Understand Iceland has just been recommended in an article in Bloomberg as a small tour operator that provides tours for travelers off the beaten track. 

Instead of focusing on landscapes, focus on locals

“Four years ago, Instagram had 800,000 photos with the Iceland hashtag,” says Gunnar Gunnarsson, a professional photographer who focuses on Iceland’s frigid landscapes. “Today that number is over 12 million.” He says it’s the result of cash-poor operators and freebie-seeking influencers creating an arbitrary (and sometimes destructive) echo chamber of “Insta-famous” and “must-visit” sites.

All this overlooks Iceland’s delightfully quirky culture. The people you meet here can be just as memorable as those ethereal fjords—and Fridriksdottir’s family-run business, Understand Iceland, is making a name for itself by setting up culturally immersive adventures, such as dying wool and knitting with village women.

Understand Iceland provides many different tours

Bloombergs full article