Visit Group
Visit Group International AB is a Swedish private B2B SaaS company that provides booking, ticketing, distribution, and property-management software to hospitality and experience operators, including hotels, amusement parks, ski resorts, ferry operators, tours, museums, and DMOs across more than 10 countries.
- Company typePrivate
- Founded1999
- HeadquartersGothenburg, Sweden
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Visit Group does
Visit Group International AB is a private Swedish B2B SaaS provider headquartered in Gothenburg, founded in 1999 by Magnus Emilson, that sells mission-critical technology to the hospitality and experience industry. Its unified platform spans booking engines, hotel property management systems, ticketing, distribution, and reputation management through a portfolio of products: Citybreak (tourism management and distribution), iTicket (ticketing for in-destination experiences), BookVisit and VisBook (booking engine and PMS for hotels and accommodations), Olery (reputation management), Travia (B2B link between travel agencies and hotels), and GODO (hotel PMS), supported by a developer-facing API layer (Galaxy, BI, CBIS). The company serves operators across hotels, vacation rentals, campgrounds, amusement parks, attractions, tours, ski resorts, ferry operators, destination companies and DMOs, travel agents, and museums and cultural venues, with named enterprise customers including Brittany Ferries, Color Line, DFDS, Liseberg, ABBA the Museum, Universeum, Skansen, and Ice Hotel.
Visit Group monetises through quote-based annual SaaS subscriptions bundled with implementation and customer success support, complemented by transactional revenue from distribution channels such as Travia and OTA integrations. It pursues a direct enterprise sales motion targeting both large operators and mid-market hospitality providers, supplemented by channel and API-driven indirect distribution, and reinforces commercial and community engagement through the annual VISIT Summit (450+ attendees, 280+ unique customers, 15+ partner exhibitors) and a vodcast/blog content programme. Operationally the company runs offices in Gothenburg, Stockholm, Nantes, Belgrade, and Riga, with stated presence in more than 10 countries and 350-400 employees; the founder Magnus Emilson remains chairman while James Dixon (COO), Linda Strandberg (CFO), Erica Broomelius (CMO), Carl-Johan Holmén (VP GTM & Partnerships), and Artem Lakomov (Chief Architect) lead the executive team.
The company has no disclosed external funding rounds and is founder-controlled. Recent strategic activity includes the acquisition of Icelandic hotel PMS provider GODO in June 2025, ongoing product expansion (BookVisit booking engine, Galaxy/BI/CBIS APIs), and flagship sponsorship of VISIT Summit 2026 by Nets (part of Nexi Group), all consistent with a measured, self-funded growth posture rather than venture-backed hyper-scaling.
Visit Group firmographics
Firmographics- Name
- Visit Group
- Legal name
- Visit Group International AB
- Website
- https://visitgroup.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Visit Group International AB is a Swedish private B2B SaaS company that provides booking, ticketing, distribution, and property-management software to hospitality and experience operators, including hotels, amusement parks, ski resorts, ferry operators, tours, museums, and DMOs across more than 10 countries.
- Ownership category
- akta.pro rank
Visit Group industry classification
Industry- Product category
- Hospitality SaaS
- NAICS
- All Other Travel Arrangement and Reservation Services (561599), Other Travel Arrangement and Reservation Services (56159)
- SIC
- Services-Facilities Support Management Services (8744)
- akta.pro primary industry
- Hotel & Accommodation Booking Platforms (THALAFAB)
- akta.pro secondary industry
- Tour/Activities/Attractions Reservation Systems (THALADAG)
Keywords
Where Visit Group is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices5 records
Markets served
Visit Group business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- SaaS Subscriptions: Subscription-based SaaS model providing mission-critical software platforms for the hospitality and experience industry. Customers pay recurring fees for access to booking engines, property management systems, ticketing solutions, and distribution platforms.
