There are several tourism companies in Iceland that run their business with emphasis on sustainability. Some of the larger companies do have a sustainable policy but most of the companies that keep sustainability as their core value are small family run companies.
An example of this is the company Alkemia, a local travel agency and destination management company, based in the north of Iceland.They have a strong sustainability policy that is apparent in all their operation. Their emphasis is on small groups and to run their tours in the spirit of slow travel. They are a member of the VVE charter Association of travelers and their tours are eco-responsible.