At Hey Iceland, innovation is as characteristic of the company culture as lunar landscapes, tongue-twisting
volcanoes and enthusiastic sports fans are of Iceland. The company was founded in 1991, but can trace its origins to 1965 when five farms were chosen to rent out rooms to curious explorers who wanted to stay at a farm in the Icelandic countryside on their holiday. This experiment, as it was slated, proved so successful that the five farms booked 330 nights between them in their first year, and all guests came from abroad.