A Legacy of Innovation, Passion & Professionalism

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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 wtith Snorri and Ingimundur.  Defenders are quite costly to buy in Iceland, so the team approached BogL 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 BogL, 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 Langjökli. Iceland Rovers ran promotional trips throughout the fall in the new Defenders.

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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, Thorsmörk, 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.