Attraction World Group

Name

Attraction World Group

Legal name

Attraction World Limited

Website

https://attractionworldgroup.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Travel Experiences Distribution

NAICS

Tour Operators (561520), Travel Agencies (561510), Tour Operators (56152)

SIC

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

akta.pro primary industry

Tour, Attraction & Experience Dynamic Pricing Platforms (THALAOAF)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Adventure & Active Travel Agencies (THAKABAD)

Keywords

• Tours and activities distribution
• Attraction booking platform
• Travel B2B API
• Experience distribution network
• Wholesale ticketing services

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Transaction/Commission Fees: Revenue generated through transaction fees and commissions on bookings made through the platform. Partners can choose between AWG Wholesale (off-the-shelf global inventory) or AWG Direct (facilitating tour operators with booking services using privately negotiated rates).
2. API Integration and Distribution Services: Providing distribution solutions to travel agents, airlines, cruise lines, rail operators, hospitality providers, OTAs, and loyalty programs with access to over 100,000 products. Revenue generated through distribution partnerships and commercial arrangements.
3. Wholesale Product Sales: Selling attractions, tours, and experiences at wholesale prices to resellers including travel agents and partner platforms, who then resell to end consumers.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

Attraction World Group operates a multi-brand global distribution platform for tours, attractions, and activities, connecting more than 20,000 experiences from 45+ supplier reservation systems to travel agents, airlines, cruise lines, OTAs, and end consumers. Its core product, the Experience Connector unified API, provides real-time pricing, availability, and booking functions, complemented by the Attraction World B2B trade brand serving 5,000+ UK travel agents and the TixGroup B2C brands (FloridaTix and AttractionTix) selling attraction tickets directly to consumers.

Product overview

Attraction World Group operates a multi-brand platform architecture serving both B2B and B2C channels in the tours, attractions, and activities sector. The B2B division includes Attraction World (UK trade partner serving 5,000+ travel agents) and Experience Connector (global B2B2C distribution platform connecting to 45+ reservation systems and 20,000+ attractions via unified API). The B2C division, TixGroup, encompasses FloridaTix (Europe's largest Florida specialist) and AttractionTix (world's biggest attraction specialist), both powered by bespoke in-house technology. All brands share a common unified API infrastructure enabling real-time pricing, availability, and booking across the portfolio of over 100,000 connected attractions, excursions, and experiences worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Attraction World UK-focused B2B distribution brand supplying tours, attractions, and activities to travel agents such as Hays Travel, Barrhead Travel, and Intele Travel via dedicated portals and white-label websites.
• Experience Connector Global B2B2C distribution platform providing a unified API, white label, desktop, mobile, kiosk, and inflight tech solutions that connect distributors to over 20,000 attractions worldwide under AWG Wholesale or AWG Direct commercial models.
• TixGroup Portfolio of specialist B2C travel brands delivering attraction tickets directly to consumers via dedicated e-commerce websites, supported by AWG's in-house technology.
• FloridaTix B2C sub-brand focused on Florida theme parks and attractions, providing 50+ Orlando experiences with instant ticket delivery and dedicated customer support.
• AttractionTix B2C sub-brand selling tickets to 500+ theme parks and attractions across 50+ destinations worldwide, including major brands such as Disneyland Paris and Universal.

