Sævar is the Managing Director of Ferðaþjónustan Mjóeyri in Eskifjörður and serves on the SAF Board for the 2025–2027 term.
The voice of Iceland’s tourism industry
The Icelandic Travel Industry Association (SAF) works to protect the common interests of its members, to ensure that the companies have competitive working conditions and to promote that tourism in Iceland is based on professionalism and respect for nature and the people of Iceland. Shared success depends on your participation.
The Icelandic Travel Industry Association (SAF) is an association of Icelandic travel and tourism companies. Participation is open to companies in the sector which have valid permits for their operations, where applicable.
The purpose of the Association is to promote and protect the common interests of its member companies and support its members in the improvement of their services and operations. The Associations slogan is “Professionalism in Travel and Tourism” and it actively promotes professionalism, quality and safety among its members by working with government and regulatory authorities on training, education, safety issues etc.
The Association places great emphasis on quality, sustainability and preservation of the environment. Icelandic nature is our most valuable resource and should be treated as such.
It is the Association’s goal that SAF membership stand for quality, trust and professionalism.
Membership of SAF involves direct membership of the Confederation of Icelandic Enterprise (SA), which has over 2000 member companies. As the umbrella organization of the business sectors associations in Iceland, the Confederation negotiates collective bargaining agreements with unions on wages and working conditions, the advocation of an internationally competitive legal and regulatory environment, and the interpretation and communication of decisions by governmental authorities that directly affect the business environment. The Confederation is a member of Business Europe.
A strong tourism industry and a favorable business environment are created through the coordinated efforts of all those involved.
Through strong collaboration with a powerful advocate, tourism companies can improve their competitiveness and working conditions while fostering innovation and professionalism.
We are stronger together. SAF is a platform for tourism companies to collaborate on advancing the interests of the industry.
Stay informed about collective agreements, employee matters, communication with labor unions, and dispute resolution.
Build a strong and valuable network through grassroots involvement, participation in professional committees, and events.
Make your voice heard in consultations on laws and regulations, as well as in other communications with authorities and the media.
Gain access to education offers and training, as well as information on grants for professional development.
Participate in conferences and training sessions to enhance knowledge within your company and share your experience.
Pétur is the owner of the travel agencies Katla-Dmi and Viator and is the Chair of the Icelandic Travel Industry Association (SAF) for the 2024–2026 term.
Erna Dís is the Director of Human Resources and Quality at Íslandshótel and serves on the SAF Board for the 2024–2026 term.
Hildur is the owner of Midgard and serves on the SAF Board for the 2025–2026 term.
Ragnhildur is the owner of Lava Show and serves on the SAF Board for the 2024–2026 term.
Rannveig is the Managing Director of Elding Whale Watching and serves on the SAF Board for the 2025–2027 term.
Stefán is the Managing Director of Guðmundur Jónasson ehf. (GJ Travel) and serves on the SAF Board for the 2025–2027 term.
Sævar is the Managing Director of Ferðaþjónustan Mjóeyri in Eskifjörður and serves on the SAF Board for the 2025–2027 term.
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