10Adventures

What 10Adventures does

10Adventures.com Inc., founded in 2016 and headquartered in Calgary, Alberta, operates a digital marketplace that connects adventure travelers with locally operated hiking, cycling, climbing, snow, water, wildlife, cultural, family, wellness, and multi-sport tours across more than 85 countries. The catalog comprises over 1,000 tours available through three delivery models: self-guided (independent travel with logistics support including accommodations, luggage transfers, and route guides), guided group (pre-organized group experiences), and custom guided (private, bespoke itineraries). The platform provides a 5-level tour difficulty rating system, safety and accommodation resources, and integration with travel insurance partners (Rise and Shield, World Nomads) to support booking through completion. Technology is a standard web-based booking platform with no disclosed API, mobile app, or AI/ML capabilities.

The business model is dual-revenue. Primary economics come from marketplace commissions on completed tour bookings made through the platform, where 10Adventures acts as an intermediary between consumers and third-party local tour operators. A secondary stream is affiliate referral revenue from outbound links to hotels, gear retailers (Amazon, Patagonia, Arc'teryx), and insurance products. Distribution is direct-to-consumer through the website, augmented by an affiliate program (90-day tracking cookies for travel bloggers and content creators), a brand ambassador program for influencers, and media collaborations with outdoor gear brands and tourism boards. Go-to-market motion is content-led, anchored by a blog, weekly email newsletter, podcast, webinars, and route guides that drive organic and affiliate traffic. Customer segments are individual adventure travelers, families, and solo adventurers — all consumer/SMB buyers — with no enterprise or institutional customers. Tour pricing ranges from approximately $250 for short two-to-three day North America/Europe tours to $1,000-$2,225 for multi-week expeditions such as high-altitude treks and Camino pilgrimages, billed per booking on a pay-as-you-go basis.

Operationally, 10Adventures is bootstrapped or near-bootstrapped: 1-10 employees, no parent company, and no disclosed institutional funding rounds beyond small community-driven raises (~$1.29M cumulative across 2016, 2020, 2021, 2022, and 2024, including participation in Plug and Play's accelerator in April 2024). The founder is Richard Campbell, who serves as founder and CEO. The company maintains GDPR-aligned privacy practices, has no patents or formal certifications, and operates without a mobile app.

Name

10Adventures

Legal name

10Adventures.com Inc.

Website

https://10adventures.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

10Adventures operates a digital marketplace connecting adventure travelers with over 1,000 locally operated hiking, cycling, climbing, and multi-sport tours across 85+ countries, serving individual travelers, families, and solo adventurers through self-guided, guided group, and custom itineraries.

Ownership category

akta.pro rank

Product category

Adventure Travel Marketplace

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Adventure & Expedition Travel Agencies (THAKAFAB)

akta.pro secondary industries

Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF), Hiking, Trekking & Backpacking Tour Operators (THAAADAA), Adventure & Active Travel Agencies (THAKABAD)

Keywords

• Adventure travel marketplace
• Guided hiking tours
• Cycling tour booking
• Custom vacation packages
• Tour operator aggregation

Headquarters

HQ city

Calgary

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Tour Bookings: The company acts as a marketplace/platform connecting adventure travelers with local tour operators globally. Revenue is generated through commissions on completed tour bookings made through the 10Adventures platform.
2. Affiliate Marketing: The company earns commissions when customers purchase products or travel through affiliate links on their site, including partnerships with Hotels.com, Booking.com, Amazon, Patagonia, Arcteryx, and travel insurance providers Rise and Shield and World Nomads.
3. Affiliate Program: Content creators, travel bloggers, and influencers can join the affiliate program and earn commissions when their referrals complete trips. The company pays affiliates after customer successfully completes their trip.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

10Adventures is a digital marketplace that connects individual adventure travelers with locally operated tour operators across 85+ countries. The platform aggregates over 1,000 tours spanning hiking, cycling, climbing, snow, water, wildlife, cultural, family, wellness, and multisport activities, and offers three booking models: Self-Guided Tours, Guided Group Tours, and Custom Guided Trips with logistics support including accommodation booking, luggage transfers, and route guides. Revenue is generated through commissions on tour bookings and affiliate referrals for travel insurance and outdoor gear.

