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Promoting Iceland: What Luxury Travel Agents Need to Know

Fri, 10 Apr 2026 13:00:23 GMT

Iceland is a little more complicated than you think

PROMOTING ICELAND: AN HONEST GUIDE

When it comes to promoting Iceland to your clients and being able to respond to their questions surrounding this popular destination, it is not quite as straightforward as one might think.

Iceland is unlike any other destination. Not only do you need a competent and trustworthy DMC behind you, but you also really need to know some of the basics regarding weather, seasonal changes, logistics, etc. All of these variables and moving parts can really impact an itinerary in terms of how it is designed, delivered, and adapted.

This is a short and very honest guide to help our industry professionals sharpen their knowledge on this wonderfully unpredictable destination. It is also to help you understand why you need a DMC and what we have created to help you become a true Iceland expert.

WEATHER

Let's start with the number one most impactful element in any Iceland itinerary - the weather. When it comes to promoting Iceland, you need to understand how the weather can change the game, but also how we stay ahead of it.

Iceland is known across the world for its rather unique weather. It is very unpredictable. There is a saying in Iceland, "If you don't like the weather, just wait five minutes". This is a far truer statement than you know. The winter months can be especially unpredictable.

Iceland is a very large island surrounded by the Atlantic Ocean and touching the Arctic Circle. This means that one can expect to experience high winds as well as blizzards. It is very pleasant to be wrapped up warm and cosy, staring out your window as the wind and the snow wrap themselves around your hotel, comfortable lodge, or villa. It is all part of the experience. However, these conditions can sometimes throw us a curveball. Fortunately, we know this pitch is coming, so we can still knock your itinerary out of the park.

Despite the unpredictability, we are very good at staying at least one step ahead. Not only do we have a Plan B and a Plan C, but we pride ourselves on our ability to cover the whole alphabet. The winter weather can delay or completely cancel an activity. In very rare and extreme cases, it can even mean that your countryside accommodation may not even be accessible.

Fortunately, we know exactly what to do in these situations. It begins with the itinerary itself, and we craft this as best we can based on expected conditions. If things look like they will change, we know precisely how to change and alter them to ensure that we keep our guests safe and happy. This means that we might need to adapt on the fly or flip the script a little bit and change the day tours around to ensure, as best as we can, that our guests see and experience everything they came for. We are also able to do this long before our agent partners in later time zones are even on their feet and making their morning coffee.

Whilst the weather in Iceland is something that you cannot always rely on, you can absolutely rely on us.

LOGISTICS

Iceland is a big island. We do not have highways, and we do not have shortcuts. We also have a lower speed limit on the roads in Iceland, which are narrower and not always in the best condition.

This means going from A to B might look faster on a map than it does in reality, and things look closer to each other than they actually are. For example, the Glacier Lagoon of Jökulsárlón is very far from Reykjavík and not advisable to visit in one day and return to the city. Really long journeys can be very uncomfortable, especially for younger children. This is why we craft our itineraries to create that perfect blend of enjoyment and comfort for all of our guests.

It is always good to know all of the things that your clients want to see and do, and we know exactly how to ensure we include as much of it as possible in a safe, comfortable, and enjoyable way.

DRIVING

Driving in Iceland is not for everyone and is very unlike any other destination. The roads are narrow and not always asphalt, meaning that you may find yourself on gravel paths during your day's adventures. We have blind corners, bends, and bridges that many are not used to.

All seasons have surprises. During the summer, sheep can dash across the road without warning, and good weather is not guaranteed, meaning that we can still experience high winds or even sandstorms. Winter, of course, introduces a whole host of additional hazards. This is why, as a very strict rule, we do not offer self-drive trips during the winter months.

Sometimes, the biggest hazards on Iceland's roads are other drivers. You can never be certain of the driver in front or behind you being a local or used to driving in Iceland's unique conditions. We often see visitors stop suddenly to get out of the car and take photos, but they are not in a suitable parking place. We have many visitors who have never driven in winter conditions in unsuitable rental vehicles, putting themselves and others in danger.

