Guide to Iceland Reviews 

1,052
TrustScore 4.5 out of 5

4.5

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Review summary

Created with AI, based on recent reviews

Considering 337 reviews, reviewers overwhelmingly had a great experience with this company. Customers consistently praise the well-organized holidays and excellent service. Many highlight the helpful and responsive staff who assist with planning and booking, making the overall experience seamless. People appreciate the carefully arranged itineraries, including accommodations and activities, which often exceed expectations. However, some customers also noted challenges with the booking process, including difficulties with car rental pick-ups and unclear information. A few other people also felt that certain bookings were not made correctly or that hotel locations were inconveniently far from city centers or tour meeting points.

What people talk about most

Holidays

Customers consistently note positive experiences with holidays, with many expressing that they really enjoyed... See more

Service

People report positive experiences with service, with many customers stating that everything went smoothly... See more

Location

Reviewers mention ambiguous feedback about location, with some finding accommodations and tour meeting points... See more

Staff

Reviewers highlight positive aspects of staff, often praising their helpfulness, responsiveness, and... See more

Booking process

Users describe ambiguous interactions with the booking process, with many finding it easy and convenient,... See more

Reviews shaping this summary

Rated 4 out of 5 stars

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

Rated 4 out of 5 stars

Overall the trip was GREAT!!!! We did the 9- day ring road drive. Your guide listing what to stop and see was so nice and easy to follow. Paying for parking everywhere was a pain. For a fee may... See more

Rated 4 out of 5 stars

The only reason this review is not 5 stars is because this company uses way too much AI. Some of the costumer service was human, but I was very disappointed to see AI-generated emails, and video ads o... See more

Rated 4 out of 5 stars

The itinerary is easy to follow. The pre- and during communication is responsive and in a timely manner. There were a couple of hiccup once we arrived, e.g. We needed to call for self-check in informa... See more


Company details

  1. Travel Agency
  2. Online Marketplace
  3. Sightseeing Tour Agency
  4. Tour Agency
  5. Tourist Information Center
  6. 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

4.5

Excellent

TrustScore 4.5 out of 5

1K reviews

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Replied to 21% of negative reviews

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4.5

All reviews

(1,052)

390 reviews in the last 12 months

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Rated 5 out of 5 stars

Very happy I used Guide to Iceland

I was very satisfied with the itinerary Guide to Iceland created for me for my 8-day trip to Iceland. Everything went very smoothly and I've already recommended this company to others.

November 8, 2025
Rated 1 out of 5 stars

Avoid it

The weather forecast was dire (4 websites/app agreed on them). So, I contacted Guide to Iceland as I was pretty sure the tour would have been rescheduled, but they told me it was confirmed as it was considered safe and ENJOYABLE.
Maybe we have a different idea of what is "enjoyable" because just after few minutes from the departure we couldn't wait for it to end.
During the trip towards the glacier and the trip back we had to keep our eyes closed due to the snow/ice going into our eyes and pricking our skin like pins (customer service replied to me that in the adv it was indicated to bring SUNglasses, but anyone explained to us that they were needed also in case of NO SUN, so because there was no sun, any customers took his/her sunglasses; all of us parked in front of the meeting point so if the crew had told us the real need of sunglasses we could simply bring them with us).
We stayed some minutes in front of the glacier and we just saw for some seconds the head of a seal. No way to turn the rib to allow everyone to better see the seal, no attempt to find them in other places of the lagoon (even if we saw some of them from the parking when we arrived). Furthermore in the description of the tour it was mentioned that "in GOOD weather, gulls and seals often play on the ice". So, as the weather was bad, this was another reason to reschedule the tour (the next morning was so sunny and calm that it might have been a great option to reschedule).
During the trip back we stopped in front of a couple of iceberg, nothing more, no look for any seal. So to recap: the most of the time we were blind and see anything.
Both Guide to Iceland and the tour operator didn't want to risk losing money and they didn't care about the customer's experience.
My 2 cents: if you want to see seals and icebergs just pay the parking and let's see them from the land. You can also see seals in different spots in Iceland. To see the glacier you can drive to Svínafellsjökull Glacier or Skaftafell Glacier or Sólheimajökull and walk to arrive in front of it.
If you really want to do a tour, my last suggestion is to directly contact the tour operator without using an online platform. If you have direct contact they will care more and you avoid they start to passing the buck

May 3, 2026
Unprompted review
Rated 5 out of 5 stars

Most compressive trip guide I ever had

Most compressive trip guide I ever had. Well planned and numerous options to experience this incredible country. Working with the staff was so easy. There were several hotels that we did not like and the staff provided more selections. Even experiencing the first blizzard as we started our journey did not faze us. We had a PLAN!

November 4, 2025
Rated 5 out of 5 stars

Wonderful trip with Guide to Iceland

I had a wonderful trip with Guide to Iceland. Once I gave them my travel dates, they arranged everything from my hotel in Reykjavik to my tour around Iceland with Troll tours. I was given vouchers for every transport and extra, from the bus waiting at the airport when I arrived to take me to the Blue Lagoon spa to the bus back to the airport at the end of my trip.

