Your Friend In Reykjavik

What Your Friend In Reykjavik does

Your Friend In Reykjavik, legally registered as Hrafnaþing ehf, is a privately held Icelandic tour operator founded in 2015 and headquartered at Hlévsgata 1, 101 Reykjavik. The company sells guided tour experiences across Iceland, including day tours, multi-day tours, private tours, walking tours, food and culinary tours, northern lights tours, whale watching cruises, shore excursions from 8+ Icelandic ports, and specialty experiences such as ghost walks and flying tours. Pricing is set per tour in Icelandic Krona, ranging from approximately ISK 6,490 for entry-level walking tours to ISK 284,900 for premium private tours, with mid-tier day tours priced around ISK 12,990-19,990.

The company operates a direct-to-consumer business model supplemented by a B2B travel agent partner network accessed through the Bokun platform. Distribution channels include the company's own website with direct booking, meet-on-location tour meeting points, shore excursion pickup from multiple Icelandic cruise ports, and a B2B agent portal at wholesale rates. Supporting infrastructure includes third-party booking management via PaxPortal, payment processing through Rapyd, and Google Maps Platform APIs for location services. The company has 1-10 employees and does not disclose proprietary technology platforms beyond standard third-party integrations.

Revenue is generated across three streams: guided tours and excursions (transaction fees), transfers and transportation services including airport transfers, car rentals, equipment rentals, and the BagBee luggage check-in service, and guide and travel assistance services including DMC offerings, guide rentals, and luxury tours. The company holds an Icelandic tour operator license (550515-0830), Tripadvisor Traveler's Choice Award 2024, Travelife Partner sustainability certification, WTTC SafeTravels Stamp, and Clean & Safe certification. Customer segments include individual international tourists, premium and luxury travelers, corporate clients, and travel trade partners. No venture capital or private equity investment is disclosed, and ownership appears to be founder/operator managed.

Name

Your Friend In Reykjavik

Legal name

Hrafnaþing ehf

Website

https://yourfriendinreykjavik.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Your Friend In Reykjavik is a privately held Icelandic tour operator founded in 2015 offering guided day tours, multi-day tours, private tours, walking tours, food tours, northern lights excursions, and shore excursions across Iceland. It serves international tourists, cruise passengers from 8+ ports, luxury travelers, and corporate clients via direct booking and B2B agent networks.

Ownership category

akta.pro rank

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation (487), Travel Agencies (56151)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Equipment Rental & Leasing (7350), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Neighborhood & Local Life Tours (Communities & Hidden Gems) (THAJAAAJ)

akta.pro secondary industries

Escorted Coach & Bus Package Tour Operators (THAKADAA), Private Guided Tours & Personal Tour Guides (THAJALAA), Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Transportation & Access Services (Shuttles, Ferry Access, Scenic Drives Permits) (THAAAGAC)

Keywords

• Guided tours
• Shore excursions
• Destination management
• Private tours
• Travel services

Headquarters

HQ city

Reykjavik

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Guided Tours and Excursions: The company generates revenue primarily through selling guided tour experiences across Iceland, including day tours, multi-day tours, private tours, shore excursions, and specialty experiences (food tours, ghost walks, northern lights tours). Tours are sold at fixed per-person prices with group and private options.
2. Transfers and Transportation Services: Revenue from airport transfers, Reykjavik transfers, private transfers, car rentals, equipment rentals (camping equipment, Whisper audio guide systems), and bag check-in services (BagBee).
3. Guide and Travel Assistance Services: Corporate and custom tour services including DMC (Destination Management Company) services for tour operators and travel agencies, guide rental services, and luxury tour offerings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Your Friend In Reykjavik sells guided tour experiences and related travel services across Iceland, including day tours, multi-day tours, private and bespoke tours, food and walking tours, Northern Lights tours, whale watching, and shore excursions from multiple Icelandic ports. The company also provides complementary offerings such as airport transfers, car/camping/audio-guide rentals, BagBee luggage check-in, and DMC (Destination Management Company) services for travel-trade and corporate clients.

