When it comes to incentive travel, few destinations spark excitement like Iceland. Our Incentives General Manager, Jenna De Allende, joined a FAM trip to Iceland and returned raving that it “offers experiences we could never replicate” anywhere else.
Over four action-packed days, we discovered a perfect balance of adventure, thrills, scenic landscapes, wellness and dining that left the whole group feeling inspired and energised.
A Welcome Stay
We checked into the Parliament Hotel, Curio Collection by Hilton in Reykjavík, a modern and stylish property that Jenna absolutely loved for its subtle Icelandic design touches and five-star comfort. She adds: “The rooms are spacious and comfortable, with all the 5-star touches you would expect, making it a really lovely place to come back to after a full day out exploring.”
The hotel has a relaxing spa with an indoor pool, a cold mist room, and impressive spaces for group dinners or meetings, including the unique Ladies’ School dining hall. “Best of all, it’s in a fantastic location right by Austurvöllur Square, making it incredibly easy to access transfers out of the city while still being right in the heart of Reykjavík,” Jenna adds.
From its lovely restaurant and cosy bar to the easy walk to shops and sights, this hotel makes a great base for exploring Iceland in style and comfort.
Reykjavík City Tour
Our Reykjavík adventure began with a guided walking tour through the city centre, a charming and colourful area that’s perfect for exploring on foot. We started at the iconic Hallgrímskirkja Church, whose towering, basalt-inspired design left a strong impression.
“The church was the standout highlight for me…its architecture is truly striking,” said Jenna. From there, we strolled down Rainbow Street (Skólavörðustígur), a vibrant stretch painted in bold colours to celebrate diversity, lined with quirky shops, street art, and cafés – ideal for group photos and soaking up Reykjavík’s creative energy.
The walk continued along Laugavegur, the city’s oldest and liveliest shopping street, full of stylish boutiques, cosy coffee shops like Sandholt Bakery, and bars that reflect Reykjavík’s fun, welcoming spirit. “Everything is beautifully maintained, clean, and so easy to navigate on foot,” Jenna added. The city’s walkability and warm atmosphere made it a fantastic way to ease into the Icelandic experience.
Golden Circle & Glacier Thrills
One of the highlights of the trip was exploring the Golden Circle, a scenic driving loop in southwest Iceland that connects three of the country’s most famous natural wonders: Þingvellir National Park, the Geysir geothermal area, and Gullfoss waterfall. We tackled the route in oversized Super Truck 4x4s, built to handle the snow-covered backroads and rocky terrain.
First up was Þingvellir National Park, a UNESCO World Heritage site where you can walk between two tectonic plates and stand where the world’s oldest parliament once gathered. Then came the Geysir geothermal area, where Strokkur geysir erupts every few minutes in a powerful burst of steam and boiling water – a moment Jenna “personally loved watching”.
At Gullfoss, Iceland’s most famous waterfall, we braved the icy mist to take in its roaring twin cascades plunging into a deep canyon. “The power of the falls and that incredibly fresh, crisp air make the whole experience exhilarating”, Jenna says.
The adrenaline peaked atop Langjökull, Iceland’s second-largest glacier, where we climbed aboard snowmobiles and rode across endless snowfields. Jenna described it as “truly unforgettable”, adding that “snowmobiling takes place on a glacier surrounded by breathtaking 360° views.”
We concluded the journey at Friðheimar Farm, a warm greenhouse oasis where tomatoes are grown year-round thanks to geothermal energy. There is also a restaurant set inside the greenhouse that serves delicious tomato-inspired dishes in a charming setting.
Volcanic Trails and Blue Lagoon Bliss
Next, we explored the Reykjanes Peninsula, a wild and volcanic area just outside Reykjavík known for its lava fields, steaming vents, and landscapes shaped by past eruptions. “The landscape is unlike anything I’ve ever seen,” Jenna shared.
We jumped on quad bikes and rode across black lava plains, winding through rocky paths and wide-open spaces. It was bumpy, thrilling, and a whole lot of fun. “You are riding across massive lava fields that feel like the surface of the moon,” Jenna said.
After the excitement, we made our way to the Blue Lagoon, Iceland’s most famous geothermal spa. The water here is heated naturally by the earth and is full of minerals like silica, which gives it its beautiful milky-blue colour. We relaxed in the warm water, applied the lagoon’s popular white mud masks, and enjoyed a drink from the in-water bar – the perfect way to rest after two busy days.
Before heading back to the city, we ended the evening at Aurora Basecamp, a quiet, purpose-built venue for watching the Northern Lights. Although the sky didn’t deliver that night, the Basecamp’s cosy setup, with a crackling fire and a warm welcome, made it a wonderful way to close out the day. “The venue itself is set in a dark, low-light area designed specifically for aurora viewing”, Jenna says. “The setup is warm, inviting, and unique, making it ideal not only for Northern Lights-focused programming but also as a memorable venue for group dinners or evening events,” she adds.
A Taste of Iceland
The dining throughout the trip offered a delicious introduction to Icelandic cuisine. We kicked things off at Kopar Restaurant, set on Reykjavík’s old harbour, where the group enjoyed hearty Icelandic-inspired dishes like langoustine soup and slow-cooked lamb in a rustic space with views of the water and Mount Esja.
The Food Cellar (Matarkjallarinn) impressed with its semi-private layout inside a 160-year-old stone building. Known for dishes like Icelandic cod, reindeer carpaccio, and truffle-infused root vegetables, the restaurant combines Nordic cuisine with soft piano music and candlelit ambience.
On our second night, we dined at Eiríksson Brasserie, a stylish restaurant set in a former bank building. Its menu blends Nordic and Mediterranean influences, serving beautifully plated dishes like duck confit, seafood risotto, and beef tenderloin, paired with attentive service that Jenna described as “consistently excellent.” For lunch during our Reykjanes adventure, we stopped at Bryggjan Café, a beloved harbour-side gem in Grindavík known for its traditional lobster soup, fresh rye bread, and simple seafood plates.
The culinary highlight of our final evening was the private dinner at The Ladies’ School, a beautifully restored historic dining room inside the Parliament Hotel. Once Iceland’s first girls’ school, the venue features vintage wood panelling, high ceilings, and elegant lighting – the perfect setting for a farewell celebration. Jenna called it “a wonderful culinary experience that included fantastic local entertainment”. Each morning also began with a generous buffet breakfast at the hotel, and a small hot-plate menu to order from.
Why Iceland Should Be Your Next Incentive Trip?
Iceland offers incentive experiences you simply can’t find anywhere else. “Everything feels fresh, different, and a little bit magical,” Jenna explains.
From racing across glaciers and exploring Reykjavík’s bright city to natural wonders like geysirs, waterfalls, volcanoes and geothermal waters, Iceland truly is the “land of fire and ice”. If you’re looking to reward your top performers with a journey that balances adventure, nature, culture, dining and wellness, then Iceland should be at the top of your list.
“Iceland delivers a wow factor in every direction,” adds Jenna. “Altogether, it feels rewarding, refreshing, and genuinely uplifting, exactly what you want from an incentive experience.”
