Arctic Adventures recently concluded its 2026 Iceland FAM (familiarisation) trip, welcoming over 30 international travel media, creators, and industry partners. Held from 3–8 May, the six-day journey offered participants an immersive experience of Iceland’s adventure tourism, featuring glacier hikes, ice caves, and whale watching.
Participants from countries including the UK, US, China, and India explored iconic sites such as the Golden Circle, South Coast, and Vatnajökull glacier. The trip aimed to strengthen international travel partnerships by providing firsthand access to Iceland’s landscapes and guided experiences. Asgeir Baldurs, CEO of Arctic Adventures, highlighted the importance of understanding the “care, planning, and knowledge” involved in Iceland’s adventure tourism.
The event generated significant social media engagement, with early content reaching approximately 2.9 million Instagram views and 3.6 million Facebook views. Participants experienced activities requiring specialist knowledge, such as snorkelling in Silfra fissure and exploring the Katla ice cave.
The trip also showcased Arctic Adventures-operated products, including whale watching from Reykjavík and the Glacier Maze hike on Vatnajökull. Accommodations included Hotel Ísland Spa and Wellness, with a farewell dinner at the Whales of Iceland museum.
Arctic Adventures, founded in 1983, is Iceland’s largest adventure tour operator, focusing on small-group tours led by local expert guides. The FAM trip reinforced the company’s commitment to high-quality, sustainable tourism and provided a platform for future media and trade opportunities
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