GJ Travel is a tour operator and a coach company in Iceland since 1931, taking care of all land services in both Iceland and Greenland, working mainly B2B. The company specialises in tailor-made group tours, scheduled escorted multi-day tours on SIC basis, northern lights holidays and coach rental. Educational & study tours in Iceland are perfect for geology, geography, Viking history, Saga & literature, fishery, global warming, geothermal energy and so much more.

GJ Travel has been around since 1931 – how has Icelandic tourism changed since then, and how has your company adapted?

Icelandic tourism has grown from small groups of adventurous travellers to a thriving world-class destination. In the early years, visitors came mainly for exploration and nature, while today tourism is one of Iceland’s largest industries, offering diverse experiences all year round. GJ Travel has been the pioneer since the beginning, expanding from classic bus tours to specialised journeys, including small and big group adventures, guided excursions, and sustainable travel options – always keeping Iceland’s unique landscapes and culture at the heart of our service.

What kind of educational and study tours do you offer for schools and universities, and which subjects are most popular?

GJ Travel creates educational and study tours connecting classroom learning with hands-on experiences in Iceland’s remarkable environment. Iceland’s global leadership in renewable energy is one of the highlights, with visits to geothermal plants, hydroelectric stations, and innovative sustainability projects. Students gain first-hand insight into how clean energy shapes daily life and supports climate goals.

Other popular themes include geology, volcanology, and Icelandic history and culture. Led by expert guides, these tours offer an engaging and safe way for students to explore sustainability and science in action.

For travellers interested in soft adventures, what kind of activities can they expect with GJ Travel?

For those seeking soft adventures, GJ Travel offers experiences that combine comfort with discovery. Travellers can relax in geothermal hot springs, join easy glacier walks, sail across glacier lagoons, explore lava fields, or spot whales and puffins along the coast. Each activity is designed to be accessible for most guests, offering the right balance of adventure, safety, and cultural insight – while showcasing the natural wonders that make Iceland extraordinary.

How do you plan to continue innovating while staying true to your family-owned roots?

Our founder, Guðmundur Jónasson, a pioneer of Icelandic tourism, built his legacy on innovation, exploration, and respect for nature. Nearly a century later, GJ Travel remains a proud family-owned company, now in its third and fourth generation. We continue to innovate by designing fresh travel experiences while staying true to the values that shaped us: personal service, authenticity, and sustainability. Just as Guðmundur once restored and protected the land, we support local communities, family-run businesses, and Iceland’s cultural heritage. By blending tradition with new ideas, we ensure our growth honours our roots while offering travellers unique, responsible journeys across Iceland.