- Platform Services: Additional platform services including integrations, APIs (Galaxy API, BI API, CBIS API), and connectivity solutions for external integrations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One-time | VISIT Summit 2026 Full Conference Ticket |
| Subscription | Annual | SaaS Platform Pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Visit Group product offering
Product offeringCore offering
Visit Group provides a unified suite of cloud-based SaaS solutions for the travel, hospitality, and experience industry. Its platform encompasses booking engines, hotel property management systems, ticketing and access control solutions, tourism management and distribution, reputation management, and B2B travel agent connectivity. The offering enables hotels, vacation rentals, amusement parks, attractions, tours, ski resorts, ferry operators, DMOs, museums, and travel agents to manage bookings, ticketing, distribution, and operations end-to-end.
Product overview
Visit Group provides a unified suite of SaaS solutions for the travel and hospitality industry. The platform follows a platform-plus-modules architecture, with Citybreak serving as the core tourism management and distribution platform, complemented by specialized products: iTicket for ticketing and in-destination experiences, BookVisit and VisBook for hotel booking engines and property management, Olery for reputation management, and Travia and Godo for hotel operations and travel agency connectivity. The ecosystem serves diverse segments including hotels, vacation rentals, camping, amusement parks, attractions, tours, ski resorts, ferry operators, resellers, destination companies, DMOs, travel agents, and museums.
Differentiator
Problem solved
Functional benefit
Brands
- Citybreak: Platform for seamless tourism management and distribution.
- iTicket
- BookVisit
- VisBook
- Olery
- Travia
- GODO (Godo)
Products and services
- Citybreak Platform for seamless tourism management and distribution, serving as the core platform for tourism operators to manage operations and distribute products across channels.
- iTicket Ticketing solution that redefines in-destination experiences, providing tools for managing ticketing, entry, and on-site operations for high-volume destinations like amusement parks and attractions.
- BookVisit Next generation booking engine for hotels and accommodations, enabling flexible booking, availability management, and direct sales for properties ranging from boutique hotels to vacation homes.
- VisBook All-in-one Hotel Property Management System designed to streamline hotel operations, increase visibility, and save time for accommodation providers.
- Olery Data-driven reputation management and insights platform for the hospitality industry, helping operators monitor and improve their online reputation and guest feedback.
- Travia B2B platform that serves as a direct link between travel agencies and hotels, facilitating B2B efficiency and flexibility in distributing accommodations and experiences.
- GODO PMS Hotel Property Management System designed to refine hotel operations, increase visibility, and save time for accommodation providers.
Companies that use Visit Group
Customer profileNamed customers16 records
Segments9 records
Ideal customer profiles4 records
Visit Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Visit Group partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered flagship and minor.
- Nets (part of Nexi Group)flagshipNets serves as the Main Sponsor for VISIT Summit 2026. Nets is part of Nexi, one of Europe's leading payment companies operating in over 25 countries, delivering solutions that make it simple and secure to accept payments for businesses, banks, and partners with around 2 million merchants and approximately 250 bank clients.
- SupplerminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- iizyminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- AltekminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- SuusifyminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- Inside LabsminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- PMHRminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- VisitInviteminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- Digital GuestminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- GuestXPminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- SweeplyminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- AeroGuestminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
- Get FoodminorSponsor for VISIT Summit 2026, supporting the travel and hospitality industry community event.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Visit Group competitors and assessment
Company assessmentDirect peers
- Cloudbeds: Cloudbeds provides an all-in-one hospitality management platform combining PMS, booking engine, and channel manager for independent hotels and hostels. Directly comparable to Visit Group's hotel-and-lodging products (VisBook, BookVisit) in functionality and SMB/mid-market customer base.
- Rezdy: Rezdy is a booking and distribution platform for tours, activities, rentals, and attractions operators. Comparable in offering tour/activity reservation, channel management, and B2B distribution similar to Citybreak and iTicket.
- Accesso Technology Group: Accesso provides ticketing, point-of-sale, and guest experience solutions for the attractions and leisure industry. Direct competitor to Visit Group's iTicket product in the amusement parks, attractions, and cultural venue ticketing space.
