Arctic Adventures has completed its 2026 Iceland FAM (familiarization) trip, bringing together more than 30 international participants for a six-day hosted journey across some of the country’s most active adventure regions.
Held from May 3–8, 2026, the trip welcomed travel agents, media representatives, influencers, tourism specialists, and industry partners from key travel markets, including the UK, USA, China, Spain, Italy, Iceland, Taiwan, Hong Kong, Switzerland, Canada, and India. A full recap of the 2026 Iceland FAM trip, including route highlights and participant moments, is available on the Arctic Adventures website.
The program was designed to strengthen international travel partnerships and give the people who sell, promote, and shape Iceland travel firsthand access to the country through guided experiences and local expertise. Participants traveled across the Golden Circle, South Coast, Vatnajökull glacier, Jökulsárlón Glacier Lagoon, Silfra fissure, Langjökull glacier, and Reykjavík’s harbor.
Early content from the trip has already shown strong audience engagement. Initial creator coverage has generated approximately 2.9 million Instagram views and 3.6 million Facebook views, with additional short-form social media video series currently in development.
Rather than focusing only on sightseeing, the FAM trip highlighted the growing role of guided adventure in Iceland and gave trade partners a closer look at how these experiences are operated on the ground. Participants joined activities that require specialist knowledge, safety planning, local route awareness, or technical equipment, including glacier hiking on Vatnajökull glacier, exploring Katla ice cave, snorkeling in Silfra fissure, whale watching from Reykjavík, and entering the ice tunnel at Langjökull glacier.
Our goal with the FAM trip was to show Iceland the way we experience it every day: through expert guides, wild landscapes, and responsible access to places that can’t be fully understood from a map alone, said Asgeir Baldurs, CEO of Arctic Adventures. Iceland is spectacular, but it’s also complex. When media, agents, and creators see the country with local guides, they understand the care, planning, and knowledge that go into every great adventure here.
The itinerary connected several of Iceland’s best-known routes and regions, including the Golden Circle, South Coast, Silver Circle, Reykjavík, and glacier areas around Vatnajökull and Langjökull. Along the way, participants experienced some of the top attractions: lava caves, geothermal lagoons, national parks, waterfalls, black sand beaches, geothermal lagoons, ice caves, and glaciers.
Travelers are looking for more than a list of places to stop, said Asgeir Baldurs, CEO of Arctic Adventures. They want context, safety, and a real connection to the landscapes they came to see. This FAM trip gave media and creators a direct look at how guided adventure helps people experience Iceland with more confidence and depth.
The group experienced several Arctic Adventures-operated products, including whale watching from Reykjavík harbor, the Glacier Maze hike on Vatnajökull, Katla ice cave, Silfra snorkeling, and Into the Glacier at Langjökull. Accommodation included Hotel Ísland Spa and Wellness, Adventure Hotel Geirland, and Adventure Hotel Hof, with a farewell dinner hosted at Whales of Iceland museum.
For many participants, the trip offered a deeper look at the planning, safety, and local knowledge behind Iceland’s adventure travel industry.
Everything was amazing, from the experiences themselves to all the little details that made the trip feel so special. It was honestly one of the most memorable trips I’ve ever had, and I’m so grateful for all the effort the Arctic Adventures team put into making it happen. — Jay Palfrey, UK-based travel creator and 2026 FAM trip participant
The FAM trip also reflected a wider shift in how Iceland is being presented to travelers. Visitors still come for glaciers, waterfalls, black sand beaches, geothermal areas, and ice caves, but more travelers are looking for well-guided routes that combine famous landmarks with active, expertly led experiences.
Arctic Adventures, founded in 1983, is Iceland’s largest adventure tour operator, specializing in small-group tours led by local expert guides. The company specializes in direct, high-quality tours across Iceland, with a focus on consistent quality, safety, and sustainability.
The completed 2026 FAM trip builds on that role by connecting international media, creators, and travel trade partners directly with the guides, landscapes, and operations behind Iceland’s adventure tourism sector.
For more than 40 years, Arctic Adventures has helped travelers experience Iceland beyond the surface. This FAM trip was a chance to share that approach with the people who help shape how Iceland is presented to the world. We wanted participants to experience Iceland the same way we do every day, through knowledgeable guides, meaningful experiences, and a real connection to the landscapes. — Tanja Sol Valdimarsdottir, Agent Specialist at Arctic Adventures.
Arctic Adventures plans to continue developing hosted media and trade opportunities that support high-quality destination storytelling and help future travelers better understand how to explore Iceland responsibly.
