domestic/In-Country Multi-Day Tour Operators (THAKADAL), Private Guided Tours & Personal Tour Guides (THAJALAA)

Keywords

• Private guided tours
• Luxury tour operator
• Custom travel itineraries
• Highland expeditions
• Destination management services

Headquarters

HQ city

Hafnarfjörður

HQ country

Iceland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Private Day Tours: Full-day private tours in luxury vehicles (Mercedes V-Class up to 6 passengers, Toyota Land Cruiser up to 4 passengers). Pricing per vehicle. Includes guided experiences to iconic and hidden gem destinations across Iceland.
2. Multi-Day Custom Tours: Fully customized multi-day itineraries combining destinations, accommodations (boutique hotels, guesthouses), and experiences. 30% deposit at booking, 70% final payment 30 days before departure.
3. Private Transfers/Chauffeur Services: Airport transfers and point-to-point transportation in premium vehicles. Pure transportation service without guided tour component.
4. Partner Experiences: Third-party activity bookings (helicopter tours, ice caves, snowmobile, hot springs, whale watching) integrated into itineraries or booked standalone

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Lilja Tours is a boutique private tour operator in Iceland that designs and delivers fully customized private guided tours across the country's major regions and highlands. Its core offerings include private day tours in luxury Mercedes V-Class or Toyota Land Cruiser vehicles, fully customized multi-day itineraries with handpicked boutique accommodations, private chauffeured transfers, and curated third-party activity experiences (helicopter, ice cave, glacier, hot springs). The company sells directly to consumers via its website and through a B2B partner network of travel advisors.

Product overview

Lilja Tours is a boutique Icelandic private tour operator offering fully guided, customized luxury travel experiences across Iceland. The product portfolio consists of four core service lines: Private Day Tours covering iconic regions (South Coast, Golden Circle, Snæfellsnes, Reykjanes, Westman Islands, Highlands), Customized Multiday Tours with handpicked accommodations, Private Transfer/Journey services with professional drivers, and Partner Experiences providing access to third-party adventure activities. The company also operates Iceland for You as a sister brand for small-group (non-private) day tours. All private tours include expert local guides in premium Mercedes V-Class or Toyota Land Cruiser vehicles.

Differentiator

Problem solved

Functional benefit

Brands

• Iceland for You: Sister brand dedicated to small group day tours across Iceland's most spectacular destinations, offering shared adventures for travelers who prefer group experiences.

Products and services

• Private Day Tours Full-day private guided tours departing from Reykjavik covering Iceland's major regions (South Coast, Golden Circle, Snæfellsnes, Reykjanes Peninsula, Westman Islands, Highlands) in luxury Mercedes V-Class (up to 6 passengers) or Toyota Land Cruiser (up to 4 passengers) vehicles, priced per vehicle.
• Customized Multi-Day Tours Fully customized multi-day private itineraries combining destinations, handpicked boutique hotel and guesthouse accommodations, guided transportation, and curated activities across Iceland. Quote-based pricing with 30% non-refundable deposit at booking and 70% balance due 30 days before departure.
• Private Transfers and Chauffeur Services Private chauffeuring services for airport transfers, inter-city transportation, and journeys to remote destinations using premium vehicles with professional drivers, offered as a standalone transportation service without a guided tour component.
• Partner Experiences Curated access to third-party Icelandic activity operators offering helicopter tours, ice cave explorations, snowmobile adventures, geothermal hot springs, cultural experiences, whale watching, and glacier hiking, integrated into itineraries or booked standalone.

Quantifiable outcome

• 5-star ratings maintained on TripAdvisor, Google, and TrustPilot since 2021
• +1 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SmartFlyercoreGTM or Marketing PartnerSmartFlyer Elevate Partner status - Lilja Tours is recognized as a recommended luxury tour operator within the SmartFlyer network of travel advisors globally.
• Iceland for YoucoreStrategic or Co-development PartnerSister brand dedicated to small group day tours (up to 12 participants). While Lilja Tours focuses on private experiences, Iceland for You serves travelers preferring shared group adventures. Brands cross-reference and complement each other.
• Various Activity Operators (Helicopter, Ice Cave, Snowmobile, Hot Springs, Whale Watching)minorGTM or Marketing PartnerPartnered with Iceland's finest activity operators for helicopter flights, ice cave explorations, snowmobile adventures, geothermal hot springs, and whale watching. Activities integrated into customized itineraries or booked standalone.
• Hotel and Accommodation PartnerscoreChannel Partner/ Reseller/ DistributorPartnerships with hotels across Iceland for multi-day tour packages including Hotel Jökulsárlón, Hotel Rangá, Hotel Geysir, Hotel Laxá, Fosshotel Glacier Lagoon, ION Adventure Hotel, and others. Featured in top 10 hotels blog as trusted accommodation partners.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Discover Iceland: Larger Iceland DMC offering broader tour and travel services including group tours, private guides, and self-drive packages. Overlaps Lilja on private guided tours but at greater scale and wider product breadth.
• Iceland Travel: Established Icelandic inbound tour operator (owned by Icelandair Group heritage) offering a full range of private, group, and self-drive tours. Overlaps Lilja on custom private and DMC functions but operates at substantially larger scale.

Direct peers

• Your Friend in Iceland: Private Iceland tour operator offering personalized itineraries with local guides. Closely matches Lilja's high-touch, boutique private tour positioning and luxury traveler segment.
• Hidden Iceland: Boutique Iceland tour operator focused on small-group and private guided experiences across Iceland's regions. Highly comparable to Lilja Tours in positioning, target market (discerning travelers), and itinerary customization model.
• Iceland Tours by Icelandia: Iceland tour operator offering private and group tours across major regions. Comparable activity mix and target customer, though with broader group-tour inventory alongside private offerings.
• Arctic Adventures: One of Iceland's larger adventure tour operators offering day tours, multi-day packages, and activity integration (snowmobile, glacier hikes, ice caves). Overlaps Lilja on highland/partner experiences but at broader scale and with group-tour focus.
• Iceland Encounter: Boutique Iceland tour operator specializing in private and custom tours. Comparable in target segment (FIT/luxury travelers), tour customization model, and B2B advisor distribution strategy.
• Secret Iceland: Private and small-group Iceland tour operator with similar luxury FIT positioning, customizable itineraries, and focus on hidden-gem destinations. Strong product overlap with Lilja's day and multi-day tours.

Emerging players

• Local Guide of Iceland: Smaller private-guided Iceland tour operator with boutique positioning comparable to Lilja, focused on local-guide-led experiences across regions. Lower brand scale but similar product structure.
• Iceland for You: Sister brand of Lilja Tours (same founding team) operating small-group day tours (up to 12 participants) for travelers who prefer shared experiences. Direct portfolio complement to Lilja's private focus; primarily distinct segment but same operational DNA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LiljaTours
• Instagraminstagram.com/lilja_tours
• Xx.com/LiljaTours

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 Lilja Tours