Iceland unveils major 2026 innovations and wellness experiences at World Travel Market

Icelandic travel operators and tourism leaders have announced a major wave of new products, venue launches, and strategic trade offerings for 2026, offering a national shift toward year-round travel, immersive wellness, and sustainable adventure.

Visit Reykjavík and Meet in Reykjavík are thrilled for the city to have ranked 10th in the 2026 Global Destination Sustainability Index (GDS-Index), with a score of 87%. The index benchmarks destinations on environmental and social performance, tourism suppliers and destination management.

Iceland was recently the winner of the Winter Destination category and runner-up in Adventure Destination category of the National Geographic Traveller UK Reader Awards 2026.

Reykjavík Cruise Terminal was nominated for Europe's Best Cruise Terminal 2026; the first time an Icelandic port has received a World Cruise Awards nomination.

Located just minutes from central Reykjavík, Sky Lagoon continues to elevate traditional geothermal bathing through its signature Skjól seven-step ritual. The Skjól ritual guides guests through hot and cold elements, panoramic Atlantic views, mists, salt scrubs, and local crowberry elixir. The new Sky Lagoon for Two bundle combines lagoon access, the Skjól ritual, and curated Icelandic tasting platters including seasonal and breakfast options with drinks, and this package is now available to travel partners via Bókun.io. New research by Datera for Markaðsstofa höfuðborgarsvæðisins and Visit Reykjavík shows that Sky Lagoon is among the three most searched-for attractions in the capital area internationally.

North Iceland’s premier geothermal destination has officially launched its transformed facility and new identity, Earth Lagoon Mývatn (formerly Myvatn Nature Baths). Its eco-architecture reuses excavated materials and integrates natural lava walls, fissure passages, and geothermal steam caves into the structure. The expansion introduces expanded lagoon sections, a swim-up bar, panoramic hot pools, on-site massage treatments, and three new entry tiers consisting of Earth Essential, Signature, and Exclusive.

Celebrating 90 years of operation in 2026, Iceland Travel has launched new trade-bookable wellness products catering to high demand for nature-led itineraries. The Wellness Seeker Activity Bundle offers a modular multi-spa package pairing Hvammsvík Geothermal Hot Springs and Sky Lagoon with either Laugarás Lagoon, Secret Lagoon, or Fontana Geothermal Baths. Additionally, the Iceland Nature & Wellness Short Break is a four-day, three-night guided trip combining the Blue Lagoon, Sky Lagoon, the Golden Circle, and a Sólheimasandur glacier hike operating through April 30, 2027. These offerings are bookable with full partner pricing at Iceland Travel Bundles.

Icelandia, parent group to Reykjavík Excursions, DIVE.IS, and Icelandic Mountain Guides, has launched Reykjaböð Hot Springs near Hveragerði, just 35 minutes from Reykjavík. Opened in Summer 2026, the facility features a 900-square-meter pool maintained at 38 to 40°C, a cold plunge, Kneipp pool, event saunas, and a swim-up bar, with direct bookings available via Icelandia.

Hvammsvík Hot Springs has expanded its accommodation and event facilities, now offering 12 guest houses, including eight new Artist Lodges. A new temple provides a setting for private events, ceremonies and corporate gatherings, while new sauna and cold-plunge facilities add to the wellness offering.

Iceland was ranked 1st in the 2026 Global Peace Index, published by the Institute for Economics & Peace, holding the title of the world's most peaceful country for the 19th consecutive year.

The new World of Icelandic Music exhibition at Harpa takes visitors through the history and development of Icelandic music, from the settlement period to the present day, featuring an audio guide, music, visuals and interactive elements, including the chance to conduct the Iceland Symphony Orchestra.

Fischersund, a Reykjavík-based Icelandic perfume and cultural brand, is expanding beyond perfume into a broader cultural experience combining Icelandic scent, music, art and storytelling. Recent projects include a fragrance collaboration with the Reykjavík Arts Festival and new scent-and-music experiences.

Located inside Reykjavík’s Harpa Concert Hall, Volcano Express has enhanced its indoor 4D volcano ride with a new 30-minute interactive educational experience. The interactive pre-show includes live seismic earthquake monitoring, interactive volcanic maps of Iceland’s 32 active systems, edutainment films, and the Instacrater photo booth. The centrepiece 4D ride features real eruption footage from Fagradalsfjall and Reykjanes, dynamic motion seats, heat effects, and ground vibrations and operates every 15 minutes daily from 10:00 to 20:00.

