Stromma

What Stromma does

Stromma is a privately held Northern European tourism company headquartered in Stockholm, Sweden, operating sightseeing by boat and bus across 17 cities in 6 countries (Sweden, Norway, Denmark, Finland, the Netherlands, and Germany). Its roots trace to 1809 through P.C Rettig & Co and the modern group emerged from a multi-decade roll-up of regional sightseeing brands, with the most recent major moves being the 2016 acquisition of Canal Tours Amsterdam and the 2019 launch of Berlin operations. The company retains 30+ sub-brands including Stromma Kanalbolaget, Cinderellabåtarna (Stockholm archipelago ferries), Paddan Sightseeing (Gothenburg), City Sightseeing, and Canal Tours Amsterdam — Stromma Kanalbolaget holds the Swedish Royal Warrant (Hovleverantor) since 1990. Stromma is self-described as the largest provider of tour activities in Scandinavia.

The core product portfolio spans three categories: (1) sightseeing by boat (canal cruises, archipelago ferries, guided city cruises); (2) sightseeing by bus (Hop On-Hop Off and themed city tours); and (3) dining cruises (shrimp, dinner, brunch, pizza, cheese & wine, cocktail cruises). Supporting products include excursions to historic sites (Birka Viking City, Skokloster Castle), private charters and group bookings, the GoBoat self-drive electric boat rental in Malmö, and a multi-destination ticket covering 11 cities in 11 consecutive days. The company has introduced a VR-enhanced canal cruise in Amsterdam that overlays 17th-century historical animations onto the route, and operates GoBoat self-captaining electric boats as a differentiated self-service modality.

Stromma's go-to-market is primarily direct-to-consumer via its multi-language website (7 languages), dedicated telephone booking lines per city, physical ticket kiosks at prime departure piers, and on-street sales staff, supplemented by channel partners and cruise-line shore excursion relationships. Revenue is generated on a unit-pricing (one-time ticket sale) basis with limited recurring revenue; pricing varies by destination and tour type (€15-50 standard sightseeing, €30-50 dining cruises, ~SEK 1,195 for multi-destination tickets), with seasonal variation, online discounts, and school/group programs. Customer segments are led by individual leisure travelers, followed by private groups, corporate charters, schools, and cruise-ship shore excursions — a structurally fragmented B2C base with no disclosed enterprise customer concentration. The company employs 1,001-5,000 people and is privately held with no disclosed parent, external shareholders, or funding rounds.

Name

Stromma

Legal name

Strömma Turism & Sjöfart AB

Website

https://stromma.com

Company type

Private

Founded year

1809

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Stromma is a privately held Stockholm-based tourism company operating sightseeing by boat and bus across 17 cities in six Northern European countries. Through 30+ retained sub-brands — including a Royal Warrant holder — it serves leisure travelers, private groups, and cruise-line shore excursions with canal cruises, archipelago ferries, Hop On-Hop Off buses, and dining cruises.

Ownership category

akta.pro rank

Product category

Tourism Sightseeing Services

NAICS

Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation, Land (48711), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tourist & Scenic Ferry Services (THAEAGAE)

akta.pro secondary industry

River Cruise Specialists (THAKAKAF)

Keywords

• Canal sightseeing tours
• Hop on hop off
• Dining cruise experiences
• Archipelago ferry services
• Northern european tourism

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sightseeing Tours: Revenue from guided boat and bus sightseeing tours across 17 cities. Includes Hop On-Hop Off bus and boat tickets, canal cruises, archipelago tours, and themed city tours. Tickets are sold individually at fixed per-person prices.
2. Dining Cruises: Revenue from restaurant and dining cruises including shrimp cruises, dinner cruises, brunch cruises, pizza cruises, cheese & wine cruises, cocktail cruises, and aperol spritz cruises. Food and beverages are bundled into the ticket price.
3. Archipelago Ferry Services (Cinderellabåtarna): Revenue from seasonal ferry services connecting Stockholm city center to islands in the Stockholm archipelago (Sandhamn, Grinda, Gällnö, Vaxholm). Offers single tickets, season tickets, and discount cards.
4. Private Charter & Group Rentals: Revenue from renting boats and buses for private groups, corporate events, and charter. Includes GoBoat self-captaining electric boat rentals and full vessel charters for events including Christmas cruises.
5. Excursions & Day Trips: Revenue from guided and self-guided day excursions including palace visits, lighthouse island tours, fortress trips, and combination bus-and-boat tickets. Multi-destination tickets covering up to 11 cities in 11 or 12 consecutive days are also offered.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Stromma is a Northern European tourism company that sells guided boat and bus sightseeing tours, canal cruises, archipelago ferry services, themed dining cruises, and day excursions across 17 cities in Sweden, Norway, Denmark, Finland, the Netherlands, and Germany. The company operates 30+ sub-brands including Strömma Kanalbolaget, Cinderellabåtarna, City Sightseeing, Canal Tours Amsterdam, and GoBoat, offering both individual leisure travel experiences and group/corporate charter services. It holds a Swedish Royal Warrant (Hovleverancier) granted in 1990 and is described as the largest tour activity provider in Scandinavia.

