Our Saga
Discover the people, the passion, and the principles behind Iceland's most authentic adventures.
Our Guiding North Star
It's not just about seeing Iceland; it's about understanding it.
In a world of fleeting snapshots and checklist tourism, our philosophy is one of deep, meaningful connection. We believe Iceland is not a backdrop to be consumed, but a living, breathing entity to be experienced with all senses. Our purpose is to facilitate a conversation between you and the land. We want you to feel the raw power in the geothermal steam, hear the ancient stories whispered by the wind across a lava field, and see the universe unfold in the dance of the Northern Lights. We trade crowded bus stops for hidden canyons, and scripted speeches for genuine stories shared over a thermos of hot chocolate. Our approach is built on the idea that the most profound travel moments are not planned; they are discovered. They happen in the quiet pause atop a mountain, the shared laughter while crossing a glacial river, or the awe-struck silence under a star-filled Arctic sky. We see ourselves not as tour operators, but as custodians and interpreters of Iceland's magic. We are here to guide you beyond the surface, to help you find your own personal connection to this extraordinary island, creating memories that are not just beautiful, but truly transformative. Every journey we design is an invitation to slow down, to look closer, and to listen to the powerful, primal heartbeat of the Earth.
Our Mission & Our Horizon
Our Mission
To create transformative travel experiences that connect our guests to the raw, untamed soul of Iceland. We achieve this through meticulously planned, safety-conscious adventures led by passionate local experts, all while upholding the highest standards of environmental sustainability and cultural respect. Our goal is for every traveler to leave with a profound appreciation for Iceland's unique heritage and a renewed sense of wonder for the natural world.
Our Vision for 2030
To be the global benchmark for responsible and immersive polar tourism. We envision a future where Aurora Adventures is synonymous with deep, authentic travel, leading the industry in innovative sustainable practices. We aim to inspire a worldwide community of travelers who become lifelong advocates for the preservation of Iceland's fragile ecosystems and rich cultural history, proving that tourism can be a powerful force for good.
The Pillars of Our Promise
These five values are the bedrock of every decision we make.
Authenticity
We provide genuine Icelandic experiences. This means choosing the family-run guesthouse over the corporate hotel, sharing stories from the Sagas instead of just facts from a book, and taking you to the hidden waterfall, not just the famous one. We champion local culture, cuisine, and character in everything we do.
Uncompromising Safety
Your well-being is our most sacred trust. Our guides are certified wilderness experts, our equipment is state-of-the-art, and our protocols are rigorous. We constantly monitor conditions and will never compromise on safety for the sake of an itinerary. We empower you to adventure with confidence.
Proactive Sustainability
We are guardians of this land. Our commitment to the environment goes beyond 'Leave No Trace.' We actively work to minimize our carbon footprint, partner with sustainable local businesses, educate our guests on responsible tourism, and contribute a portion of our profits to conservation efforts in Iceland.
Infectious Passion
We simply love what we do. Our team is composed of people who have dedicated their lives to exploring and sharing the wonders of Iceland. This is not just a job for us; it's a calling. We believe our passion for this land is contagious and is the key ingredient that transforms a great trip into an unforgettable one.
Community & Connection
We believe travel is about building bridges. Our small group sizes foster a sense of camaraderie and shared discovery. We build meaningful relationships with local communities, ensuring the benefits of tourism are shared. We don't want you to just see Iceland; we want you to feel a part of it.
Forged from Saga & Stone
Our roots run as deep as the volcanic fissures.
Aurora Adventures was born from the same spirit of discovery that drove the first Viking settlers to this remote island over a millennium ago. We are a company of storytellers, descended from a long line of farmers, fishermen, and explorers who learned to read the weather in the clouds and the stories in the stones. The Icelandic Sagas are not just history to us; they are the original guidebooks, filled with tales of resilience, adventure, and a deep, often mystical connection to the land. This heritage is woven into the fabric of every tour we lead. When you stand on a cliff with us, we don't just point out a puffin colony; we share the folklore of the hidden people (`huldufólk`) believed to dwell in the rocks below. When we cross a barren lava field, we recount the epic struggles of outlaws like Grettir the Strong who sought refuge in these unforgiving landscapes. We believe that understanding Iceland's past is essential to appreciating its present. We are proud to carry the torch of this legacy, sharing the enduring spirit of Iceland—a spirit of independence, creativity, and profound respect for the powerful forces of nature that have shaped our people and our home.
The Heart of the Adventure
Meet some of the passionate individuals who bring your journey to life.
Gunnar Kristjánsson
Founder & Head of Expeditions
The son of a fisherman from the Westfjords, Gunnar's life has been a dialogue with the Icelandic elements. With over 25 years of experience in mountain rescue and expedition guiding, he founded Aurora Adventures with a simple vision: to share the real, untamed Iceland he loves with the world. Gunnar is our chief visionary, a master logistician, and can still be found behind the wheel of a Super Jeep, his passion for the highlands as infectious as ever.
