HL Adventure | About

Two decades of passion and expertise

At HL Adventure, we draw on two decades of passion and expertise creating extraordinary luxury and MICE travel experiences in the Arctic.

We are adventurers

With world-class capabilities in private adventure travel, destination management and MICE facilitation, our knowledge, experience and meticulous eye for detail ensures unrivalled levels of service, even in the most extraordinary of locations.

Our dedicated team of expert travel designers and operation specialists work closely with our exclusive supplier network to produce innovative, bespoke itineraries and once-in-a-lifetime experiences.

HL Adventure is one of the most experienced operators in Iceland and the Arctic. For over 20 years, we have created truly unforgettable experiences for some of the world’s most auspicious families and private individuals.

Throughout the meetings, incentive, conference and events (MICE) industry, we have been trusted again and again to deliver outstanding results for global brands such as Allianz, Deutsche Bank, L'Oréal, Samsung, Toyota, Audi, Land Rover and BMW.

We have advised and managed film-shoot locations for blockbuster movies and commercials.

We live and breathe what we do, and we hope it shows.

HL Adventure is based in Reykjavik, Iceland, with an additional office in Bergen, Norway, and destination managers and market representatives across Germany, the USA, Canada, Russia and the UK. Founded in 2000 by professional explorer Jón Ólafur Magnússen to share the outdoor adventures of his homeland with foreign travellers, HL quickly developed into a full service destination management company specializing in incentive travel and private luxury in Iceland and with operations across the high Arctic.

It is easy to see how much Jón Ólafur Magnússon loves his home country.

Iceland, like nowhere else on earth, is a land of extraordinary landscapes and extreme contrasts. The summer’s midnight sun gives way to frozen starry skies. A day traversing an icy mountain glacier by super-jeep might conclude in a fire-lit feast and hot sauna. Ancient Viking history and traditional customs are threaded throughout a contemporary lifestyle strongly connected to nature and wellbeing.

We have made it our life’s work to share our spirit of adventure, with a passion and respect for the awe-inspiring natural forces that created these mighty landscapes.

Meet Our Sales Team

Ricardo Aspevik

Sales Manager

Originally from Mexico, Ricardo Aspevik brings a multicultural perspective to luxury Nordic travel. After earning his Business Administration and Marketing degree from the University of Texas at El Paso, he built his hospitality foundation working for Walt Disney World, where he learned to add a touch of magic to travel plans for clients from around the world.

Since making Norway his home in 2015, Ricardo added a Master's in International Hospitality Management from the University of Stavanger to his credentials. Ricardo has become a go-to expert for memorable Norwegian and Scandinavian experiences, earning a respected voice in Nordic tourism. His deep involvement with international luxury travel networks combines with hands-on regional expertise to deliver extraordinary, authentic Nordic journeys.

Dedicated to his clients, Ricardo works tirelessly to meet and exceed the wishes and expectations of every traveler. He connects clients with the best experiences Norway and Scandinavia have to offer, turning vacation dreams into unforgettable adventures and uncovering the best spots in the Nordic region just for you.

Phone: +47 40 56 94 50 (direct) | +354 568 3030 (main)
Email: ricardo@hl.is (direct) | info@hl.is (main)


Jóhanna Eyjólfsdóttir

Founder / Sr. Travel Designer

Turning wild ideas into real adventures.

Experienced Owner with a demonstrated history of working with MICE and Luxury clients. Skilled in Event planning and high end adventure.
At HL Adventure we draw on two decades of passion and expertise creating extraordinary luxury and MICE travel experience in Iceland and the Arctic.

With world-class capabilities in private adventure travel, destination management and MICE facilitation, our knowledge, experience and meticulous eye for detail ensures unrivalled levels of service, even in the most extraordinary of locations.

Our dedicated team of expert travel designers and operation specialists work closely with our exclusive supplier network to produce innovative, bespoke itineraries and once-in-a-lifetime experiences.


Phone: +354 863 8580 (direct) | +354 568 3030 (main)
Email: johanna@hl.is (direct) | info@hl.is (main)


Kristinn Ágúst Þórsson

Service Manager

Kristinn is the newest member of the HL Adventure team, bringing a deep passion for service, quality, and outdoor adventures. Having lived in Iceland, Spain, and Sweden, he combines an international view with a genuine love for Icelandic hospitality, culture, and nature.

