Recently, I met Marteinn Briem at the opening of the lovely Litli Barinn. He founded the City Walk Reykjavik tour company in 2014, offering immersive small-group walking tours in Reykjavik. The company has expanded, but the core offering remains the same: an immersive plunge into its rich history, culture, and contemporary life. City Walk Reykjavik remains an excellent resource for travelers who want to immerse themselves in the city’s history, Icelandic culture, and Icelandic society.
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City Walk Reykjavik offers a variety of tours that cater to diverse interests—from the acclaimed “Free” classic tour to private food tours that explore Iceland’s unique culinary offerings. Each tour has a narrative with respect, humor, and insights. The company’s excellence hasn’t gone unnoticed; it has nearly 6,000 glowing TripAdvisor reviews. The kind of partner I like!
City Walk Reykjavik welcomes my subscribers with a 10% discount for their legendary VIP CityWalk. This 2- to 2.5-hour walking tour offers an intimate exploration of the city’s main attractions, starting from the top at Hallgrímskirkja and moving downhill. Participants will visit landmarks including Harpa, Laugavegur road, the Þingholt neighbourhood, Arnarhóll, and the Tjörnin pond, encountering hidden street art and learning local customs. The tour provides a comprehensive history of Iceland and practical tips covering dining, nightlife, and cultural sites to enhance visitors’ overall experience. Ideal for those seeking a less crowded alternative, the tour caps off with an optional meal at a choice downtown restaurant with special discounts. Sign up for my free Stuck in Iceland newsletter for the exclusive discount code.
Hey Marteinn, thank you for taking the time for the interview. Could you share the story behind the inception of City Walk Reykjavik and what inspired you to start this company?
In April 2014, I returned home to Iceland after enjoying six months on the road backpacking throughout South America. I was 24 years old and had finished a degree in history.
Marteinn Briem guides you through the streets of Reykjavik. Photo credit Björk Gunnbjornsdottir.
I was also deeply involved in football, playing, and coaching. In the summer I found myself without plans for the summer, no job, and no commitments. I had in mind to continue my studies in the autumn and pursue a job for the summer in coaching, but still, there wasn’t much to fill the daytime.
Summer gig turns into a highly successful travel company
On May 7th, I formally did my first “free” walking tour” I walked the streets of Reykjavik, contacted hotels and hostels, and left flyers around town. I managed to get two guests! I set up a schedule and launched a website and social media platforms. It was already a success within a month, and I could see my tour evolving into something. At that point, though, it was still early on and all very new to me; the same goes for the travel industry in Iceland in general. There was nearly no experience, and I thought this would only be a summer gig. When University started again in the autumn, I decided to schedule my walks less frequently than in the summer, but still enough to maintain traffic. By then, it was an established company, and having my first employee in March 2015 took the enterprise to another level.
In your view, how does City Walk Reykjavik contribute to local culture and community?
To Icelandic residents, my business and income has also given me time to explore further into history of Reykjavik and offer the same service to Icelanders. Now I receive regularly groups from companies and knitting clubs that want to enjoy an evening in Reykjavik involving a walking tour with an experienced guide. This hasn’t been an option before as far as I know.
You have 6,000 highly positive reviews on TripAdvisor. How do you maintain high standards and ensure each guest leaves satisfied?
I try to make sure the guides I have with me are excellent. We have a training process as well as follow up once job has started. Thats the only thing you can do as a business owner in the travel industry. Unfortunately most companies focus more on sales than on operations. The travel industry is a classic example of a one-time visiting business so reviews mean a lot when word of mouth can only get you to a certain point.
You often incorporate a bit of political commentary in your tours. How do you find it received by guests from around the world?
Yes, intellectual travelers that do research, want to hear about the economy of the country they are visiting. They want to understand the country’s political views and debates. I try to touch base on that. In my experiences these are the moments when the travellers listen the best, as opposed from the daddy-jokes or historical anecdotes.
What new developments or tours can we expect to see from City Walk Reykjavik in the future?
The pubcrawl is on hold for now, but we have plenty of ideas. We are not going to launch art walks, cat walks, queer walks etc. These are only offered as a theme on a private tour. Our shop has 3 products formally, so the shop is not complicated. You book a walk with us in a big group, small group or privately. And the private tour can have any inclusions you dream of and themed as you please. Simple. Reykjavik is also a small city and I don’t see a point in opening a walking tour in another area than the downtown area, nor an outlet opening up for walks in another town in Iceland. Neither are we planning to buy a vehicle or hotel to expand the business. The core is walks in Reykjavik and will always be.
Could you describe a particularly memorable tour or a favorite moment you’ve had with your guests?
Every saturday is great, always stags going around town. Plenty of politicians and celebrities have also been dragged into our tours. However, in general what happens on CityWalk, stays there 😉
What are your favorite activities and places in Iceland?
The swimming pools. Easy. but for activities I do Skiing, biking, football, padel to name something.
What advice do you have for those visiting Iceland for the first time?
Book a CityWalk with us. Its the only affordable thing in Iceland along with water and energy 😉
