Hidden Iceland is one of the highest-rated Icelandic companies on Trip Advisor. They have over 1.240 reviews, most of which are five stars. The company is also dedicated to and is a pioneer in eco-friendly traveling in Iceland. In short, they are a great example of an Icelandic travel company with which I want to partner. Use the discount code STUCK10 to save 10% on their small group tours when you book online.
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Hidden Iceland stands out for explorers eager to uncover the country’s mystic beauty, rugged landscapes, and unique culture. The company is led by Dagný Björg Stefánsdóttir. She has deep roots in the remote Westfjords; this boutique tour operator has carved a unique path in Iceland’s travel scene. Dagný’s early life, rich with family camping adventures and the simplicity of farm life, inspires how she and her team ignited a passion for Iceland’s hidden treasures, eventually leading to the establishment of Hidden Iceland. Under her guidance, the company thrives on crafting personalized, premium travel experiences deeply anchored in sustainability and respect for the natural environment.
As the CEO and co-owner, Dagný guides travelers to Iceland’s iconic sights and best-kept secrets. From the enchanting Snæfellsnes Peninsula to the awe-inspiring Jökulsárlón Glacier Lagoon, Hidden Iceland’s tours are a testament to the company’s dedication to offering unforgettable journeys through Iceland’s breathtaking landscapes. The company is committed to eco-friendly travel, evidenced by its prestigious Gold Class Certificate in Environmental Care; Hidden Iceland leads the way in immersive travel experiences and in efforts to preserve the pristine beauty that makes Iceland unique.
Can you share how the company contributes to eco-friendly traveling in Iceland?
Sustainable travel isn’t just a buzzword for us at Hidden Iceland—it’s at the core of everything we do. We are committed to reducing our ecological footprint through various initiatives, including waste reduction, product reuse, and sharing best practices with our guests. Furthermore, we take tangible action by investing in climate-positive initiatives, allocating at least 150% of our direct emissions from all operations to offset our carbon emissions.
What makes Hidden Iceland’s tours uniquely different from other travel experiences available in Iceland?
What sets Hidden Iceland apart is our commitment to authenticity and local experiences. Each tour is crafted to provide an intimate, off-the-beaten-path experience that allows you to delve deeper into all that Iceland has to offer. Our passionate guides lead the tours, and our group sizes are small (maximum of 12 guests), which ensures personalized attention and customization while you are exploring!
Can you share a memorable moment or tour that epitomizes the essence of Hidden Iceland?
While my role keeps me off the road, one tour epitomizes Hidden Iceland’s essence. This is our two-day south coast tour during summer or winter. It’s a personal favorite! Imagine standing by Jökulsárlón Glacier Lagoon in complete tranquility, hiking a glacier, exploring ice caves, and witnessing the northern lights. These tours encapsulate Iceland’s magical landscape in two short days.
Although I am not physically present on the tours, the joy and excitement shared by guides and guests are echoed in their reviews, reaffirming our mission. We strive to create memories that last a lifetime, and hearing these stories fills me with pride in what we do.
How do you select and train your guides for eco-friendly traveling in Iceland?
We realize the guide is as big a part of the experience as the sites we see. Therefore, we handpick guides who embody the spirit of our brand, prioritizing quality and authenticity. They are professional, knowledgeable, and personable, and we only hire those already experienced in guiding in Icelandic terrain. Our recruitment process includes interviews, guide recruitment day, and shadow tours with our senior guides to ensure they meet our guiding standards.
Upon becoming part of our team, we provided internal training ranging from highlands driving to wilderness guiding and glacier guiding. Furthermore, Hidden Iceland employees are all entitled to a professional development fund that allows them to undertake certified training and courses by external providers, such as Wilderness First Aid.
How do you see Hidden Iceland evolving in the next few years?
We recognize and applaud the drive towards eco-friendly traveling in Iceland. Although we hold a gold standard for the environment from Vakinn, it’s essential to continue to evolve. We envision Hidden Iceland continuing to prioritize sustainability. We will continue implementing more eco-friendly practices to reduce our carbon emissions in any way we can. Likewise, we aim to expand our offering of eco-conscious tours, focusing on renewable energy education, preservation of natural resources, and supporting local economies and communities.
How does Hidden Iceland engage with the local communities and contribute to the local economy?
Hidden Iceland actively partners with local businesses ranging from family-owned guesthouses and activity operators to food producers. We want to give our guests an authentic experience when they travel with us.
Additionally, each Christmas, we give donations to local programs. Last year we supported GETA, a refugee charity, with a financial donation as well as a donation of arts and craft supplies for their festive events. This spring, we are hosting our first community day, which will become a yearly tradition—held in the Old Grandi Harbor Area where we have partnered with a few of the businesses to engage in activities such as litter picking to give back to the neighborhood and establish a yearly tradition of community involvement.
What is your favorite Hidden Iceland small group tour, and why?
In winter, it must be our Jökulsárlón Glacier Lagoon & Ice Cave 2-Day Tour. The tour takes you to the south-east and explores the stunning ice caves and northern lights. This is one of my favorite locations. My favorite summer tour would be our Wild West fjords 4-day tour. It gives an entirely different element from our other tours, venturing into lesser-traveled areas. This tour holds a sentimental value for me, as I grew up in this area.
What sights and places do you recommend to travelers coming to Iceland?
This can differ between seasons, how much time you have to spend, and your personal interests! The South Coast and the Golden Circle are popular destinations for good reasons. They shouldn’t be missed on your first visit. If you have more time, then certainly travel a bit further, be it to the Westman Islands, Snæfellsnes Peninsula, or elsewhere.
What advice do you have for those coming to Iceland for the first time?
Avoid over-scheduling your itinerary and leave room for spontaneous moments to just be and soak in Iceland’s natural beauty. Take time to breathe in the fresh mountain air—it’s incredibly rejuvenating. Dress warmly, no matter the season, to enjoy your Iceland experience fully.
Dagný Björg of Hidden Iceland talks eco-friendly traveling in Iceland