This is why, in winter and all year round, it is always best to leave it to the professionals and go with one of our incredible private guides. They are elite drivers with a far better instinct and sense for Iceland's conditions, and in vehicles that can handle pretty much anything. The last thing we want is for our guests to be stressed on vacation.

DMC vs DIY: A Simple Matter of Trust

When it comes to promoting Iceland, it is important to bear in mind the above advice. So, you might be thinking that you are now in a better position to just book everything yourself. Why do you even need a DMC?

As your DMC partner, we ask that you place your trust in us to create the best possible experience and to take care of the entire itinerary, including experiences and accommodation. Whilst it might be tempting to book things yourself for your client, especially the accommodation, leaving the whole thing to us is always the best plan.

We find the best possible trips are where the accommodation is built around the experiences, as opposed to the experiences being built around the accommodation. We also often have to find accommodation for our guides, which might be much further away than the hotel you already booked, and this can create many challenges. Also, when we need to alter an itinerary due to sudden and unexpected changes, we cannot communicate effectively with the hotels since we did not make the reservation.

Iceland changes a lot, and word does not really travel very far outside of Iceland. New experiences, new activities, new suppliers, new restaurants, etc. We keep up to date with any new and authentic experiences that we feel our guests would love, that you might not be aware of yourself.

We can also communicate directly with the guest so that they feel secure, safe, and valued. We are an extension of you in Iceland, and it is our job to make your life easier.

We will also often offer our suggestions and advice on how to remain realistic and to manage expectations. Whilst we will move heaven and earth to accommodate our guests' wishes, we will not make promises that we cannot keep, as some things are simply not possible to see and do depending on when you want to see and do them.

PROMOTING ICELAND: WHAT ELSE CAN I DO?

Iceland is a unique destination that requires a little additional education on the basics. Fortunately, we have exactly what you need.

ILE is very pleased to introduce a brand new Iceland resource, The Portal . This is your space and will help you be able to answer all of those burning questions from your clients to advise more concisely and to improve your knowledge of this not always straightforward destination.

This resource is informative, accurate, and free, and will help you on your way to becoming a true Iceland expert.

Luxury Travel in Iceland in a Word? Authenticity

Wed, 18 Mar 2026 14:52:22 GMT

Luxury Travel in Iceland hits a little bit differently

LUXURY TRAVEL IN ICELAND

I posted before about what luxury travel means , at least, according to us. However, luxury travel in Iceland has always been a little bit different, and no more so than today, because it has become so much more about authenticity and the moments that matter.

Opulence is out. Authenticity is in.

THE RISE OF AUTHENTICITY

We hear a lot about authentic travel. But what is it, really? For us, it is about creating true and genuine experiences that are an honest reflection of the culture and hospitality of Iceland. Simple, really.

You cannot really come to Iceland and not see some of the most popular sights, and you will likely not be alone. You are going to share that experience with others. However, the manner in which you see them, and who takes you there, can make all the difference in the world.

At ILE, we trust and rely a lot on our guides, whom we are very proud of. Every single one of our guides is born and bred in Iceland, and with a whole host of different backgrounds. Teachers, scholars, authors, singers, actors, mountaineers, historians, and even the former president of Iceland.

Why does this matter? Because only they can share the stories of what it was like to grow up on this volcanic island. Whether they grew up in the capital city of Reykjavík, a farm in the countryside, a tiny fishing village, or from one of Iceland's island communities, they all share one thing - passion. That passion for their job and their country oozes out of them, and it is infectious.

By showing you not just Iceland, but their Iceland, it does not get much more authentic and honest than that, and the little micro-experiences that they create along the journey really matter.

THE MICRO-EXPERIENCE

What is a micro-experience? For us, a micro-experience is those small, brief, but touching moments that make the entire day complete. Micro-experiences come in many forms. You don't expect them; they often aren't really planned. However, what they do is that they linger with you long after you have gone home.

It doesn't matter what the micro-experience looks like, be it the guide taking you for an ice cream or stopping for a while to let you lie down gently on the soft moss that grows over the lava. It could be showing you a little cave they know that people drive past every day, or just sharing a personal story with you about their childhood in the countryside; these are all the little micro-experiences that you just cannot find in any guidebook.

