Scenic Iceland

Scenic Iceland – Guided Tours in Iceland

Privacy Policy

Effective date: 22 April 2026
Last updated: 22 April 2026

Scenic Iceland ehf. (“Scenic Iceland”, “we”, “us”, or “our”) operates the website https://scenic.is (the “Service”). This page informs you of our policies regarding the collection, use, and disclosure of personal data when you use our Service and the choices you have associated with that data.

We use your data to provide and improve the Service. By using the Service, you agree to the collection and use of information in accordance with this policy. This Privacy Policy is written to comply with the EU General Data Protection Regulation (Regulation (EU) 2016/679, “GDPR”) as implemented in Iceland by Act No. 90/2018 on Data Protection and the Processing of Personal Data.

1. Definitions

  • Personal Data means data about a living individual who can be identified from that data (or from that data and other information either in our possession or likely to come into our possession).
  • Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).
  • Cookies are small files stored on your device (computer or mobile device).
  • Data Controller means a natural or legal person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal data is processed. For the purposes of this Privacy Policy, we are the Data Controller of your Personal Data.
  • Data Processor (or Service Provider) means any natural or legal person who processes the data on behalf of the Data Controller.
  • Data Subject is any living individual who is the subject of Personal Data.
  • User is the individual using our Service. The User corresponds to the Data Subject, who is the subject of Personal Data.

2. Information Collection and Use

We collect several different types of information for various purposes to provide and improve our Service to you.

2.1 Personal Data

While using our Service or booking a tour with us, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you. This may include, but is not limited to:

  • Email address
  • First name and last name
  • Phone number
  • Address, country of residence
  • Number and names of travellers in your party
  • Any dietary requirements, medical information, or accessibility needs you choose to share so we can deliver the tour safely
  • Cookies and Usage Data

We do not store your credit card or payment card details. Payment is processed by Rapyd (formerly Valitor), an authorised third-party payment processor operating under PCI-DSS standards. See Section 11 below.

2.2 Usage Data

We may also collect information on how the Service is accessed and used. This Usage Data may include information such as your device’s Internet Protocol address (IP), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers, and other diagnostic data.

2.3 Tracking & Cookies Data

We use cookies and similar tracking technologies to track activity on our Service and hold certain information. Cookies are files with a small amount of data which may include an anonymous unique identifier.

You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.

Examples of cookies we use:

  • Session Cookies. We use Session Cookies to operate our Service.
  • Preference Cookies. We use Preference Cookies to remember your preferences and various settings.
  • Security Cookies. We use Security Cookies for security purposes.
  • Analytics Cookies. We use Analytics Cookies to understand how visitors interact with our website (e.g., Google Analytics).
  • Advertising Cookies. We use Advertising Cookies to deliver advertisements that are relevant to you and your interests (e.g., Google Ads, Meta/Facebook).

3. Use of Data

Scenic Iceland uses the collected data for the following purposes:

  • To provide and maintain our Service;
  • To fulfil your booking, including confirmation, pick-up coordination, and any communication needed before, during, and after the tour;
  • To notify you about changes to our Service or to your booking;
  • To allow you to participate in interactive features of our Service when you choose to do so;
  • To provide customer support;
  • To gather analysis or valuable information so that we can improve the Service;
  • To monitor the usage of the Service;
  • To detect, prevent, and address technical issues;
  • To provide you with news, special offers, and general information about other goods, services, and events which we offer, unless you have opted not to receive such information.

4. Legal Basis for Processing Personal Data Under GDPR

If you are from the European Economic Area (EEA), Scenic Iceland’s legal basis for collecting and using the personal information described in this Privacy Policy depends on the Personal Data we collect and the specific context in which we collect it. We may process your Personal Data because:

  • We need to perform a contract with you (e.g., delivering the tour you booked);
  • You have given us permission to do so;
  • The processing is in our legitimate interests and is not overridden by your rights;
  • We need to comply with the law.

5. Retention of Data

Scenic Iceland will retain your Personal Data only for as long as is necessary for the purposes set out in this Privacy Policy. We will retain and use your Personal Data to the extent necessary to comply with our legal obligations (for example, if we are required to retain your data to comply with applicable accounting and tax laws), resolve disputes, and enforce our legal agreements and policies.

Booking records and related financial documents are retained for a minimum of seven (7) years in accordance with Icelandic accounting law (Lög um bókhald nr. 145/1994). Usage Data is generally retained for a shorter period, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer periods.

6. Transfer of Data

Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country, or other governmental jurisdiction where the data protection laws may differ from those of your jurisdiction.

