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Geosea is a world-class bathing facility that has gained attention for its high standards and beautiful architecture. The Sea Baths in Húsavík, as they are generally referred to in Icelandic, were opened in late summer 2018. Today, there are around 10 full-time positions at the company, and operations run year-round. The popularity of the Sea Baths has grown year by year, with the company welcoming about 80 thousand guests in 2024. Both foreign and domestic tourists visit the baths in large numbers, but the locals are also keen on using the facilities. The establishment of the Sea Baths at the time was based on the efforts of locals to utilize an underused resource sustainably.

A Long-Standing Tradition of Outdoor Bathing

The concept of the Sea Baths is rooted in a long-standing tradition among the residents of Húsavík, who have used hot water for outdoor bathing for both comfort and healing. Ármann Örn Gunnlaugsson, CEO of the Sea Baths, explains the background as follows: "Around 1960, the municipality of Húsavík drilled for hot water just north of the town. The initial intention was to use the water for heating houses. However, after testing and research, it became clear that the water was unsuitable for that purpose due to its high mineral content and salinity. For many years, the water had limited use, but around 1990, a basic bathing facility was established, allowing Húsavík residents to enjoy outdoor bathing. This first facility was created from an old cheese vat discarded by th town's dairy. Even today, the same borehole is used in the Sea Baths, along with water from an additional borehole for mixing."

Communicating the History to Customers

The foundation of the Sea Baths' operation lies in the use of an underutilized natural resource, for the purpose of facilitating innovation and strengthening the economy in Húsavík and the surrounding area. However, how aware are the Sea Baths' customers of the operation’s background and its sustainable energy practices? "We are increasingly noticing that our guests are interested in these matters, and we also emphasize that we don't use any additives in the water in the baths, which our visitors greatly appreciate. We communicate the history of the baths in various ways, such as through promotional material on our website, in our employee handbooks, and during conversations with customers." Ármann also notes that the operation’s team wants to highlight the history and the fact that locals are keen on using the baths to this day. "So you could say that we present this as a certain cultural experience as well," he adds.

 

"We Want to Do Our Part"

Geosea operates year-round, contributing to the development of tourism in an area that experiences considerable seasonal fluctuations in demand. According to Ármann, the local community undoubtedly benefits from Geosea's operations, which have improved the quality of life for residents.

In connection with our operations, indirect jobs have been created, such as those for craftsmen involved in construction, modifications, and maintenance. We try, as much as we can, to shop locally for various needs, whether it's staff clothing or various services. We also support sports activities in Húsavík by purchasing advertisements and branding on sports uniforms for young participants, to name a few examples. We want to do our part.

Local Collaboration in the Tourism Industry

Ármann emphasizes that the company actively collaborates with other tourism operators in the area. For instance, they partner with whale watching companies in town through mutual advertising and referrals. "The goal is to encourage guests to stay longer in Húsavík. This effort has been ongoing for a significant time, and we have made some progress. Everyone needs to come together – whether they are accommodation providers, restaurants, entertainment companies, or others. We aspire to improve and are committed to doing so. We are on the rise and have noticed considerable interest in our initiatives, which makes us excited about what lies ahead."