Your Friend In Reykjavik

Fancy having a friend show you around Reykjavik?

From walking tours, including Viking history, food and folklore, to even a cat walk (yes, a tour dedicated to Iceland’s cats!), to multiday trips and full itinerary planning, every experience is unmistakably Icelandic.

Designed to feel like exploring with a local friend, each experience is led by Icelanders who share their own stories, culture and everyday life.

At the end of each experience, guests receive a Vegvísir, the Viking compass, a small token said to guide you through storms and remind you that, no matter where you are in the world, you will always have a friend in Reykjavik.

More than just a walking tour

Whether you have a few hours or a few days, there is always a way to experience Reykjavik and Iceland that fits how you like to travel.

Signature experiences include Walk with a Viking, where Reykjavik's history comes alive through saga-age storytelling; the Food Lovers Walking Tour, a guided journey through independent Reykjavik kitchens and bakeries; and the Reykjavík CatWalk, a tour dedicated to Iceland's cats that won the Scandinavian Outdoor Award for Best Outdoor Product.

Beyond the city, they offer private driving tours across Iceland's most dramatic landscapes, fully customisable multi-day itineraries, airport transfers and cruise ship ground handling. From a two-hour walk to a ten-day adventure, one local team handles everything.

With over 9,000 five-star reviews and multiple TripAdvisor Travellers' Choice Awards, as well as a Tourism & Hospitality Award for Best Learning Experience of the Year, Your Friend in Reykjavik is one of Iceland's most trusted and highly rated travel companies.

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Built around local businesses

Where you go and who you experience the city with is intentional.

Tours are designed around independent cafés, family-run restaurants and small local businesses across Reykjavik. It is not just about what you see, but who you support along the way.

They proudly follow Slow Food and Slow Travel principles, promoting local food producers, restaurants and bars that highlight authentic Icelandic ingredients. Your time in the city directly contributes to the people and places that shape it.

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One local team, start to finish

From a two-hour walking tour to a fully planned multi-day itinerary, everything is handled by the same Reykjavik-based team. Airport transfers, private driving tours, cruise ground handling, hotel bookings and custom itineraries are all managed in-house.

You are not passed between providers; one team that knows Iceland inside out supports you from first enquiry to final farewell.

As a licensed Destination Management Company (DMC) and Travelife Partner, they uphold strict safety and sustainability standards across every service they deliver. Whether you are a solo traveller, a family, a group or a travel advisor planning for a client, they are your single point of contact in Iceland.

Story Behind Your Friend in Reykjavik

With over 9,000 five-star reviews and counting, Your Friend in Reykjavik was founded by Valur, who was once a musician in one of Iceland's most well-known bands.

After stepping away from the music scene, he began hosting private tours, showing friends around Iceland. What started informally in 2014 has since grown into an award-winning travel agency and DMC, a Travelife Partner for anyone visiting Iceland.

At the end of every tour, each guest receives a Vegvísir, the Viking Compass, along with the story behind it from an 18th-century Icelandic book of magic: carry this symbol and you will always find your way, even through storms. It is a small ritual, but guests take it home to dozens of countries. It stays on their fridge long after the trip, a reminder that no matter where you are in the world, you will always have a friend in Reykjavik.

That same spirit runs through the team. Guides are not reciting scripts, they are sharing their own stories, personalities and perspectives, making every experience personal while keeping things warm, consistent and easy from beginning to end.