He studied Tourism at the University of Iceland and the University of Dalarna in Sweden. Kristinn has gained hands-on experience across many areas of hospitality while working at Hotel Maricel in Mallorca, Hótel Búðir in the Snæfellsnes Peninsula, The Swan House in Reykjavík, and The Retreat Hotel at the Blue Lagoon. These varied experiences give him a strong understanding of the guest journey, which he uses to create unforgettable experiences at HL Adventure.

A mountain hiker, golfer, and outdoor enthusiast, Kristinn is always on the lookout for new adventures and fresh perspectives. He believes that traveling and connecting with new people and places helps us learn more about ourselves and understand each other better. This perspective is at the heart of every journey he helps design at HL Adventure.


Phone : +354 692 4087 (direct) | +5683030 (main)

Email: kristinn@hl.is (direct) | info@hl.is (main)"


Natalia Levanova

Travel Designer - FIT / MICE


Natalia was born and raised in Moscow, Russia. She got Degree in Geography in the Moscow State university named after Lomonosov and for many years was working in Hogg Robinson Group Russia as MICE Operation Manager, organizing High-end incentives and conferences worldwide.

Natalia has joined HL Adventure team in 2015, but from 2007 she was bringing groups and VIP individuals to Iceland being a part of HRG Russia.

Natalia’s experience is 25+ years in MICE and FIT industry, 18th of which she knows Iceland. Her knowledges of Iceland are deep and full of passion. In HL Adventure Natalia runs Russian speaking markets.


Phone: +7 926 999 0506 (direct) | +354 568 3030 (main)
Email: natalia@hl.is (direct) | info@hl.is (main)


Aðalbjörn Gottskálk Jónsson

Operation / Coordinator

Aðalbjörn brings a hands-on, detail-oriented approach to creating luxury Nordic travel experiences. Since joining the company in 2023 as an Operations Coordinator, he has become a trusted expert in on-the-ground operations for MICE groups, ensuring every element — from logistics and scheduling to guest experiences and Wild Dining setups — is executed seamlessly.

Driven by a genuine passion for his work, Aðalbjörn blends precision, creativity, and professionalism to transform complex projects into unforgettable journeys. His ability to anticipate challenges and deliver swift, effective solutions makes him an indispensable part of the team, guaranteeing that every client experience is not only smooth but truly exceptional.

Dedicated and approachable, Aðalbjörn takes pride in delivering high-end experiences with warmth and authenticity. His commitment to excellence, respect for craftsmanship, and focus on creating meaningful moments have established him as a valued expert in Arctic luxury travel operations.


Phone: +354 858 7233 (direct) | +354 568 3030 (main)
Email: alli@hl.is (direct) | info@hl.is (main)


Jón Ólafur Magnusson

Founder / Professional Adventurer

Born and raised in Iceland, Jón Ólafur Magnússon grew up in a small fishing village Bolungarvik on the Westfjords, surrounded by incredible natural beauty. Inspired by his experience of helping his father on his fishing boat at just eight years old, Jón gained an immense respect for nature and knew that he was destined to explore. During numerous journeys and expeditions in Iceland to Antarctica, Greenland and the North Pole, Jón continued to develop his love of nature and desire to share the beauty of the northern part of the world with others.

Jón’s comfort in and around the water was evident from a young age, as by 16, he had taken on the position of captain, overseeing a crew of five. For eight years, Jón was an active member of the Icelandic Search and Rescue team, including certification as a rescue diver and acting as a team leader. He has participated in multiple national training seminars for ICE-SAR, police, coast guard and emergency personnel in Iceland.

Together with his wife, Johanna Eyjolfsdottir, Jón founded HL Adventure, a leading Destination Management Company that has been delivering unique experiences in Iceland for over 20 years. The couple has made it their life's work to share their spirit of adventure through carefully curated trips, with a passion and respect for the awe-inspiring natural forces that created the impressive landscapes that clients explore.

As a trusted and well-known wilderness expert, Jón has led expeditions from Svalbard to the North Pole, a skiing expedition through the volcanic interior regions of Iceland during mid-winter and several photo expeditions, including a ten-day expedition on dog sleds to East Greenland. He navigated a climbing expedition in Antarctica to a previously unclimbed mountain ridge, led a caving expedition in Iceland for Finnish TV, and was commissioned by Icelandair and Land Rover to film a documentary driving off-road around Iceland. Jón has worked on visual projects and events in the wilderness with high-profile international brands such as Audi, Acer, Discovery Channel, Toyota, Porsche, Hewlett Packard, Subaru, Toshiba and Volvo, among others.

