Iceland horse tours put personal service ahead of visitor numbers

Hörður Bender, known as Mr. Iceland, wants a visit to Úlfsstaðir in Landeyjar to be the highlight of visitors’ trips to Iceland, mbl.is reported. He plans to add accommodation but does not intend to increase the number of guests on the horse rides.

In an interview with Óskar Bergsson on Dagmál, Bender said growing the business without losing what makes the experience special would be difficult: the personal attention and time each guest receives.

He compared the goal to memorable moments on a trip, such as meeting local people, being invited into someone’s home or having a good conversation. “That is what we are trying to create here: the best moment of your trip to Iceland,” he said, adding that the experience is difficult to produce on a large scale. “There is only one customer at a time.”

Bender said the same approach could apply to Iceland’s tourism industry more broadly, which he believes should consider what kinds of visitors the country wants to attract. High prices already influence the mix of tourists, particularly during the peak season.

He pointed to the development of bathing lagoons, accommodation and other facilities as signs of a focus on visitors willing to pay for quality. He said that approach could shape Iceland’s future as a tourist destination, while group tours would remain part of the industry.

Bender also supports having tourists help fund the country’s natural attractions and said he was not opposed to a nature pass. The priority, he said, should be building good services and experiences for people who want to visit Iceland and can afford to do so.