Guide to Iceland Reviews 

1,053
TrustScore 4.5 out of 5

4.4

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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 agent
  2. Online marketplace
  3. Sightseeing Tour Agency
  4. Tour Agent
  5. Tourist Information Centre
  6. Travel deals

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 21% of negative reviews

Typically replies within 1 week

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4.4

All reviews

(1,053)

390 reviews in the last 12 months

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Rated 5 out of 5 stars

Highly recommended

7 Day trip around Iceland.
Very well organised ans balanced.
Excellent driver giving lots of historical, touristique, economic information.
Customer service always available and helpful.
I recommend .

3 March 2026
Rated 5 out of 5 stars

Using Guide to Iceland made vacation…

Using Guide to Iceland made vacation planning super easy!
I entered the dates I was available and the items I was interested in doing, they sent me a complete itinerary. Nothing to it, just easy online shopping. They handled airlines, hotels, tour guides, transportation, I just had to show up. They were also very responsive when I had questions before and during my trip.
The tour companies that they collaborated with were all very good, especially Nice Travel, Wake up Reykjavík and David the Guide. The staff from those companies were very knowledgeable, informative, and professional.

4 March 2026
Rated 5 out of 5 stars

It was such a wonderful and joyful…

It was such a wonderful and joyful experience. We just had to show voucher and the tour guides or facilities know our reservations. So it is very helpful for people who travel Iceland to manage their travel plan.

4 March 2026
Rated 5 out of 5 stars

Visiting Iceland on winter!

Visiting Iceland on winter!
I spent one week on beautiful and surprising island of ice and sun and water on all state of forms.
Purchase the trip on "Guide to Iceland" and communication was brief and correct, included all kind of interesting points and pointers not to miss.
In one case we had a cancelation for the accommodation but we received a better one very fast (problem solved instantly).
I recommend :)

21 February 2026
Rated 4 out of 5 stars

This was our first trip to Iceland

This was our first trip to Iceland, and Guide to Iceland was very helpful in organizing our vacation stays and adventures. The planning process was smooth, and when we had issues while in the country, their team responded quickly and supported us with several items.

All of our hotels and guesthouses were perfect—clean, comfortable, and each included breakfast. Some also offered dinner for purchase, and those meals were authentic Icelandic cuisine, which we really enjoyed.

We did experience a few challenges. Directions to one of our guesthouses were unclear, and some itinerary times and driving distances were not accurate, which caused a bit of stress during our travels.

Overall, we had a wonderful trip and appreciated the support and quality accommodations, with just a few logistical details that could be improved.

20 February 2026
Rated 5 out of 5 stars

Thank you very much for helping us…

Thank you very much for helping us complete this wonderful journey so smoothly.
The itinerary and content displayed on your website are transparent and detailed. Your staff was also very patient in listening to our needs and providing valuable suggestions and assistance.
Furthermore, the tour operators were exceptional—they provided very detailed introductions to the sights and always ensured we were returned to our hotel safely and comfortably, even during periods of bad weather.
If we have the opportunity to visit Iceland again in the future, we will definitely choose Guide to Iceland once more. Thank you all once again for everything.

28 February 2026
Rated 5 out of 5 stars

Iceland - Magnificent experience with Guide to Iceland

It started off with a chat via Copilot where I asked whether Iceland was a travelling destination in the Wintertime.

Through that chat I was set in contact with Guide to Iceland who again set up multiple suggestions for our five days Winter tour.
There was so many exiting excursions to choose between, so from the list we selected:
• Northern Light – Aurora Tour with guide Anne Maria
• Golden Circle with guide Thomas
• South Coast Winter Tour with guide Walter
• Food Tour with guide Mimir

All guides were really knowledgeable and fun to be on tour with.
Many thanks to all for making our holiday so memorable – we were taken to beautiful waterfalls, canyons, craters, glaciers, geysirs, beaches, churches and much more. It was truely 'value for money'.

In addition we enjoyed our last afternoon and evening in Sky Lagoon – that excursion we booked separately (but it was also on the list of suggestion from Guide to Iceland).

I also want to emphazise the fantastic following up from Guide to Iceland both before our travel started and also continuously while we were on tour.

We have already strongly recommended Guide to Iceland as a tour operator for friends and family.

Next time we have to try Iceland in the Summer.
There is absolutely no doubt whom we will contact – our obvious choice will again be Guide to Iceland for suggestions when it comes to planning of our trip.

We simply love Iceland.

