Reflections on Unprecedented Times: A Hidden Iceland Update (April 2020 – March 2021)
As I pen this update, we find ourselves navigating through a period that can truly be described as unprecedented. The world is witnessing sweeping travel restrictions, and the Covid-19 pandemic has brought many small businesses to a standstill—Hidden Iceland among them. For some, even contemplating travel feels out of place right now. However, perhaps this is an opportunity to find inspiration and look ahead. In this post, I’ll provide you with an update on how Iceland is dealing with the pandemic and when it might be the right time to travel again.
The travel industry has been profoundly affected by these trying circumstances, with reverberations felt throughout our community in Iceland. Small businesses, like ours, often find themselves on the front lines of this turmoil, while larger operators may possess the resources to weather the storm more effectively. This reality is what compelled me to write this blog post titled, Supporting Small Businesses | A Hidden Iceland (COVID) Update.
While the focus is on Hidden Iceland, I urge you not to limit your support to just us. Countless small businesses are struggling during these times and could greatly benefit from your help.
A Hidden Iceland (COVID-19) Update
First and foremost, a heartfelt thank you to all our guests—both past and present—who have stood by us during these turbulent times. Whether you’ve joined us before, are busy spreading the word about our services, or are patiently waiting to reschedule that long-awaited trip, we are deeply grateful for your support.
With your backing, Hidden Iceland is poised to persevere through this challenging period. Your patronage means the world to us.
Reopening Hidden Iceland – June 15, 2020
On March 13, 2020, we made the difficult decision to temporarily halt all tours. However, with optimism and careful planning, we reopened our doors on June 15, 2020. Thanks to extensive border testing and a low rate of active cases, we felt confident in our decision to resume operations. Yet, a surge of Covid-19 cases in September 2020 forced us to suspend tours once more, a hiatus that continued into 2021.
As fate would have it, with cases dropping to nearly zero in Iceland throughout February and March, we saw an influx of customers drawn to our educational adventure tours, particularly international students residing in Iceland. Unfortunately, due to stringent border restrictions, international travelers were largely absent from our tours.
New Horizons: International Travelers Welcome Again
That changed on March 19, 2021, when Icelandic authorities announced that individuals with a completed vaccination or antibodies could travel to Iceland without undergoing quarantine. With airlines like Delta and Icelandair resuming daily flights from the U.S., we are optimistic about a resurgence of tourists this summer. To stay updated on the latest measures, please consult the official COVID-19 website.
However, our top priority remains the safety and health of our guides and guests. At Hidden Iceland, we are fully committed to providing exceptional service while upholding the highest standards of health and safety. Guided by Icelandic authorities and bolstered by our own strict protocols, we are ready to cautiously welcome travelers back to our beautiful country.
About Hidden Iceland
Hidden Iceland is a family-owned operation, deeply committed to offering a personalized experience to each guest. The trio behind the business—Dagný Björg Stefánsdóttir, Scott Drummond, and myself, Ryan Connolly—share a bond forged shortly after we each arrived in Iceland. Dagný and Scott have been partners since 2016 and are raising their son, Máni, together.
Scott and I first crossed paths during glacier guide training in southeast Iceland, where we soon met Dagný, who took over as CEO. Recognizing the synergy of Dagný’s local expertise, Scott’s scientific background, and my marketing know-how, we decided in 2017 to create the tours we’d be proud to share with our families. Thus, Hidden Iceland was born.
Our business philosophy is straightforward: to prioritize customer experience over sheer numbers. We deliberately keep our tour groups small, with a maximum of 12 guests, allowing everyone to connect meaningfully. Our reviews on TripAdvisor attest to the experiences our guests cherish.
Supporting Small Businesses: How You Can Help
Like many family-run businesses, Hidden Iceland operates with a small team. Our survival hangs in the balance, especially compared to larger companies that can adapt and market more aggressively during these uncertain times.
In light of this, I’ve compiled a list of small yet impactful actions you can take to help us strengthen our brand and endure this global crisis. I hope these suggestions resonate not just with us but with many other small businesses you might frequent.