The 8-day Troll tour around Iceland was an incredible experience. We visited at least 14 waterfalls, including some of Iceland's most spectacular. My favorite was Seljlandfoss, which you can walk around behind -- soaking and exhilarating! The whale-spotting boat trip from Hauganes was also great, with plenty of spouts and surfacing tails. Another high point was the glacier hike. The only disappointments were the ice cave -- which was not the brilliant blue ice seen in photos and which I'd been expecting after the blue ice crevasses on the glacier and the glorious baby icebergs at the glacier lagoon and the Diamond beach --- and sadly no sight of the Northern Lights.

I can't recommend Guide to Iceland highly enough for their seamless arrangements throughout my trip. If I go back to Iceland -- which I hope to do someday -- I certainly will use them again.

October 14, 2025
Rated 5 out of 5 stars

I’m so happy I found Guide to Iceland

I’m so happy I found Guide to Iceland. I truly felt like I was on a vacation. The entire trip was seamless and I couldn’t have planned a better itinerary on my own. Definitely worth every penny. Will definitely book again with GTI when I return.

April 27, 2026
Rated 4 out of 5 stars

Overall the trip was GREAT!!!

Overall the trip was GREAT!!!! We did the 9- day ring road drive. Your guide listing what to stop and see was so nice and easy to follow. Paying for parking everywhere was a pain. For a fee maybe you could offer some sort of Parking card with a preloaded balance. We did get 2 parking tickets. We thought we had paid but at one of the glaciers and downtown Akureyri but we really struggled and obviously did not connect correctly. Also, the link you provided with directions to return the rental car kept taking us to an airport restricted security area.

I will and already have recommended Guide to Iceland to several friends. Icelandic natives were so friendly, walking food tour of Reykjavik was perfect on the day we landed as we pushed thru jet lag and Sky Lagoon was wonderful! Beautiful country!

April 25, 2026
Rated 5 out of 5 stars

My experience with Guide to Iceland was excellent!

My experience with Guide to Iceland was excellent!
They were very responsive to my questions both before I left for my trip and while vacationing in Iceland. I found the prices to be fair, and on par or less in some cases, with other companies.
I highly recommend using Guide to Iceland for your next trip to Iceland!

October 30, 2025
Rated 4 out of 5 stars

Small Group Snæfellsnes

I did the Small Group Snæfellsnes Peninsula tour through Guide to Iceland and had a wonderful experience from start to finish.
The tour covers so much in one day — Kirkjufell mountain, the seal colony, black sand beach, the famous black church and Snæfellsjökull glacier. The small group size made it feel personal and unhurried.
Our guide Cora was the highlight of the day. She was knowledgeable, engaging and genuinely passionate about Iceland’s landscapes and folklore. She made the whole experience feel special rather than just ticking off tourist spots.
As a solo traveller I really appreciated her warmth and the relaxed atmosphere she created within the group. It was exactly the kind of day I needed.

April 8, 2026
Unprompted review
Rated 5 out of 5 stars

Excellent guide

Excellent guide, well timed trip and never felt rushed, saw all the highlights I planned to see, plus some more

October 30, 2025
Rated 5 out of 5 stars

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

April 17, 2026
Rated 5 out of 5 stars

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.

October 25, 2025
Rated 5 out of 5 stars

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.

October 22, 2025
Rated 1 out of 5 stars

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.

October 17, 2025
Guide to Iceland logo

Reply from Guide to Iceland

Dear Traveler,

Thank you for taking the time to share such detailed feedback regarding your recent trip. We are sincerely sorry to hear that your experience didn’t live up to the high standards we set for our guests. It is always our goal to provide a seamless journey, and we truly regret the frustration caused by the bus scheduling and the lack of staffing at your initial arrival point.

We would like to emphasize that we provide a 24/7 support service specifically to handle these types of situations in real-time. Our team is always available to step in and assist with logistics; had we been contacted when the bus conflict arose or when you found the accommodation unsuitable, we could have rebooked your transfers or helped facilitate a hotel change free of charge on the spot. We are disappointed that we didn't have the opportunity to resolve these issues for you as they were happening.

Regarding the accommodations, we offer a variety of guesthouse and hotel tiers to allow travelers to customize their budget. The selection is made during the booking process, and while we do offer upgrades to more traditional hotel rooms with private facilities, these options are much more affordable when selected in advance rather than on-site. We will certainly review our listing descriptions to ensure that the distinction between guesthouse-style rooms and full-service hotels is as clear as possible for future travelers.

While we are glad to hear that your second tour was a bright spot, we take your comments about your first guide very seriously and will be addressing this with our operations team. Regarding any other specific issues you encountered or if you would like to discuss this further, please feel free to reach out to us directly at info@guidetoiceland.is. We value your feedback and would appreciate the chance to regain your trust.

Kind regards,
Guide to Iceland Customer Service

Rated 5 out of 5 stars

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) .

April 10, 2026
Rated 5 out of 5 stars

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.)

October 17, 2025

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