What Tourism Group Holding B.V. does

Tourism Group Holding B.V. is a privately held Dutch company founded in 1983 and headquartered in Lijnden, Netherlands, operating under the brand "Tours & Tickets" (tours-tickets.com). The company runs a direct-to-consumer e-commerce platform that aggregates and resells tickets for tours, attractions, canal cruises, hop-on hop-off bus/boat services, day trips, museum visits, and bundled city passes across five European destinations: Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm. Inventory spans more than 1,000 products, with the Amsterdam catalog alone listing 113 SKUs and individual products such as the 1-hour Amsterdam Canal Cruise showing 250,000+ bookings. The business is complemented by physical sales and customer service offices in each of the five cities, multi-language support, and payment options including iDEAL, PayPal, credit cards, Google Pay, Apple Pay, and Alipay.

Revenue is generated primarily through commission and markup on ticket sales to leisure travelers and short-stay city visitors, with unit pricing ranging from approximately €9 for individual attraction tickets up to €89 for premium experiences such as dinner cruises, and bundled Combi Tickets and Amsterdam Pass products priced in the €35-€72 range. The platform is supported by a destination-specific content marketing operation (blog, social media, email) intended to drive organic SEO traffic and brand awareness. Technology is a conventional e-commerce ticketing stack with no disclosed AI/ML, proprietary platform, SDK, or API offering; the company's competitive moat rests on its five-city physical distribution footprint, multi-product bundling, and accumulated brand reputation (4.5/5 average rating across 99 Google and Tripadvisor reviews).

Name

Tourism Group Holding B.V.

Legal name

Tourism Group Holding B.V.

Website

https://tours-tickets.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Tourism Group Holding B.V. operates Tours & Tickets, a direct-to-consumer e-commerce platform that aggregates and resells tickets for tours, attractions, canal cruises, and city passes across five European cities (Amsterdam, Berlin, Copenhagen, Rotterdam, Stockholm), serving international leisure travelers via online booking and physical sales offices.

Ownership category

akta.pro rank

Product category

Tour & Activity Booking Services

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tour/Activities/Attractions Reservation Systems (THALADAG)

akta.pro secondary industries

Escorted Coach & Bus Package Tour Operators (THAKADAA), Tour Bus Leasing/Rental (Sightseeing) (TLABADAK), Tourist & Sightseeing Cruise Operators (Day Cruises) (TLAFALAF)

Keywords

• Urban tourism services
• Tour booking platform
• Attraction ticketing
• Canal cruise tours
• City sightseeing passes

Headquarters

HQ city

Lijnden

HQ country

Netherlands

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Tour and Activity Ticket Sales: Commission-based sales of tickets for tours, attractions, museums, and activities across Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm. Revenue generated through ticket price markups and commissions from attraction operators.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Tourism Group Holding B.V. operates the Tours & Tickets e-commerce platform, providing online reservation and ticketing services for tours, attractions, canal cruises, day trips, hop-on hop-off tours, and combined sightseeing experiences across five major European cities: Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm. The company aggregates inventory from more than 1,000 tour and attraction operators and resells tickets to consumers through its website and physical customer service offices, earning revenue via ticket price markups and commissions from attraction operators.

Product overview

Tours & Tickets is a multi-city travel booking platform operated by Tourism Group Holding B.V., offering online reservation services for tours, attractions, canal cruises, day trips, and Hop-on Hop-off tours across Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm. The platform operates as a centralized booking aggregator featuring canal cruises (including dinner cruises, pizza cruises, and wine & cheese cruises), attraction tickets (BODY WORLDS, Ripley's Believe It or Not!, icebars, Madame Tussauds, museums), Hop-on Hop-off bus and boat combinations, day trips to destinations like Keukenhof Gardens and Zaanse Schans, Amsterdam Pass for bundled attractions, and Combi Tickets that bundle multiple experiences with transportation. The company also offers bike tours, museum tickets, and a blog with travel tips and guides.

