Economic and commercial ties between Iceland and Japan are gaining renewed attention in 2026, as the two countries mark more than 70 years of diplomatic and trade relations. The milestone highlights decades of collaboration across business, technology, and tourism, with recent developments pointing to continued growth in cross-border partnerships.
Bolli Thoroddsen, an entrepreneur operating across both markets, has spent nearly two decades building commercial links between Iceland and Japan, and established five companies. His work has supported partnerships and deals involving companies from both countries, reflecting a broader trend of deepening economic cooperation.
A central focus of Thoroddsen’s current efforts is TripToJapan.com, an AI-driven travel technology platform designed to streamline travel planning across Japan. The platform enables users to combine accommodation, transportation, and experiences into a single, customizable itinerary with one checkout process, targeting growing demand for more flexible travel options. Unlike traditional AI tools or online travel agencies, it combines intelligent automation with deep Japan expertise—pairing AI-powered planning with ongoing support from Japan specialists throughout the travel experience.
“Our goal is to create a one-stop shop for fully customizable travel packages across Japan,” the company’s CEO said.
Backed by leading venture capital funds from both Iceland, Brunnur Ventures, and Japan, Shizen Capital and Monex-Climate Impact Fund, the platform aims to support a more balanced distribution of international visitors beyond major destinations such as Tokyo and Kyoto. By directing travelers to regional areas, it aligns with broader efforts to ease congestion in major cities while supporting local tourism economies.
TripToJapan.com offers more than 700 tours and activities all over Japan, which is a similar number as many of the world´s largest OTAs offer. According to Thoroddsen, in order to counter overtourism in Japan, TripToJapan puts great emphasis in distributing its customers and is proud that nearly 40% of its users have traveled to rural parts of Japan, indicating a shift in visitor behavior toward less traditional destinations.
As global travel continues to recover, initiatives such as TripToJapan.com demonstrate how digital platforms are contributing to tourism diversification and economic engagement. Data from the Japan National Tourism Organization shows that Japan recorded approximately 42.7 million international visitors in 2025, marking its highest annual total to date, suggesting Japan Government is on track to reach its 60 million visitor target by 2030.
