The Icelandic Travel Industry Association – SAF is the mutual venue of Icelandic companies operating in the field of travel and tourism. Its purpose is to promote and protect the common interest of the membership and to work towards improved proficiency of both staff and management. The Association will work towards the growth and development of the tourism industry with a professional attitude where emphasis is on quality and environmental concern. Participation is open to all companies working in the travel and tourism industry and all members have valid permits for their operation where such permits are applicable.

The Icelandic Travel Industry Association – SAF endeavors to advance quality, safety and professionalism among its membership. It aims to inform its membership about consumer laws and insurance regulations in all the markets from which the travelers originate. The Association is cooperating with the government and Tourist Board to get official classification of hotels, guesthouses and buses according to service features and quality. It is the aim of the association that membership in it will be associated with quality and professionalism so that travelers and travel planners direct their business to its members.

The symbol of SAF is easily recognized and is a clear signal of participation.