Interest in Nordic travel is steadily rising among Indian outbound travellers, driven by demand for experiential itineraries, nature-led tourism, and seasonal phenomena such as the Northern Lights. Auxilia Networks’ latest partnership reflects this growing focus on specialised Nordic travel experiences.
Auxilia Networks has announced a collaboration with Iceland-based tour operator YOUR FRIEND IN REYKJAVIK (YFIR), expanding its representation portfolio in the Nordic region. Under the agreement, Auxilia Networks will represent YFIR in India, focusing on trade engagement, training, marketing initiatives, and public relations activities.
Founded over a decade ago, YFIR specialises in curated Iceland travel experiences, offering services ranging from walking tours in Reykjavik and day excursions to customised itineraries, transfers, accommodation, and dining experiences. The company works with travel agencies, corporate clients, and event planners, and has received multiple Tripadvisor Travellers’ Choice recognitions over the years.
Growing focus on Iceland and Nordic experiences
The collaboration comes at a time when Indian travellers are increasingly exploring long-haul destinations centred around nature, adventure, and immersive cultural experiences. Iceland’s landscapes, Viking heritage, geothermal attractions, midnight sun, and Northern Lights continue to position it as a niche but fast-growing market for outbound travel.
Valur Heidar Saevarsson, CEO and Founder, YFIR, said, “We’ve been building towards India for a while and wanted to do it properly — with the right partner who truly understands the market. Iceland offers Indian travellers something genuinely different: raw nature, Viking heritage, the midnight sun, and the Northern Lights.”
He added that Auxilia’s market network and expertise would help the company engage more effectively with the Indian travel trade.
Strengthening Nordic representation in India
The partnership further strengthens Auxilia Networks’ presence in the Nordic tourism segment following its association with the Nordic Tourism Collective earlier in 2026.
Paramjit Bawa, Founder and Principal, Auxilia Networks, said, “YFIR is a perfect addition to our portfolio, being widely acknowledged as one of the leading operators in the Nordic region. We look forward to connecting our trade colleagues in India with YFIR to support outbound business to that part of Europe.”
The collaboration is expected to focus on building destination awareness, enhancing trade engagement, and creating tailored Nordic experiences for the Indian outbound market.
As demand for experiential European travel grows, partnerships between specialised regional operators and Indian representation agencies are increasingly shaping access to niche destinations such as Iceland.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
