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ALWAYS ICELAND 

Privacy Policy


Last updated: 10.10.2025
 

  1. Data Controller
    Always Iceland (“we”, “us”, “our”) is the controller of your personal data for the purposes of this Privacy Policy.
    Registered address: Engihjalli 11, 200 KOPAVOGUR
    Contact email: info@alwaysiceland.com
    Contact telephone: +354 8600747
     

  2. Purpose & Legal Basis for Processing
    We collect and process personal data to provide our tourist tour services in Iceland, to communicate with you, to handle bookings and payments, and to comply with legal obligations.
    Under Iceland’s Act on Data Protection and the Processing of Personal Data (No. 90/2018) (which incorporates the rights and obligations of the EU’s General Data Protection Regulation (GDPR)) you must have a lawful basis for processing.

  3. The lawful bases we rely on include:

  • Performance of a contract (booking your tour).

  • Legal obligation (e.g., accounting, tax, safety regulations).

  • Legitimate interests (e.g., direct marketing, improving our services) – we will inform you and allow you to object.

  • Consent (where required, e.g., for marketing communications).
     

  1. What Personal Data We Collect
    We may collect personal data such as:

  • Name, date of birth, national or identity number (if required), contact details (address, phone, email)

  • Booking details: tour dates, hotel/guest‑house, number of participants, special requirements (dietary, mobility)

  • Payment information (credit card details, payment records)

  • Travel details (arrival/departure times, pick‑up/drop‑off locations)

  • Optional: if you provide it, marketing preferences, e.g., newsletter subscription

    We do not (unless you explicitly provide and we notify you) process special categories of personal data (e.g., health information, racial or ethnic origin) except where necessary for providing your tour (e.g., mobility assistance) and with your explicit consent if required.
     

  1. Cookies and Tracking Technologies
    Our website uses cookies and similar tracking technologies to improve functionality, analyse website traffic, and provide personalised marketing. You will be provided with clear information about cookies and the opportunity to accept or decline non‑essential cookies.
     

  2. How We Use and Share Your Data

  • We will use your personal data to fulfil your booking, send confirmations, updates, pick‑up/drop‑off information, provide customer service and handle payments.

  • We may share your data with third‑party service providers (e.g., payment processors, partner tour operators, transport providers) under agreements that require them to protect your data.

  • We may share your data when required by law (for example, safety regulations, tax authorities) or if necessary to protect our rights or property.

  • Transfers of personal data outside Iceland/EEA will only occur when we ensure adequate safeguards (e.g., standard contractual clauses) are in place.
     

  1. Data Retention
    We will retain your personal data only as long as is necessary for the purposes described: for the duration of providing our services, and thereafter for the period needed to comply with legal obligations (e.g., accounting, tax) or resolve disputes. After this period your data will be securely deleted or anonymized.
     

  2. Security
    We have implemented appropriate technical and organizational measures to safeguard your personal data against unauthorized or unlawful processing, accidental loss, destruction or damage. These measures are in line with the principles in Act No. 90/2018
     

  3. Your Rights
    Under Icelandic law and the GDPR/EEA framework you have the following rights:

  • Right to request access to your personal data and a copy of it.

  • Right to request correction of inaccurate or incomplete data.

  • Right to request erasure (“right to be forgotten”) when processing is no longer necessary or you withdraw consent and there is no other legal basis.

  • Right to object to processing based on legitimate interests (including profiling) and to withdraw consent at any time.

  • Right to request restriction of processing.

  • Right to data portability (where applicable).

    If you believe we are not processing your data in accordance with the law, you have the right to lodge a complaint with the Icelandic Data Protection Authority (Persónuvernd).
     

  1. Children
    If you are under the age of 18, you may only use our services with the consent (or the legal guardian’s consent) as appropriate. We do not knowingly collect personal data from children without such consent.
     

  2. Changes to this Privacy Policy
    We may update this privacy policy from time to time (for example, when legislation changes). We will post the updated version on our website and indicate the “Last updated” date above.
     

  3. Contact Us
    If you have any questions about this policy or wish to exercise your rights, please contact us.

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