Date:  16/04/2024

Adventure With Alice: Iceland

Iceland Incentive Trip

Our Event Coordinator Alice joined DMC AdvantageSena DMC/PCO, and Marriott Luxury Collection on a FAM trip to Iceland. 

Here is what she got up to:

Iceland Incentive Trip

Iceland Itinerary

Iceland is inspiring and refreshing, offering a fine balance between beautiful untouched landscapes, boundless wonders and top-level venues. It’s a destination where every corner promises a new adventure, and, with sustainability front-and-centre, it is an ideal setting for conferences, meetings or incentives.


Our itinerary showcased Iceland’s incredible offerings, from locally sourced first-class cuisine, unrivalled landscapes, luxury hotels and unforgettable experiences.

Our group stayed at The Reykjavik EDITION. The hotel, part of Marriott International Luxury Brands, brings the first 5-star modern luxury experience to one of the world’s most sustainable capitals. Located in the historical heart of Reykjavik, the hotel boasts a variety entertainment outlets including a rooftop bar, a speakeasy, and a private night club, complete with a pool table and PacMan machine. 

Once we checked into our rooms, we changed into the coziest robe known to man and headed down to the EDITION spa. The spa features a thermal plunge pool, hammam, steam room and sauna, alongside a full menu of treatments, inspired by the Icelandic landscape. Fun sustainability fact: The water and heating throughout the hotel is sourced from the country’s natural landscapes, living up to Iceland’s sustainable reputation.

In the evening, we were treated to a private dinner at TIDES, the hotel’s restaurant, which celebrates the best seafood from the  waters of Iceland along with locally sourced meats. TIDES promotes simplicity in its cooking techniques, characteristic of Nordic cuisines, allowing the quality of ingredients and exquisite flavours to shine.

Iceland Incentive Trip

Exploring the South Coast

On the second day, following a delicious breakfast, we layered up and headed out to our 4×4 in preparation for an exciting day, exploring the south coast of Iceland. Iceland’s south coast is a land of rugged beauty, where glaciers meet black sand beaches, and dramatic waterfalls cascade down moss-covered cliffs. 

Here are some of the main sites we visited that you don’t want to miss:


1. Black Sand Beach ATV Adventure 

This 1-hour tour definitely got our adrenaline pumping as we sped along the volcanic beach on our quad bikes. The tour included a short stop at the DC Plane Wreck, made famous by a relatively unknown artist called Justin Bieber.

2. Skógafoss Waterfall

One of Iceland’s most iconic waterfalls, Skógafoss plunges 60 meters into a serene pool, creating a mesmerizing cascade of mist and rainbows on sunny days.

3. Seljalandsfoss Waterfall

My favourite thing about this site was walking behind the curtain of cascading water whilst the sun was setting. Caution: Be prepared to get wet.

Iceland Incentive Trip

After a day of exploring, we ended the day with a quick tour and a truly unique dining experience at Friðheimar, a family-run greenhouse oasis nestled amidst Iceland’s stunning countryside.

Reykjavik Town Centre: A Journey Through Time

Reykjavik’s town centre showcases the city’s rich heritage, contemporary culture and natural beauty. Within 10 minutes walking from the EDITION, we reached Laugavegur, the city’s main shopping street, lined with an eclectic mix of boutiques, cafes, galleries and restaurants and not to mention the Instagram famous ‘Rainbow Street’. We strolled around the Hallgrímskirkja church, the town’s most iconic landmark, and visited The Sun Voyager, a striking Viking-esque sculpture overlooking the North Atlantic.

The newly opened Sky Lagoon, nestled in Reykjanes Peninsula, offers a serene retreat with its geothermal waters and panoramic vistas of the Atlantic Ocean. Here, we relaxed in mineral-rich waters whilst sipping on a drink from the swim-up bar, took a ‘refreshing’ cold plunge, and put our feet up in the sauna.

Iceland Incentive Trip

Harpa Concert Hall:
Where Architecture Meets Artistry

Directly next to the EDITION stands the Harpa Concert Hall, a modern marvel of glass and steel that serves as a cultural centerpiece for the city. Designed by renowned artist Olafur Eliasson, the building’s facade resembles a shimmering kaleidoscope, reflecting Iceland’s ever-changing light. Whilst the venue primarily hosts  concerts and theatre productions, it also serves as a unique conference and gala dinner venue.

Our final dinner did not disappoint; Eriksson restaurant truly is a culinary haven in the heart of Reykjavik. Our 3-course meal tantalized our taste buds with its innovative Nordic cuisine, crafted from the freshest locally-sourced ingredients alongside a delightful array of cocktails (I would highly recommend their specialty – Tiramisu Martini).

Iceland Incentive Trip
Image via No Destinations


From black sand beaches to towering glaciers, Iceland’s south coast is a land of unparalleled natural beauty and wonder. Whether you’re chasing waterfalls, exploring ice caves, or simply soaking in the breathtaking scenery, a trip to this enchanting country promises unforgettable experiences and memories to last a lifetime. So pack your camera, lace up your hiking boots, and embark on an adventure to discover the wonders of Iceland.

Stay In Touch

Keep up with industry trends, top venues and all things Pure.