Paytour

What Paytour does

Paytour is a Brazilian SaaS platform, founded in 2016 in Natal (Rio Grande do Norte) by CEO Marcus Borges, that provides online reservation and sales infrastructure for tourism businesses. Its core offering is a Motor de Reservas (reservation engine) combined with a customizable virtual storefront, backoffice, multi-channel distribution (online store, backoffice, affiliates, commercial partners, POS), and a check-in app with QR code voucher validation. The product is wrapped by a deep integration stack that includes the Google Things to Do official connectivity partner program, the Civitatis global marketplace, ClearSale antifraud, ROCA adventure insurance, Carcará ERP for receptive tourism operations, Automatize for restaurant automation, and multiple Brazilian payment gateways (Zoop, PagBank, Cielo, Rede) plus PayPal, alongside a proprietary point-of-sale terminal called Paytour Smart and a proprietary PaytourCard payment product.

The platform targets Brazilian SMBs across at least seven verticals (tour operators, tourist attractions, museums, event promoters, pedagogical agencies, excursion companies, ecotourism, theme parks, and themed restaurants), with international tourist bookings growing 148.67% in 2025 via Civitatis. Pricing is freemium with paid tiers ranging from R$89/month (Controle, 2 users) to R$249/month (Performance, 5 users) to R$379/month (Premium, 10 users, API access), supplemented by transaction fees (3.19%-6.99% on credit card, R$3.79-R$5.90 per Pix transaction), an 8.99% event-ticket fee, paid implantation services, and hardware revenue from the POS terminal. The GTM motion is product-led growth with self-serve onboarding, optional WhatsApp-assisted sales, and a built-in affiliate/partner program. Paytour is privately held, bootstrapped (no funding rounds disclosed), and operates with 1-10 employees serving 1,600+ active stores across 5+ countries.

Name

Paytour

Legal name

Paytour

Website

https://paytour.com.br

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Paytour is a Brazilian SaaS reservation engine and virtual store platform for tourism businesses, serving SMB tour operators, attractions, event promoters, and excursion companies with integrated payments, Google Things to Do and Civitatis distribution, and a freemium-to-premium pricing model.

Ownership category

akta.pro rank

Product category

Tourism Reservation and Booking Software

NAICS

Travel Arrangement and Reservation Services (5615), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

akta.pro secondary industries

Tour/Activities/Attractions Reservation Systems (THALADAG), Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF)

Keywords

• Tourism booking software
• Online reservation platform
• Tour operator management
• Travel payment processing
• Event ticketing system

Headquarters

HQ city

Lagoa Nova

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Plans: Monthly/annual subscription tiers (Free, Controle R$89/mo, Performance R$249/mo, Premium R$379/mo) providing access to the platform, with higher tiers unlocking more users, features, and lower transaction rates.
2. Payment Processing Fees: Transaction fees on sales processed through the platform including Pix (R$3.79-R$5.90 per transaction), credit card (3.19%-6.99% per transaction), and installment payments. Rates decrease with higher subscription plans.
3. POS Terminal (Maquininha Smart): Hardware sales of point-of-sale terminals for in-person tourism sales.
4. Paid Implantation Services: Optional paid assisted onboarding service that includes training and store configuration by a Paytour specialist.
5. Event Ticketing Platform: Free event platform with 8.99% fee per ticket sold (absorbed or passed to buyer).

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels12 records

Core offering

Paytour is a Software-as-a-Service platform that enables Brazilian tourism businesses to sell tours, excursions, tickets, and experiences online through a virtual store, centralized reservation engine, and integrated payment processing. The platform unifies multiple sales channels (online storefront, backoffice, affiliate/partner network, and physical POS terminal) with automated voucher issuance, real-time availability management, and payment handling including Pix and credit card. It serves tour operators, receptive tourism companies, attractions, museums, event promoters, and pedagogical/excursion agencies across Brazil.

Product overview

Paytour is a Brazilian online reservation and sales platform for tourism businesses, consisting of a core Motor de Reservas (Reservation Engine) complemented by multiple integrated modules and add-on services. The core platform includes customizable Virtual Store, Backoffice sales management, Affiliate/Partner program, and Paytour Smart POS terminal. Key add-on integrations include Google Things to Do (official Google connectivity partner for search visibility), Civitatis global marketplace, ClearSale antifraud protection, ROCA Seguro Aventura insurance, Carcará ERP for receptive tourism operations, and Automatize Sistemas for restaurant automation. The platform serves diverse tourism segments including tour agencies, excursions, pedagogical agencies, museums, parks, events, ecotourism, and receptive tourism. Pricing spans four tiers from free (1 user) to Premium (R$379/month, 10 users, API access). AI capabilities are limited to automated description generation for activities.

