Hide and go seek: Hidden Iceland hunts for UK travel agents

Svinafellsjokull Ice cave, credit Mark Hoey

Ambitious new Icelandic tour operator Hidden Iceland is looking to expand its global reach by seeking out UK based travel agents in order to develop relationships and maximise the interest UK travellers have shown for the volcanic country – with 20% of Hidden Iceland’s visitors coming from the United Kingdom.

Following the world financial which saw Iceland go bankrupt in 2008, the country has increasingly turned to tourism, and since 2010, the number of international visitors to the Nordic island increase four-fold, rocketing up to approx. 1.8 million. Over five times Iceland’s population of 348,580!

The UK is a huge market for us and we’re keen to hear from agents who’d like to work together to offer truly personalised tour products and adventures to their clients – Ryan Connolly, Hidden Iceland

According to the Promote Iceland (the Icelandic tourism board), 316,395 people visited Iceland from the UK in 2016. This was only 40,151 short of the visitor figure for Central and Southern Europe combined which stands at 356,546 – showing the nation’s growing appetite for a holiday different from the norm, not to mention their willingness to spend increasing amounts on their annual holidays.

Established less than a year ago in July 2017, the independent company was founded by three seasoned tour guides Ryan Connolly, Scott Drummond, along with Icelandic Dagný Björg Stefánsdóttir.

Delivering over 100 bespoke solo, couple and group tours founder Ryan Connolly is rightly proud of Hidden Iceland’s success in such a short period of time.

“We’re so pleased with how the business has grown since our launch. Over the last 10 months, we’ve honed what makes Hidden Iceland so special and stand out in the marketplace. Our visitors tell us that our personal tours are an experience like no other with customers regularly booking a second tour while in the country, or referring friends afterwards, which is extremely encouraging.”

Sólheimajökull
Sólheimajökull. Credit Norris Niman

Connolly continued: “We design and run tours as if we are showing our friends and family around Iceland, to make the most of this incredible country. This approach allows us to find the very best, and sometimes hidden sights, to make our visitors fully appreciate the wonder and magic on offer here.  As we continue to grow, we’re looking to establish new relationships with UK based travel agents. The UK is a huge market for us and we’re keen to hear from agents who’d like to work together to offer truly personalised tour products and adventures to their clients.

People are looking for richer experiences, and, as holidays are such a precious time, we’re keen to provide truly bespoke tours to ensure people want to discover Iceland’s secrets again and again.”

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