Ásta Kristín Sigurjónsdóttir.

I am an Icelandic nature seeker born and raised in a small town in Austurland, in the east part of Iceland, where nature plays a big part in everyday life. Living close to nature also teaches you who the real boss lady is – Mother Nature herself.

Iceland has so many different landscapes and diversities so you can never get bored of what’s in front of you, (actually, you can never get bored of the weather either.) There is a saying in Iceland: “If you don’t like the weather, just wait 10 minutes!” We also do not need to worry about big trees blocking our views. The joke here is that if you get lost in a forest in Iceland, you just need to stand up… (My friends from the Nordics find this one extremely funny!)

I have traveled to many countries around the world and really enjoyed it! The best part, though, is always the one that involves coming back home and breathing the clear crispy air, walking down to the sea, and finding the endless energy from the roots of the mountains and the breath of the waves.

I have had the privilege to work with companies from all over the value chain of tourism that has the ambition to make the ecosystem of tourism grow in a sustainable way using tools and programs that involve responsible tourism, innovation, and travel tech.

I have an urge to communicate my beliefs and truly enjoy working with people and companies that want to behave in a sustainable and responsible way. I believe we can do so much better when it comes to protecting our nature, educating our guests, and building up a stronger future vision together with purpose-driven travel and tourism.

Partnering with Tenson is a true honor and I am super excited to try out different outfits for different outdoor activities. My family and I love to travel for adventures and normally we seek out for winter and summer hikes or skiing adventures every time it’s possible. We believe that enjoying time together in nature is the best possible way to learn, to teach about life, and how to truly survive. Nature moments are our best moments, and we can’t wait to jump into the next adventure.


Your "nickname":

Where are you based:

Austurland, Iceland


Managing director for the Iceland Tourism Cluster from 2016. Board member in the TCI network for competitiveness and Clusters.

The PURPOSE of you/your/life/profession work:

To make the most positive impact to my community by connecting people together and helping them grow.

Favorite outdoor activity:

Alpine skiing with family and good friends, mountain walking and outdoor running.

Favorite outdoor place/s:

I’m a sucker for mountains and I need to see the sea! My best moments are when I breathe in harmony with the sea.

Favorite campfire food:

Fresh Icelandic lamb early in the fall with wild herbs. Next up would be newly fished salmon.

Favorite food to forage:

Mountain herbs for tee – In Icelandic it’s called Blóðberg and Fjallagrös.

Favorite "adventure"/nature read:

The Monk Who Sold His Ferrari, Robin Sharma

Favorite cinematic/"adventure"/outdoor film:

Wild, Everest, and then there is always joy in singing along with Mama Mia (for me at least... maybe not so much for the others around me…)


Get in touch with Ásta
Email: [email protected]
LinkedIn: Asta Kristin Sigurjonsdottir
Website:  www.icelandtourism.is