Iceland expands wellness products and tourism infrastructure

New trade products and planned hotels offer opportunities to develop itineraries beyond the summer season

Icelandic tourism businesses presented wellness products, accommodation projects and international trade services at World Travel Market 2026. The announcements bring together products already on sale and developments with longer planning horizons.

Wellness products for itinerary development

Iceland Travel’s new wellness range includes a guided three-night short break operating until the end of April 2027, with partner pricing available. Hey Iceland is also developing its B2B self-drive booking platform, with greater attention to autumn, winter and spring travel.

For Benelux tour operators, the practical question is which products can complement existing itineraries or support a dedicated short-break programme.

Accommodation projects require separate planning

The hotel pipeline includes a 120-room spa property beside Forest Lagoon in North Iceland and Moxy Reykjavík, planned for spring 2028. Operators should distinguish these future developments from products already available to book.

More on Iceland.

Header: © Josh Reid Unsplash