Scenic Iceland is based in Iceland. If you are located outside Iceland and choose to provide information to us, please note that we transfer the data, including Personal Data, to Iceland and process it there. Your consent to this Privacy Policy followed by your submission of such information represents your agreement to that transfer.

Scenic Iceland will take all the steps reasonably necessary to ensure that your data is treated securely and in accordance with this Privacy Policy and no transfer of your Personal Data will take place to an organisation or a country unless there are adequate controls in place including the security of your data and other personal information.

7. Disclosure of Data

We may disclose your Personal Data in the good-faith belief that such action is necessary to:

  • Comply with a legal obligation;
  • Protect and defend the rights or property of Scenic Iceland;
  • Prevent or investigate possible wrongdoing in connection with the Service;
  • Protect the personal safety of users of the Service or the public;
  • Protect against legal liability.

8. Security of Data

The security of your data is important to us, but remember that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.

9. “Do Not Track” Signals

We do not support Do Not Track (“DNT”). Do Not Track is a preference you can set in your web browser to inform websites that you do not want to be tracked. You can enable or disable Do Not Track by visiting the Preferences or Settings page of your web browser.

10. Your Data Protection Rights Under GDPR

If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Scenic Iceland aims to take reasonable steps to allow you to correct, amend, delete, or limit the use of your Personal Data.

If you wish to be informed what Personal Data we hold about you and if you want it to be removed from our systems, please contact us at hello@scenic.is.

In certain circumstances, you have the following data protection rights:

  • The right to access, update, or delete the information we have on you.
  • The right of rectification — the right to have your information corrected if that information is inaccurate or incomplete.
  • The right to object to our processing of your Personal Data.
  • The right of restriction — the right to request that we restrict the processing of your personal information.
  • The right to data portability — the right to be provided with a copy of the information we have on you in a structured, machine-readable, and commonly used format.
  • The right to withdraw consent at any time where Scenic Iceland relied on your consent to process your personal information.
  • The right not to be subject to automated decision-making, including profiling, which produces legal effects concerning you or similarly significantly affects you. Scenic Iceland does not currently use such automated decision-making.

Please note that we may ask you to verify your identity before responding to such requests. You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. In Iceland, the supervisory authority is Persónuvernd (www.personuvernd.is). For more information, please contact your local data protection authority in the EEA.

11. Service Providers

We may employ third-party companies and individuals to facilitate our Service (“Service Providers”), to provide the Service on our behalf, to perform Service-related services, or to assist us in analysing how our Service is used.

These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.

11.1 Analytics

We may use third-party Service Providers to monitor and analyse the use of our Service.

  • Google Analytics — a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualise and personalise the ads of its own advertising network. You can opt out of Google Analytics by installing the Google Analytics opt-out browser add-on available at https://tools.google.com/dlpage/gaoptout. For more information on Google’s privacy practices, visit https://policies.google.com/privacy.

11.2 Advertising & Remarketing

We may use third-party Service Providers to show advertisements to you to help support and maintain our Service.

11.3 Payments

We may provide paid products and/or services within the Service. When we do, we use third-party services for payment processing (e.g., payment processors). We will not store or collect your payment card details. That information is provided directly to our third-party payment processor, whose use of your personal information is governed by their Privacy Policy. These payment processors adhere to the standards set by PCI-DSS as managed by the PCI Security Standards Council, which is a joint effort of brands like Visa, Mastercard, American Express, and Discover. PCI-DSS requirements help ensure the secure handling of payment information.

Our current payment processor is:

12. Links to Other Sites

Our Service may contain links to other sites that are not operated by us. If you click on a third-party link, you will be directed to that third party’s site. We strongly advise you to review the Privacy Policy of every site you visit.

We have no control over and assume no responsibility for the content, privacy policies, or practices of any third-party sites or services.

13. Children’s Privacy

Our Service does not address anyone under the age of 13 (“Children”). We do not knowingly collect personally identifiable information from anyone under the age of 13. If you are a parent or guardian and you are aware that your Child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers. Bookings for children on tours are made by a parent or legal guardian, who is responsible for providing any required information on the child’s behalf.

14. Changes to This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any changes by posting the new Privacy Policy on this page and updating the “Last updated” date at the top of this Privacy Policy. You are advised to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

15. Contact Us

If you have any questions about this Privacy Policy, please contact us:

  • By email: hello@scenic.is
  • By phone: +354 893 0049
  • By post: Scenic Iceland ehf., Hraunbrún 40, 220 Hafnarfjörður, Iceland
  • Company ID (kennitala): 690622-0840
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