A Legacy of Innovation, Passion & Professionalism
Over the last 20 years we have used our expert knowledge, passion for nature and pioneering spirit to create innovative activities in Iceland for travelers.
The 6th of January in 1996, the last day of Christmas in Iceland, was a fateful day for what will later become Iceland Rovers. At Sveinatunga Farm a chat between Villa, Bassi, Einar Torfi and Ingibjörg sparked the idea for the company. Later that month, Iceland Rovers was born and the idea was to focus on providing Incentive tours in comfy, modified Land Rover Defenders (also called Super Jeeps in Iceland). We were the first company in the travel industry to use modified Defenders. Because the concept was so new, we had to bring in an expert mechanic, Snorri, and an electrician, Ingimundur, to make proper adjustments to the cars.
January proved to be a month of growth for the company because Laufey, Árni, Sigrún and Niels joined the team, along with Snorri and Ingimundur. Defenders are quite costly to buy in Iceland, so the team approached B&L car dealership with a clever idea. For a discount on Defenders, they offered to help promote the concept of using a modified Defender as a vehicle for taking travelers on tours in Iceland. With 6 new Defenders and extra parts, the team got to work on making the modifications. As summer inched closer, Iceland Rovers gained sponsorship from companies like B&L, Bræðurnir Ormsson, Aukaraf and others in exchange for advertising. In June of 1996, the first modified Land Rover Defender was ready. Iceland Rovers became a registered travel agency that fall and Ingibjörg was the first official employee. The headquarters shared a space with Icelandic Mountain Guides, Bátafólkið and Langjökull. Iceland Rovers ran promotional trips throughout the fall in the new Defenders.
Adventurous, fun and safe tours were our aim, and we were successful in incorporating playful team exercises and challenges inside and outside of the Defenders.
Throughout the years, our most common tours were incentive trips to Landmannalaugar, Þórsmörk, and the mountains around Reykjavík.
We opened up new avendures for travelers, like lava cave tours, hunting for the Northern Lights & lobster tours, sleeping in snow houses, abseiling, snow gliding with style, become a viking for a day and team building games.
After more than a decade of collaborating with Icelandic Mountain Guides on different projects and operating in similar areas, the companies merged in 2007. During the last 10 years, Iceland Rovers has evolved from a Land Rover Defender (Super Jeep) company to an expert in comfort travel, no matter the vehicle. Super Jeeps are still a part of our legacy and we offer those types of tours, but our wider selection allows for us to meet the needs of travelers who seek to venture beyond the beaten path. Our goal is to MAKE EVERY MOMENT AN EXPERIENCE that will lasts a lifetime.
Iceland Rovers is also the sister-company of Icelandic Mountain Guides, an Iceland tour company that specializes in hiking tours, glacier tours, backpacking and trekking tours, ice climbing & mountain climbing.
The Iceland Rovers team is a highly select group of specialists. We pride ourselves for not only providing a fun, adventurous and diverse Iceland tour experience but also a safe one. You are in good hands with Iceland Rovers.
Iceland Rovers is an adventure tour operator that offers a selection of tours and travel options to Iceland. We offer active adventures that allow you to discover all of Iceland’s natural highlights, its history and culture for a unique experience.
To create a complete experience every ingredient of your adventure has to be carefully selected to fit each tour. Here are our reflections on the essential elements of your adventure.