26 February 2026
Rated 5 out of 5 stars

I loved everything in Iceland including…

I loved everything in Iceland including the people and the food. The only problem I had was being a 73 year old I was unable to hike to two of the waterfalls and the walk back to base after zip lining was challenging. The hotel staff were extremely friendly and helpful. I have recommended traveling to northern Iceland to many people.

31 August 2025
Rated 5 out of 5 stars

Just feel the EARTH in Iceland

I took so many photos and my iPhone’s photo storage has increased by 10Gb within 8days
You'll understand once you visit there haha
The Iceland view, nature is absolutely overwhelming
Guide to Iceland customer support is very friendly and helpful, and very flexible.
One of the day tour has been cancelled due to the bad weather and had to be rescheduled.
I've asked them to reschedule it next day and asked them to book a ticket for sky lagoon on the day to switch the schedule and they could complete all my request.
They are so helpful.
Thank you so much Guide to Iceland.

25 February 2026
Rated 5 out of 5 stars

Highly recommended

Everything regarding this booking and trip was spot on. Communication and accuracy was exceptional. Highly recommended!

2 September 2025
Rated 5 out of 5 stars

Very Helpful

Guide to Iceland was with us every step of the way, from pre booking,during the trip, and after. Great company. Very helpful. Highly recommend.

28 February 2026
Rated 1 out of 5 stars

Poor customer service

By the time I got through bag claim and boarder control I missed my airport transfer. My options then were to wait 5 hours and possibly get a transfer or pay for a taxi at my own cost. I ended up doing the taxi but it cost me 100 dollars because I didn’t know how far or the conversion rate. Then my transfer to my hotel after blue lagoon, the bus driver refused to drop me anyway where near my hotel. I called guide to Iceland and they told me to take a taxi to get to my hotel again. I had trouble getting into my hotel room when I finally got there but had little help getting in. My pick up for golden circle tour was originally setup for wrong hotel location, downtown location when I was at midtown. It was advertised as transport to sky lagoon and airport transport after sky lagoon. There was no transport for me to get to sky lagoon. Then my airport transport was setup for me at the end of my sky lagoon appointment at my hotel site which was 45 minutes away. I ended up having to skip my sky lagoon appointment because I needed to make the airport and my flight. It was very frustrating with all the miss steps. Something I was looking forward to and was supposed to be a relaxing break was more stressful than anything else

24 February 2026
Rated 5 out of 5 stars

A Great Trip in Iceland

This time, using Guide to Iceland for all the day tours was arranged really well, and their customer service was truly excellent. My friend left her phone on the tour bus, and they even helped us get it back.

Whenever we had questions and emailed them, they replied super quickly. Our itinerary kept changing, but they patiently helped us rearrange everything. So I really highly recommend that if you go to Iceland, you use Guide to Iceland for sure.

17 February 2026
Rated 3 out of 5 stars

The good point is your company would…

The good point is your company would plan all the things in through ammodation of the booking of vehicle and the travel plan that's it good to me.
Also your stuff will always keep check the email but to traveling on the way maybe too late to replies on some days.
The plan for our accommodation is not fully ideal, e.g. the last three days for one hotel. and the carpark gate would not open due to the access code not work. Fortunately I can contact with the hotel staff, if not I think I need to sleep on the street.

On the other hand, the prime trip information is not totally clear for example the location just give me the map code not include the address or the exactly name.

Besides the different tour e.g. Vik Horse ,Glacier Hiking to us all cancel due to the bad weather conditions, but I have not received any email or contact. These are the really bad to travellers and waste our time.

If you try to imagine that you are the one of the guest / travellers , what do you feel?

But anyway thank you very much!

JoeyLi

24 February 2026
Rated 4 out of 5 stars

Don’t miss the bus

Except for the bus leaving us at the airport upon our arrival in Iceland and having to pay for a taxi at our own expense, we enjoyed all of the tours that the company organized for us. It’s helpful to know which tour operator/company is picking you up as there are lots of people and tour buses at each stop and it gets a bit chaotic finding the correct one.
Most drivers will get out and call out your name but it’s helps to know which bus to look for.
Iceland is incredibly beautiful and is definitely worth experiencing.

16 February 2026
Rated 4 out of 5 stars

The tour guides were fantastic

The tour guides were fantastic! Very knowledgeable about the country, and navigated us around safely and swiftly. My guide, Alfred, with NiceTravel, was the best! I did my 2 Day South Coast tour with him and it was top tier. There were some days where guides with DavidtheGuide were really late dir pick up times. Other than that, I would use Guide to Iceland again.

16 February 2026

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