Product overview

10Adventures is a digital adventure travel marketplace and tour operator aggregator that connects travelers with over 1,000 locally operated tours across 85+ countries. The core platform offers three primary tour delivery models: Self-Guided Tours (independent travel with logistics support), Guided Group Tours (pre-organized group experiences), and Custom Guided Trips (private customized adventures). The product portfolio spans multiple activity categories including Hiking, Cycling, Climbing, Snow Sports, Water Activities, Wildlife, Cultural, Family, Wellness, and Multisport adventures. Supporting services include travel insurance partnerships, a tour difficulty rating system, safety resources, accommodation booking support, and partner programs (Brand Ambassador and Affiliate). The platform functions as an aggregator working with third-party tour operators worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• 10Adventures Tour Platform A digital marketplace connecting individual travelers with locally operated adventure tours across 85+ countries, offering self-guided, guided group, and custom guided tour options for hiking, cycling, climbing, snow, water, wildlife, cultural, family, wellness, and multisport activities.
• Self-Guided Tours Independent travel experiences for individuals or small groups that include accommodation bookings, route guides, luggage transfers, and local recommendations without a dedicated guide.
• Guided Group Tours Guided group experiences where participants join pre-organized tours with a local guide, including accommodation, meals, and luggage transfers.
• Custom Guided Trips Private, customized tours tailored to specific group requirements and timeframes, featuring dedicated local guides and personalized itineraries.
• Travel Insurance Services Partnership offering with travel insurance providers (Rise and Shield, World Nomads) providing mandatory or optional travel and medical insurance for tour participants, generating affiliate referral commissions for 10Adventures.

Quantifiable outcome

• Over 1,000 locally operated tours available for customization

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered minor and core.

• ReebokminorGTM or Marketing Partner10Adventures collaborated with Reebok to field test and review two of their new outdoor shoe models in iconic Canadian settings, including the Nano X1 and Floatride Energy 3.
• Black DiamondminorGTM or Marketing PartnerReviewed 8 different pairs of Black Diamond gloves to determine how well they stand up to the rigors of cold Canadian winters. Comprehensive product reviews published on the platform.
• Arc'teryxminorGTM or Marketing PartnerThe team collaborated with Arc'teryx to review a series of hiking shells designed for dynamic weather conditions in mountain environments, including the Beta AR and Zeta AR jackets.
• OspreyminorGTM or Marketing PartnerA writer living in the Canadian Rockies compiled a list of eight amazing backpacking trails for Osprey, an outdoor gear brand, as part of content collaboration.
• Luxury Travel MagazineminorGTM or Marketing Partner10Adventures partnered with Luxury Travel Magazine to write an article about four fabulous vacations combining luxury and adventure around the globe.
• Rise and ShieldminorGTM or Marketing PartnerTravel insurance provider offering quotes to 10Adventures customers. The partnership includes affiliate links where 10Adventures receives compensation when customers purchase insurance.
• World NomadsminorGTM or Marketing PartnerTravel insurance provider offering quotes to 10Adventures customers. The partnership includes affiliate links where 10Adventures receives compensation when customers purchase insurance.
• Tourism Boards WorldwidecoreStrategic or Co-development Partner10Adventures works closely with tourism associations worldwide and tour operators in 85+ countries to promote unique and often overlooked destinations, providing exposure to their established adventure travel community.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Viator: Viator (owned by Tripadvisor) is a large online tour and activities marketplace that aggregates thousands of tours globally. It overlaps directly with 10Adventures' marketplace model but operates at substantially greater scale, with broader (less adventure-specialized) inventory.
• GetYourGuide: GetYourGuide is a major global online marketplace for tours, attractions, and experiences across many destinations. It competes with 10Adventures for the same travelers booking tours and activities online, though with a much larger inventory and brand.
• Airbnb Experiences: Airbnb Experiences offers bookable hosted activities and tours to Airbnb's global traveler base. While broader and less adventure-specialized, it competes for traveler mindshare and booking wallet for tour products like those on 10Adventures.

Direct peers

• TourRadar: TourRadar is an online marketplace specializing in multi-day guided tours and adventure trips worldwide. It is the closest direct competitor to 10Adventures, with overlapping operator-supply model and similar guided-tour focus.
• Intrepid Travel: Intrepid Travel is a global adventure tour operator running small-group trips focused on hiking, trekking, cycling, and cultural experiences worldwide. It overlaps directly with 10Adventures' adventure and trekking product offerings.
• G Adventures: G Adventures operates small-group adventure tours across 100+ countries with a focus on hiking, trekking, wildlife and cultural experiences. It is highly comparable to 10Adventures' guided and adventure tour catalog.
• Backroads: Backroads is a leading active-travel company specializing in guided and self-guided biking, hiking, and multisport trips worldwide. Its self-guided and guided tour model directly parallels 10Adventures' core offering.
• REI Adventures: REI Adventures offers guided and self-guided hiking, biking, and multisport trips globally under the REI co-op brand. It is a direct peer in the outdoor/adventure tour category with overlapping customer demographics.
• Adventure Life: Adventure Life is a small-group and custom adventure travel company offering hiking, trekking, and wildlife trips across Latin America, Africa, Asia, and beyond. It is a niche, similarly-sized peer in adventure travel with comparable tour style and pricing.
• Explore Worldwide: Explore Worldwide is a UK-based small-group adventure tour operator running hiking, trekking, and cultural trips across 100+ countries. It directly competes with 10Adventures' guided adventure tour segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds5 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 10Adventures