Attraction World Group
- Company typePrivate
- Founded2005
- HeadquartersBirmingham, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingDigital Commerce or Content
Attraction World Group firmographics
Firmographics- 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
Attraction World Group industry classification
Industry- 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
Where Attraction World Group is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Attraction World Group business model
Business model- 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
- 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).
- 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.
- 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
Attraction World Group product offering
Product offeringCore 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
Companies that use Attraction World Group
Customer profileNamed customers9 records
Segments10 records
Ideal customer profiles7 records
Attraction World Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Attraction World Group partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered flagship, minor and core.
- Southwest AirlinesflagshipStrategic 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 OthersminorPartnership 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 TrustcoreAWG 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 LaplandcorePartnership 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 LimitedcorePartnership 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 InternationalflagshipLong-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 & ResortsflagshipVery 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 EntertainmentscorePartnership 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 WorldflagshipMajor theme park partner featured in portfolio of current partners with exclusive distribution arrangements.
- PortAventuracoreEuropean theme park partner featured in portfolio of current partners.
- Summit One VanderbiltminorNew York attraction partner featured in portfolio of current partners.
- Warner BroscoreEntertainment partner featured in portfolio of current partners.
- New York YankeesminorSports entertainment partner featured in portfolio of current partners.
- Hays TravelflagshipUK'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 TravelcoreMajor UK travel agent partner with access to over 5,000 tours, attractions, and activities across 30+ countries.
- Intele TravelcoreUK trade partner served by Attraction World brand with access to world-class experiences.
- Coop TravelcoreLongstanding 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
Attraction World Group competitors and assessment
Company assessmentDirect 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
Attraction World Group social profiles
Digital presenceAttraction World Group compliance and trust
Trust signalCompliance2 records
Attraction World Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Attraction World Group leadership team
Management profileNumber of profiles
Profiles3 records
Attraction World Group subsidiaries and ownership
Company hierarchySubsidiaries5 records
Attraction World Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Attraction World Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Attraction World Group
What does Attraction World Group do?
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.
Is Attraction World Group a public or private company?
Attraction World Group is a private company. It is classified as unknown and is currently operating.
When was Attraction World Group founded?
Attraction World Group was founded in 2005. It employs 101 to 250 people.
Where is Attraction World Group based?
Attraction World Group is headquartered in Birmingham, United Kingdom, in the Europe region.
How does Attraction World Group make money?
Three revenue lines are on record. Transaction/Commission Fees are the primary driver. The others are API Integration and Distribution Services and wholesale Product Sales.
Who are Attraction World Group's main competitors?
Direct peers on record are Viator, GetYourGuide, Klook, Tiqets, Musement, Headout and Peek. Broad incumbents are Booking.com Experiences, Expedia Group and Hotelbeds Group.
Does Attraction World Group have an API?
Yes. AWG's Unified API provides single-point connectivity for real-time pricing, availability, and booking functions for tours, attractions, and activities. The API integrates with 45+ Global Reservations & Ticketing platforms and connects distributors to over 20,000 attractions worldwide. Offers both AWG Wholesale (off-the-shelf global inventory) and AWG Direct (booking services using privately negotiated rates) commercial models. Supports either the customer or AWG as merchant of record. Enables up-and-running in 2-3 months with speed to market emphasis. Developer documentation is at login.attractionworldportal.com.
What industry is Attraction World Group in?
Attraction World Group's product category is Travel Experiences Distribution. Its primary akta.pro industry code is THALAOAF, Tour, Attraction & Experience Dynamic Pricing Platforms, with a secondary code of THAKAFAB, Adventure & Expedition Travel Agencies. Its NAICS code is 561520 and its SIC code is 7900.