Product overview

Stromma is a Northern European tourism experiences company operating 30 brands across 15+ cities in Sweden, Norway, Denmark, Finland, the Netherlands, and Germany. The core offering consists of three main service categories: (1) Sightseeing by Boat - canal cruises, archipelago ferries, and dinner cruises using brands like Strömma Kanalbolaget, Cinderellabåtarna, Paddan Sightseeing, Rundan Sightseeing, and Canal Tours Amsterdam; (2) Sightseeing by Bus - Hop On-Hop Off and guided tours under the City Sightseeing and Hop On-Hop Off brands; and (3) Dining Cruises - restaurant cruises including shrimp cruises, pizza cruises, cheese & wine cruises, and Christmas cruises. Supporting products include Excursions to destinations like Birka Viking City and Skokloster Castle, the Multi Destination Ticket for cross-city travel, GoBoat self-drive rentals in Malmö, and Groups & Charter services. The company holds the royal warrant through Strömma Kanalbolaget and operates seasonal services including Christmas cruises and the Cinderellabåtarna archipelago ferry. The product portfolio was built through extensive acquisitions including Open Top Tours, Rederi AB Göta Kanal, City Sightseeing Copenhagen, Helsinki Expert, Canal Tours Amsterdam, and others between 1999 and 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• Canal & Boat Sightseeing Tours Guided canal and waterway sightseeing boat tours operating in major European cities including Stockholm, Gothenburg, Copenhagen, Helsinki, Oslo, Amsterdam, Utrecht, and Malmö, sold per person at fixed ticket prices with multi-language guided commentary and audio guides.
• Hop On-Hop Off Bus Tours Flexible bus sightseeing tours allowing passengers to board and disembark at any stop along designated routes, available in cities including Copenhagen, Oslo, Ålesund, and other Stromma destinations, with wheelchair-accessible vehicles.
• Dining Cruises Restaurant and themed dining cruises including shrimp cruises, brunch cruises, pizza cruises (Amsterdam), cheese & wine cruises, cocktail cruises, Aperol Spritz cruises, dinner cruises, and seasonal Christmas buffet cruises, with food and beverages bundled into the ticket price.
• Cinderellabåtarna Archipelago Ferry Service Seasonal ferry service connecting Stockholm city center to islands in the Stockholm archipelago including Sandhamn, Grinda, Gällnö, and Vaxholm, with single tickets, season tickets, and discount cards available.
• Excursions & Day Trips Guided and self-guided day excursions to historic and cultural destinations including Birka Viking City (Stockholm), Skokloster Castle (Uppsala), Gothenburg archipelago, Vinga lighthouse island, fortress visits, and combination bus-and-boat day trips.
• Multi Destination Ticket Combined bus and boat ticket valid for 11 consecutive days across up to 11 destinations, or 12 days unlimited bus and boat access in Oslo/Bergen, providing multi-city travelers with flexible sightseeing access across Northern Europe.
• VR Boat Tour Amsterdam Virtual reality-enhanced canal cruise in Amsterdam that overlays 17th-century historical animations onto real-time canal views through VR headsets at various locations along the route, sold at a per-person premium price with online discount.
• GoBoat Self-Drive Electric Boat Rental Self-drive electric boat rental service in Malmö allowing private groups to captain their own canal tour for 1-3 hours at a flat per-boat price, serving travelers who prefer independent exploration.
• Private Charter & Group Rentals Private charter of boats and buses for corporate events, school trips, group excursions, and custom itineraries including Christmas dining cruises, with invoicing available for organizations meeting minimum booking value thresholds.
• Göta Canal Cruises Cruise services through Sweden's historic Göta Canal system operated by Rederi AB Göta Kanal, a wholly owned subsidiary of Stromma, offering canal shipping experiences across Sweden.
• Walking Tours Berlin Historical guided walking tours in Berlin covering Third Reich and Cold War history, starting at Brandenburg Gate, sold as a separate land-based offering distinct from boat and bus sightseeing.
• Vaxholms Kastell Historical Attraction Historical fortress visitor attraction on an island near Stockholm, operated by Stromma as a paid cultural/heritage destination for tourists and day-trippers.

