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Our commitment to your privacy and the security of your personal information is paramount. In the following document, you'll find details on how we handle, store, and use the personal data you provide to us, as well as our promises to you regarding that information. Dive in to understand our practices and your rights concerning your data.

ICELANDIA values your privacy, and we are committed to protecting and safeguarding any personal information you give us.

Privacy Notice

ICELANDIA, encompassing our sub-brands Reykjavík Excursions, Flybus, Icelandic Mountain Guides, Activity Iceland,, and Enterprise Car Rental, will act as the "Controller" of the personal data you provide to us. To effectively deliver our services, it is essential for us to collect some basic personal data from you. This data collection is primarily grounded in our legitimate interests, as outlined in Article 6(1)(f) of the General Data Protection Regulation (EU) 2016/679.

Where required, we will seek separate consent from you before obtaining your data.

We value your privacy and are committed to protecting and safeguarding any personal information you give us. This is our promise to you:

  • We promise to collect, use and store your personal data safely and securely.
  • We promise to only collect the data we need to provide you with our services.
  • We promise to only use your personal data for the specific purposes stated.
  • We promise to keep you informed about how we use your information and who we give it to.

What do we need?

When you book a tour with us, we ask for your name, email address and credit card information. We also give you the option of providing your hotel/guesthouse in Iceland in case you choose to make use of our pick-up and drop-off service. You will also be given the option of signing up for our newsletter. We do not collect any data which includes any special types of information, location based information or sensitive data.

Why do we need your data?

We need to know your basic personal data in order to provide you with our services. In order to be able to best provide those services we may need to send you emails containing information about your pick-up location or time, weather warnings etc. We will not collect any personal data from you that we do not need in order to provide you with those services.

What do we do with your data?

All the personal data we process is processed by our staff here in Iceland. The data is hosted on servers here in Iceland.

Part of our services is providing tours in co-operation with other, third party tour operators as well as selling tours solely operated by third party tour operators. In those cases we will provide them with your basic personal data so that they may be able to provide you with the services you have purchased.

Your credit card information is processed by Borgun ( All credit card transaction processes have been verified by Borgun and are safeguarded at all times.

We have a data protection regime in place to oversee the effective and secure processing of your personal data.

How long do we keep your data?

We will keep your data as long as there is a statutory or legal requirement to do so or as long as we need in order to provide our services to you, after which time it will be destroyed. For accounting and auditing purposes we may retain your personal data for a period of time after our services have been rendered.

Your information that we use for direct marketing purposes will be kept with us until such time you notify us that you no longer wish to receive marketing information from us.

Is there anything else we would like to do with your data?

We would like to use your name and email address to inform you of our future offers and similar products. This information is hosted by a third party, Mailchimp, and you can unsubscribe at any time via phone, email or our website.

How secure is your data?

Our website is secured by Entrust SSL certificates that are providing up to 256 bit encryption and thereby offering the highest level of encryption and security possible. This means you can rest assured that communications between your browser and this site‘s web servers are private and secure.

What are your rights?

You have a right to request access to your personal data at any point. If at any point you believe the information we process on you is incorrect you can request to see this information and even have it corrected or deleted. If the processing of your personal data is based on your consent you have the right to withdraw that consent at any time.

If you are not satisfied with our response or believe we are processing your personal data not in accordance with the law you can send a complaint to the Icelandic Data Protection Agency

Privacy Policy changes

We reserve the right to change this Privacy Policy at any time and such modification will be effective immediately.

Last updated: October 18, 2023

Questions If you have any questions regarding our privacy policy, please contact us at:

info (at)
Klettagarðar 12
104 Reykjavík

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