Richard Branson in Iceland for Laugavegur Trail Adventure

Sir Richard Branson in 2015. Archive photo: U.S. Department of State, public domain, via Wikimedia Commons.

Sir Richard Branson is in Iceland this week as part of Strive Iceland 2026, a sold-out adventure journey that connects some of the country's most dramatic highland landscapes with physical challenge, wilderness travel and private events.

According to Icelandic news outlet mbl.is, Branson arrived in Iceland by private jet and is expected to stay in the country for nearly a week. The report says he is travelling with a group that includes members of his family, with plans linked to the Laugavegur hiking route and other classic Iceland adventure stops.

The official Strive itinerary runs from 10-18 July 2026 and includes the Fjallabak Nature Reserve, the Laugavegur Trail, the lava chamber at Thrihnukagigur, snorkeling in Silfra and time at the ION Adventure Hotel. For Iceland travellers, it is another reminder that the country's highlands are no longer just a remote hiking secret. They are now one of the world's most recognisable adventure travel stages.

What is Branson doing in Iceland?

Branson is best known as the founder of the Virgin Group, but he has also built a public profile around expeditions, endurance challenges and travel with a strong adventure angle. In Iceland, the Strive programme appears to follow that same pattern: biking through highland gravel roads, hiking remote trails, sleeping in mountain huts and tented camps, and visiting places shaped by volcanoes, glaciers and geothermal activity.

The route highlighted by Strive includes several locations that are high on many Iceland wish lists. Fjallabak is the volcanic highland region around Landmannalaugar, famous for rhyolite mountains, geothermal valleys and colourful slopes. The programme also mentions Silfra, where visitors can snorkel in clear glacial water between the North American and Eurasian tectonic plates, and Thrihnukagigur, a rare volcano experience where guests descend into an emptied magma chamber.

The Laugavegur Trail crosses some of Iceland's most varied highland scenery. Photo: Fun Iceland.

The Laugavegur Trail: the route behind the story

The biggest travel connection in the story is the Laugavegur hiking trail. The classic route usually runs from Landmannalaugar to Thorsmork, crossing around 55 km of Icelandic highlands. It is famous for sudden changes in landscape: steaming geothermal hills, black sand deserts, bright moss, snow patches, glacial valleys, rivers and mountain huts.

Because the route sits deep in the highlands, the season is short and conditions can change quickly. Hikers normally need to plan hut space, luggage, food, river crossings and transport carefully. Highland roads are usually only open in summer, and even then, weather can affect both access and trail conditions. That is part of what makes the route special: it feels wild, raw and far away from everyday Iceland travel.

Can travellers follow a similar route?

Yes, although most visitors will want a guided or well-supported version rather than trying to copy a private expedition. Travellers who want the closest hiking experience can look at our 5-day Laugavegur trek in huts, which follows the classic highland route with overnight stays in mountain huts.

For travellers with less time, the Laugavegur and Fjallabak Super Jeep tour is a strong way to experience the volcanic highlands by vehicle. It is especially useful for those who want to see the colours, lava fields and mountain roads of the area without committing to a multi-day trek.

Other connected experiences include Silfra snorkeling from Reykjavik, Landmannalaugar day tours and Thorsmork adventures. Together, they cover much of the same Icelandic landscape story: fire, ice, tectonic plates, highland rivers and one of Europe's most memorable hiking routes.

Why this matters for Iceland travel

Celebrity visits come and go, but this one points toward a wider travel trend. Iceland's most powerful experiences are increasingly built around active travel: hiking, biking, remote landscapes, geothermal recovery and small-group guiding. The Laugavegur Trail is a perfect example because it is not just a beautiful place. It is a route that has to be earned, planned and respected.

For anyone inspired by Branson's Iceland visit, the practical advice is simple: start planning early, choose the right level of support and treat the highlands as real wilderness. With the right preparation, the same landscapes that drew this high-profile adventure group to Iceland are open to travellers who want a deeper journey into the country.

Key points for travellers

• Strive Iceland 2026 takes place from 10-18 July 2026.
• The itinerary includes Fjallabak, the Laugavegur Trail, Silfra and Thrihnukagigur.
• The classic Laugavegur route usually connects Landmannalaugar and Thorsmork.
• Guided treks and highland day tours are the easiest way for most travellers to experience similar scenery.
• Summer is the main season for this part of the Icelandic highlands, but weather and road conditions still matter.