DIVE.IS’ Silfra snorkelling expedition was named the ‘#1 Once in a Lifetime Experience’ in the World in the 2026 Tripadvisor Travelers' Choice Best of the Best Awards. Selected out of more than eight million global listings for its 100 metre water visibility and the thrill of swimming between the Eurasian and North American tectonic plates, the experience is led by certified guides using dry suits in small groups, maintaining a 5.0 rating across thousands of reviews.

As part of Arctic Adventures' operational expansions, the Whales of Iceland Museum in Reykjavík features an upgraded exhibit with atmospheric lighting, 23 life-size models, daily tours, and interactive soundscapes.

Icelandia presents multiple new launches focused on wellness and low-impact travel, with direct bookings available via Icelandia. Litla Kaffistofan, a transformed historic café on Route 1, serves as an adventure base for ATV tours across the Hengill geothermal area and dark-sky Northern Lights viewing. For visitors heading south, on-site electric bike rentals are now available at the Sólheimasandur car park, providing convenient access to the famous 1973 plane wreck.

Arctic Adventures has announced several key operational expansions for 2026 across self-drive and guided routes. Their new three-day Westfjords tour is a small-group exploration operating June 1 through September 15 covering Rauðisandur beach, Látrabjarg cliffs, Dynjandi waterfall, and Ísafjörður. Adventurers can also take the Glacier Beyond Hike, a new five-and-a-half-hour remote tour from Skaftafell traversing two glaciers, Falljökull and Virkisjökull, known as the Fortress Glacier. Furthermore, Arctic Adventures has expanded into self-drive campervan rentals through its Happy Campers acquisition, offering two-wheel drive and four-wheel drive vehicles with airport shuttles.

Building on its success in North Iceland, Forest Lagoon is constructing a brand-new 120-room luxury spa hotel adjacent to its geothermal lagoon in Vaðlaskógur forest. The facility will offer indoor and outdoor relaxation zones, hot and cold plunge pools, saunas, massage treatment rooms, and views of Eyjafjörður fjord, directly targeting global wellness travel trends by pairing accommodation with geothermal bathing, hiking, skiing, and local dining.

Icelandia has introduced Adventure Stay - Vík, a private off-the-grid glass hut for two at the foot of Mýrdalsjökull glacier featuring luxury amenities, panoramic views, and buggy transport across Sólheimasandur, with direct bookings available via Icelandia.

Near Vatnajökull National Park, Arctic Adventures has opened Skaftafell Lodges, which consists of 13 newly opened two-story private lodges featuring double suites and uninterrupted glacier views.

In Reykjavik, Hotel Viking has expanded to 108 rooms and is now a four-star hotel. A new basement includes a 200-person banquet hall, suitable for groups and events.

The new 211-room Radisson RED Reykjavík is scheduled to open at the end of 2026 - early 2027 featuring social spaces and panoramic views of Reykjavík and the ocean, while a new Hyatt Centric is also in the works, bringing the international brand to Iceland for the first time and set to include Hlé, a restaurant focused on local and seasonal ingredients, a rooftop, fitness centre and meeting spaces.

Another major international hotel development is Moxy Reykjavík, a 301-room hotel scheduled to open in spring 2028.

Lava Show, the world’s only live lava experience, is promoting its dual offering as both a top-rated attraction with over 200,000 guests in 2025 and a unique MICE venue in Reykjavík. It features Showroom One holding up to 118 guests, Showroom Two holding up to 110 guests, and a Premium Lounge holding up to 34 executive guests, available with or without a private live lava show heated to 1,100°C. Partners receive up to 20% commission, 24/7 self-service booking via Bókun Marketplace, and real-time availability.

Hey Iceland is enhancing its dedicated B2B booking platform, the Hey Iceland Marketplace, to help international trade partners seamlessly design, book, and manage year-round self-drive itineraries. The integrated platform brings together accommodation, car rentals, and activities into a single B2B booking tool supported by local specialists. With an off-season focus, it tailors winter, autumn, and spring routes to realistic driving conditions, weaving geothermal bathing and local culture naturally into self-drive trips. Trade partners can access these booking tools via Hey Iceland Travel Agents.

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