Our vision is to bring the spirit of Iceland to the world and our mission is to offer smooth and enjoyable journeys to, from, via and within Iceland, our hub and home. The values of passion, simplicity and responsibility represent the principles of the culture we aim to foster.

Our three guiding principles represent our keys to successful decision making and resource allocation in our day-to-day operation.

Each year we define formal corporate objectives based on the Objectives and Key Results (OKRs) methodology. These objectives set out our priorities for the year to provide our employees with further guidance on our strategic direction. In 2023, we set and worked towards three corporate objectives and made good progress towards each one of them:

- Be the leading hub carrier in Keflavik

- Reinforce our culture of passion and care

- Raise On-Time Performance (OTP)

Sustainability is an integral part of Icelandair's strategy with focus on economic, social, and environmental factors, as well as governance. The economic and social value of aviation and tourism is undisputed, especially for an island nation like Iceland. In addition, Icelandair is one of the largest employers in the country. Climate action is at the forefront of our sustainability efforts, and we have set ambitious targets and made good progress in reducing our carbon emissions, per operational ton kilometer (OTK), over the past years. Another key sustainability focus area for Icelandair is gender equality where we have set goals and made progress within management, crew, and aircraft maintenance. We view sustainability from a broad perspective and are furthermore committed to a variety sustainability initiatives across the Company. Further information on our sustainability journey can be found in the sustainability section.