Living Tours

What Living Tours does

Living Tours is a Portuguese tour operator founded in 2004 in Porto (legal entity Living Tours Viagens e Turismo LDA) that operates an online booking platform aggregating 2,500+ activities from 1,000+ local partners across 13+ destinations in Portugal and Spain. The company serves international and domestic tourists seeking tours, day trips, attractions, cruises, transfers, and cultural experiences, with pricing from €10 for entry-level activities to €990 for premium multi-day cruises. Core technology is a Magento-based multilingual e-commerce platform supporting English, Spanish, French, and Portuguese, with real-time booking confirmation, digital voucher delivery, and integration with PayPal, Visa, Mastercard, and American Express for payment processing.

The business model is hybrid B2C/B2B with three revenue streams: direct consumer bookings through livingtours.com (commission/transaction fees), B2B distribution to travel agencies at wholesale commission rates, and dedicated DMC/Groups services for enterprise group bookings. The company operates physical offices in Porto (headquarters), Lisbon, Barcelona, plus an additional Porto location, providing in-person customer service alongside the digital channel. Marketing is anchored by the Living Magazine content platform driving SEO and email newsletter engagement, supplemented by social media in four languages, TripAdvisor review management (Travellers Choice 2026), and an ambassador/affiliate program.

Living Tours holds Portuguese regulatory licenses RNAVT 2731 (Travel Agency) and RNAAT 30/2004 (Tour Operator), plus sustainability certification from Biosphere, anti-corruption compliance under RGPC/MENAC frameworks (annual review April 2026), and memberships in USTOA and IGLTA. The company operates wholly-owned subsidiaries Living Tours Spain, Living Tours Travel, Living Tours Online, and Living StartUp, employs 51-100 staff, reports 1M+ annual users and 8M+ page views, and maintains 20,000+ verified 5-star reviews as scale indicators. The company is founder-led by CEO Rui Terroso and has operated continuously for two decades without external funding.

Name

Living Tours

Legal name

Living Tours Viagens e Turismo LDA

Website

https://livingtours.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Living Tours is a Portuguese online tour operator aggregating 2,500+ activities from 1,000+ partners across 13+ destinations in Portugal and Spain, serving international tourists, travel agencies, and group clients via a multilingual booking platform.

Ownership category

akta.pro rank

Product category

Tour and Activity Booking Services

NAICS

Tour Operators (561520), Travel Agencies (56151)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Marketplaces (THALAFAF)

akta.pro secondary industries

Private/Customized Multi-Day Tour Operators (THAKADAC), Fee-Based/Independent Trip Planners (No Booking) (THAKAOAA)

Keywords

• Guided tour services
• Tour operator Portugal
• Destination management services
• Tourist activities booking
• Travel experiences platform

Headquarters

HQ city

Porto

HQ country

Portugal

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour and Activity Bookings: Living Tours charges commission/transaction fees on bookings made through their platform for tours, attractions, transfers, and experiences across Portugal and Spain. Prices range from €10 to €990 per experience.
2. B2B Distribution: Distribution of partner tour products to B2C customers and B2B travel agency clients, earning commission on sales
3. Gift Certificates: Sale of gift certificates for tours and experiences as gift products

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Living Tours operates an online tours-and-activities booking platform (livingtours.com) that aggregates and distributes 2,500+ guided tours, day trips, attractions, transfers, cruises, and cultural experiences across Portugal and Spain. The company sources these experiences from a network of 1,000+ local tour operators and activity providers, sells them directly to consumers via self-service booking with multilingual support (EN/ES/FR/PT), and also distributes through B2B travel agency partners and a dedicated DMC/Groups division for customized group and corporate itineraries.

Product overview

Living Tours is a tours and activities booking platform operating across Portugal and Spain. The core offering is the Living Tours online booking platform (LivingTours.com) which allows consumers to browse, book, and purchase tours, attractions, transfers, and experiences directly. The product portfolio includes regional tour categories (Porto Tours, Lisbon Tours, Douro Valley Tours, Madrid Tours, Barcelona Tours, Tenerife Tours, Granada Tours), specialized activity types (Douro River Cruises, Group Activities, Adventure Tours, Romantic Experiences, Airport Transfers), and supplementary offerings like Gift Certificates and City Guides. The company operates multiple divisions including Living Tours Travel (travel agency), Living Tours Spain (Spanish operations), and DMC/Groups (destination management for corporate clients). Living Magazine serves as the company's content and blog platform. The business model includes B2C consumer bookings through the main platform, B2B distribution to travel agencies, and partnerships with over 1000 local suppliers.

