Pro: all was booked , all the places for the nights were great. Places of interest were well identified/marked. 24/7 assistance was working when required sometimes. Con: Getting the car was hec... See more
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Company details
- Travel Agency
- Online Marketplace
- Sightseeing Tour Agency
- Tour Agency
- Tourist Information Center
- Travel Aggregator
Written by the company
Guide to Iceland is Iceland’s leading travel agency and the nation’s #1 travel marketplace. Plan your trip with ease and discover the largest selection of tours and vacation packages, book hotels and cars at the best prices, and get expert tips directly from locals. From hidden gems and authentic reviews to cultural guides, videos, and music, we connect you to the real Iceland. With everything in one place, we make your Iceland adventure simple, but unforgettable.
Contact info
Lækjargata 2, 101, Reykjavík, Iceland
- +3545197999
- info@guidetoiceland.is
- guidetoiceland.is
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Replied to 20% of negative reviews
Typically replies within 1 week
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Communication
The way the team managed the communication with the agencies that offered the different services was great. We could reschedule our transference to the airport to an earlier hour with no problems
Self guided tour - amazing experience
I booked a self guided tour and it was incredible. From day one, Guide to Iceland was helpful and very detailed with the trip. They emailed us a detailed well organized schedule for each day of the trip. The car we rented was also very good and it included wifi. I recommend Guide to Iceland to everyone.
Exactly as planned
Everything was as posted. Excursions well planned, on time and as expected. Loved not being locked in with one tour company and many options. Was able to customize my experience and thus had a great time.
I regret booking with this company
I regret booking with this company. Starting with arriving, I was supposed to go straight to the blue lagoon from the airport. Unfortunately there are only 2 busses that go there each day, and my flight was scheduled to land after the first bus left, but 3 hours before the next bus. The ticket is was given was for the morning, so I had to miss that experience. I took a bus to the hotel that was booked and was going to drop off my luggage because the site said they had luggage storage there. It did not. Noy a single person was working there. I had to sit around for a few hours until check-in time so I could go to my room. Only to find that its not a real room, there is no bathroom. None of this was shown during booking. I would have upgraded the hotel portion of this had been made clear at any point during booking. The first tour was terrible, the tour guide didnt talk the entire time, and made is feel like were an inconvenience. The second tour was actually good and the only bright point of this trip. I ended up booking a different hotel for my last night, because I was not about to stay in that same hotel. Booking with this company was such a waste of money.

Reply from Guide to Iceland
Had a great time seeing Iceland
Had a great time seeing Iceland. The tours were well organized and on time. Only issue was the driver from David the Guide on Golden circle tour was often distracted (texting, looking in backpack while driving) .
Iceland self drive based in Reykjavik
Every aspect of the trip ran with clockwork precision. From planning and booking our itinerary through to car hire, hotel and activities, there were no surprises or disappointments ( apart from the Icelandic weather!).
The only minor problem was finding and paying for parking near our hotel. I would recommend finding a hotel with free parking. (They tend to be a little bit further away from the city centre, but Reykjavik is easy to get around on foot.)
Very helpful and organized
Very helpful and organized. Communication could be better.
It was an incredibly amazing trip
It was an incredibly amazing trip, the app works great, and the organization was perfect. Thank you very much. Anytime again!
The freedom and the support were both…
The freedom and the support were both great. I lost my passport at the blue Lagoon and guide to Iceland helped me find it. Later on, we ended up with the GPS taking us to the wrong place. They were able to get us to where we needed to go. Very helpful in booking side adventures. Booking process was nice. I did not know what to expect, and has some trepidation at first, but after the initial response, from my passport fiasco I felt very taken care of. I have been recommending Guide to Iceland to everybody who ask.
Ring road tour
The sights were incredible. Our driver was accommodating. Everything was well organized. Wish northern light sighting was more part of the tour than an optional activity since many of us travel to Iceland for that. The hotels were mostly good, except for at Selfoss and Reykjavik.
Southern Iceland trip
We were new to Iceland and the company planned out a great trip. Accommodations were unique and well placed for the tour. We made some changes to the initial itinerary and they were more than happy to help make the changes. Overall a very positive experience.
All went smoothly!
THIS IS A SCAM. DO NOT FALL FOR IT.
The only good thing about this company is the instant response of the team.
I selected 6 day northan lights tour for CAD 1,855 and they gave me a bed in a Hostel dorm with 16 beds. I was so uncomfortable and was not able to relax and get a good rest.
Secondly I wanted to stay 2 extra days and they offered to book accommodation. I paid cad 145.
Because I was not happy with the accommodation I asked for a refund for the extra 2 days. They refused saying it's included in the package where as the extra 2 days is not relevant to the 6 day package I purchased.
Later I checked the prices with the hostel and if I have booked that directly for the 2 days it would not have cost me cad 75. So they charged me more than double.
DO NOT book anything with this company. You can come and find and book your tours with local service providers. This company is just an agent not a tour provider. And local tour providers will give you a good experience for less money.