Elín Jónsdóttir
Senior Glacier & Adventure Guide
Elín's biography was first introduced on the store page, and her consistency reinforces our brand's narrative. Raised near Vík, she holds a degree in Geology and is a certified Wilderness First Responder. Elín possesses an encyclopedic knowledge of Iceland's flora, fauna, and folklore. She specializes in our glacier and ice cave expeditions, where her calm confidence and deep respect for the ice make every journey both thrilling and profoundly safe.
Bjarki Sigurðsson
Head of Operations
Bjarki is the calm, strategic mind that ensures every single adventure runs flawlessly. From coordinating with our local partners to managing our vehicle fleet and meticulously planning every logistical detail, he is the unsung hero behind your seamless experience. A Reykjavík native with a passion for complex problem-solving, Bjarki ensures that our guides can focus on what they do best: guiding.
The Aurora Adventures Difference
What truly sets us apart in the land of wonders?
Small Groups, Big Experiences
We cap our tours at a maximum of 12 guests, and our Super Jeep tours at 6. This ensures a personal, intimate experience, allowing for flexibility, spontaneous detours, and meaningful interaction with your guide and fellow travelers. You are a participant in an expedition, not a passenger on a bus.
Itineraries with Breathing Room
Our journeys are thoughtfully paced. We don't believe in "checklist tourism." We build time into every day for spontaneous photo stops, short walks, or simply soaking in a view. This relaxed pace allows for deeper immersion and a more enjoyable, less-rushed experience of Iceland's beauty.
Exclusive Access & Local Partnerships
Years of building relationships across Iceland grant us access to private lands, unique experiences, and local experts that are off-limits to larger operators. We partner with local communities, ensuring your visit is not only unique but also benefits the people who call this island home.
Our Pledge in Action: A Deeper Look
Our commitment to sustainability is a living, evolving practice embedded in our daily operations. We believe in being transparent about our efforts. We are proud members of 'Vakinn', the official quality and environmental certification for Icelandic tourism, which holds us to the highest operational standards. A key initiative is our carbon offsetting program; for every tour, we calculate the carbon footprint of our vehicles and contribute to certified Icelandic reforestation and wetland reclamation projects through a partnership with Kolviður (the Iceland Carbon Fund). This directly helps to restore Iceland's native birch forests. We are zealous about waste reduction, having eliminated all single-use plastics from our tours and providing guests with reusable containers and access to Iceland's world-class tap water. Furthermore, we actively educate every guest on the Icelandic Pledge for responsible tourism—teaching the importance of staying on marked paths to protect fragile moss, respecting wildlife from a distance, and understanding the delicate balance of our ecosystems. By choosing Aurora Adventures, you are actively participating in a model of tourism that seeks to preserve, protect, and give back to the very environment that gives us so much.
Community & Industry Recognition
We are humbled by the acknowledgment of our commitment to excellence.
"Tour Operator of the Year 2024" - Icelandic Travel Industry Awards
Gold Certified - Vakinn Environmental Ratings
Featured in "Wanderlust" Magazine's "Top 10 Eco-Adventures"
5.0 Star Rating on TripAdvisor with over 1,500 reviews
Our Journey Ahead
We are always looking towards the horizon.
Our Goals for 2025-2027
Our journey of improvement is continuous. As we look to the future, we have set clear, actionable goals to deepen our impact and enhance our guests' experiences. We believe in transparency and accountability, and we invite you to follow our progress.
- Achieve Carbon Neutrality: Move beyond offsetting to achieve full carbon neutrality across all operations by investing in direct carbon capture technologies and transitioning 50% of our fleet to electric or hybrid vehicles.
- Launch the Aurora Foundation: Establish a non-profit foundation dedicated to funding local conservation projects and cultural preservation initiatives, with an initial focus on protecting Arctic Fox habitats and digitizing ancient Saga manuscripts.
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- Expand Guide Training: Implement an advanced, in-house certification program focusing on climate change communication and advanced wilderness medical training, setting a new industry standard for guide expertise.
- Develop Community-Based Tours: Co-create new tour itineraries with remote communities in the Westfjords and Eastfjords, ensuring that tourism provides a sustainable source of income while preserving local culture and lifestyle.
Do You Hear the Call of the North?
Our team is a collective of passionate, curious, and resilient individuals who share a deep love for Iceland. If our values resonate with you and you have a spirit of adventure and a commitment to excellence, you might be a perfect fit for our saga. We are always looking for exceptional talent to join our team of guides, operational staff, and travel specialists.
Explore Career Opportunities