Who we are

North of Normal is a small company in Reykjavík that has been planning trips in Iceland since the year 2000.

Thirty of us. One office. Still owned by the person who started it.

There are three things worth knowing about us, and they are on three separate pages because they are three separate arguments.

How we got here, and what twenty-six years inside one country's tourism boom taught us about growing carefully. Who actually plans your trip, by name. And what we hold ourselves to, with the evidence attached.

Start wherever you like. They all end in the same place.

Two anglers in waders point across a river while fly fishing in the highlands

We are not trying to be the biggest company in Iceland. We are trying to be the one that still knows the answer when you ask a difficult question about February.

our story

Since the year 2000, operating in one country.

In 2000, about 300,000 people visited Iceland. In 2025 it was nearly 2.3 million. We worked through the whole boom, watched what it did, and chose to grow slowly.

read our story

A Land Rover Defender parked before a waterfall in a mossy canyon

our people

The people who make the plans and pack your snacks.

Most of us know the hotel managers, the chefs and the mountain roads by first name. The person who plans your trip carefully stays reachable while you’re on it and might even pack your snacks.

meet the team

Our values

Care, Connection, Reliability and Fun.

They describe how the company worked before anyone wrote them down. Each one comes with what it looks like in practice, from refillable bottles to rerouting around the weather.

See our values

Rows of bras and clothing tied along a fence in a green valley below misty cliffs — Iceland's "Bra Fence"