yAbout Stuck in Iceland Travel Magazine
Iceland travel advice from someone who actually lives here
I’ve lived in Iceland my entire life. Born and raised in Reykjavík, I’ve been hiking, exploring, and obsessing over this country for over fifty years — long before it became a bucket list destination.
Since 2012, I’ve been turning that lifelong knowledge into Stuck in Iceland Travel Magazine. I run it alone, in the evenings and on weekends, alongside my day job. No editorial layer. No team of freelancers who visited Iceland once. Just a native Icelander who can’t stop writing about the place he calls home.
13 years running the magazine · ~200 expert interviews with locals · 50+ partner operators · ~1 million visitors · 8,000+ subscribers · 30+ TrustPilot reviews
Who I am
My name is Jón Heiðar Ragnheiðarson. I live in Reykjavík with my wife Hallveig Rúnarsdóttir, a singer who has twice won Singer of the Year at the Icelandic Music Awards. We’ve been hiking and traveling around Iceland together for over twenty years — including a memorable crossing of Fimmvörðuháls in genuinely terrible weather.
I started this magazine because I love Iceland and wanted to share it properly — not as a checklist of attractions, but as a living place with extraordinary people, deep history, and landscapes that genuinely change you.
What makes this different
Most Iceland travel sites are written by visitors. Enthusiastic, well-researched visitors — but visitors nonetheless.
This one isn’t.
When I write a travel guide, it comes from personal experience: places I’ve been, things I’ve done, people I know. When I haven’t been somewhere myself, I find someone who has and interview them properly. Since 2012, I’ve conducted around 200 interviews with local guides, scientists, musicians, historians, writers, and adventurers. That library of genuine local knowledge is what makes this magazine worth your time.
I don’t publish things I can’t stand behind.
Nonni — the first AI travel companion for Iceland
In 2026, I launched Nonni, an AI travel agent trained on the entire archive of this magazine — 13 years of articles, guides, and expert interviews. It’s named after my late grandfather’s nickname for me.
If you have a question about Iceland and don’t want to dig through hundreds of articles, ask Nonni. It’s the first AI travel advisor of its kind for Iceland, and it draws on knowledge that no algorithm trained on generic travel content can replicate.
How the magazine works
The model is simple. I want travelers to save money on quality Iceland tours, and I want Icelandic tour companies to keep more of what they earn.
The big international booking platforms charge operators up to 40% per booking. I charge 5%. The operator passes some of that saving on to you as a discount — typically around 10%. Everyone comes out ahead.
Over the years, I’ve built a list of more than 50 Icelandic tour operators, car rental companies, and camper van providers who trust this model and offer my readers exclusive discount codes you won’t find anywhere else. It took a long time to build that list. I’m proud of it.
Since 2019, tens of thousands of travelers have booked tours and services using my discount codes. In that time, I’ve received one complaint. I’m proud of that, too.
How I choose partners
I’m selective. I only work with travel companies that have a solid track record — either because I’ve experienced their service firsthand, I know people who work there, or they consistently have strong reviews on Google and TripAdvisor. If a company doesn’t meet that bar, I don’t work with them regardless of what they’re offering.
I’m not trying to be a booking platform. I’m trying to make sure good Icelandic travel companies can compete on fair terms — and that you don’t waste a day of your trip to Iceland on a bad experience.
The interviews
I decide who to interview, conduct the interviews, and edit them myself. I don’t limit myself to the travel industry. My interviews are with musicians, writers, Icelandic travel experts, scientists, historians, actors — anyone who has something genuine to say about Iceland, its culture, its landscape, or its people.
My interview partners are often the people running Iceland’s best small travel companies. In my experience, they have real insight into what makes a trip here work. That knowledge is worth sharing, and it ends up in the magazine.
Stuck in Iceland in the press
Get in touch
Find me on LinkedIn or reach out through the Facebook page. I read everything.
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Company information
Stuck in Iceland ehf.
Háteigsvegur 24, 105 Reykjavík, Iceland
Kennitala: 4609230340 · VAT: 150128
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