Reply from Guide to Iceland
I booked a 5-day trip with Guide to…
I booked a 5-day trip with Guide to Iceland and was told they would arrange for a hotel in Reykjavik, but ended up in a bare-bones hostel in an isolated suburban area. Nordurey Hotel City Garden is extremely misleading, and the woman running it comes across as outright dishonest. Front desk coverage was unreliable—there was one woman running the place and she was only around intermittently during the day, and no one was there after 5pm. I wasn’t given an entry code (neither were other guests), which forced me to make an international call just to get inside.
The room was stripped down to the basics: one partially used roll of toilet paper (which did not last me my 3-day stay), two towels, soap, and a hair dryer—no closet, no phone, a broken clock, and no tissues even when I asked. Housekeeping didn’t clean the room even though I put the please clean door hanger on the door. When I called it out, the woman at the desk was rude and refused to admit any mistake.
The location is completely misrepresented. What the woman running it claimed was a 20-minute walk to the city center is closer to 40 minutes along a busy road—not safe or realistic, especially late at night or in the middle of a winter storm. Public transit is limited, taxis are expensive, and you can’t even use the taxi app without a local phone number even though she kept insisting I could. She also lied to another guest saying 2 bus fares were more expensive than a taxi and she had a number for a service. (At the time a cab ride to the city was around $25 and one bus fare was just under $7).
On top of that, the walls are paper-thin, the place constantly smelled like smoke and incense, and the breakfast is low quality with no nearby alternatives. For a price comparable to actual hotels in the city center, this feels like a bait-and-switch. I shouldn't have to double check the location with a reputable tour company, otherwise why would I be paying them to make arrangements? Guide to Iceland does not advertise this as a backpacker experience and they charge thousands of dollars for their service. At best, it’s a gross misrepresentation; at worst, it feels like both the property and the booking agency are taking advantage of travelers. On top of it, it has been two weeks and Guide to Iceland has yet to reimburse me for a tour they cancelled.
The day tours with BusTravel Iceland were great with the exception of the glacier 'hike' which was 100 people standing around for 2 hours taking pictures. Book with BusTravel Iceland directly and skip the 3rd party booking service.

Reply from Guide to Iceland
An amazing adventure with a lifetime…
An amazing adventure with a lifetime full of memories because of Guide to Iceland and their vendors. Everything was taken care of and completely supported the entire way. The booking process was easy and informative - the staff helped me choose the right package from transportation to and from the airport, from the hotel and for each tour and excursion.
Amazing guides and much needed…
Amazing guides and much needed structure for our first time to Iceland. We will be back!
These people are the WORST!!!
These people are the WORST!!!! DO NOT BOOK YOUR CAR RENTAL WITH THEM! We booked are car with them, we paid, they gave us a confirmation. Then we landed in Iceland when we got to the car rental place. THEY NEVER SENT OVER THE BOOKING! They had us waiting for almost 2 hours at the car rental place they told us to come to, while they checked to see if they could find a car for us. So basically they messed up the booking. After the 2 Hour wait, I had to request a refund, cause we just couldn’t wait anymore.
DON’T BOOK WITH THESE PEOPLE! TERRIBLE!!!

Reply from Guide to Iceland
The assistance team was wonderful 24/7 …
The assistance team was wonderful 24/7 Their attitude to customer service is fantastic. They always find how to help. I had to cancel some hotels and tours, however they got me the due refunds.
Guide to Island was very responsive and helpful
Guide to Island was very responsive throughout our visit to Iceland. We had a couple of tours cancelled due to severe weather and they were helpful in rebooking or providing refunds for anything that was cancelled. All of our guides were fun and informative. We especially enjoyed the walking tour of Reykavik which was on our last morning. Our only suggestion would be to do that tour first as it provided us with a lot of information about the city that we could have used before we left.
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