Guide to Iceland Reviews 

1,081
TrustScore 4.5 out of 5

4.4

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Review summary

Created with AI, based on recent reviews

Considering 355 reviews, reviewers overwhelmingly had a great experience with this company. Customers frequently praise the exceptionally well-organized itineraries and the smooth planning process that make arranging a trip through the country completely effortless and stress-free. Travelers also mention that the staff, customer support, and local tour guides are friendly, highly responsive, and provide wonderful recommendations throughout the journey. Though some reviewers were not happy with hotel locations, noting that accommodations often felt too far away from the city center for convenient walking. A few other people also felt that car rental pickups and initial arrival logistics were somewhat confusing or required unexpected waiting times.

What people talk about most

Service

Reviewers highlight positive aspects of service, noting that trips are exceptionally well organized and... See more

Holidays

Clients share positive opinions on holidays, noting that they enjoyed memorable and well-organized trips.... See more

Location

Customers consistently note ambiguous experiences with location, highlighting both well-planned itineraries... See more

Staff

Customers had positive experiences with staff, highlighting wonderful teams and lovely people who went above... See more

Booking process

Reviewers mention ambiguous feedback about booking_process. While many customers found the booking experience... 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 5 out of 5 stars

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 I... See more

Rated 5 out of 5 stars

We did an 8 day plan with Guide to Iceland travelling the whole Ring Road and staying at a different hotel each night. The itinerary supplied was spot on with clear guidance and instructions for the w... 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

4.4

Excellent

TrustScore 4.5 out of 5

1K reviews

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1-star

Asks customers to review

This company invites their customers to review, whether positive or negative

Replied to 18% of negative reviews

Typically replies within 1 week

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4.4

All reviews

(1,081)

419 reviews in the last 12 months

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Rated 4 out of 5 stars

Great service and great communication

Nice to have all services in one request (transportation, hotel, breakfast, tours). The app has a 24/7 chat which is appropriated because the weather in Island can change at any time which brings unexpected changes and the chat is a great way to keep in contact with the staff. We received all the schedule information in advance, and daily emails with remainders of the next day pick up time which made us feel secure. Keep in mind that they reserv tours from other companies which means that you can have a challenge if a tour is canceled due to weather conditions (by challenge I mean that you will have to find a hotel by your own, and refund will take longer than expected or may not happen)

24 March 2026
Rated 4 out of 5 stars

Easiest trip I've been on.

Everything was easily planned out and the itinerary helped me get to where I needed to be. My only issue, there were no specific directions of which area to get on the bus for the transfer from the airport to the Blue Lagoon/Reykjavík. It's not the FlyBus. It would be helpful to future traveler's if it was marked better at the airport or better details on the itinerary. Other than that everything else went well. The guides were great from the partner companies. If your lucky you'll get Vlad and have the best time. And plan for unpredictable weather! No matter what bring waterproof items, just leave the umbrella at home.

21 March 2026
Rated 5 out of 5 stars

One of the best organised packaged tour in Europe

One of the best organised packaged tour experience so far. Super smooth, so quick to respond & so friendly service. Helped tailor my itinerary to my needs so smoothly. And always available for any questions or issues later. Even sorted out refund for a cancelled tour swiftly after tour. Will definitely use again for next visit to Iceland.

6 March 2026
Rated 5 out of 5 stars

Amazing Tour

The experience and the tours organized were all amazing. Our Northern Lights Guide Anna Maria explained everything to us and made the experience even more special. Christopher was super and we truly enjoyed the tour with him. Everything was well organised and we strongly recommend to trust the Guide to Iceland.

24 March 2026
Rated 5 out of 5 stars

Brilliant Experience from Start to Finish

I booked our first visit to Iceland here and we had an absolutely fantastic experience. We had to change one of our bus pickup times due to weather and Guide to Iceland answered my call right away and took care of everything within 10 minutes. They sent text messages and emails for important updates, pickup times, room information, and what to bring to each event, about a day ahead of time so you can be well-prepared.

It's hard to overstate how beautiful this country is and how accommodating and friendly everyone was during our week long visit. Every stop along the way was well worth the time spent. I would absolutely use Guide to Iceland to plan another trip and see a new part of the country. In this case, we saw a lot of Reykjavik as well as the South coast. I wish I could give them six stars!

21 March 2026
Rated 5 out of 5 stars

My son spent a week in Iceland

My son spent a week in Iceland, with several lovely tours arranged by the Guide to Iceland. He was beaming from all that he had seen. I loved the fact that you sent photos of the aurora and also apparently took photos of my son during the ice caving expedition. You were kind and helpful throughout. The staff in the office went out of their way to help me make all the arrangements and to accommodate a few changes along the way. The hotel was fine and in a central location. Thank you so much.

21 March 2026
Rated 1 out of 5 stars

We couldn’t do the main 3 tour we took…

We couldn’t do the main 3 tour we took that were the reason to come from Florida. Too many tours cancelled and other people that booked the same tours mainly the northern light did them on the same time ours was cancelled. I think the tour companies you work with can care less about the significance of a vacation for working people

20 March 2026
Rated 5 out of 5 stars

This trip was a dream!!

This trip was a dream!!! The only thing I could complain about is that we were supposed to have a 2024 or newer vehicle and it was not. But it got us from point A to point B all the way around the island.

17 August 2025
Rated 5 out of 5 stars

Great suggestions

Great suggestions, very easy to make changes, and took all the stress out of planning the vacation. Very fast responses and quick and easy bookings.

18 March 2026
Rated 4 out of 5 stars

Good but could be better

I would give 5 stars but there were a few things wrong:
1. On most days the accommodations were 1 or 2 hours away from the next day's activity! So the whole trip I was sleep deprived from having to get up so early to make my activity.
2. Some activities had the wrong start time!
3. Some of the direction buttons did not take us to the proper location!

11 March 2026
Rated 5 out of 5 stars

Great Tour and Customer Service

The tour was well planned and the customer service is just great: you always get a fast, helpful and nice answer from the team (advice: rather trust the itinerary than the app when the information differs).
We unfortunately had to reschedule 2 tours -due to a delayed flight and bad weather- but both times the team helped us very quickly to re-arrange everything.

12 March 2026
Rated 5 out of 5 stars

Perfect planning and support service

Using GuidetoIceland was a perfect choice for this trip. My son and I wanted to do some hiking that was not on their normal trip plan and they were so helpful in making a change in accommodations. All of the accommodations were exactly as expected. It was great to have the GPS/Wi-Fi in the car. And we really appreciated the 40 pages of directions and suggestions for what to see on each stop. I highly recommend this to others and have given their company information to many of my friends who want to travel to Iceland.

14 September 2025
Rated 4 out of 5 stars

Great tours - read the fine print on lodgings

The tours were extremely well organized and a joy to experience. Booking two grandparents into the 42-bed dorm room at Kex Hostel was a mistake we had to fix immediately. Even with the correction, this 70-year-old found it an adventure to climb into a top bunk. Overall, we had a delightful, memorable time.

7 March 2026

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