Mr Iceland’s horse tours draw visitors from abroad

Visitors are travelling to Iceland specifically to ride horses with Hörður Bender, who runs a tourism business called Mr Iceland at the farm Úlfsstaðir in Landeyjar, mbl.is reports. Some guests stay for four or five days and go on several rides during their visit.

Bender discussed the business and the international attention it has attracted as a guest on the Dagmál programme. Asked whether people come to Iceland to meet Mr Iceland, he joked: “At least to meet my horses.”

A journalist who travelled to 52 countries in a year, spending a week in each, joined one of Bender’s horse rides. The experience was ranked fourth among the journalist’s best in a feature in Reject Average magazine. The journalist later returned with family, Bender said.

The Mr Iceland name grew out of Bender’s earlier work. After five years at Icelandair, he founded the online travel agency MisterJet.com in Stockholm. As his tourism business at Úlfsstaðir took shape, he wanted a name that connected Iceland with his personal approach. He kept “Mister” from his previous venture and included “Iceland”.

Bender said the horse rides are often the main reason his guests visit Iceland, although they also take the opportunity to see other places.