Golf Plaisir
Golf Plaisir is the Nordic region's largest golf tour operator, selling pre-packaged and tailor-made golf holidays — week trips, long stays, themed, training, and all-inclusive — to recreational golfers in Sweden, Norway, Denmark, and Finland traveling to Southern Europe, North Africa, and beyond.
- Company typePrivate
- Founded1992
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Golf Plaisir does
Golf Plaisir Resebyrå AB is a Stockholm-headquartered, privately held Nordic golf tour operator founded in 1992 and operating as a subsidiary of DERTOUR Nordic AB (itself owned by the German REWE Group since 2015). The company sells pre-packaged and tailor-made golf holidays to Nordic recreational golfers across Sweden, Norway, Denmark, and Finland, with destinations spanning Spain (including the Canary Islands), Portugal, Greece, Italy, France, Cyprus, Morocco, Tunisia, Egypt, Mauritius, and the UAE. Its core product set is structured by trip type — Veckoresor (week trips), Long Stay (21+ nights), Temaresor (themed trips such as golf + bridge), Träningsresor (training trips), and All-Inclusive — and is delivered through long-term partnerships with selected hotels and golf courses at each destination, supported by on-site golf hosts (golfvärdar).
The business is operationally a service-based tour operator rather than a technology company: booking, CRM, and flight processing run on shared DER Touristik Nordic infrastructure including Amadeus/Paxport integrations and the Novair charter airline, with no disclosed proprietary platforms, AI capabilities, or mobile apps. Distribution is direct-to-consumer via country-specific websites (golfplaisir.se/.no/.dk/.fi), supplemented by email, social media, the Golfresepodden podcast on Spotify, and the Golf Plaisir Travel Tour — an annual tournament series with 46 qualifiers across Sweden feeding national and international finals. Group bookings are sourced through a dedicated PRO Sales team working with Nordic golf clubs and professionals.
Golf Plaisir monetizes per package, with pricing varying by destination, season, hotel category, room type, and duration; the company holds full travel guarantees with Kammarkollegiet under Swedish package travel regulations. It self-describes as the largest golf tour operator in the Nordic region and received a "Best Outbound Golf Tour Operator 2025" industry recognition. The company has approximately 28 employees across Sweden, Denmark, and Finland, and is privately held with no disclosed independent funding rounds.
Golf Plaisir firmographics
Firmographics- Name
- Golf Plaisir
- Legal name
- Golf Plaisir Resebyrå AB
- Website
- https://golfplaisir.se
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Golf Plaisir is the Nordic region's largest golf tour operator, selling pre-packaged and tailor-made golf holidays — week trips, long stays, themed, training, and all-inclusive — to recreational golfers in Sweden, Norway, Denmark, and Finland traveling to Southern Europe, North Africa, and beyond.
- Ownership category
- akta.pro rank
Golf Plaisir industry classification
Industry- Product category
- Golf Tour Operator
- NAICS
- Tour Operators (561520), Travel Agencies (56151)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Golf Courses & Golf Facilities (MPAKAEAD)
- akta.pro secondary industry
- Luxury Golf Resorts (THAGACAH)
Keywords
Where Golf Plaisir is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Golf Plaisir business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Golf Holiday Packages: Golf Plaisir generates revenue through packaged golf travel holidays that include flights, accommodation, green fees, and often meals. The company offers various trip types including week-long golf trips (Veckoresor), Long Stay (21+ nights), themed trips (Temaresor), training trips, and All-Inclusive packages to destinations across Spain, Portugal, Greece, Italy, Cyprus, Morocco, Tunisia, Egypt, Mauritius, and UAE.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Golf holiday packages with accommodation, green fees, and often meals included |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Golf Plaisir product offering
Product offeringCore offering
Golf Plaisir is a Nordic golf tour operator that sells packaged golf holidays to destinations across Southern Europe, North Africa, the Middle East and East Africa. Offerings bundle flights, accommodation at partnered hotels, green fees at partnered courses, airport transfers and on-site golf host support, with options for week-long trips, Long Stay (21+ nights), themed trips, training trips and All-Inclusive packages. The company also customizes itineraries and runs the annual Golf Plaisir Travel Tour tournament series.
