Primo Tours

What Primo Tours does

Primo Tours A/S is a privately held Danish charter tour operator founded in 2009 and headquartered in Ringkøbing, Denmark. The company sells packaged holidays to Danish consumers, bundling direct charter flights (primarily from Billund Airport, with seasonal services from Karup Airport), hotel accommodation ranging from budget apartments to 5-star luxury resorts, and Danish-speaking travel leaders present at every destination from May to October. Its destination portfolio spans 8+ countries across summer (Greece, Spain, Turkey, Italy, Austria) and winter (Egypt, Gran Canaria, Porto Santo) seasons, with product extensions into golf holidays, active holidays (yoga, hiking, golf school), group travel, and gift cards.

The business operates entirely through a direct-to-consumer distribution model via the primotours.dk website, telephone sales, and a dedicated group travel email, with no disclosed third-party travel agency partnerships or B2B channels. Revenue is generated primarily through package holiday sales with per-person pricing in Danish Krone, supplemented by transaction-based add-ons including golf packages, charter packages combining baggage/meals/transfers, seat selection, energy insurance, and travel insurance. The company also operates an owned/managed branded hotel (Heart Hotel Caesars in Sivota) and holds a strategic partnership with Porto Santo Golfe anchored by a World Golf Awards-recognized course.

The company has no disclosed technology stack, no AI/ML capabilities, no external funding rounds, and no subsidiary structure. It employs a Managing Director (Bjarke Hansen) who personally tests destinations, and operates with private ownership. Product development activity in 2025–2026 — including a new train travel product to Austria, a new Greek destination (Loutro), a secondary airport hub at Karup, and the Primo Tours mobile app — indicates active portfolio extension within the core charter holiday model rather than a pivot into new categories.

Name

Primo Tours

Legal name

Primo Tours A/S

Website

https://primotours.dk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Charter Travel Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Amusement & Recreation Services (7900), Air Transportation, Nonscheduled (4522)

akta.pro primary industry

VIP, Executive & Roadshow Travel Services (THAKAMAK)

Keywords

• Charter holidays
• Package travel
• Travel agency
• Golf vacations
• Group travel

Headquarters

HQ city

Ringkøbing

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package Holiday Sales: Primo Tours sells charter package holidays consisting of flights (charter from Billund/Karup), hotel accommodation, and Danish travel leaders at destination. Revenue is generated through the full package price paid by customers. Additional revenue streams include add-ons such as golf packages, airport transfers, in-flight meals, extra baggage, seat selection, and travel insurance.
2. Golf Package Add-ons: Golf package add-on priced at 1,500 kr per person when staying at Hotel Vila Baleira on Porto Santo, including bus transport, golf bag transport, and unlimited green fees on the 18-hole and par-3 courses.
3. Optional Add-ons and Extras: Supplementary revenue from optional add-ons including charter packages (799 kr), transfer (299 kr), in-flight meals (269 kr), extra baggage (379 kr), energy insurance (249 kr), stroller (349 kr), and seat selection fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Primo Tours is a Danish travel agency that sells charter package holidays consisting of direct flights from Billund (and Karup) airports, hotel accommodation, and Danish-speaking travel leaders present at destinations. The portfolio spans summer and winter seasons to Mediterranean destinations including Greece, Spain, Turkey, Italy, Egypt, Portugal, and Austria, supplemented by specialty lines such as golf trips, active holidays, group travel, and train trips.

Product overview

Primo Tours is a Danish travel company offering charter vacation packages primarily departing from Billund Airport. The core product consists of package holidays combining flights, accommodation, and various meal plans (All Inclusive, Half Board, Breakfast) to Mediterranean destinations including Greece (Crete, Rhodes, Sivota, Meganisi, Parga, Evia), Spain (Mallorca, Gran Canaria), Turkey (Alanya, Side), Italy (Calabria), Egypt (Hurghada, Sharm el Sheikh), Portugal (Porto Santo), and Austria. The portfolio includes specialized offerings such as golf trips to Porto Santo with access to Seve Ballesteros-designed courses, active holidays featuring yoga and hiking, group travel packages, and seasonal summer and winter vacation programs. The company also provides train travel packages to Austria (launching Summer 2026), a mobile app for travelers, travel insurance packages, and gift cards. All trips include Danish-speaking travel guides at destinations.

Differentiator

Problem solved

Functional benefit

Products and services

• Charterrejser (Charter Trips) Charter flight packages departing from Billund Airport to Mediterranean destinations including Greece, Spain, Turkey, Italy, Egypt, Portugal, and Austria. Packages bundle flights, accommodation, and often meals, targeting Danish consumers seeking hassle-free holidays.
• Afbudsrejser (Last-minute Trips) Discounted last-minute travel deals to various destinations with reduced pricing for spontaneous travelers, available via a dedicated landing page.
• Golfrejser (Golf Trips)

Quantifiable outcome

• Porto Santo named 'World's Best Emerging Golf Destination 2019' at World Golf Awards in Abu Dhabi

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Porto Santo GolfecoreStrategic or Co-development PartnerPorto Santo Golfe is an 18-hole golf course (Par 72, 6,383 meters from white tees) plus a 9-hole par-3 course, both designed by golf legend Seve Ballesteros. Primo Tours guests staying at Hotel Vila Baleira on Porto Santo can purchase a golf package (1,500 kr) that includes bus transport, golf bag transport on flights, and unlimited green fees. Porto Santo Golfe was named 'World's Best Emerging Golf Destination 2019' at the World Golf Awards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Atlantis Rejser: Danish tour operator offering charter and package holidays to Mediterranean destinations. Direct competitor with similar mid-market positioning and Billund/Copenhagen departures.
• Apollo Rejser: Established Danish charter tour operator owned by Norwegian Maritime Partners. Competes directly with Primo Tours on charter packages to Greece, Spain, and other sun destinations from Danish departure airports.
• Spies Rejser: Major Danish charter brand under the Ving/Spies Nordic group. Operates charter flights to similar Mediterranean and winter sun destinations with comparable product positioning to Primo Tours.
• Star Tour Danmark: Danish charter brand under Vinggruppen, targeting value-conscious families with Mediterranean charter holidays. Direct competitor on similar destinations and departure airports.
• Sunweb Group Danmark: Dutch-headquartered online tour operator with a Danish presence. Competes on similar Mediterranean charter/sun packages with a strong digital booking experience comparable to Primo Tours' primotours.dk platform.
• Formentor Rejser: Danish charter tour operator (part of OTP Group) specializing in Mediterranean charter holidays. Direct competitor to Primo Tours on Greek islands, Spanish, and Portuguese destinations.
• Bravo Tours: Danish charter tour operator focused on value package holidays to Mediterranean destinations. Direct competitor to Primo Tours on All Inclusive family holidays from Danish regional airports.
• Riis Rejser: Danish charter and tour operator offering package holidays to Greece, Spain, and other Mediterranean destinations. Smaller-scale direct competitor with overlapping customer base and product range.
• Ving Danmark: Largest Danish/Nordic charter tour operator under Vinggruppen (Ving, Spies, Tjæreborg). Directly competes with Primo Tours across Mediterranean charter destinations from Scandinavian airports with similar package holiday offerings.

Broad incumbents

• TUI Danmark: Danish arm of global TUI Group, the world's largest integrated tourism operator. Offers far broader portfolio (cruises, hotels, scheduled flights) but overlaps directly with Primo Tours on charter Mediterranean packages.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/PrimoTours
• Facebookfacebook.com/Primotours

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&A

Investments

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

Frequently asked questions about Primo Tours