Skip to main content

Fly Fishing the World Visits Iceland, the Land of Fire & Ice for Salmon

Fly Fishing the World Visits Iceland, the Land of Fire & Ice for Salmon

What makes the most desirable fly fishing river? Crystal clear, icy water situated in a string of challenging pools? Or how about a river that is booked far out in advance because families have a standing appointment for the last 40 to 50 years? The crew of Fly Fishing the World, airing exclusively on Sportsman Channel, wanted to see why the land of fire and ice is considered the 'mecca' for Atlantic salmon fly fishing with guest host Sasha Savic, CEO of MediaCom USA and a longtime conservationist. Traveling to Iceland's famed River Hofsá, they will shine a spotlight on the troubles facing the Atlantic salmon from big nets to habitat degradation. Savic joins Orri Vigfússon, founder of the North Atlantic Salmon Fund (NASF), for this unique episode of Flying Fishing the World airing Saturday, March 16 at 9pm ET.

Fly Fishing the World's main host, Conway Bowman, doesn't appear in this episode, but he shares with viewers upfront that the Atlantic salmon's story needs to be told. Turns out, Savic and renowned entrepreneur, Vigfússon, are the perfect narrators. Together, they have more than 50 years of experience in understanding how salmon live€¦and die. "My first salmon was 24 pounds and since then, I don't think I've fished for anything else. It's just different. It's not fishing, it's like a religion. And if fishing was a religion, then this has to be one of the cathedrals," said Savic referring to the beauty that is the River Hofsá.

Fishermen have been pursuing Atlantic salmon for hundreds of years in Europe and that education has influenced the modern day fly fisherman in the States. Human activities like fish farming, over fishing and habitat degradation have heavily damaged Atlantic salmon population. But there is hope.


When not managing marketing campaigns for some of the world's largest corporations, Savic commits his time, heart and soul to the pursuit and protection of his beloved Atlantic salmon. He is actively involved with the Atlantic Salmon Federation and NASF. Plus, he's produced and hosted the film "A Passion Called Salmon," which took him more than six weeks and captured 80 hours of film. "Our only rule was, let's make a film that is pure," said Savic. "I worked on the film for two years and that was my donation to the Salmon Fund (NASF). It was a real labor of love."


Even the media industry knows Savic's first passion is salmon fishing. This past fall, he was asked about his fishing lifestyle in this article in Ad Age titled "'Never Cut and Paste Anything:' Creativity and Story Telling in the Media Business" Also in that piece, Ad Age asks how his passion for fishing has helped him in the media business. He replied, "If you want to catch a fish you need to fish where the fish is. You need to be there at the right time and right place with the right lure and understand the ins and outs. If you want to be successful you need to think like fish. In our business we need to think like consumers and clients to understand what are the challenges and what keeps them awake and night, and if we translate that into our work we will be more successful and we will be able to help them."

Sounds like the man knows media€¦and fishing.

The crew's host for the week is Vigfússon, an Icelandic entrepreneur and environmentalist. In 2004, Time Magazine named him a "European Hero." He was awarded the Goldman Environmental Prize in 2007 for his efforts on saving endangered species. His objective is to "restore the abundance of wild salmon that formerly existed on both sides of the North Atlantic." His non-stop work and dedication to the cause of restoring the fortunes of the wild North Atlantic salmon has brought him awards as diverse as Orders of Honorary Knighthood from both the Queen of Denmark and the President of Iceland, election as a European Hero by Time Magazine and a coveted Conservation Award from Prince Charles, the heir to the British throne.


Now aged 70, Orri somehow finds time to combine his life as a prominent Icelandic businessman with the continual demands of trying to put the King of Fish back on the piscatorial throne. One of his tactics was creating a system where salmon fishermen get paid not to fish. "I thought we would have this wrapped up in two years, but its 23 years later and just now the salmon are getting the notoriety and attention they deserve," said Vigfússon.