Quantifiable outcome

• Largest tour activity provider in Scandinavia (Northern Europe's leading producer of tours and activities)

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature1 record

Partnerships

Four partnerships are on record, tiered minor.

• WWF (World Wildlife Fund)minorStrategic or Co-development PartnerStromma partners with WWF on environmental conservation projects: (1) Biohut project in Copenhagen — installing fish hotels to protect marine life and improve harbor biodiversity; (2) Seabin project in Copenhagen — deploying ocean dustbins to collect debris from the Baltic Sea; (3) Christmas tree habitat project in Stockholm — collecting Christmas trees to create fish habitats in the Baltic Sea. These are environmentalCSR initiatives rather than commercial partnerships.
• Upplandsstiftelsen, Skärgårdsstiftelsen (Swedish archipelagos foundations)minorStrategic or Co-development PartnerStromma collaborates with Swedish conservation foundations to restore wetlands and coastal meadows in Stockholm and Uppsala counties, contributing to richer archipelago landscapes and biodiversity.
• Travelife Sustainability SystemminorOthersStromma Finland participates in the Travelife certification program for sustainable tourism, which assesses social, environmental, and economic performance. Stromma Finland received the Travelife Certified award in July 2023.
• Green KeyminorOthersStromma Netherlands is certified under the Green Key international CSR award program for sustainable tourism, held continuously since 2012.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Viator: Tripadvisor-owned global marketplace for tours, activities, and sightseeing experiences. Viator is a key reseller of Stromma inventory and a direct competitor for traveler attention in Scandinavian and Northern European destinations.
• TUI Musement: TUI Group's tours and activities arm offering sightseeing, excursions, and experiences across European cities. Directly competes with Stromma in multi-destination sightseeing and B2B distribution through travel agencies.
• GetYourGuide: Leading global platform for booking tours, attractions, and experiences including canal cruises and Hop On-Hop Off tours across Europe. Competes for both inventory supply and direct customer bookings in Amsterdam, Stockholm, Copenhagen, and Berlin.
• City Sightseeing Worldwide: Franchise-style global hop-on hop-off bus sightseeing brand. Although Stromma owns the City Sightseeing franchises in several Nordic cities, the broader City Sightseeing Worldwide brand competes with Stromma in shared destinations and serves identical customers.
• Big Bus Tours: Global hop-on hop-off sightseeing bus operator active in dozens of cities including several European capitals. Directly comparable to Stromma's City Sightseeing and Hop On-Hop Off bus product line on routes, pricing, and customer segments.

Emerging players

• Tiqets: Dutch-headquartered digital ticketing platform for museums, attractions, and tours. Amsterdam-based and a natural distribution partner/competitor for Stromma's Amsterdam and Nordic attractions and sightseeing inventory.

Regional players

• Color Line: Norway's largest cruise-ferry operator connecting Norway to Germany, Denmark, and Sweden. Comparable to Stromma Norway on passenger-water-transport and short leisure-cruise experiences.
• DFDS: Major Nordic and Northern European ferry and logistics operator with passenger services on Baltic and North Sea routes. Comparable to Stromma's Cinderellabåtarna archipelago ferry product on passenger-water-transport mechanics.
• Fjord Tours Norway: Norwegian tour operator specializing in fjord sightseeing, Norway in a Nutshell packages, and combined rail/boat/bus itineraries. Direct overlap with Stromma Norway's sightseeing and multi-destination offerings in Bergen, Geiranger, Olden, and Ålesund.

Broad incumbents

• Viking Cruises: Large-scale river and ocean cruise operator with strong Northern European itineraries. Overlaps with Stromma on guided river/canal experiences and on shore excursions for cruise passengers in Scandinavia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries16 records

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 Stromma