Quantifiable outcome

• Speed to market of 2-3 months for new partner integration
• +5 more outcomes

Named customers9 records

Segments10 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

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

• Southwest AirlinesflagshipStrategic or Co-development Partner · 19 August 2025Strategic partnership making AWG the exclusive experiences provider for Southwest Airlines Getaways by Southwest product. Launching in marketplace August 19, 2025. Providing API integration for ground transfers as part of holiday packages to 30+ destinations including Las Vegas, Orlando, Hawaii, Cancun, Punta Cana, and Montego Bay. Expansion into additional verticals planned throughout 2025-2026.
• Help Harry Help OthersminorOthers · 5 March 2025Partnership with non-profit organisation founded by Harry Moseley during his battle with brain cancer. Charity supports cancer patients and families through fundraising, awareness campaigns, and direct support. AWG shares Harry's handmade bracelets as symbols of hope at events and roadshows.
• Birmingham Women's and Children's NHS Foundation TrustcoreOthers · 26 February 2025AWG became a Changemaker for Birmingham Women's and Children's NHS Foundation Trust. Partnership commitment to help transform lives of 100,000 children who rely on the hospital's care each year. Supporting fundraising for new intraoperative MRI scanner for brain tumour and epilepsy surgery. CEO Olly Nicholls leads company involvement.
• Book LaplandcoreStrategic or Co-development Partner · 20 February 2025Partnership providing access to Arctic/Lapland experiences including Santa's village visits, husky sled rides, and glass igloo accommodations. Head of Global Experiences Martyn Sansom expressed excitement about offering unique tours through the network.
• Travel Connection Sport LimitedcoreStrategic or Co-development PartnerPartnership providing official Premier League and SPFL football tickets including access to Liverpool FC, Arsenal FC, Chelsea FC, Manchester United, Manchester City, Tottenham Hotspur, and Rangers FC matches. Brings heart-pounding action of live football to AWG's extensive network of agents and platforms.
• Disney Destinations InternationalflagshipStrategic or Co-development PartnerLong-standing 15+ year partnership with Disney Destinations International. Strategically supporting B2B partnerships and travel agent distribution of Disney tickets. Provides in-depth product training, fun initiatives, and great customer service. Testimonial from Tracey Silverwood confirms longstanding relationship.
• Universal Parks & ResortsflagshipStrategic or Co-development PartnerVery successful and longstanding working relationship with Universal Parks & Resorts. Continued business growth observed over years as developments launched at Universal Orlando Resort and Universal Studios Hollywood to rave reviews from UK and Irish markets. Testimonial from Alison Montague.
• Merlin EntertainmentscoreChannel Partner/ Reseller/ DistributorPartnership spanning multiple years diversifying from UK-based attractions to overseas attractions like LEGOLAND Florida and Madame Tussauds Orlando. Serves both B2B and B2C channels. Testimonial from Dominique Sidley.
• Walt Disney WorldflagshipChannel Partner/ Reseller/ DistributorMajor theme park partner featured in portfolio of current partners with exclusive distribution arrangements.
• PortAventuracoreChannel Partner/ Reseller/ DistributorEuropean theme park partner featured in portfolio of current partners.
• Summit One VanderbiltminorChannel Partner/ Reseller/ DistributorNew York attraction partner featured in portfolio of current partners.
• Warner BroscoreChannel Partner/ Reseller/ DistributorEntertainment partner featured in portfolio of current partners.
• New York YankeesminorChannel Partner/ Reseller/ DistributorSports entertainment partner featured in portfolio of current partners.
• Hays TravelflagshipChannel Partner/ Reseller/ DistributorUK's largest independent travel agent served by Attraction World. Longstanding B2B partnership with heavily invested staff training, development, and dedicated marketing campaigns. API integration enables efficient agent and customer transactions. Testimonial from Jon Woodall.
• Barrhead TravelcoreChannel Partner/ Reseller/ DistributorMajor UK travel agent partner with access to over 5,000 tours, attractions, and activities across 30+ countries.
• Intele TravelcoreChannel Partner/ Reseller/ DistributorUK trade partner served by Attraction World brand with access to world-class experiences.
• Coop TravelcoreChannel Partner/ Reseller/ DistributorLongstanding partnership building ancillary business through marketing campaigns, staff training, and regular communication. Testimonial from Mark Mitchell.

Scale indicators11 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Viator: Global leader in tours, attractions, and experiences booking, owned by Tripadvisor. Directly comparable to AWG in distribution of attraction tickets and tours to both B2C consumers and B2B partners, with similar supplier aggregation and B2B API strategy.
• GetYourGuide: Major global tours and attractions platform with a unified supplier API and broad B2C/B2B distribution. Closely comparable to AWG's Experience Connector model, with similar content breadth and reseller/white-label solutions.
• Klook: Asia-Pacific-focused tours, attractions, and experiences platform expanding globally. Directly comparable to AWG in API-first distribution, white-label offerings, and supplier aggregation across theme parks and attractions.
• Tiqets: Digital ticketing platform specializing in museums, attractions, and cultural experiences with a strong B2B reseller API. Closely comparable to AWG in connecting attractions with travel agents and OTAs via API integration.
• Musement: Tours and activities distribution platform (acquired by TUI Group, now TUI Musement) operating a B2B supplier API and B2C ticketing. Comparable to AWG in distribution architecture and supplier aggregation strategy.
• Headout: Attractions and experiences marketplace with B2B reseller API and curated inventory in major destinations. Comparable to AWG in providing reseller partners with last-minute availability and aggregated attraction inventory.
• Peek: Tour and activity booking platform providing a unified API for resellers (OTAs, hotels, airlines) and direct consumer booking. Comparable to AWG's Experience Connector in white-label and API distribution to non-travel-agent channels.

Broad incumbents

• Booking.com Experiences: Major OTA owned by Booking Holdings with an experiences vertical distributed to its massive accommodation customer base. Overlaps with AWG in attractions distribution but operates as part of a much broader travel platform.
• Expedia Group: Major OTA group with experiences offerings integrated across its Vrbo, Hotels.com, and Expedia brands. Comparable to AWG in distributing tours and attractions, but as part of a much larger full-stack travel platform.
• Hotelbeds Group: Global B2B travel distribution platform offering hotels, transfers, activities, and experiences to travel sellers. Comparable to AWG in B2B distribution of ancillary travel products through API and reseller partnerships.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/wix
• YouTubeyoutube.com/user/Wix
• Facebookfacebook.com/AttractionWorld
• LinkedInlinkedin.com/company/attractionworldgroup
• Instagraminstagram.com/wix
• TikToktiktok.com/@wix

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Attraction World Group