STOCKHOLM ADVENTURES

What STOCKHOLM ADVENTURES does

Stockholm Adventures (legal entity Stockholm ICEguide AB) is a privately held Swedish adventure tour operator founded in 2008 and headquartered at Kungsbro Strand 21 in central Stockholm, less than 500 meters from Stockholm Central Station and City Hall. The company runs a year-round catalog of small-group guided and self-guided outdoor experiences across Stockholm's city center, archipelago (approximately 30,000 islands), and surrounding nature reserves — covering bike and Segway tours, city and archipelago kayaking, wildlife safaris, RIB speed boat and yacht sailing, snowshoeing, ice skating, SUP, and self-guided hiking. It also rents equipment (kayaks, SUPs, snowshoes, ice skates, bikes), runs European Paddle Pass-certified kayak courses, and sells gift cards and corporate/private event packages.

The business is built on a direct-to-consumer online booking model delivered through a FareHarbor-integrated website (stockholmadventures.com), supplemented by a global travel agent reseller program, an official partnership with Visit Stockholm, walk-in traffic at its centrally located Adventure Café, and a secondary kayak dock at Klara sjö. Equipment is curated from Swedish and Nordic brands (ATR bikes, POC helmets, Prijon kayaks, Lundhags, Haglöfs, Helsport) and operations are powered by green electricity. Pricing is per-tour or per-rental unit, ranging from SEK 100 for short rentals to SEK 29,580 for private 3-day archipelago kayak expeditions; all-inclusive pricing covers equipment, meals, and local guides. Customer segments include international tourists, families, corporate groups, eco-conscious travelers, and outdoor-skills learners.

In March 2015, Stockholm Adventures merged with ICEguide AB to combine winter and summer activities under one year-round operating brand, while retaining separate sub-brands (Stockholm Adventures and ICEguide). The company has held a TripAdvisor Certificate of Excellence and currently operates without disclosed external funding or parent-company backing, scaling its seasonal workforce each February to support summer (April–October) and winter (late December–mid March) peaks.

Name

STOCKHOLM ADVENTURES

Legal name

Stockholm ICEguide AB

Website

https://stockholmadventures.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Adventure Tourism and Outdoor Tours

NAICS

Tour Operators (56152), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation (487), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900), Water Transportation (4400), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Multi-Activity Adventure Tour Operators (Mixed itineraries) (THAAADAJ)

akta.pro secondary industries

Adventure & Expedition Multi-Day Tour Operators (THAKADAD), Adventure & Expedition Custom Itinerary Planning (THAKAOAC), Hiking, Trekking & Backpacking Tour Operators (THAAADAA), Luxury Yacht & Small-Ship Expedition Cruises (THAEABAF)

Keywords

• Guided adventure tours
• Outdoor equipment rentals
• Stockholm archipelago tours
• Wildlife safari experiences
• Kayak instruction courses

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Guided Tours: Guided tours including bike tours, kayak tours, wildlife safaris, snowshoe adventures, Segway tours, and boat tours. Offered as open/scheduled departures and private tours. Pricing varies by tour type, duration, and group size.
2. Equipment Rentals: Kayak, SUP, bike, ice skating, and snowshoe rental services. Rentals available for various durations (2 hours, 4 hours, full day, multi-day). Season passes (Klippkort) available for kayak and SUP rentals.
3. Instructional Courses: Kayak courses following European Paddle Pass curriculum (White, Yellow, Green levels) and rescue courses taught by qualified instructors.
4. Gift Cards and Vouchers: Gift cards with customer-selected values and gift vouchers for specific tours and activities. Vouchers expire within 1 year, gift cards have no expiration.
5. Private and Corporate Events: Private guided tours, team-building activities, corporate events, and incentive experiences for companies and groups. Customized itineraries and dates.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels10 records

Core offering

Stockholm Adventures is a year-round adventure tour operator offering guided and self-guided tours, equipment rentals, and kayak instruction courses in and around Stockholm. Core offerings include bike tours, kayak tours, wildlife safaris, boat tours (sailing, RIB speed boat, electric boat), snowshoe adventures, ice skating tours, SUP experiences, and multi-day archipelago expeditions. The company also offers private tours, corporate events, gift cards, and equipment rentals (kayaks, SUPs, snowshoes, ice skating gear).

Product overview

Stockholm Adventures operates as a tour and activity company offering guided, self-guided, and private tours across Stockholm year-round. The core product portfolio consists of diverse outdoor adventure activities including biking tours (city bike tours, e-bike tours, Segway tours), kayaking experiences (city kayak, archipelago multi-day), nature adventures (wildlife safari, snowshoe, self-guided hiking), boat tours (sailing, RIB speed boat, combined bike & boat), water sports (SUP), and winter activities (ice skating). Supporting services include equipment rentals (kayaks, SUPs, bikes, snowshoes, ice skating gear), kayak instructor courses (European Paddle Pass levels), and gift cards/vouchers. The company positions itself as an all-inclusive operator providing equipment, guides, meals, and transport as part of tour packages.

