If you've ever planned a trip to Iceland, chances are you've come across tour companies you've never heard of before. That moment of hesitation is completely fair. Booking travel services in another country, especially one with a language, geography, and climate as unique as Iceland's, naturally raises questions. One name that often pops up is Snæland Travel (known in Iceland as Snæland Grímsson ehf.), and travelers understandably want to know: 

is this company actually legit?

The short answer is yes. The longer answer is much more interesting, because Snæland Travel's legitimacy isn't built on flashy marketing or recent trends. It's built on decades of history, deep Icelandic roots, and a role in shaping how travel has been done in Iceland long (and I mean loooong) before it became a global bucket-list destination.

A Family Company Born in 1945

Snæland Travel traces its origins back to Snæland Grímsson, a pioneer in Icelandic travel at a time when tourism here looked very different from today. This was an era before mass tourism, before online booking platforms, and before Iceland appeared regularly on "top destinations" lists. Travel in Iceland required local knowledge, physical endurance, and a deep respect for the land. Roads were fewer, conditions were harsher, and guiding visitors safely across the country wasn't something just anyone could do.

Snæland Grímsson built his work around exactly that kind of knowledge. His involvement in Icelandic transport and travel laid the groundwork for what would eventually become Snæland Travel, a company shaped by experience rather than trend. This heritage still matters. In Iceland, travel companies that endure are the ones built on practical understanding of weather, terrain, and logistics.

The history of Snæland Travel is a long one, and still today the company is owned and operated by the same founding family. 

Trusted by Global Travel Companies

One of the strongest indicators of legitimacy in the travel industry isn't what a company says about itself, but who trusts it behind the scenes. Snæland Travel works with large international travel companies such as TUI, Exoticca, Viking Travel, Marco Polo and other global operators that bring organized groups to Iceland year after year.

These partnerships aren't casual. Large international travel companies carry reputational and legal responsibility for their travelers. They conduct extensive checks on local partners, from operational standards to safety procedures and logistical capacity. For a company to serve as a ground operator for these brands, it must demonstrate consistency, professionalism, and long-term reliability.

In many cases, travelers booking through these global brands may not even realize that Snæland Travel is the Icelandic company making everything run smoothly on the ground. That quiet role is often the clearest sign of a well-established operator.

What "Legit" Really Means in Iceland

In Iceland, legitimacy isn't about having the loudest presence online. It's about knowing how to operate safely in winter storms, understanding road conditions instinctively, and having systems in place when plans need to change. It's about local teams who understand the realities of Icelandic travel, not just the highlights.

Snæland Travel fits squarely into that definition. It's a company built within Iceland's travel infrastructure, not layered on top of it. That distinction matters more than most travelers realize, especially in a country where nature sets the rules.

The company has grown from a simple bus company in 1945 to a multi-service tour operator today. Snæland Travel celebrated 80 years of success in 2025 with a total of four brands that help visitors travel in Iceland. 

1. Snæland Travel: The company's B2B platform for tour companies visiting Iceland with larger groups who need a local partner that knows the land. 

2. Travel Reykjavík: The company's B2C brand name that makes it easier for individual travelers to book small group tours in Iceland from ice cave tour and northern lights hunts in winter and ring road adventure and self-drive tours in summer. 

3. Private Driver: The brand under Snæland Travel that offers private tours in Iceland to those travelers who do not want to drive themselves but still have a flexible schedule to enjoy with their loved ones. 

4. Airport Shuttle Iceland: Simply built on the belief that your airport transfer should be the easiest part of your trip. Snæland Travel started moving travelers between airport and city in 2012, and is one of the simplest and easiest Reykjavik airport transfers today.

There's something telling about companies that don't need to oversell themselves. Snæland Travel's credibility comes from its history, its partnerships, and its continued presence in Iceland's tourism industry. Travelers today often rely heavily on online reviews and surface impressions, but those only capture a snapshot in time. A company with deep roots and decades of operation offers something more durable.

So, is Snæland Travel a legit travel company? Very much so. Its legitimacy is written into Iceland's travel history, carried forward through long-standing operations, and reinforced by the trust of some of the world's largest travel brands. And in Iceland, that kind of legacy speaks louder than any sales pitch ever could.