Ole Miss Students Explore How Business and Nature Coexist in Iceland
Group experiences the country's natural wonders and tourism economy
OXFORD, Miss. – A group of University of Mississippi business students got an up-close look at how tourism drives one of the world's fastest-growing economies this summer when they traded the Mississippi heat for three weeks of Icelandic waterfalls.
Twenty-six students spent Aug. 1-20 taking in the sights and talking with business and government leaders about how tourism and sustainable energy work together. Along the way, they toured several of Iceland's most famous natural landmarks, each one a hands-on lesson in business and geography.
Visiting the Srokkur geyser, for example, gave students a firsthand look at the natural geothermal energy that powers many of Iceland's homes and businesses. Nearby, they toured ON Power, which produces and sells electricity and hot water, and EIMskip, a transportation company that specializes in worldwide freight forwarding services, particularly for frozen and chilled commodities.
"We got to see so many different elements of each company through the tours they provided," said Olivia Dyer, a senior from Hagerstown, Maryland, majoring in general business. "To see companies try so hard to be sustainable, even though it takes extra steps, time and money, was really inspiring.
"It was a great experience to see things we have learned throughout our classes being applied in real businesses, such as supply chain management and international business. Being able to see these concepts in real life instead of just learning about them in a classroom made the experience even more meaningful."
Students learned how supply chain businesses collaborate at the Iceland Ocean Cluster, founded in 2011 by entrepreneur Thor Sigfusson. The cluster is a Reykjavik-based innovation hub and accelerator focused on marine and blue economy ventures.
The group also visited Thingvellir National Park, the world's only site where the American and European tectonic plates are visible, making it possible for visitors to stand between two continents. The park is also historically significant, as it was home to Iceland's first parliament, the Alting, founded in the year 930.
Ole Miss students visited the Blue Lagoon, renowned for its mineral-rich waters and lava fields, on a business study abroad trip to Iceland. The mineral pool on the Reykjanes Peninsula, about 50 minutes from Reykjavík, Iceland’s capital, is an example of a business that harnesses the country's natural wonders. Photo by Jeremiah Givens
"The landscape was amazing," said Kim Phillips, an academic adviser in the School of Business Administration who traveled with the students. "You could look to the left and see glaciers, waterfalls and beautiful fields; to the right, you would see lava fields.
"There is no wonder that people visit the country for the scenery. Thingvellir National Park area is part of the Atlantic Ocean ridge that runs through Iceland. You can see the effects of erosion of the Earth's crust in the gorges and cracks in the area."
Another highlight was the Blue Lagoon, a modern wonder tucked away in a jet-black lava field. The mineral springs were created by accident when a generating plant released its geothermal wastewater, and the pool has become one of Iceland's biggest tourist attractions.
The lagoon provided students with a real-world example of turning an industrial byproduct into a profitable business.
"Visiting the Blue Lagoon was a nice experience of my study abroad trip to Iceland," said Bobby McCarthy, a senior general business major from Hilton Head, South Carolina. "Being able to relax in the geothermal waters while surrounded by Iceland's volcanic landscape was something pretty cool."
By the trip's end, the students agreed the experience changed how they think about combining natural resources, culture and smart business planning. For many, Iceland's fire-and-ice landscape offered more than beautiful photos; it offered a real-world case study in sustainable tourism.
"One of my favorite parts was seeing how closely business, tourism, sustainability and even Iceland's identity as a country all connect," said Hannah Smith, a senior from Monroe, Louisiana, majoring in art and general business. "It was really cool to see how what I'm learning at Ole Miss connects to real businesses and people across the world while also getting to explore Iceland and see places I probably never would have seen otherwise.
"This trip made international work feel much more possible to me and made me even more excited to keep finding ways to combine travel, creativity and business in my future."
Top: Ole Miss business students visit the headquarters of ON Power in Reykjavisk, Iceland. The students learned how the utility uses geothermal energy to sustainably generate electricity and hot water. Photo by Natalie Coveyduck
By
Stella Connell
Campus
Published
September 04, 2026