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Major new player in tourism industry

17.05.2022 - 12:20
Mynd: Icelandia / Aðsend
The companies Reykjavík Excursions (including Flybus), Icelandic Mountain Guides, Iceland Rovers, and Dive.is are all merging under the name Icelandia. The merger was announced to staff at the end of April, with a reportedly positive response.

According to a press release, the Icelandia merger has been many months in the making, and the process included mapping out the joint goals of the companies to help them work together well as one single unit. 

"Icelandia is also an agent for Enterprise Rent-a-Car, is a contractor for Strætó BS. running bus routes in the capital region, and runs a haulage firm under the name Garðaklettur ehf. As well as this, Icelandia is a shareholder in several other tourism companies like Fontana Spa in Laugarvatn, Íslenskar heilsulindir, and Raufarhólshellir (The Lava Tunnel).”   

The press release explains that the name Icelandia is designed to position the company as the central point for travel services for foreign tourists within Iceland. The name is also a nod to the idea of a hidden continent under Iceland, as popularised in the Jules Verne novel Journey to the Centre of the Earth. 

Turbulent marketplace 

Björn Ragnarsson, Icelandia CEO, says in the press release that recent years have been very turbulent; not only because of the pandemic, but also because of volcanic activity and shocks to the provision of flights to and from Iceland. These events have shown that flexibility and cooperation between varied staff under one umbrella are the best way to deal with change. 

“We plan for ourselves a bigger market share and plan to bring our people onto new paths now, with the Icelandic tourism market standing at yet another crossroads, with the growing number of precious tourists who love our country as much as we do ourselves.” 

“The new and united company under the name Icelandia is a sign of our desire to not only live up to expectations, but rather to be known as the main portal to Iceland,” the statement continues. 

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