The merger of the companies will create attractive opportunities for customers, as the option of selecting from an increased variety of services in a single place makes it easier for tourists to plan their trips in a simple and economic manner.  The management and operation of the companies will be combined, but services will continue to be offered under the same brands as before, as both companies enjoy a strong position in their respective markets. The merger is subject to the results of due diligence and the approval of regulatory authorities. It is therefore very important for operating units to be efficient and for companies to seek all possible ways of streamlining their operations. The competition in the market is fierce, and Iceland and Icelandic businesses are engaged in intense international competition. As a unit, the merged companies will extend over a larger segment of the value chain in the tourism sector than the two companies could manage separately. The two companies have worked together successfully for years with specialization in different segments of the tourist sector. Björgólfur Jóhannsson, CEO of Icelandair Group and Chairman of the Board of Directors of Iceland Travel says,  “The merger of the two companies is a very positive step forward and will strengthen their business operations over the longer term. noncleared-maintext”>
According to an announcement, an agreement has been reached on the merger of Iceland Travel ehf., which is fully owned by Icelandair Group and Gray Line Iceland., which is jointly owned by the founders of the company and Akur fjárfestingar slhf. The merged companies will focus on presenting and selling services in Iceland and Greenland while promoting the countries as attractive travel destinations. Tourism in Iceland is currently in a state of active evolution and it is important for businesses in the sector to focus their attention on meeting customer demands in order to maintain the good reputation of the Icelandic Tourism industry,”says Þórir Garðarsson,  Chairman of the Board of Directors of Gray Line. This translates into exciting opportunities for continued progress, as there are numerous interesting developments that are occurring in Icelandic tourism.“
 “The merger of the companies provides us with advantageous opportunities to continue to market Iceland as a destination and to develop services and recreation events for travellers, especially in the rural areas of Iceland. The objective of the merger is to further improve services to customers and at the same time achieve rationalisation in the companies’ operations. The aggregated turnover of the merged company for 2017 is projected at just short of ISK 18 billion. Both companies are at the forefront in the Icelandic tourism sector, and the merger will enable them to offer their customers even better services. Following the merger, Icelandair Group will own 70% of the merged company, while the owners of Gray Line will own 30%.

Each destination’s main airport was assigned as the pick-up and drop-off point. Coming second in the rankings was Trondheim, where you will need to spend an average of €342 for a week’s car rental (the equivalent of 6 days) for the cheapest car available. Yet both cities were cheaper than Reykjavik, the most expensive European destination according to the survey, with visitors needing to pay an average rate of €345 per week. The following table shows the 20 priciest destinations in Europe for car rentals this summer. 1.Reykjavik (Iceland)Euro 345
2.Trondheim (Norway)Euro 342
3.Oslo (Norway)Euro 328
4.Athens (Greece)Euro 293
5.Helsinki (Finland)Euro 287
6.Thessaloniki (Greece)Euro 278
7.Crete (Greece)Euro 275
8.Heraklion (Greece)Euro 244
9.Cagliari (Italy)Euro 203
10.Palmero (Italy)Euro 198
11.Catania (Italy)Euro 194
12.Geneva (Switzerland)Euro 189
13.Olbia (Italy)Euro 187
14.Porto (Portugal)Euro 181
15.Naples (Italy)Euro 180
16.Menorca (Spain)Euro 177
17.Sevilla (Spain)Euro 168
18.Bari (Italy)Euro 167
19.Madeira (Portugal)Euro 165
20.Lisbon (Portugal)Euro 160

  In the Norwegian capital of Oslo, prices are not much cheaper at €328 per week. The rates displayed reflect the average weekly rate for the cheapest available rental car in each destination between 1-31 August 2017. The survey by looked into prices across 50 destinations during the month of August. noncleared-maintext”>
 The most expensive rental cars in Europe according to a survey made by in 50 European destinations earlier this month, are in Reykjavik.

 The photos of the women are by Icelandic photographer Helga Nína Aas taken in Iceland’s hot pools. 

Aas tells Refinery29 that, much like women in the U.S., Icelandic women deal with pressure from the media to look a certain way. Fortunately, according to Aas, Icelandic women are finding ways to resist limited ideas of beauty in their everyday lives, starting with the example they’re setting. “Some women are only happy with themselves if they have worked out vigorously, watched everything that they have eaten, and feel like they’re at their peak,” she says. noncleared-maintext bigimgs-interleaved”>

 Lifestyle website Refinery 29 published an article recently on how Icelandic women feel about their bodies and the bodies of other women. “It was a great personal reminder to talk about myself respectfully, especially around my own daughter.”

You can see the entire article HERE.  “Many of us choose to be inspired by women who respect their bodies and have a happy balance with family, work, spirituality, and health,” she says.

“The area has been in rapid build up in recent months with the new Hlemmur Mathöll food halls opening very soon.” 
Amongst the events at Hlemmur will be live music on a stage and a food festival and theatre performances. 
Culture Night comes to a close late in the evening with fireworks at Reykjavik Harbour. 
For the whole programme for August 19th visit the Culture Night website HERE.  Reykjavik Culture Night marks the start of the city’s cultural year, when museums and theatres and other cultural institutions launch their annual programme of events. All events are free of charge for everyone to enjoy. In an announcement from the City of Reykjavik it states that Hlemmur will be the focus of this years festival. noncleared-maintext”>
The up-and-coming Hlemmur area is the focus for this year’s Culture Night which takes place on Agust 19th. 
Culture night is both created and enjoyed by city residents and takes place all across central Reykjavik, with celebrations in the streets and squares, in museums, businesses and residential gardens! Reykjavik Culture Night is organised and produced by the events team at Visit Reykjavik, in collaboration with other city departments, organisations, artists, societies and countless others. The main objective of Reykjavik Culture Night is to deliver a diverse and rich offering of cultural events from 1-11pm, ending with a magnificent firework show by the harbour. The event’s slogan ‘come on in!’ is a reference to good old-fashioned customs of Icelandic hospitality.