Hidden Iceland is a boutique travel company specialising in private tours, small group tours and premium self drive itineraries. The founders of Hidden Iceland created the company with the belief that a passionate and experienced team can transform a well crafted tour into something truly unforgettable. This ethos has given Hidden Iceland a trusted and reliable reputation in the guiding community.

Check out our most recent TripAdvisor reviews to see what our customers think. Jump over to our Meet The Team page if you want to learn more about our individual team members and see their happy smiling faces.

Mission Statement

Hidden Iceland’s mission is to provide a personalized, safe and sustainable service to every guest. An appropriate level of care should be provided in order to enrich our guests’ experience while in Iceland, regardless of their budget or the type of service they choose. We are committed to showcasing the best of Iceland in the best possible way. We believe that with our superior service, personalized itineraries, dedicated office staff and passionate guides, we can turn a well-crafted itinerary into an unforgettable experience.

This is achieved with three distinct goals in mind: 

  1. Hire the most passionate and knowledgeable staff, and foster an environment for them to grow. This holds true for all our staff. Each new staff member brings their own unique set of skills and experiences. By fostering a friendly and communicative working environment, we have achieved an incredibly high loyalty rate among our staff, but more importantly we’ve created a great place to work and grow.

  2. Provide personal communication with guests before, during, and after their trip. We believe our guests’ trip starts long before entering the country. We prioritize guest communication from the very first contact, with thought out and personal responses to enquiries. Our guest feedback frequently highlights this as a feature that sets us apart from other travel companies.

  3. Create unique itineraries that match our guests’ needs and desires. We do so by harnessing local knowledge, developing best practices, utilizing the expertise of our team, and building an extensive catalogue of sample itineraries and recommended products.

Our Tours

Hidden Iceland have designed every trip to make sure you see the most popular spots in the country. But at the right times. We will also immerse you in culture and nature along the way. We also have discovered some hidden gems that we love to share with our guests and make every effort to take you off the beaten path when possible. This could be hiking on a glacier, discovering a new ice cave, walking on a still warm volcano or simply bathing in the countries oldest hot pools, spotting puffins or tasting some of the local delicacies.

Our Partnerships

Hidden Iceland is a registered travel agency, Authorised by the Icelandic Tourist Board. We operate scheduled day trips, overnight multi-day trips and private trips from Reykjavík all around Iceland. We are also proud members of the Adventure Travel Trade Association and the Family Travel Association. Being a small, independent tour operator we can’t do every activity ourselves. Therefore, we have teamed up with a few trusted third party operators who share the same values as us. With these alliances we can create the perfect itinerary every time.

Private Tours and Trip Planning

We strive to make your trip the best it can be with our personalised service, expert knowledge and love of all things Iceland. If you are looking for a fully personalised private trip itinerary then our team are happy to craft something just for you. Check out our private tour options.

Or, if you want advice on which small group tours to book, we’re here to help with that too. Our family friendly trips can be planned for as many days as needed. From a day trip to an entire two week adventure.

When we design private trips we work with carefully selected hotels and guest houses. We choose them for their locations as much as their comfort. Hidden Iceland guide all our own tours but sometimes work with trusted partners for a few of the activities along the way. This includes activities like ice caving, snowmobiling or going into the middle of Iceland in a specialised super jeep. You can be sure that by booking with Hidden Iceland, or our friends, you will experience the best of Iceland in a safe, friendly and honest environment.

Scheduled Small Group Departures

Our perfectly crafted small group tours run daily to lots of different parts of the country. You can check them out here. We have a maximum group size of 12 and appropriately sized vehicles that are clean and comfortable. You can try scrumptious tomato soup at a tomato greenhouse on our Golden Circle: Platinum tour. You can discover this years ice cave on our 2 day Ice cave tour while hunting for the northern lights in winter. Or you can discover the world’s largest puffin colony on our volcanic Westman Islands tour in summer to name just a few of our favourite trips.

Whichever tour you join you will have a great experience with our dedicated guides.

Family Friendly

We set out to create trips around Iceland that we’d be proud and excited to take our friends and family on. That’s exactly what we have accomplished. This means we find the best and sometimes hidden sights across Iceland. The aim is to make you feel like you are travelling with a small group of friends, seeking out the magic of Iceland. All our tours are designed for first timers with no prior experience needed, even for our glacier hikes. If your little ones are below our minimum age for our small group tours don’t worry. You can get in touch and we’ll plan the perfect itinerary that’s appropriate for your age group.

Environmental Policy

Hidden Iceland works in a predominantly outdoor environment of pristine and fragile beauty. This includes; outdoor nature trails, National Parks, Nature Reserves, UNESCO protected areas and glaciers. Therefore, the utmost care must be taken to maintain all areas that we operate in. Hidden Iceland’s core belief is in Sustainable Tourism. We continuously work to reduce waste, reuse products and minimise impact from all tours.

Read all about the efforts to minimise our environmental impact and more than 100% offset our carbon emissions by reading through our environmental policy here

Get In Touch

We are always happy to assist in planning your Iceland adventure, so please get in touch with us and together we can create the perfect trip for you.

Hidden Iceland sometimes makes its way to the headlines of various media outlets on topics ranging from sustainable travel to our favourite off the beaten path destinations. Read more about Hidden Iceland in the news here. Or check out some of our informative blog posts for some insider tips.

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