Product overview

Your Friend In Reykjavik operates as a tour operator and destination management company offering a comprehensive portfolio of guided tour experiences across Iceland. The core offering consists of day tours, multi-day tours, and private tours (including bespoke driving tours and private walking tours) covering Iceland's natural wonders, culinary experiences, and cultural heritage. The company provides complementary services including airport transfers, equipment rentals (car, camping gear, audio guides, luggage services), and corporate/custom tour planning. The portfolio includes branded sub-experiences such as Northern Lights tours, whale watching, food-focused tours (harbor food, sweet tooth, food lovers), ghost walks, and luxury/premium offerings. Shore excursions are available from multiple Icelandic ports. All tours feature expert local guides and emphasize Iceland's customs, history, and cuisine.

Differentiator

Problem solved

Functional benefit

Named customers3 records

Segments3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• IceWhalecoreStrategic or Co-development PartnerIceWhale Codes of Conduct partnership for whale watching tours. Your Friend In Reykjavik's whale watching tours comply with IceWhale standards, ensuring responsible and non-invasive observation of marine mammals.
• World Cetacean AllianceminorStrategic or Co-development PartnerPartnership with international whale and dolphin conservation organization for best practices in wildlife viewing.
• Global Sustainable Tourism Council (GSTC)minorStrategic or Co-development PartnerAffiliation with GSTC standards for sustainable tourism practices.
• Icelandic Environment AgencycoreStrategic or Co-development PartnerCompliance with Icelandic Environment Agency's Wildlife Watching Guidelines for all wildlife-related tours.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Extreme Iceland: Reykjavik-based tour operator providing day tours, private tours, and activity experiences. Comparable peer competing for the same Reykjavik-centred inbound tourist segment with overlapping tour categories (Golden Circle, South Coast, northern lights).
• Reykjavik Sightseeing: Icelandic tour and transport company offering hop-on/hop-off and guided city experiences. Comparable as a Reykjavik operator targeting cruise and city visitors with overlapping guided city-excursion products.
• Arctic Adventures: Iceland-based operator of day tours, multi-day adventure packages, and activity-led experiences (glacier hiking, snorkelling, northern lights). Comparable as a Reykjavik competitor with shared audience of adventure and nature-focused inbound visitors and overlapping tour portfolio.
• Troll Expeditions: Iceland-based small-group adventure tour operator specialising in multi-day and active experiences across Iceland. Comparable as a competitor in the small-group guided touring segment with overlapping international customer base.
• Gateway to Iceland: Icelandic tour operator offering private tours, day tours, and tailor-made itineraries with direct booking and B2B trade focus. Closely comparable in custom/private tour positioning and direct-to-consumer distribution model targeting international visitors to Iceland.
• Reykjavik Excursions: Iceland's largest tour operator, offering day tours, multi-day packages, airport transfers, and shore excursions across Iceland. Directly comparable as a Reykjavik-headquartered competitor targeting the same international tourists across overlapping product categories including Golden Circle and northern lights tours.
• Iceland Travel (Icelandair Group): Long-established Icelandic tour operator owned by Icelandair, providing guided tours, self-drive packages, and DMC services. Comparable in offering inbound tourists and travel trade partners a full suite of Iceland tour experiences, with similar product depth and B2B agent distribution.

Broad incumbents

• Viator (Tripadvisor): Global tours and activities marketplace owned by Tripadvisor. Relevant as both a competitive surface (where Your Friend In Reykjavik competes for clicks via Tripadvisor reviews) and as a likely listing partner for the company's shore excursions and day tours.
• City Sightseeing Worldwide: Global hop-on/hop-off sightseeing bus operator. Relevant broader incumbent in city sightseeing transportation; comparable as an alternative sightseeing channel in Reykjavik competing for the same cruise and city-arrival visitor segment, though with a different delivery model.
• GetYourGuide: Global online marketplace for tours, activities, and attractions. Relevant to Your Friend In Reykjavik as an indirect competitor and important distribution channel where small operators list inventory and compete for visibility alongside thousands of other Iceland tour suppliers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/YourFriendInReykjavik
• Facebookfacebook.com/yourfriendinreykjavik
• Instagraminstagram.com/yourfriendinreykjavik
• LinkedInlinkedin.com/company/your-friend-in-reykjavik

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

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 Your Friend In Reykjavik