Stefan’s Story: Navigating Change in Iceland’s Whale-Watching Capital
Sunday, 22 March 2026 | By Climate High-Level Champions & Edges of Earth
Image: Stefán Guðmundsson with Skjálfandi Bay in the background)
An interview with: Stefán Guðmundsson, CEO & Owner of Gentle Giants & Sea Captain
Country & Region: Húsavík, Iceland
Action Agenda relevance: Marine Conservation
Beneficiaries and Impact: The whale-watching industry in Húsavík is a cornerstone of Iceland’s tourism economy, creating jobs, fostering sustainable business practices, and directly benefiting local communities. It proves the economic and ecological value of living whales, and is further helping to shift global perceptions toward conservation.
In the far north of Iceland lies Húsavík, a small town of 2,400 people whose lives distinctly revolve around the ocean. From whale watching and fishing to scientific research, the bay at Húsavík has sustained the community for generations, becoming a global destination for marine encounters. This vibrant town takes pride in its achievements, welcoming visitors from around the world to experience its rich maritime heritage firsthand.
Stefán Guðmundsson is the, owner of the successful Gentle Giants whale-watching company and a pioneer of the industry in Húsavík. Having started taking visitors out to see the whales in the mid-1980s, Stefán began his journey in whale-watching in the mid 1980s, and remains as one of the original stewards of this sub-Arctic paradise. Speaking with the team, he reflected on the changes that have shaped the bay over the years — for better and for worse.
Image: One of Stefán’s original boats that he has kept restored.
I started going out with my father and grandfather on fishing trips at just five years old, continuing a family legacy that spans five generations in Húsavík and Flatey on Skjálfandi Bay. My ancestors lived and fished here, and fishing has always been central to my family’s identity, focusing primarily on cod and haddock. This bay has always been a melting pot for marine life, from the smallest shrimp to the largest whales, whose numbers have steadily increased over the years.
As a young adult I trained in navigation and fisheries management. My life has been spent captaining fishing vessels along Iceland’s coast, while actively participating in my family’s fishing business, serving as a captain and guide on passenger vessels on Skjálfandi Bay since 1982. In 2004, I became the owner and CEO of a conscious tourism company called Gentle Giants, leading the charge in transforming the bay into a hub for whale watching.
Image: The center of Húsavík in the far north of Iceland.
While my peers worked on farms going up, I spent my summers on the ocean. This taught me to respect and live in harmony with nature. Flatey Island holds a special place in my childhood memories, as it was integral to my family’s survival. There, families relied on the land and sea — harvesting eggs from nesting birds and making the most of what the ocean provided. These experiences not only shaped my understanding of the sea but also instilled a sense of responsibility to protect this very bay as my life’s work.
Over the past two decades, we’ve witnessed remarkable changes here in marine life. Larger whales, such as humpbacks and blue whales, have become more common in the bay, joining the smaller species that have been here for over a century. Weather patterns have shifted as well, though not drastically. We’ve always seen cycles — hot summers and cold spells, even sea ice drifting into the bay every few decades. However, the increasing rainfall and warming waters in recent years seem tied to global climate change. For instance, colder waters decades ago likely supported the bay’s once-thriving shrimp population, which prefers such conditions. Whether these patterns will reverse or continue to evolve remains uncertain, though some scientists predict a cooling period might return.
Image: Scenes from Flatey Island where Stefán grew up.
Whale activity in the bay has mirrored these environmental changes. When I fished here 30 years ago, humpbacks were a rare sight. Today, they are a regular presence, and alongside blue whales, their numbers are increasing steadily as waters have warmed. Still, the future remains uncertain. Will the warming trend continue? Or will Iceland’s climate enter another cooling phase as predicted?
Whale watching has become a major driver of tourism in Iceland. For my family, preserving and protecting this bay has been our way of life for 160 years. We’ve always understood the importance of sustainable practices, and even though changes are necessary, the local community here in Húsavík is ready to adapt. The bay is healthy, and keeping it that way is in everyone’s best interest.
Image: Whale watching with Gentle Giants. Photo Credit.