This is why we always recommend booking a privately guided trip, because there really is no substitute for the special companionship, storytelling, and authenticity that comes with investing your valuable time in someone who knows precisely what it is worth and exactly what to do with it.

LUXURY TRAVEL IN ICELAND

It is safe to say that Iceland is a developing luxury destination. We would love to have more 5-star resorts around the island. This will happen in time, but in place of ultra-luxurious hotels, we have many very pleasant, honest, and authentic luxury properties that let the stunning, natural surroundings and the cuisine do most of the talking, whilst keeping you very warm, comfortable, and very glad that you came.

Not only do ILE create authentic experiences in Iceland, but we also aim to create as many emotional connections for your clients as we can so that they leave a slightly different person than who they were when they arrived.

Our version of luxury travel in Iceland is all about disappointment, in that this is how we want your clients to feel when it is time to head home, yet equally as excited about returning. Getting that balance right is what we have been doing very well for the last ten years.

As for our guides, they are just as excited for your trip as you are.

Iceland: The Ultimate Coolcation?

Tue, 17 Mar 2026 10:04:01 GMT

Is Iceland the ultimate coolcation? We think so, and here is why.

ICELAND: THE ULTIMATE COOLCATION

Things are heating up, and this summer looks no different. It seems that while we once used our summer vacations to run towards the sun, we are now looking to run away from it.

As barometers were exploding all over Europe, one location remained pretty much untouched by the heatwaves over the last few years.

ICELAND IN THE SUMMERTIME

Iceland's peak season is summer, which is from June to the end of September. The main reason why people come to this Arctic island during these months is because of the long, summer days. In fact, in June, there is a period where the sun does not set at all, and you can experience the midnight sun. Even when the sun does set, the days are still very long and filled with seemingly endless possibilities.

Iceland has always been an adventurer and nature lover's paradise. Summer brings a burst of life and colour, and it becomes an all-access destination when the highland roads and mountain paths open up for road trips and hiking.

Not only this, but one can choose from a long list of activities. In Iceland, the question is not what you can do, but what you can't do. From hiking, glacier-walking, ice-climbing, snowmobiling, horse riding, fishing, quad biking, kayaking, lava caving, helicopter trips, and much more. The list is endless and grows with each year.

Even if you are not into anything that is too adrenaline-heavy or intensive, Iceland is, and always has been, a wellness sanctuary. Natural, geothermal hot springs create thermal rivers and hidden pools, with many geothermal resorts still creating the experience in sync and harmony with the natural surroundings.

Many hotels, guesthouses, villas, and lodges also have outdoor, geothermal hot tubs to relax under the Arctic sky with a glass of something cold in your hand, but a warmth in your very being.

ICELAND'S SUMMER WEATHER

Even though Iceland's weather is very unpredictable, it has considerable appeal, especially as the ultimate coolcation destination.

Visitors know that they can't necessarily expect the heat of Southern Europe, but the summer sun in Iceland is a welcome visitor after a long, dark winter and completely changes the mood and the pace of life. It offers a most pleasant alternative to the increasingly difficult temperatures elsewhere, and the secret is now getting out.

However, as summer in Iceland is extremely popular, this does mean that accommodation can book up early, and we do recommend that you plan as much as possible to secure the best accommodation. Last-minute trips are always possible, but booking ahead is always the best idea to avoid disappointment.

If you do book ahead and your trip is all sorted, then the Icelandic summer is there to be enjoyed. The capital city of Reykjavík also buzzes with life as the locals take many well-earned opportunities to enjoy the city's many bars and cafés.

The locals know the summer does not last all that long, and so they take full advantage. Grilling on their balconies, gathering in Austurvöllur square, packing up and heading to their summer houses, or camping around the ring road. Icelanders know how to enjoy these precious months, and the summer atmosphere is really quite special.

The mountains are also calling the intrepid during this time. Take one of many countless day hikes near the city or the pass between the glaciers of Eyjafjallajökull and Mýrdalsjökull and down into the glacier valley of Þórsmörk. You can also head out on a multi-day trek through the pastel-coloured rhyolite mountains of the highlands and a land that feels like where giants and trolls truly dwell.

