The Ice Man Cometh

Chilling out with Jon Olafur Sigurbjornsson of Private Travel Iceland

Iceland has been a hot destination going on a decade now and doesn’t seem to be losing any steam (except from its many celebrated geysers). We tracked down our friend and colleague Jon Olafur Sigurbjornsson, Founder/Head Guide of PTI, to ask him what makes this destination so popular and how the country has changed as a result.

POE TRAVEL: Describe one extraordinary experience you’ve arranged for clients.

Jon Olafur Sigurbjornsson: I have so many extraordinary experiences with my clients that it’s hard to describe just one. I have held many Game of Thrones-themed parties and Viking parties where I hire Icelandic strong men to come and show their strength. I have carved out 1,000-year-old ice from a glacier and cut it into little ice cubes so a whiskey enthusiast could have it in his favorite whiskey during his stay. I have built a troll lair in a lava tube for a five-year-old so she could give the troll a letter and ask the troll to meet her. Her face when the troll came to visit her few days later is something I will never forget. So I have many favorite moments, but I want everyone who comes to this magical island to have extraordinary experiences even if it’s just relaxing and enjoying being in the moment.

PT: There’s some concern that Iceland is becoming over-touristed. What’s your response to that?

JOS: Yes, there are some concerns, but for me it’s nothing to worry about. I started in tourism in Iceland when we got about 200,000 visitors a year. I did everything in my power to increase that. I want people to come and see this island as it’s so unique. Today we have about 1.8 million a year; to put that in perspective, Mallorca, an island near Spain, gets 14 million a year and it’s half the size of the biggest glacier in Iceland. So it’s true that when you travel to the biggest waterfalls in Iceland you will see people, but we guides who travel privately have our secret spots where you can be alone and enjoy our island. The island is so big, and with so many beautiful places it’s easy to take people away from the crowds and enjoy. I am really happy that Iceland has become so popular; it’s something I have been aiming at all my professional career. But also for the last 18 years I have been searching for secret spots so my clients can enjoy in peace.

PT: Do you have a favorite Icelandic dish?

JOS: I love Icelandic lamb; it has roamed free since 874 and eats the best herbs and grass around our island so basically marinating themselves for us. I also love lightly salted cod. Many people don’t think about Iceland as a foodie destination, but our restaurants are amazing—that’s one thing that always surprises my clients the most.

PT: Where do you like to go when you travel?

JOS: Since I am pretty well booked all year around, my vacations are spontaneous. I have a six year old, and when I find a week to 10 days I will go somewhere warm and check into a resort that has a nice pool. My daughter thinks she is a mermaid and can easily be in the pool for seven hours straight. I am also waiting for her to get a little bigger as my clients have told me about some amazing places to go, too. So when my daughter gets older, we are going to explore the world together.

PT: What is one travel essential if going to Iceland?

JOS: The right clothing for that time of the year. Reykjavik is the most northern capital in the world. During summer it can get warm but also the day after can be cooler so the right clothing can do wonders.