17 févr. 2026
Lady Lava to Attend ITB Berlin 2026, Invites Partners to Connect
Lava Show founder Ragnhildur Ágústsdóttir (Lady Lava) will be attending ITB Berlin this March and invites existing and prospective partners to connect during the event.
Ragnhildur will be available for scheduled one-on-one meetings throughout ITB to discuss partnership opportunities, 2026 growth plans, and the continued expansion of one of Iceland’s most award-winning experiences.
A Record-Breaking Year for Lava Show
Ragnhildur arrives at ITB following the strongest year in the company’s history.
In 2025, Lava Show welcomed over 200,000 guests across its two locations in Reykjavík and Vík — a new attendance record.
The experience was also recognized internationally with:
Tripadvisor Travelers’ Choice – Best of the Best (once again)
A 4.8-star Google rating with more than 4,100 reviews
These achievements reinforce Lava Show’s position as a must-visit, year-round attraction in Iceland and a high-performing product for tour operators, OTAs, cruise partners, and MICE planners.
Expanded Capacity in Reykjavík and Vík
To support growing demand, Lava Show has completed significant expansion in both locations:
Lava Show in Reykjavík
A second showroom with 100+ seats
Expanded reception and a new grand gift store
Ability to double showtimes during high season
Stronger offering for private groups, incentives, and MICE
Lava Show in Vík (South Coast)
30% increase in seating capacity, now hosting up to 65 guests per show
Upgraded gift store and reception
Enhanced group capabilities along Iceland’s South Coast
Strengthening Trade Collaboration
In addition to physical expansion, Lava Show has invested in tools and infrastructure to better support partners:
A new self-service partner portal
A fully redesigned website with an enhanced partner section
Launch of an online store featuring exclusive volcanic products
Book a Meeting With Lady Lava at ITB
Partners attending ITB Berlin are invited to book a meeting directly with Ragnhildur to discuss collaboration opportunities and 2026 planning.
