Happy Tours

What Happy Tours does

Happy Tours (legal entity Družina Krumpak d.o.o.) is a Slovenia-headquartered incoming tour operator founded in 2000 as a family business, selling European group travel, FIT (Free Independent Travel) and MICE (Meetings, Incentives, Conferences, Events) packages on a B2B basis to international tour operators who resell to end travelers. The company operates a portfolio of product lines including Tailor Made Tours, Group Travel, MICE (under the PRIVILEGIUM sub-brand), Boutique by HT premium experiences, Adriatic river cruises aboard A-Rosa vessels, licensed tour guides, and transfers & coach rental, supported by the in-house Halki reservation system and owned boutique 4-star Hotel Lyra Plitvice in Croatia.

Revenue is generated through transaction fees on bespoke, quote-based tour packages (B2B) and professional services fees for MICE events, with no publicly disclosed pricing tiers. Go-to-market is sales-led and event-driven: the company maintains wholly-owned offices in Slovenia, the UK (since 2015), Croatia, Greece, Taiwan, China and India, attends over 30 international exhibitions annually, and is a member of ETOA, UK Inbound, USTOA, JATA, and Slovenian and Croatian national tourism boards. Customers are international tour operators segmented horizontally across group, FIT, MICE, and high-end/premium tiers, with multilingual staff from more than 10 countries delivering sales, quoting and 24/7 support in source-market languages; sustainability partnerships with Hotel Ribno, Crowne Plaza, Scandic, Sokos and three ferry operators extend the supply-side ecosystem. Headcount is reported at 101-250 and revenue is not publicly disclosed.

Name

Happy Tours

Legal name

Družina Krumpak d.o.o.

Website

https://happytours.eu

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Happy Tours is a Slovenian B2B incoming tour operator, founded in 2000, that organizes group travel, FIT, MICE and premium travel experiences across Europe for international tour operators through offices in seven countries.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Other (4879), Scenic and Sightseeing Transportation, Land (487110), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Transportation Services (4700)

akta.pro primary industry

Full-Service Destination Management (Ground Handling & Onsite Operations) (THAHADAA)

akta.pro secondary industries

Private/Customized Multi-Day Tour Operators (THAKADAC), Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE), Luxury Multi-Day Tour Operators (THAKADAE), Multi-Activity Adventure Tour Operators (Mixed itineraries) (THAAADAJ), Charter & Tour Coach Operators (TLAFAFAB), FIT & Private Tour Operators (Customized Day Tours) (THAKAEAC)

Keywords

• Incoming tour operator
• Group travel services
• MICE event management
• FIT travel packages
• Destination management services

Headquarters

HQ city

Domzale

HQ country

Slovenia

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Incoming Tour Operations: As an incoming tour operator, Happy Tours generates revenue by organizing and selling travel experiences to international tour operators. Revenue comes from packaged tour services including group travel, FIT tours, MICE events, and specialized experiences across Europe.
2. MICE Services (PRIVILEGIUM): Specialized MICE department operating under the PRIVILEGIUM brand for high-end corporate events and incentive travel
3. Boutique by HT Premium Experiences: Premium, high-end travel experiences through Boutique by HT brand featuring curated accommodations, attractions and gourmet options for discerning clients
4. Hotel Lyra Plitvice Ownership: Own and manage Hotel Lyra Plitvice, a boutique 4-star sustainable hotel at Plitvice Lakes National Park in Croatia

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Happy Tours is a B2B incoming tour operator that organizes and delivers European travel experiences — including group travel, FIT (Free Independent Travel) packages, MICE (meetings, incentives, conferences, events), river cruises, transfers, and specialized cultural and active programs — on behalf of international tour operators across more than 30 source markets. It supports these services with a multilingual staff, an in-house Halki reservation system, regional sales and operational offices across Europe and Asia, and wholly owned hospitality infrastructure including Hotel Lyra Plitvice in Croatia.