Differentiator

Problem solved

Functional benefit

Brands

• PaytourCard: Proprietary payment card integrated into the Paytour platform for processing credit card transactions with ClearSale anti-fraud protection.
• Paytour Smart (Maquineta)
• Sistema Carcará
• Splash Horizon

Products and services

• Paytour Motor de Reservas (Reservation Engine) Central reservation management system for tourism businesses enabling online sales 24/7 with real-time availability control. Connects online store, backoffice, affiliates, partners, and POS into a unified platform with automatic voucher issuance and integrated payment processing. For tour operators, receptive tourism companies, attractions, and agencies.
• Event Ticketing System Dedicated event ticketing platform offering free event site creation, custom domain, ticket lot management, promoter and affiliate systems, QR code check-in app, and AI-generated event descriptions. Charges an 8.99% fee per ticket sold. For event organizers, cultural promoters, and entertainment venues.
• Paytour Smart (Maquineta) Physical point-of-sale (POS) terminal for in-person card and Pix sales at tourism attractions and tour sites. Integrates directly with the Paytour reservation system, automatically recording all transactions and supporting QR Code voucher validation. For attractions, tour operators, and event venues handling walk-in customers.
• Sistema Carcará (ERP) Operational ERP system for receptive tourism with 15+ years in the market. Manages service orders, fleet operations, driver/guide allocation, passenger tracking with real-time vehicle monitoring, and financial control. Synchronizes automatically with the Paytour sales engine for reservation changes and cancellations. For receptive tourism operators needing full operational and financial management.

Quantifiable outcome

• Platform reports over 1,600 active stores, presence in 5+ countries, and 10+ years in the market.
• +5 more outcomes

Named customers5 records

Segments8 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

AI capability3 records

Feature9 records

Partnerships

Five partnerships are on record, tiered core.

• Google (Google Things to Do)coreTechnology or IntegrationOfficial Google integration allowing Paytour-powered tourism experiences to appear in Google Search and Maps results. Tourists can discover and book activities directly from Google, reaching millions of potential customers at the moment of travel planning.
• CivitatiscoreTechnology or IntegrationIntegration with Civitatis, one of the world's largest tourism activity booking platforms, connecting Brazilian tourism experiences to millions of international travelers. Sales data is automatically imported into the Paytour system for centralized management.
• ClearSalecoreTechnology or IntegrationIntegration with ClearSale, Brazil's leading fraud prevention system with over 20 years of experience analyzing transactions in 170+ countries. Provides real-time fraud analysis for PaytourCard transactions and reduces fraudulent chargebacks at no additional cost to merchants.
• ROCA Seguro AventuracoreTechnology or IntegrationPartnership with ROCA Seguro Aventura, an insurance company authorized by SUSEP and present in all Brazilian states, covering 80+ outdoor activities. Insurance is automatically activated during tour purchase, providing financial protection for adventure tourism operators.
• Sistema CarcarácoreTechnology or IntegrationIntegration with Carcará, an ERP system for receptive tourism operations with 15+ years in the market. Connects Paytour's sales engine to Carcará's operational management (service orders, fleet, and financial control), with automatic reservation synchronization.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TrekkSoft: TrekkSoft (now part of Bookinglayer) is a tour and activity operator software platform offering online booking, payment processing, and channel management for small and mid-sized tour businesses in Europe and globally.
• Peek: Peek is a leading tours-and-activities booking platform for operators, offering online storefronts, reservation management, payment processing, and distribution partnerships. Like Paytour, it targets tour operators and attractions with a SaaS model and integrates with major OTAs and Google.
• Rezdy: Rezdy is a booking software and channel manager for tours, activities, attractions, and rentals. It offers similar functionality to Paytour — online booking pages, agent/reseller networks, payment integrations, and API connectivity for global distribution.
• Ventrata: Ventrata is a reservation system and distribution platform for attractions, tours, and activity operators, providing booking engine, channel manager, and ticketing functionality similar to Paytour's core reservation engine.
• Regiondo: Regiondo is a ticketing and reservation system for tours, attractions, and leisure providers in Europe, with online booking, payment processing, and reseller networks — directly comparable to Paytour's Brazilian-focused offering.
• Bokun: Bokun (a Tripadvisor company) provides an online booking engine and channel manager for tour operators, attractions, and experience providers. It mirrors Paytour's core offering of reservation management, payment processing, and OTA distribution for tourism SMBs.
• Checkfront: Checkfront (now part of Booqing) provides online booking management for tours, attractions, and rentals with channel distribution and payment processing. It competes directly with Paytour in the SMB tour-operator booking software category.

Broad incumbents

• GetYourGuide: GetYourGuide is a global tours-and-activities marketplace with a supplier software platform. It competes with Paytour for Brazilian tour-operator inventory and offers similar booking engine and distribution features at much larger scale.
• Civitatis: Civitatis is a global online travel agency specializing in tours, activities, and experiences in Spanish/Portuguese-speaking markets. Although Paytour integrates with Civitatis, Civitatis also operates as a competing distribution platform for the same Brazilian tour-operator audience.
• Viator: Viator (a Tripadvisor company) is one of the largest global marketplaces for tours, attractions, and experiences. It overlaps with Paytour in serving tour operators via both marketplace distribution and booking software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@paytour
• Facebookfacebook.com/Paytour
• LinkedInlinkedin.com/company/paytour
• Instagraminstagram.com/paytour

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 Paytour