Locally rooted. Expertly crafted. Adventure done right.


Vala Adventure was established in 2024

Vala Adventure is an Icelandic travel agency owned and operated by GoNorth ehf., a fully licensed travel agency by the Icelandic Tourist Board registration (licence number 2014-0007) .




Our Story

Our founder, Mrs Unnur Svavarsdóttir shares the roots of Vala Adventure:


„My journey in tourism began at 18 years old, working as a mobile kitchen assistant while touring through Iceland´s incredible highlands. That early experience sparked a passion for exploring that led me to become a guide. Over the years, my knowledge and love for Iceland became the bedrock upon which I built GoNorth in 2014. Since then, my team have had the privilege of sharing expertise to tens of thousands of travelers. Vala Adventure is the next step in our journey - created to offer even more  personalized and meaningful experiences to our guests" 


We are honored to guide, inform, and welcome adventurous travelers who follow their hearts to Iceland. With Vala Adventure, you´re not just visiting - you´re connecting with the spirit of the land and the people who call it home. Each of our team members has their own story and their own passion, and we are bonded by mutual love and respect for Iceland and our guests.

Why the name Vala Adventure? 

The name Vala carries deep roots in Icelandic and Norse tradition. It evokes images of ancient wisdom, natural beauty, and mystical storytelling. Whether referring to a knucklebone (völubein - bone of Vala) used in traditional crafts, a seeress (spávala - Vala who predicts) from Norse mythology, or a simple pebble (völusteinn - stone of Vala) shaped by nature, Vala is a name rich with meaning and connection to both Icelandic and Norse cultural heritage.

Knucklebone (völubein)

The bone between the lower leg and thigh of a sheep is called a vala. In earlier times, it was used in wool processing to wind yarn into balls and was a common children's toy. The vala was considered pleasant to the touch and believed to relieve stress when held in the hand. These bones were stored in a special box or pouch called a völuskrín or völuskjóða.


In the past, the völubein was used for fortune-telling. One method involved tilting the head back and placing the bone on the nose, then reciting a chant asking the bone to answer a predetermined question, phrased so the answer could be "yes," "no," or "I don't know." The answer was determined by which side of the bone faced upward when it fell. Another method involved spinning the bone above the head before letting it fall. The völuskrín was a box used to store these bones.

Völuspá

Völuspá is the first poem in the Codex Regius of the Poetic Edda, the most famous of all Icelandic books. It consists of 63 stanzas composed in the final centuries of paganism, either in Iceland or other Norse settlements. The poem presents the worldview and mythological history of the Norse gods (Ásatrú). It is written in fornyrðislag, an ancient Norse meter also found in rune inscriptions across the Nordic countries dating back to the 9th century. Each line has two stressed syllables and a variable number of unstressed syllables. Alliteration links pairs of lines, but there is no rhyme.

Our Values

These aren’t just words on a wall — we work, plan, and guide based on them:

Respect

For nature, for our guests, and for local communities

Reliability

We offer personal guidance, not packaged scripts. Every detail matters ; we deliver what we promise. Actions are built on integrity and compassion

Sustainability

Low impact travel done right. Preservation of nature and local culture is key to sharing our passion for Iceland. We partner with local businesses, and make choices that protect Iceland’s fragile beauty

Craftsmanship

Thoughtful, beautiful journeys, not just itineraries We have extensive knowledge of Iceland’s nature, culture, and its endless travel possibilities

Flexibility

Want to swap a stop? Add an experience? Need to take it slow? No problem, we’re built for flexibility.

Positivity

It’s Iceland! Let’s have fun out here. We believe that positivity is fundamental to successful human relations

Our Services

Tailored Journeys

Want a different sort of adventure with your friends or family. A carefully designed trip into the wilderness is an excellent way to bond with friends or have a memorable time with your family. We listen to your needs and respond accordingly to create a curated experience and travel pace that focuses on you. 

Discover the magic

Our expertise and care for you and your journey combine to create unforgettable memories. Follow us on the road to adventure and let your heart fill up with all the beauty Iceland has to offer. We will help you discover the magic our arctic paradise has to offer in an authentic, sustainable way.

Explore with Heart

Whether you're chasing waterfalls, tracing ancient lava flows, or simply standing still in awe, Iceland invites you to explore with wonder. Our team is here to guide you through landscapes that stir the soul and stories that stay with you. With care, creativity, and deep local knowledge, we help you uncover the extraordinary.

Let Iceland inspire you

Grab your camera or your sketchbook and charcoals before you embark on a breathtaking journey through Iceland’s most iconic landscapes, rich history, and natural wonders. There are so many highlights on any tour you choose, you’ll want to capture them all. Each stop is a story, each view a memory.

Questions, custom trip ideas?

We’re here to help.

We’re a small Icelandic team that loves planning unforgettable journeys. Whether you're ready to book, have questions about a tour, or want to build something custom — just reach out. We’ll get back to you quickly with honest answers and expert advice.


Outside those hours? Leave us a message, we always respond within one business day.