Product overview
Golf Plaisir is the Nordic region's largest golf tour operator, offering pre-packaged and tailor-made golf trips to carefully selected international destinations. The core offering centers on package golf vacations (veckoresor/weekly trips), with supplementary products including Long Stay (21+ night extended trips), Theme Trips (temaresor, such as golf-and-bridge packages), Training Trips, and All Inclusive packages. The company operates the Golf Plaisir Travel Tour, an annual Swedish golf competition series, and provides on-site Golf Host services at most destinations. Additional offerings include gift cards and the Golfresepodden (Golf Travel Podcast). Golf Plaisir is a subsidiary of DERTOUR Nordic AB, which is part of the German REWE Group.
Differentiator
Problem solved
Functional benefit
Products and services
- Pre-Packaged Golf Trips Pre-arranged golf vacation packages to carefully selected international destinations, bundling accommodation, green fees and on-site golf host services for Nordic golf travelers.
- Tailor-Made Golf Trips Customized golf travel arrangements built to individual or group specifications for travel to selected destinations worldwide, priced on a quote basis.
- Veckoresor (Week Trips) One-week golf vacation packages, typically seven nights with multiple rounds of golf included, with accommodation at or near partner golf courses.
- Long Stay (21+ nights) Extended golf vacation packages lasting 21 nights or more, targeting Nordic golfers seeking prolonged golf experiences during winter months at sunny destinations.
- Temaresor (Theme Trips) Specialty golf vacations combining golf with other activities such as the Golf & Bridge packages offered at Fairplay Resort in Spain.
- Träningsresor (Training Trips) Golf trips focused on training and skill development, featuring practice facilities and coaching at partner golf resorts.
- All Inclusive Golf Packages Fully inclusive golf vacation packages covering accommodation, meals, green fees and additional amenities for a worry-free experience.
- Golf Plaisir Travel Tour Annual golf competition series with qualifier events at partner golf clubs across Sweden, leading to national and international finals at premium golf destinations.
- Presentkort (Gift Cards) Gift vouchers available for purchase that allow recipients to choose their own golf vacation from Golf Plaisir's destination portfolio.
Quantifiable outcome
- 46 qualifier tournaments across Sweden in 2026 Travel Tour season
Companies that use Golf Plaisir
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles2 records
Golf Plaisir technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Golf Plaisir partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- DERTOUR Nordic ABcoreGolf Plaisir forms part of DERTOUR Nordic AB (org.nr 556306-1653) together with Apollo and Lime Travel. This is the parent company structure within the Nordic travel group.
- REWE GroupcoreDERTOUR Nordic AB, including Golf Plaisir, has been owned since 2015 by the privately-owned German conglomerate REWE, which employs over 300,000 people.
- Hotels and Golf Courses (Destination Partners)coreLong-term strategic partnerships with selected hotels and golf courses at destination countries. Partners include properties across Spain (La Sella, Oliva Nova, Villaitana, Barcelona Golf, Barcelo Costa Ballena, Elba Costa Ballena, El Rompido, Novo Sancti Petri, Almerimar, Fairplay Resort, La Cala, Valle Romano, Villa Padierna, Son Antem, Son Servera), Portugal (Vila Sol, Praia D'El Rey, Enotel Santo da Serra), Greece (Costa Navarino, Crete Golf, Corfu Golf), Italy (Parco de' Medici), Cyprus (Korineum, Aphrodite Hills), Morocco (Mazagan, Palmeraie, Al Houara), and others. Long-term collaborations allow Golf Plaisir to negotiate favorable terms passed on to travelers.