Fishing in Húsavík has decreased significantly over the decades. Fifty years ago, there were five times as many fishing vessels in the bay as there are today. In contrast, whale-watching boats have increased over the past 20 or 30 years, operating from morning to afternoon for most of the year. We’ve learned to run these trips much better than we did in the early days. Communication and cooperation among the whale-watching companies have grown tremendously, and while competition remains on land, we all share the same goal when on the water: delivering a great experience and protecting the environment at the same time.
To ensure sustainable operations, we’ve established a strict code of conduct for our captains. These are not just guidelines; they’re essential for protecting the whales, the bay, and our businesses. Adhering to this code helps us avoid government-imposed regulations, which is why we take responsibility for setting our own rules. Over the years, the system has worked well, and things have improved significantly compared to 15 or 20 years ago when awareness and coordination were much less established. And it puts pressure on whaling activity, as we prove these animals are more valuable alive.
Image: Whales in the bay.
Ice Whale plays a key role in this effort. With nearly 20 member companies, we operate as an umbrella organization, working collaboratively to oversee the industry across Iceland. While each company manages its own operations — some offering additional activities like sea angling or island tours — we all benefit from Ice Whale’s leadership. When broader political issues arise, we collaborate with SAF, the Icelandic Travel Association, which serves as a bridge between us and the government. Together, we’re shaping a future where whale watching thrives while respecting and preserving the natural world we depend on.
For me, the goal has always been to ensure that we’re moving forward together as a united community. Every year, we aim to grow stronger, take meaningful steps, and innovate in how we operate. This includes adopting greener energy solutions, enhancing safety, and improving our impact on both the environment and the people who visit this incredible place.
Image: The lighthouse on Flatey Island where Stefán grew up.
Looking ahead, I want to see our work go beyond tourism and become a beacon for sustainability practices worldwide. We’ve already witnessed incredible changes over the past 25 years — economic crises, volcanic eruptions, a pandemic, and unpredictable weather patterns. Yet, through it all, we’ve adapted, learned, and found ways to move forward. The development of green energy here in Iceland is something I watch with immense hope. It’s a reflection of how we can harness nature responsibly while preserving it for future generations.
True progress requires collaboration, with outside support from researchers, NGOs, and institutions working respectfully alongside us. For Húsavík, for Iceland, and for the planet, my message is simple: let’s find ways to live in harmony with our natural world and work together to understand each other’s survival priorities. It’s not only for us but for generations to come, just as my ancestors cherished it, as I do now, and as the future will too.
As told to Andi Cross in September 2024.
About the Ocean Breakthroughs
Resulting from the joint efforts of the Ocean & Coastal Zones community and building on the Ocean for Climate Declaration, the Ocean Breakthroughs have identified five turning points to reach by 2030 in order to achieve a healthy and productive ocean in 2050. These five turning points are focused around the most crucial ocean sectors: marine conservation, ocean renewable energy, shipping, aquatic food, and coastal tourism. Accelerated action and investments in each will help unlock the potential of the ocean as a source of solutions to the pressing challenges posed by climate change and biodiversity loss.
The scientific evidence is clear: as a major climate regulator and the largest living space on Earth, the ocean is integral to deliver on the goals of the Paris Agreement and the Global Biodiversity Framework. The Ocean Breakthroughs are science-based targets designed to boost mitigation and adaptation efforts, for the benefit of People and Nature. They will contribute to delivering on the global campaigns led by the Climate High-Level Champions and the Action Agenda.
About the Climate High-Level Champions x Edges of Earth Expedition
The women-led global expedition, Edges of Earth, has partnered with the Climate High-Level Champions (HLC) to bring to life the Ocean Breakthroughs initiative by sharing personal accounts and climate action stories from remote coastal communities. This media partnership will feature interview-style stories that highlight the experiences and efforts of locals, Indigenous communities, nonprofits, and ocean scientists in addressing climate change. Celebrating its one-year anniversary, Edges of Earth has traveled to 25 countries (with nearly 30+ more to go throughout 2025) working closely with diverse groups to understand and amplify their climate resilience strategies. Through this collaboration, Edges of Earth will spotlight the five Ocean Breakthroughs by showcasing diverse voices and solutions to accelerate global climate action.