Differentiator

Problem solved

Functional benefit

Products and services

• Tours & Tickets Platform Centralized online booking platform (tours-tickets.com) aggregating tours, attractions, canal cruises, and day trips across Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm for direct consumer purchase.
• Canal Cruises
• Attraction Tickets Tickets for major urban attractions including BODY WORLDS Amsterdam, Ripley's Believe It or Not! Amsterdam, Amsterdam Icebar, ARTIS Amsterdam Royal Zoo, Madame Tussauds Amsterdam, The Amsterdam Dungeon, and THIS IS HOLLAND.
• Hop-on Hop-off Tours Flexible bus and boat tours allowing passengers to board and disembark at tourist attractions across Amsterdam, Stockholm, Copenhagen, and Berlin.
• Day Trips Organized day trips from Amsterdam to destinations including Zaanse Schans windmills, Volendam, Marken, Edam, and Keukenhof Gardens during flower season.
• Amsterdam Pass City pass offering bundled access to multiple Amsterdam attractions with cost savings compared to individual tickets.
• Combi Tickets Bundle tickets combining multiple attractions or transport options such as Hop-on Hop-off Bus + Boat, and City Sightseeing combinations with attractions like Van Gogh & Rembrandt, Madame Tussauds, and icebars.
• Bike Tours Guided bicycle tours of Amsterdam and surrounding areas, including countryside and windmill tours.
• Museum Tickets Tickets to major museums including Van Gogh Museum, Rijksmuseum, Heineken Experience, House of Bols, and Rembrandt's Amsterdam Experience.
• Keukenhof Gardens Tours Seasonal flower garden tours to Keukenhof featuring tulip fields and seasonal blooms, typically available during spring season.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• GetYourGuide: Berlin-based global OTA aggregator for tours, attractions, and activities — directly comparable to Tours & Tickets' core business of bundling third-party inventory across European cities with a single checkout. Same supplier model, same customer segment (international travelers), and head-to-head competition in Amsterdam, Berlin, and Copenhagen.
• Viator: Tripadvisor-owned tours and activities OTA — closest direct peer to Tours & Tickets in product, audience, and city coverage. Operates globally at much larger scale with similar commission-based ticket resale model.
• Tiqets: Amsterdam-headquartered digital ticketing platform for museums and attractions; competes head-to-head with Tours & Tickets for attraction-ticket sales (BODY WORLDS, Madame Tussauds, icebars, Van Gogh Museum) in the Amsterdam and Berlin markets.
• Klook: Asia-Pacific-rooted tours and attractions OTA aggressively expanding into Europe — competes for the same international tourist bookings and same merchant-supplied inventory model as Tours & Tickets.
• Headout: Mobile-first tours and attractions marketplace with strong presence in European capitals; directly comparable last-minute inventory, mobile checkout, and curated local-experience offerings.
• Musement: European tours and activities platform owned by Booking Holdings, focused on cultural and local experiences — directly competes in the same European city inventory Tours & Tickets distributes.
• Stromma: Scandinavian canal cruise and sightseeing operator running boats in Amsterdam and Stockholm — directly competes with Tours & Tickets' canal cruise SKUs and is both a potential supplier and competitor in two of the company's five cities.
• City Sightseeing: Global Hop-on Hop-off bus tour operator — competes directly with Tours & Tickets' City Sightseeing Amsterdam (Bus + Boat / Bus + Canal Cruise) combo tickets in Amsterdam, Stockholm, Copenhagen, and Berlin.

Broad incumbents

• Booking.com Experiences: Mainstream online travel agency that has expanded into tours, activities, and attraction ticketing as a feature layered onto its dominant hotel OTA; competes for the same booking intent but at much larger scale and without Tours & Tickets' city-by-city specialization.

Emerging players

• Peek.com: North American tours and activities marketplace with a growing European presence — comparable inventory-aggregation and supplier-software model, though smaller scale and focused on a different geographic core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Tourism Group Holding B.V.