- Golf Clubs (Nordic)coreGolf Plaisir works with Nordic golf clubs to organize group travel. The PRO Sales team (led by Mathias Seppänen) serves golf club pros who arrange trips for their members. Golf Plaisir Travel Tour tournaments are hosted at partner golf clubs across Sweden.
Scale indicators4 records
Recent moves7 records
Expansion highlights6 records
Golf Plaisir competitors and assessment
Company assessmentOthers
- Apollo: Sister travel brand under DERTOUR Nordic AB (same parent as Golf Plaisir) serving Nordic charter/package-holiday customers. Sister relationship rather than direct competitor, but operates in adjacent markets with potential upsell and cross-distribution value.
- Lime Travel: Sister travel brand under DERTOUR Nordic AB (same parent as Golf Plaisir) in the Nordic market. Sibling brand within the REWE-owned Nordic group; relevant for portfolio and cross-sell comparison rather than direct competition.
Broad incumbents
- TUI Nordic: One of the largest Nordic mass-market tour operators offering mainstream package holidays. Competes with Golf Plaisir for Nordic discretionary travel spend, though not specialized in golf tourism.
- DER Touristik Deutschland: German tour operator and the broader European arm of the same REWE Group that owns Golf Plaisir via DERTOUR Nordic AB. Comparable in travel packaging model and parent ownership, though diversified across non-golf travel categories.
Direct peers
- PerryGolf: International golf tour operator offering custom and pre-packaged golf vacations to premium destinations worldwide. Comparable in packaged-golf-holiday model and supplier-side relationships with high-end golf resorts.
- Golfbreaks: UK's leading specialist golf tour operator offering packaged golf holidays to European and international destinations. Closest analog to Golf Plaisir in another major European source market, with the same focus on bundled golf-and-stay offerings and tournament/community-style demand generation.
- Your Golf Travel: UK-based golf travel specialist selling packaged golf breaks and holidays across Europe. Highly comparable to Golf Plaisir in service composition, destination mix, and target customer (recreational golfers seeking bundled holidays).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Golf Plaisir social profiles
Digital presenceGolf Plaisir compliance and trust
Trust signalCompliance2 records
Golf Plaisir financial estimates
Financial estimateRevenue estimate
Valuation estimate
Golf Plaisir leadership team
Management profileNumber of profiles
Profiles10 records
Golf Plaisir funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Golf Plaisir M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Golf Plaisir
What does Golf Plaisir do?
Golf Plaisir is a Nordic golf tour operator that sells packaged golf holidays to destinations across Southern Europe, North Africa, the Middle East and East Africa. Offerings bundle flights, accommodation at partnered hotels, green fees at partnered courses, airport transfers and on-site golf host support, with options for week-long trips, Long Stay (21+ nights), themed trips, training trips and All-Inclusive packages. The company also customizes itineraries and runs the annual Golf Plaisir Travel Tour tournament series.
Is Golf Plaisir a public or private company?
Golf Plaisir is a private company. It is classified as corporate owned and is currently operating.
When was Golf Plaisir founded?
Golf Plaisir was founded in 1992. It employs 11 to 50 people.
Where is Golf Plaisir based?
Golf Plaisir is headquartered in Stockholm, Sweden, in the Europe region.
How does Golf Plaisir make money?
One revenue line is on record: golf Holiday Packages.
Who are Golf Plaisir's main competitors?
Others on record are Apollo and Lime Travel. Broad incumbents are TUI Nordic and DER Touristik Deutschland. Direct peers are PerryGolf, Golfbreaks and Your Golf Travel.
Does Golf Plaisir have an API?
No public API is recorded for Golf Plaisir.
What industry is Golf Plaisir in?
Golf Plaisir's product category is Golf Tour Operator. Its primary akta.pro industry code is MPAKAEAD, Golf Courses & Golf Facilities, with a secondary code of THAGACAH, Luxury Golf Resorts. Its NAICS code is 561520 and its SIC code is 7900.