Íslensk ferðaþjónusta hefur vaxið hratt á undanförnum árum en þeim vexti fylgir mikil ábyrgð. Eitt mikilvægasta vörumerki Íslands er öryggi; sú tilfinning gesta okkar að þeir séu í góðum höndum, hvort sem þeir ganga á jökla, keyra um hálendið eða njóta menningar í bæjum landsins. En erum við raunverulega á öruggri leið? Og hvernig getum við, sem heild, tryggt að ímynd Íslands sem öruggur áfangastaður standist tímans tönn?

Aðalfundur Markaðsstofu Suðurlands verður haldinn fimmtudaginn 7. maí næstkomandi á Stracta Hótel Hellu, klukkan 12:30.

Hafðu áhrif á hvert ferðaþjónustan stefnir á Suðurlandi. Við bjóðum íbúum, sveitarfélögum, fyrirtækjum, leiðsögumönnum og stofnunum á opna vefvinnustofu í apríl.

Reykjaböð Hot Springs is a new geothermal bathing destination set to open in Hveragerði in spring 2026. Nestled in the Reykjadalur area, it is designed as a place to slow down and reconnect with nature, surrounded by steaming valleys, warm waters, and the dramatic landscape the region is known for.

To travel in Iceland is not only to move through dramatic landscapes, but also through centuries of building traditions shaped by climate, scarcity, and ingenuity. Icelandic architecture has always been closely tied to survival. Early homes had to shield people from wind, cold, and long winters, often using whatever materials were close at hand. That is part of what makes the story of Icelandic buildings so interesting for visitors today: the architecture is not just beautiful, it is deeply practical, and it tells the story of how people learned to live with nature.

In South Iceland, nature is more than a backdrop—it’s an active partner in creating some of the country’s freshest and most distinctive foods. This region is shaped by powerful geothermal forces and fertile volcanic landscapes, making it an exceptional place where innovation and tradition work hand in hand.

South Iceland continues to evolve as a year-round destination, with new tourism services, accommodation, visitor facilities, and infrastructure improvements emerging across the region. Because the region is large and diverse, developments range from new lagoons and restaurants to upgraded attractions, new activity providers, and better on-site visitor management at key natural sites.

Arctic Trailblazers is a new South Iceland operator based in Flúðir, offering private snowbike and enduro adventures tailored to each group.

Mr Iceland is a family‑run farm stay and horseback‑tour company based at Efri‑Úlfsstaðir near Hvolsvöllur in South Iceland. The farm sits on the historic land of Brennu‑Njál’s Saga, one of Iceland’s great medieval tales, and its team has built a reputation for horseback rides that follow old Viking trails while drawing visitors into the spirit of the saga. 

Northern Lights have been unusually strong and frequent in Iceland this winter, with more bright displays and more nights where the aurora has been visible across wide stretches of the sky. The main driver is solar activity. We are currently in the maximum phase of Solar Cycle 25, when sunspot numbers and explosive solar events increase. NASA and NOAA announced in October 2024 that the Sun had entered solar maximum.

Iceland has become one of the world’s most popular filming destinations. Its glaciers, waterfalls, volcanoes, and black-sand beaches create a natural backdrop that feels otherworldly and versatile. Producers love it because within a short drive you can find landscapes that look like medieval battlefields, Himalayan peaks, or even alien planets. It’s no wonder that Icelandic nature often appears in international blockbusters.

South Iceland is one of those regions where the landscapes feel almost unfairly varied for how easy they are to reach. In a single day you can move between powerful waterfalls, black-sand beaches, glacier outlets, volcanic plains, mossy lava fields, and geothermal textures that look otherworldly. The diversity makes it a dream for photographers who like to build a portfolio with range, not just “another pretty viewpoint”.