Reykjavík rooftops and Hallgrímskirkja at golden hour

About Norður

Born in the North.

We grew up between glaciers and the sea. Now we share the Iceland we love — slowly, respectfully and in very good company.

Our story

It started in 2012 with a borrowed van, a thermos of coffee and six friends who wanted to see Iceland the way we do.

Word spread. Friends of friends asked to come along, then strangers, then strangers who became friends. Fourteen years later we’re still small on purpose — a team of fourteen guides, three vans and a long list of farmers, fishermen and hot-pot owners we’re lucky to call neighbours.

We don’t do bucket-list sprints. We do long lunches, detours for a rainbow, and the kind of quiet you only find at the end of a gravel road.

Green and purple aurora over a lake
Atlantic puffins on dark rocks

What we believe

Three promises we keep on every trip.

01

Travel slowly

Fewer places, more time. Four hours of driving a day, tops — so there’s room to wander, linger and get gloriously lost.

02

Leave it wilder

We offset every kilometre, stick to marked trails and fund local projects replanting Iceland’s lost birch forests.

03

Go with locals

Our guides, drivers, farmers and hosts are Icelanders, so your money stays in the small communities that make the trip special.

2022

Founded in Reykjavík

2,300+

Travellers guided so far

14

Local, certified guides

1%

Of revenue to reforestation

The guides

The people behind the wheel.

Glacier guides, geologists, photographers and one very good cook. Hover to say hello.

Portrait of Einar smiling in the snow

Einar Jónsson

Founder & Lead Guide

Portrait of Kári laughing outdoors with a backpack

Kári Magnússon

Highlands Specialist

Portrait of Sigrún sitting by a lake

Sigrún Helgadóttir

Glacier Guide

Portrait of Elín wearing a scarf

Elín Björk

Photographer & Aurora Hunter

Kind words

“We’ve travelled with big tour companies before. This felt like travelling with friends who happen to know every waterfall by name.”

Hannah & Tom — London, UK

  • a woman with long curly hair standing in front of a wall

    Iceland was beyond breathtaking. An experience I'll never forget.

    Sophie L.

    California, USA

  • smiling woman wearing white and black pinstriped collared top

    Every stop felt like a postcard brought to life.

    Emma R.

    Toronto, Canada

  • person wearing blue top smiling

    The kind of journey you'll still be talking about years later.

    Daniel M.

    Sydney, Australia

  • man standing near white wall

    Iceland surprised me every single day of the trip.

    Noah S.

    Berlin, Germany

Seljalandsfoss waterfall at sunset

Come and see for yourself

Travel with people who call it home.

Join a small group, or let us design a private journey around your dates and interests.

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