Product overview

Happy Tours is an incoming European tour operator offering a comprehensive portfolio of travel services primarily for group travelers, FIT (Free Independent Travel), and MICE (Meetings, Incentives, Conferences, Events) segments. The core product line includes Tailor Made Tours (customized bespoke trips), Group Travel (hassle-free group adventures), MICE services (corporate events), River Cruises (Adriatic Cruises on A-Rosa vessels), Tour Guides (licensed professionals), Transfers & Coach Rental, Specials (unique experiences like cooking courses and adventure activities), Active Getaways (adventure trips), and Alumni Europe (cultural programs). The company operates sub-brands including PRIVILEGIUM for luxury MICE services and Boutique by HT featuring premium regional brochures for Slovenia, Lapland, Switzerland, Croatia, France, and pan-European MICE. Supporting infrastructure includes the Halki subsidiary for reservation systems and FIT products, Hotel Lyra Plitvice (company-owned boutique 4-star hotel in Croatia), and regional operational offices across Slovenia, Croatia, Greece, Taiwan, China, India, and London. The portfolio is organized around destination expertise spanning all of Continental Europe, with market leadership in South-East and East Europe group travel.

Differentiator

Problem solved

Functional benefit

Brands

• Boutique by HT: Incentive arm specializing in unique, high-end projects and premium travel experiences
• PRIVILEGIUM
• Boutique Slovenia
• Boutique Lapland
• Boutique Switzerland
• Boutique Croatia
• Boutique France

Products and services

• Tailor Made Tours Bespoke customized trips highly tailored to individual preferences, designing itineraries that address travelers' specific likes, dislikes, and passions, primarily purchased via international tour operator partners for their end customers.
• Group Travel Hassle-free adventure experiences for groups of all sizes, with Happy Tours handling logistics, itinerary preparation and all travel details across European destinations, primarily contracted through international tour operators.
• MICE Services Meetings, incentives, conferences, and events services for corporate clients, offering imaginative proposals and comprehensive event planning delivered through the PRIVILEGIUM sub-brand.
• Adriatic Cruises River cruise experiences aboard A-Rosa vessels offering travel along European rivers including the Adriatic region, packaged for international tour operators and their clients.
• Tour Guides Professional, trained, and licensed tour guides supplying knowledgeable and experienced guidance across European destinations, provided as part of group and FIT bookings from international tour operators.
• Transfers & Coach Rental Transfer services and coach rentals with competitive rates, quality vehicles, English-speaking drivers, and a 24/7 emergency line, supplied to international tour operators and their clients across European destinations.
• Specials Curated unique experiences including cooking courses in Italy, dancing lessons in Vienna, leather workshops in Florence, gladiator experiences in Rome, 2CV tours of Paris, Viennese Opera House parties, Ferrari rides, and personal shopping assistance, designed as add-ons for tour operator clients.
• Active Getaways Adventure travel experiences in Slovenia and Croatia focused on outdoor activities and sport skills enhancement in unspoiled natural environments, sold through international tour operators.
• Alumni Europe Cultural, philosophical, architectural, and artistic experiences guided by experts, historians, and sociologists who bring European history to life, targeted at alumni and educational groups via tour operator partners.
• Boutique by HT Premium incentive arm of Happy Tours specializing in unique, high-end projects and premium travel experiences, offered through brand-specific brochures for Slovenia, Lapland, Switzerland, Croatia, France, and pan-European MICE.
• Hotel Lyra Plitvice Wholly owned boutique 4-star sustainable hotel located at the edge of Plitvice Lakes National Park in Croatia, providing accommodation capacity and quality-controlled inventory for Happy Tours' Croatia programs.

Quantifiable outcome

• Over 2000 MICE guests handled to Switzerland annually
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core, minor and regional.

