Our Story

Breiðdalsvík in East Iceland is a regional tourism concept and labor of love launched by local resident and entrepreneur Friðrik Árnason. Originally from Njarðvík in southwest Iceland, Friðrik first fell in love with the tiny town of Breiðdalsvík when he moved his family there in 2009 to renovate and re-open boutique Hotel Bláfell.

With over twenty years’ experience working in Iceland’s travel industry, he envisions the potential of Breiðdalsvík in East Iceland as a stand-alone destination ideal for visitors seeking off-the-beaten-path travel experiences in unspoiled nature. Acquiring several local travel companies, the Breiðdalsvík family of brands now includes 46-room Hotel Bláfell, The View Apartment Hotel, Travel East tour operator, The Old General Store and The Fish Factory event venue.

Friðrik shares his time between Reykjavík and Breiðdalsvík while diligently working to enhance the visitor experience and promoting the community’s long-term development through his unique tourism strategy and vision.