Take a moment to explore the following ideas:
1 | Share Your Experience through Reviews
At Hidden Iceland, we relish hearing from our guests about their experiences. Your feedback not only assures us that we’re on the right track but also invigorates our guides, reminding them of the joy they create. During this challenging time for global tourism, support from our community is more essential than ever.
Platforms like TripAdvisor and Google Reviews serve as invaluable resources for travelers making decisions about their journeys. If you’ve enjoyed a tour with us, please consider sharing your thoughts. We love reading your reviews, and we even share the best ones with our staff!
If our experiences appeal to you, feel free to visit our website or get in touch. Booking directly with us not only ensures a personalized touch in your itinerary but also cuts out the middleman!
2 | Engage on Social Media
Why not bring your experiences to life by sharing photos and videos from your adventures with us? Follow us on Facebook and Instagram and showcase the fun you had!
What may seem trivial can have a significant effect on small businesses like ours. Regardless of your feelings about social media, it’s undeniable that it provides us with a platform to compete in an industry dominated by larger players.
#supportlocaliceland
Many small operators in Iceland are rallying around the hashtag #supportlocaliceland. Join us in following this movement to keep updated and support our fellow small businesses.
One of our favorite things to do is re-share your stories on Instagram. Tag us at @hiddeniceland, and you might find your content featured in our stories!
3 | Reschedule Your Upcoming Trip
If you have a booking for a Hidden Iceland tour in the months ahead, we’d like to request that you consider rearranging your trip instead of canceling. If you’re still inspired to experience Iceland, deferring your tour is a way to keep hope alive for many small operators like us.
“What this crazy, untameable virus has shown us is we’re all connected.” – Juliet Kinsman, Conde Nast Traveller
While visiting may not be feasible today due to travel restrictions, you can always reschedule your tour. We understand that the impacts of this pandemic extend far beyond the tourism sector. But if it’s possible for you to delay rather than cancel, it would mean the world to many small businesses, as articulated beautifully by Juliet Kinsman in her article for Condé Nast Traveller.
Many small firms can offer this level of flexibility. Keeping your booking not only aids our survival in the months ahead but also shields you from potential price increases or currency fluctuations. Consider this approach with any service or product you’ve already paid for—your support could be the lifeline that helps a small business weather this storm.
4 | Book Flexible Future Travel
Still on the fence about booking a trip to Iceland? Why not secure an open ticket with full flexibility?
You can book a tour with Hidden Iceland or another small business for later this year, and if circumstances don’t allow for your travel, we can easily reschedule your booking for a more suitable time. This option helps protect you from price hikes as well.
We, like many other small businesses, are currently offering discounted rates for future travel booked directly. Not only do these bookings support our operations through a much-needed cash influx, but they also safeguard your travel costs.
As always, ensure you invest in comprehensive travel insurance to mitigate any risks. It’s also wise to check with your credit card provider; they may offer policies that cover unexpected cancellations.
5 | Spread the Word
Lastly, increasing awareness about Hidden Iceland can only benefit us. By sharing a link to our website with a friend, you contribute to enhancing our online presence. Reading our blog posts and engaging with the comments not only boosts our visibility but may even inspire someone to consider a future trip.
When weighing the option of whether to book now or later, feel free to reach out and discuss potential dates with us. Rest assured, when the time comes for you to explore Iceland, we’ll be ready to welcome you.
Get in Touch
In closing – thank you for your unwavering support!
You can connect with Hidden Iceland by filling out our contact form or by emailing us at info@hiddeniceland.is. We’ll keep you updated not just on our exciting tours, but also on the current travel guidelines in Iceland. When the moment feels right, let us craft the perfect adventure for you and your companions.
I’m Ryan Connolly, Co-Founder, Glacier Guide, and Marketing Manager of Hidden Iceland.
I’ve had the privilege of guiding in various countries around the world and have set foot on all seven continents. Having made Iceland my home in recent years, my passion for science, the great outdoors, and the unique features of my adopted homeland have deepened as I continue to explore its wonders.