• Ribno Alpine ResortcoreStrategic or Co-development Partner · 1 April 2025Hotel partner at Lake Bled area - first business in Europe to receive highest 3-star level European Zero Waste Business Certification. Happy Tours brings groups to Hotel Ribno and inspires others across Europe by protecting natural beauty of Bled.
• ETOA (European Tourism Association)coreGTM or Marketing PartnerHappy Tours is a member of ETOA, participating in their network and activities for European tourism promotion
• UK InboundcoreGTM or Marketing PartnerHappy Tours is a member of UK Inbound, the association representing the UKinbound tourism industry
• USTOA (United States Tour Operators Association)minorGTM or Marketing PartnerAffiliated member of USTOA, providing access to US tour operator market
• JATA (Japan Association of Travel Agents)minorGTM or Marketing PartnerAffiliated member of JATA, providing access to Japanese travel market
• Congress Organisation of SloveniaregionalGTM or Marketing PartnerMember of Congress Organisation of Slovenia for MICE industry connections
• UK InboundcoreGTM or Marketing PartnerTourism association partnership for UK market
• ETOAcoreGTM or Marketing PartnerEuropean tourism association partnership for industry networking
• I Feel SloveniaregionalGTM or Marketing PartnerPartnership with Slovenian National Tourism Organisation
• Croatia National Tourism BoardregionalGTM or Marketing PartnerPartnership with Croatian National Tourism Board (I Love Croatia)
• A-RosaregionalTechnology or IntegrationRiver cruise partner offering Adriatic cruises on A-Rosa vessels
• Crowne Plaza Verona – FieraregionalStrategic or Co-development PartnerHotel partner in northern Italy with commitment to sustainable practices as part of IHG's Journey to Tomorrow initiative. Has welcomed many Happy Tours groups with excellent service and sustainable practices.
• Scandic HotelsregionalStrategic or Co-development PartnerNordic hotel partner known for use of green energy, eco-certifications, and responsible sourcing
• Sokos HotelsregionalStrategic or Co-development PartnerNordic hotel partner with sustainability practices
• Viking LineregionalStrategic or Co-development PartnerFerry operator partner investing in biofuels, shore power, and low-emission technologies for Nordic travel
• Tallink SiljaregionalStrategic or Co-development PartnerFerry operator partner with low-emission technologies for Baltic and Nordic routes
• DFDSregionalStrategic or Co-development PartnerFerry operator partner investing in low-emission technologies for Nordic travel experiences

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Inntravel: UK-based specialist in self-guided and independent European holidays, comparable to Happy Tours' FIT and tailor-made offerings across Continental Europe.
• Pelorus Travel Co. UK travel company designing bespoke and experiential journeys, including MICE; similar positioning in European high-end experiences and corporate incentive travel.
• G2 Travel: UK-based travel company specializing in European group holidays sold through travel agents; overlaps with Happy Tours' B2B group travel segment and European destination focus.
• SITA World Travel: Indian-based global DMC operating a B2B tour-operator model across continents, with multilingual teams and a similar focus on customized European itineraries sold to international clients.
• Incentra Incentives GmbH: Germany-based DMC specializing in MICE and incentive travel across Europe, directly comparable to Happy Tours' PRIVILEGIUM brand and Boutique MICE offerings.

Broad incumbents

• Abercrombie & Kent: Long-established luxury global tour operator offering European itineraries through both retail and trade channels; competes at the high-end of the same customer segment Happy Tours addresses via PRIVILEGIUM and Boutique by HT.
• Tauck: Large established tour operator with strong cultural and small-group escorted tour portfolio across Europe, comparable in product structure (escorted/alumni tours) but broader North American mix.
• Cox & Kings: Historic global tour operator and DMC with European roots and broad tour-operator distribution, comparable in B2B tour operations but operating at materially larger scale.

Others

• TourRadar: OTA marketplace aggregating multi-day tour operators worldwide; not a direct competitor but an adjacent platform that increasingly enables Happy Tours' tour-operator clients (and could compress DMC distribution economics).

Regional players

• Destination Asia: Asia-specialist DMC with a multi-region inbound model and partnerships with international tour operators; comparable structure as an inbound/regional DMC but anchored in Asia rather than Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/happytours.eu
• LinkedInlinkedin.com/company/happy-tours
• Pinterestpinterest.com/happytours

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries5 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 Happy Tours