Driving with your private guide, listening to their stories as you journey across Iceland's black deserts and alien-like landscapes, is a truly special experience that you just do not find anywhere else. Summer is the time when the island becomes one gigantic adventure playground.

IS ICELAND THE ULTIMATE COOLCATION?

When it's just too hot to go to the beach, we offer you the glaciers, the silence, and the (mostly) gentle, Arctic winds. When it's just too hot to be in the cities of Italy or Spain or the resorts of the Maldives, we offer you the calming sights, sounds, and smells of the Icelandic countryside.

ILE can create the perfect summer itinerary for your clients, as well as any time of year, but summer is the most popular time of year in Iceland by far and for many good reasons. Iceland offers a very tempting alternative with much milder weather, the unique Icelandic summer atmosphere, more activities than you can shake a stick at, and a wellness paradise to shut out the noise.

Iceland has always been a cool place to visit, and not only is Iceland arguably the 'hottest' winter destination in Europe, but it is also quite literally one of the coolest destinations in Europe for a summer getaway - and a bit of relief. This is why we feel that Iceland deserves to establish a reputation as the ultimate coolcation destination.

What is luxury travel in 2026?

Fri, 13 Mar 2026 11:18:03 GMT

Luxury travel might not mean to same to everyone - but we know what it means to us.

WHAT IS LUXURY TRAVEL?

Luxury travel has, arguably, changed in a number of ways. It is no longer so much about 5-star opulence, and instead has become more about authenticity and value. By value, we do not mean how much things cost, but what they are worth.

What has caused this change?

A little thing called Covid-19.

LIFE AFTER COVID

We don't know if you remember, but we had a little pandemic situation not too long ago. It changed a few things - in fact, it changed everything. Including the very meaning of luxury travel and the value we have now allocated to our time.

Whilst we thought we had a good idea as to what luxury travel is, or at least was pre-pandemic, and even though it still escapes a true definition, we see that some things have fundamentally changed.

When Covid had the world by the throat, it soberly reminded us of many things. We realised the importance and need for family, friends and togetherness after it was simply no longer allowed. Only after it was taken away from us did we truly begin to understand the privilege and the joy of escaping to other places in the world. We didn't know when, or even if, we could travel again like we used to.

So, when the time came that we could once again pack our suitcases, we took what we thought was our revenge on Covid, and we certainly made up for lost time. It is that time that has now become so much more valuable. In many ways it has become a currency, and many of us are now very careful with how we wish to spend it.

Luxury travel has now become so much more about value. Not what things cost, but what they are worth. We have learned to appreciate the moment and not try to do too much. We learned to slow down and to really feel and enjoy every moment, because we don't know if we might wake up tomorrow to find out that the world has stopped once again.

We believe this is what luxury travel is. Understanding that less now truly means more. Opulence is being replaced by honesty and authenticity. This is what more of us are seeking. The moments that you just can't find anywhere else. The rare things. The micro-experiences.

LUXURY TRAVEL IN ICELAND

Whilst Iceland is still a developing luxury destination, it is all about authenticity, rare things and micro-experiences. There is nowhere else like it. Iceland is a destination that has also always stayed ahead of trends, and these days are no different.

Moments last longer here. Whatever it is you seek, be it wellness, adventure, nature or just a simple bit of peace and quiet, you will find it here. Call it switching off, unplugging, logging out, re-booting yourself into safe mode, Iceland is, always has been, and always will be a place to escape the noise during a time when it has arguably become so much more important.

SO, WHAT IS LUXURY TRAVEL IN 2026?

To even be able to travel at all, however you do it, is itself a luxury. We learned this the hard way. But what is luxury travel? Well, we know what we think it is, but only you can truly answer that.

In every conversation we have had with our industry partners and fellow travel professionals, one thing seems certain. Time is precious and now more valuable, and our clients are now looking for the things that mean more, not cost more.

Iceland Luxury Expeditions has been quietly crafting authentic experiences in Iceland for over ten years. We know the value of your time, and we know just what to do with it.