Want to offer tourists more privacy in the Highlands

Hallgrímur Kristinsson, Head of Business Development and Innovation at the Icelandia Travel Agency, says it is of course very unusual that plots of land are being offered which already have both infrastructure and existing operations.

The municipality of Rangárþing eystra recently announced a tender for leaseholders to utilize plots of land within public land boundaries in Þórsmörk, Goðaland, and Emstrur.

The Icelandic Youth Hostel Association operates in Slyppugil in Langidalur in Þórsmörk, while the Iceland Touring Association (Ferðafélag Íslands) has operations in both Húsadalur and Langidalur in Þórsmörk, as well as in Emstrur. The hiking club Útivist operates in Básar in Goðaland.

All three associations reapplied for the leases, but in addition, Icelandia Travel Agency also applied for plots in Slyppugil (Langidalur), Básar (Goðaland), and Emstrur.

Prefer not to share housing with 20 others

Kristinsson told mbl.is that Icelandia’s ideas are not about pushing existing operators aside.

“We’re not talking about removing buildings or starting something new from scratch. If we are, however unlikely, selected, this would primarily be about cooperation.”

He says Icelandia has a strong interest in the area. Thousands of travelers are guided annually along the Laugavegur trail by Icelandia’s subsidiary, Icelandic Mountain Guides, and the company also operates highland buses.

“We hear, feel, and see that people’s expectations are changing. A good comparison is how, in the old days, people went camping in tents with their parents, but now they use camper vans.”

“We’re noticing that our customers increasingly want more privacy, more comfort, and fewer and fewer people are happy to stay in dormitory-style housing with 20 strangers with various foot odors, you know?”

Kristinsson says Icelandia’s vision involves reorganizing space more effectively and potentially building additional small cabins. The project partly relates to the extra construction capacity already permitted on the lots.

Not about private spas—just privacy

“Most plots allow for a bit more construction than what currently exists, and that’s where we see opportunities—but naturally in cooperation with the caretakers and owners of the current facilities. Of course, those discussions haven’t yet taken place.”

“We believe we have something to offer, and we hope to help move this development in a direction that aligns with the needs we’re hearing from travelers.”

He notes that building permissions vary between locations and that the municipality has expectations that any expansion must be responsible and thoughtful.

“No one wants to ruin the great work already being done by the touring associations in these areas. But we think there’s an opportunity for mutual benefit if we are invited to the table. Together with the municipality and current operators, we could help make this even better.”

“This isn’t about everyone having a hot tub or sauna—it’s more about privacy, comfort, and, say, allowing couples to stay together. We think we could help lead or support that development in close partnership with others—whether that’s local authorities or the touring associations.”