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 Magnússon 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
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)
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)
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)
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)