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 og Iceland. Shared success depends on your participation.
SAF membership is open to enterprises in all sectors of travel and tourism

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.

SAF is a member of the Confederation of Icelandic Enterprise

Membership of SAF involves direct membership of the Confederation of Icelandic Employers (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.

SAF Board
Pétur Óskarsson

Pétur Óskarsson

Chairman of the Board
Viator ehf.
2024-2026

Björn Ragnarsson

Björn Ragnarsson

Icelandia
2024-2025

Erna Dís Ingólfsdóttir

Erna Dís Ingólfsdóttir

Íslandshótel
2024-2026

Helgi Már Björgvinsson

Helgi Már Björgvinsson

Icelandair
2023-2025

Nadine Guðrún Yaghi

Nadine Guðrún Yaghi

Play
2023-2025

Ragnhildur Ágústsdóttir

Ragnhildur Ágústsdóttir

Lava Show
2024-2026

Rannveig Grétarsdóttir

Rannveig Grétarsdóttir

Elding
2023-2025

SAF Staff
Jóhannes Þór Skúlason

Jóhannes Þór Skúlason

Managing Director
johannes[at]saf.is
+354 6909414

Ágúst Elvar Bjarnason, verkefnastjóri

Ágúst Elvar Bjarnason

Project Manager
agust[at]saf.is
+354 787 6365

Baldur Sigmundsson

Baldur Sigmundsson

Lawyer
baldur[at]saf.is
+354 616 1577

Diljá Matthíasardóttir, hagfræðingur SAF.

Diljá Matthíasardóttir

Economist
dilja[at]saf.is
+354 869 6503

Gunnar Valur Sveinsson, verkefnastjóri SAF

Gunnar Valur Sveinsson

Project Manager
gunnar.valur[at]saf.is
+354 822 0058

María Rut Ágústsdóttir

María Rut Ágústsdóttir

Project Manager
mariarut[at]saf.is
+354 845 5593

Skapti Örn Ólafsson, upplýsingafulltrúi SAF

Skapti Örn Ólafsson

Public Relations Manager
skapti[at]saf.is
+354 899 2200