The episode is part education and part abundantly beautiful scenery. Savic tells audiences during the show that salmon fishing may not be around for another 10 to 20 years if something isn't done to maintain and improve their habitat. According to the Atlantic Salmon Federation, salmon is a species that has drawn an international commitment and determination to see that numbers are restored to historic levels - despite dams, acid rain, bad forestry practices and other abuses of the environment

"This is one of those places that's just so dramatic," said Savic to the camera while fishing in River Hofsá. "The land is being created as we speak. Just to be here is a privilege. There is no feeling like this. This is the best there is."


To learn more about Atlantic Salmon Federation, visit http://asf.ca

To learn more about the North Atlantic Salmon Fund (of which Orri is the president) visit http://www.nasfworldwide.com

To buy Savic's film "A Passion for Salmon" click here: http://www.nasfworldwide.com/shop/passion-called-salmon-dvd/

To book Orri's lodging along the River Hofsá or to see about getting on that long waiting list, just email him: orri@icy.is

Get Your Fish On.

Plan your next fishing and boating adventure here.

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Recommended Articles

See More Recommendations

Popular Videos

Hobie MirageDrive 360 Kayak Propulsion: Amazing Control and Power

Hobie MirageDrive 360 Kayak Propulsion: Amazing Control and Power

The Hobie MirageDrive 360 pedal propulsion system is the pinnacle of kayak control with more efficient fin designs, glide technology and allows the boat to be moved in any direction.

Scientific Anglers Amplitude Infinity

Scientific Anglers Amplitude Infinity

Scientific Anglers Amplitude Infinity

George Daniels Hauling Tuck Cast

George Daniels Hauling Tuck Cast

George Daniels Hauling Tuck Cast

Rio Technical Trout

Rio Technical Trout

Rio Technical Trout

See More Popular Videos

Trending Articles

George Daniels offers his advice on which types of fly-fishing leaders are best for the most common applications you'll encounter on the water.Picking the Perfect Fly-Fishing Leader Beginners

Picking the Perfect Fly-Fishing Leader

George Daniel

George Daniels offers his advice on which types of fly-fishing leaders are best for the most...

How to deliver meat & potatoes to hungry troutTools for Streamer Fishing Beginners

Tools for Streamer Fishing

George Daniel - February 10, 2020

How to deliver meat & potatoes to hungry trout

Locating fish is the first step to a successful outing.Best Spots to Find Trout and Bass Beginners

Best Spots to Find Trout and Bass

Ross Purnell

Locating fish is the first step to a successful outing.

You don't always catch large trout in these alpine lakes and streams, but even the small ones are brightly colored treasures.Alpine Lakes for Remote Monsters Trout

Alpine Lakes for Remote Monsters

Landon Mayer - April 18, 2018

You don't always catch large trout in these alpine lakes and streams, but even the small ones...

See More Trending Articles

More Worldwide

Venezuela Fly FishingVenezuela Fly Fishing Worldwide

Venezuela Fly Fishing

Oliver White - February 08, 2016

Venezuela Fly Fishing

Learn more about Bolivia's hard-fighting Dorado in Fly Fishing Bolivia Worldwide

Fly Fishing Bolivia

Sarah Grigg - May 03, 2016

Learn more about Bolivia's hard-fighting Dorado in "Bolivia Gold".

How a transcontinental romance ended up creating Mexico's newest fly-fishing lodge.Espiritu Santo Lodge Worldwide

Espiritu Santo Lodge

Ross Purnell - April 28, 2020

How a transcontinental romance ended up creating Mexico's newest fly-fishing lodge.

See More Worldwide

Magazine Cover

GET THE MAGAZINE Subscribe & Save

Digital Now Included!

SUBSCRIBE NOW

Give a Gift   |   Subscriber Services

PREVIEW THIS MONTH'S ISSUE Arrow

Buy Digital Single Issues

Don't miss an issue.
Buy single digital issue for your phone or tablet.

Buy Single Digital Issue on the Fly Fisherman App

Other Magazines

Special Interest Magazines

See All Special Interest Magazines

GET THE NEWSLETTER Join the List and Never Miss a Thing.

Phone Icon

Get Digital Access.

All Fly Fisherman subscribers now have digital access to their magazine content. This means you have the option to read your magazine on most popular phones and tablets.

To get started, click the link below to visit mymagnow.com and learn how to access your digital magazine.

Get Digital Access

Not a Subscriber?
Subscribe Now