- Ventrata: Ventrata is a booking and reservation system for tours, activities, and attractions. Directly comparable to Visit Group's iTicket and Citybreak for in-destination experience booking, distribution, and operator management.
- Mews: Mews is a cloud-native hospitality property management system (PMS) serving hotels, hostels, and apartments. Direct competitor to Visit Group's VisBook and BookVisit, offering overlapping booking engine and PMS functionality for hotel and lodging operators.
- SiteMinder: SiteMinder is a global hotel commerce platform offering a channel manager, booking engine, and PMS integrations for accommodation providers. Directly competes with Visit Group's distribution and booking engine capabilities for hotels and vacation rentals.
- Guestline: Guestline is a UK-based hospitality technology provider offering PMS, booking engine, and distribution software for hotels and groups. Direct competitor in European hotel tech, with comparable customer segment and product overlap to VisBook and BookVisit.
- TravelLine: TravelLine provides a hotel technology platform with PMS, channel manager, booking engine, and travel agency tools. Comparable vertical-SaaS model serving hotels and accommodations with distribution workflows similar to Citybreak and Travia.
Broad incumbents
- Lighthouse (formerly OTA Insight): Lighthouse provides commercial intelligence, revenue management, and benchmarking data for hotels and short-term rentals. Broader incumbent in hospitality data and pricing, comparable to Olery's reputation and analytics positioning within Visit Group's portfolio.
- Sabre Corporation: Sabre is a global travel technology provider offering GDS, hospitality, and airline solutions. Overlaps broadly with Visit Group's distribution and booking engine capabilities but operates at much larger scale across airlines, hotels, and travel agencies.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Visit Group social profiles
Digital presenceVisit Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Visit Group leadership team
Management profileNumber of profiles
Profiles9 records
Visit Group subsidiaries and ownership
Company hierarchySubsidiaries7 records
Visit Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Visit Group M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Visit Group
What does Visit Group do?
Visit Group provides a unified suite of cloud-based SaaS solutions for the travel, hospitality, and experience industry. Its platform encompasses booking engines, hotel property management systems, ticketing and access control solutions, tourism management and distribution, reputation management, and B2B travel agent connectivity. The offering enables hotels, vacation rentals, amusement parks, attractions, tours, ski resorts, ferry operators, DMOs, museums, and travel agents to manage bookings, ticketing, distribution, and operations end-to-end.
Is Visit Group a public or private company?
Visit Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Visit Group founded?
Visit Group was founded in 1999. It employs 51 to 100 people.
Where is Visit Group based?
Visit Group is headquartered in Gothenburg, Sweden, in the Europe region.
How does Visit Group make money?
Two revenue lines are on record. SaaS Subscriptions are the primary driver. The others are platform Services.
Who are Visit Group's main competitors?
Direct peers on record are Cloudbeds, Rezdy, Accesso Technology Group, Ventrata, Mews, SiteMinder, Guestline and TravelLine. Broad incumbents are Lighthouse (formerly OTA Insight) and Sabre Corporation.
Does Visit Group have an API?
Yes. Visit Group offers multiple APIs for different products: Galaxy API provides a full booking API for custom booking flows or travel agent integration; BI API enables connection to Business Intelligence solutions for customized reports and trends; iTicket API provides full API access to iTicket including Booking, Products, Channels & Access Management; Citybreak Online Doc covers Widgets, Citybreak Online, Template Page, Cookies and Tracking; BookVisit IBE & Rest API enables use of BookVisit Online, website widgets, and the BookVisit Rest API; CBIS API provides Content API and Write API for using images, descriptions, attributes and creating products in the content management system. Developer documentation is at visit.github.io/galaxy-docs.
What industry is Visit Group in?
Visit Group's product category is Hospitality SaaS. Its primary akta.pro industry code is THALAFAB, Hotel & Accommodation Booking Platforms, with a secondary code of THALADAG, Tour/Activities/Attractions Reservation Systems. Its NAICS code is 561599 and its SIC code is 8744.