About
Ása Steinars, the mechanical engineer turned visual artist behind the massively popular "Iceland with a View" brand, has carefully constructed an empire built on ice caves, ethereal landscapes, and an increasingly personal narrative of adventurous motherhood. From her hometown of Akureyri, she has not only defined the visual language of Icelandic tourism for a global Instagram audience but has also navigated the complex commercial and ethical currents that come with such influence. Now, following the birth of her third child, she stands at a new inflection point, balancing a powerful media business with the realities of family life.
Iceland with a View: History and Growth
Born on May 26, 1990, in Akureyri, Iceland, Ása Steinars's early career path was far from the world of digital content creation. The 172cm (5'8") Icelander pursued a technical education, earning a Bachelor of Science in Mechanical Engineering from the University of Iceland. This led to a position at Marel, a prominent Icelandic company specializing in food processing equipment. But the call of Iceland's dramatic, untamed landscapes proved stronger than a corporate trajectory.
In 2017, Steinars made the pivotal decision to leave her engineering career behind and dedicate herself to full-time photography and travel. Her initial content, focused on solo female travel and practical budget tips, began to build a dedicated following. The true catalyst for her ascent arrived in the winter of that same year: a photograph of a brilliant blue ice cave in Vatnajökull National Park went viral, its crystalline beauty captivating a global audience and cementing her as a rising star. This single image encapsulated the magic she could capture, transforming her passion into a viable profession.
Iceland with a View: Content and Style
Steinars's visual style has undergone a distinct and strategic evolution. Her early work was characterized by a raw, accessible approach to adventure. By 2018-2019, a significant shift occurred. The production quality escalated, with a focus on polished, professional photography that emphasized the dramatic, almost otherworldly scale of Iceland. She adopted an "ethereal" and "adventurous" aesthetic, creating signature shots that became synonymous with her brand.
The next major pivot began after 2020, as she embraced parenthood. Her content narrative expanded to include her growing family, skillfully weaving personal moments of motherhood into the grand landscapes that first made her famous. This created a new hybrid style: aspirational yet "relatable" family adventure. The audience was no longer just witnessing a solo explorer but a family integrating children into a life of travel and nature, a powerful and highly marketable evolution.
How Iceland with a View Makes Money
"Iceland with a View," fronted by the Instagram handle @icelandwithaview, is a multi-faceted digital business. Steinars has diversified her revenue streams well beyond simple brand sponsorships. Her most significant and long-standing brand partnerships are with premier Icelandic companies, including the outdoor apparel brand 66°North and the national airline, Icelandair. She has also executed campaigns with global brands like DJI and Adobe, using her credibility in the photography and videography space.
Beyond partnerships, she operates a direct-to-consumer business through her website. This includes selling high-quality photography prints of her most iconic Icelandic landscapes and a suite of digital products, such as her popular Lightroom presets and comprehensive e-books, including "The Ultimate Guide to Iceland's Ring Road." To monetize her gear and apparel recommendations, she utilizes affiliate marketing platforms like LTK (formerly rewardStyle). At one point, her business extended to in-person experiences, offering guided photography workshops in Iceland, though these are currently on hiatus.
Iceland with a View: Collaborations
Steinars has strategically collaborated with some of the most respected names in the adventure media world, solidifying her professional standing. A landmark 2019 project for the official Visit Iceland tourism board saw her working alongside renowned adventure photographer Chris Burkard and prominent travel filmmaker Emmett Sparling. These collaborations placed her among the genre's elite, moving her beyond the influencer label and into the realm of a serious creative professional.
Iceland with a View: Public Reception and Controversies
Steinars's immense popularity has not come without scrutiny. During her rapid growth in 2018-2019, she faced accusations of contributing to "overtourism." Critics argued that by popularizing specific, often fragile, natural sites through her stunning imagery, she inadvertently encouraged a crush of visitors that led to environmental strain. Locations like the Fjaðrárgljúfur canyon and the iconic Reynisfjara black sand beach were frequently cited as examples.
Further criticism has occasionally surfaced regarding a perceived lack of content diversity, with some followers noting a repetitive feel in her compositions and choice of locations. The most persistent debate, however, has centered on "authenticity." The transition from a solo, budget-conscious traveler to a high-production, brand-sponsored creator leading a seemingly idyllic family life has prompted some early followers to question the unvarnished reality of her "adventure" lifestyle.
Iceland with a View: Philanthropy
In response to the very real challenges of tourism's impact, Steinars has become a vocal advocate for sustainable travel within Iceland. She has formalized this commitment through a partnership with the Icelandic Environment Association, known as Landvernd. In a tangible demonstration of this advocacy, she launched a campaign in 2021, donating 1% of her total photography print sale profits for that year directly to a reforestation project near her hometown of Akureyri.
Iceland with a View Today
Today, Ása Steinars represents a unique fusion of artist, entrepreneur, and mother. Following the birth of her third child on April 21, 2024, she is on maternity leave, her content now a blend of pre-shot Icelandic vistas and intimate updates on motherhood.