HL Adventure
Crafting extraordinary Icelandic experiences, one adventure at a time.
Iceland’s Premier Destination Management Expert
HL Adventure is Iceland’s premier destination management company, renowned for crafting imaginative, seamless, and tailor-made experiences across one of the world’s most extraordinary landscapes. With deep local expertise, strong supplier relationships, and a passion for innovation, HL Adventure delivers exceptional incentive programs, events, and luxury adventures. Their team specializes in transforming Iceland’s dramatic nature into unforgettable, meticulously curated journeys that inspire, motivate, and delight.
What HL Adventure Provides
— World-class expertise in private adventure travel, destination management, and MICE facilitation.
— Unrivalled service standards backed by deep knowledge, extensive experience, and meticulous attention to detail — even in the most extraordinary locations.
— Dedicated travel designers and operations specialists collaborating with an exclusive supplier network to craft innovative, bespoke itineraries and once-in-a-lifetime experiences.
— Over 20 years of leadership in Iceland and the Arctic, creating unforgettable journeys for some of the world’s most discerning families and private individuals.
— Trusted by global brands — including Allianz, Deutsche Bank, L’Oréal, Samsung, Toyota, Audi, Land Rover, and BMW — to deliver exceptional MICE programs.
— Proven expertise in film location management, supporting blockbuster movies and commercial productions.
— Passionate professionals who truly live and breathe what they do — and it shows.
Why Partner with HL Adventure
— Tailor-Made Programs: Bringing travel dreams to life with individually designed adventures and signature journeys
— Bringing Visions to Life: Ability to turn wild ideas into real adventures
— Trusted Experience and Ethos: 25 years of expertise with a strong local presence and support for local communities and suppliers
— Signature Uniquely Operated Experiences: Access to products and experiences that are unique to the company and operated by HL Adventure
Jón Ólafur Magnússon
(Founder & CEO)
Born in Bolungarvik in the Westfjords of Iceland, Jón developed a close relationship with nature from an early age. His experience helping on his father’s fishing boat at eight years old shaped his respect for the elements and his desire to explore remote regions. By sixteen, he had already taken on the role of captain with a crew of five.
Jón later spent eight years with the Icelandic Search and Rescue team, where he served as a rescue diver and team leader.
Jón’s expedition background includes journeys across Iceland, Greenland, Svalbard, Antarctica, and to the North Pole. He has guided ski expeditions, dog-sled expeditions, photo trips, and climbing missions, and has supported visual projects for brands such as Audi, Discovery Channel, Toyota, Porsche, and Volvo.
Jón founded HL Adventure with his wife, Jóhanna Eyjólfsdóttir. Together, they have dedicated their careers to creating meaningful travel experiences that showcase the natural power and beauty of the Nordic and Arctic regions.
Jóhanna Eyjólfsdóttir
(Founder & Sr. Travel Designer)
Jóhanna has extensive experience working with luxury and MICE clients, and brings more than two decades of expertise in designing high-end adventure and corporate programs in Iceland and the Arctic.
She leads HL Adventure’s travel designer team and works closely with trusted suppliers to deliver private, innovative, and highly detailed itineraries. Her work focuses on precision, personalization, and creating once-in-a-lifetime moments in some of the world’s most remote locations.
| Detail | Information |
|---|---|
| Years in Market | Over 20 Years of Leadership and Experience turning wild ideas into real adventures in Iceland and The Arctic |
| Destination Offices | Based in Reykjavik, Iceland, with an additional office in Bergen, Norway, and destination managers and market representatives across Germany, the USA, Canada, Russia and the UK |
| Service Range | Private adventure travel, group events and MICE facilitation, film location management |
— Year-round destination
— Northern Lights from late August to early April
— Distinctive nature, including volcanoes, glaciers, geothermal sites, and wellness-focused experiences
— Access to private lodges
— Year-round destination
— Northern Lights in winter and Midnight Sun in summer
— Fjords, mountains, and striking natural settings
— Strong cultural and culinary traditions with Scandinavian hygge
— Access to private lodges and under-the-radar accommodations
Partner with HL Adventure for
Private Luxury Travel
Across the Nordic Region
Their experienced travel designers understand regional logistics and the level of service
discerning travelers expect and desire