Differentiator

Problem solved

Functional benefit

Products and services

• Porto Tours Guided tours, day trips, attractions, cruises, and cultural activities in Porto and surrounding areas including the Douro Valley, covering wine tours, historical sites, river cruises, and cultural experiences. Targeted at leisure travelers visiting Porto.
• Lisbon Tours Tours and activities in Lisbon including city breaks, Fado shows with dinner, and cultural experiences in the Portuguese capital, targeted at leisure travelers visiting Lisbon.
• Douro Valley Tours Wine tours, river cruises, and historical village visits in the Douro Valley wine region, including visits to wineries with tastings and small-group full-day tours from Porto.
• Madrid Tours City tours and day trips in Madrid, Spain, including cultural and sightseeing experiences targeted at leisure travelers.
• Barcelona Tours Tours and activities in Barcelona covering cultural heritage, architecture, and local experiences targeted at leisure travelers.
• Tenerife Tours Tours and activities on Tenerife island in the Canary Islands, Spain, including sightseeing and outdoor experiences.
• Granada Tours Guided tours focusing on the Alhambra and cultural experiences in Granada, Spain.
• Douro River Cruises River cruises along the Douro River including 6-bridges cruises (from €10) and luxury multi-day cruise experiences (up to €990).
• Group Activities Activities designed for groups including team building, shared experiences, and large-party bookings.
• Adventure Tours Adventure and outdoor activities including hiking, water sports, and active experiences in Portugal and Spain.
• Romantic Experiences Couple-focused experiences including romantic dinners, special tours, and couples activities for honeymoons and anniversaries.
• Airport Transfers Door-to-door airport transfer services between airports and city centers in Portugal and Spain.
• Gift Certificates Gift vouchers and certificates for tours and experiences that can be purchased and redeemed by recipients.
• DMC / Groups Services Destination Management Company services for group travel and corporate clients with customized multi-day tour planning, logistics, and on-the-ground coordination across Portugal and Spain.
• Travel Agencies (B2B Distribution) B2B services for travel agencies and tour operators including wholesale pricing and commission-based distribution of Living Tours inventory.

Quantifiable outcome

• 20000+ 5-star reviews demonstrate high customer satisfaction
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• 1000+ Tour Operators and Activity ProviderscoreChannel Partner/ Reseller/ DistributorLiving Tours works with over 1000 local partners including tour operators, activity providers, transportation services, and attraction venues across Portugal and Spain. Partners distribute through the Living Tours platform for access to B2C and B2B customers.
• PayPalcoreTechnology or IntegrationPayPal handles payment processing for all transactions on livingtours.com, providing secure checkout services for credit cards and PayPal account payments.
• TripAdvisorminorChannel Partner/ Reseller/ DistributorTripAdvisor integration and review platform where Living Tours maintains presence with Travellers Choice 2026 recognition and manages customer reviews.
• Biosphere SustainableminorStrategic or Co-development PartnerSustainability certification partner providing accreditation for Living Tours' responsible tourism practices and environmental commitment.
• IGLTA (International Gay & Lesbian Travel Association)minorChannel Partner/ Reseller/ DistributorMembership association for LGBTQ+ inclusive tourism, demonstrating Living Tours' commitment to diverse and inclusive travel experiences.
• USTOA (United States Tour Operators Association)minorChannel Partner/ Reseller/ DistributorUS travel industry association membership providing network and credibility for serving American tourists.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Civitatis: Spain-based online tours, activities, and excursions marketplace with deep inventory across Spain and Portugal; closest direct competitor to Living Tours by geography, product mix, and B2C/B2B distribution model.
• GetYourGuide: Global online tours-and-activities marketplace with supplier-sourced inventory across Europe; competes head-on for demand and supplier relationships in Iberia.
• Viator (Tripadvisor Experiences): Largest tours-and-activities marketplace globally, owned by Tripadvisor; deep inventory and dominant paid-search presence in Europe competes directly with Living Tours on supply and demand.
• Klook: Asia-headquartered but increasingly active in Europe, operating an online marketplace for tours, activities, and attractions with multi-language booking flows similar to Living Tours.
• Headout: Curated marketplace for tours, attractions, and experiences with strong European footprint; competes for the same international traveler demand and supplier partnerships.
• Musement: Tour-and-activity marketplace owned by TUI Group with European-heavy inventory; comparable product breadth and DMC-style corporate offering to Living Tours.
• Tiqets: Online ticketing platform for museums, attractions and tours with a strong European base; overlapping supplier and demand pool with Living Tours in Iberia.

Emerging players

• Walks: Small-group and private guided tour operator in Europe and North America; comparable niche in cultural and food experiences, focused more on operator-run than marketplace-sourced product.
• Withlocals: Marketplace for private and small-group tours hosted by local guides in cities worldwide; overlaps with Living Tours on culinary, cultural, and private-tour experiences.

Broad incumbents

• Booking.com Experiences (Attractions & Tours): OTA-attached module on Booking.com offering tours and attractions globally; comparable marketplace product and audience, distributed through the broader Booking Holdings funnel.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LivingTours_GL
• Facebookfacebook.com/livingtours.grayline
• LinkedInlinkedin.com/company/living-tours

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Living Tours