Jón looks forward to many more adventures ahead and to sharing his love of the natural wonders of the north with his future clients.


Phone: +354 894 8585 (direct) | +354 568 3030 (main)
Email: jon@hl.is (direct) | info@hl.is (main)


Kolbrún Dóra Snorradóttir

Travel Designer - FIT

Kolbrún has been part of Iceland‘s vibrant tourism industry since 2001, gaining broad experience through her work in hotels, travel agencies, and operations. With a BS degree in Tourism from the University of Iceland, she combines solid professional knowledge with a genuine passion for sharing the beauty and spirit of her home country.

Known for her friendly approach and practical mindset, Kolbrún is dedicated to ensuring that every guest experiences Iceland in a personal and memorable way. Whether it‘s designing seamless itineraries or finding those hidden gems that make a journey truly special, she always aims to go the extra mile.

Outside of work, Kolbrún enjoys spending time in nature, hiking Iceland‘s trails, cross-country skiing in winter, and occasionally training for long-distance runs. Her love for the outdoors reflects the same spirit of adventure she brings to every trip she designs.


Phone: +354 866 6065 (direct) +354 568 3030 (main)

Email: kolbrun@hl.is (direct) info@hl.is (main)

Margrét Jónsdóttir de La Forest

Sr. Travel Designer - FIT



Senior Travel Designer with a degree in Management and Tourism from France.With over 25 years of experience in luxury and private travel, both internationally and in Iceland, I specialize in crafting tailor-made journeys that reflect each client’s style and vision. Passionate about detail, service, and authentic experiences,My aim is to transform every itinerary into a seamless and memorable adventure.


Phone: +354 866 6065 (direct) +354 568 3030 (main)

Email: margret@hl.is (direct) info@hl.is (main)

Kelly-Jane Barnard

Travel Designer - MICE

Born in South Africa and raised in Namibia , I’ve always had a love for travel, people, and new places. Life has taken me from southern Africa to the UK and now to Iceland, where I’ve happily set down roots. With over 25 years of experience in events, marketing, customer service, and sales, I’m a natural problem-solver who loves making things happen and making people feel looked after.

I’ve been with HL since early 2025, and I genuinely love sharing this beautiful part of the world with anyone curious enough to explore it — because honestly, why wouldn’t you want to come to Iceland? Helping people, finding solutions, and creating great experiences is what I do, and what I still love doing every day.


Phone: +354 773 4667 (direct) +354 568 3030 (main)

Email: kelly@hl.is (direct) info@hl.is (main)

Þórunn Björk Jónsdóttir

Travel Designer - MICE

Thorunn has been working alongside the company for quite some time and has been involved in numerous MICE projects dating back to 2012. With a background in professional coaching, she brings a deep sense of empathy, understanding, and attentiveness to her work.

As a Travel Designer specializing in MICE groups, Thorunn manages every aspect of each project with precision and dedication. Her extensive experience and genuine passion ensure seamless execution, attention to detail, and exceptional guest experiences from start to finish.

Beyond her professional expertise, Thorunn’s interests in culinary arts and strength training reflect her perseverance, discipline, and drive. These qualities translate directly into her work, where she brings a unique balance of strength, elegance, and care to every endeavor.

Phone: +354 895 3031 (direct) +354 568 3030 (main)

Email: thorunn@hl.is (direct) info@hl.is (main)

Alex Kubica

Travel Designer - FIT

Alex is a true explorer at heart, drawn to the stories a place has to tell. Having lived in Germany and the UK before making Iceland her latest canvas, she navigates the world with curiosity, a keen eye for design, and an instinct for discovery.

With a background in Cultural Studies, Alex seeks experiences that go beyond the obvious, hidden corners, local treasures, and the unexpected moments that reveal the soul of a place. She believes the best journeys are those that challenge perception, spark wonder, and linger long after the map has been folded.

Dedicated to those seeking the extraordinary, Alex guides traveler's to the most captivating corners of the Nordic region, uncovering hidden wonders and crafting experiences that reveal its beauty, charm, and quiet magic. She transforms exploration into unforgettable moments, connecting traveler's with the very essence of the North in ways that linger long after the journey ends.

Phone: +354 823 3153 (direct) +354 568 3030 (main)

Email: alex@hl.is (direct) info@hl.is (main)

Ester Ósk Gestsdóttir Waage

Travel Designer - MICE

Kristín Magnúsdóttir

CFO Bókhald-Fjármál

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