Differentiator

Problem solved

Functional benefit

Products and services

• Stockholm at a Glance Bike Tour A 2-3 hour guided city bike tour covering major Stockholm attractions including Gamla Stan, the Royal Palace, and Djurgården. Available with standard bikes or e-bikes, offered in English, German, Dutch, and French. From SEK 565 per person.
• Stockholm City Kayak Tour Kayaking tour through Stockholm's waterways, departing from the kayak dock at Klara sjö. Available as 2-hour day tours (SEK 695-745) or 4-hour evening tours with traditional Swedish midsummer meal (SEK 1,490).
• Stockholm Evening Wildlife Safari Van-based wildlife safari in Stockholm's forests during dusk with opportunities to spot moose, deer, foxes, hares, and wild boar. Includes a traditional Swedish midsummer meal at an outdoor camp. From SEK 1,590 per person.
• Stockholm City Bike & Boat Tour Combined bike and electric boat tour: a 3-hour guided bike tour followed by a 1-hour electric boat cruise through Stockholm's waterways. From SEK 790 per person.
• Stockholm Archipelago Kayak Tour Day tours and multi-day kayak expeditions in the Stockholm Archipelago. Includes open day tours (from SEK 1,990), private tours, and 2-3 day camping trips with wild camping on uninhabited islands.
• Södermalm E-Bike Tour Two-hour e-bike tour exploring the Södermalm island and SoFo neighbourhood, known for its eclectic architecture, quirky cafes, and bohemian shops. Small group tours with maximum 14 participants.
• Segway Tour Stockholm Segway sightseeing tour through Stockholm's city centre, covering Riddarholmen, Gamla Stan, the Royal Palace, and Skeppsholmen. Includes training session for beginners. Private starting price SEK 5,559.
• Archipelago Sailing Tour Yacht sailing tour departing from Vaxholm through the Stockholm Archipelago. Includes open day tours and private half-day, full-day, and multi-day options with freshly prepared Swedish lunch on board. From SEK 3,390 per person.
• RIB Speed Boat Tour High-speed RIB (rigid inflatable boat) tour at up to 45 knots through the Stockholm Archipelago. Private tours available in 1-4 hour durations, including options with Swedish fika or sauna experience. Starting SEK 12,230 per boat.
• Snowshoe Adventure Winter snowshoeing tour into Stockholm's backcountry through snowy pine forests. Includes classic outdoor lunch around an open fire, transport from central Stockholm, and opportunity to track wildlife. SEK 1,990 per person.
• Self-Guided Hiking Self-guided hiking experiences with provided equipment, detailed maps, and route descriptions. Hikes range from 2-8 hours in nature reserves, with options including 'A Walk in the Park,' 'After Effort Comfort,' and 'Subway to Sauna' featuring lakes and saunas.
• Stand-Up Paddle Boarding Full-day SUP adventure with transport to starting location, guided paddle through Stockholm's waterways, and lunch included. No previous experience required, though swimming ability (200m) is necessary.
• A Day on the Ice – Guided Tour Full-day guided ice skating tour on natural ice in Stockholm's archipelago or lakes. Requires confident skating ability (minimum 10km/h pace). Includes open fire picnic lunch with grilled hotdogs. Starting SEK 2,345.
• Kayak Courses (White, Yellow, Green Levels) Instructor-led kayak training following the European Paddle Pass (EPP) curriculum. Levels include White (beginner, SEK 2,900), Yellow (Level 1, SEK 3,900), and Green (Level 2 intermediate, SEK 7,000). Also includes rescue courses and paddle pass examinations.
• Kayak Rental Self-service kayak rentals from the kayak dock at Klara sjö. Offers single (K1), double (K2), and double open (K2O) Prijon kayaks for 2-hour, 4-hour, or full-day periods. Season Klippkort options available. SEK 330-1,620.
• SUP Rental Stand-up paddleboard rentals including Red Paddle Co. 10'6" and 10'8" boards and the MEGA XL Ride (17' board for up to 8 riders). Weekend and weekday rates available, with season Klippkort options.
• Ice Skating Rental Ice skating equipment rentals including skates, boots, poles, ice claws, rescue lines, helmets, waterproof bags, and protective gear. Small, medium, and big packages available for multi-day rentals. SEK 100-1,820.
• Snowshoe Rental Self-service snowshoe and telescopic pole rentals for independent winter exploration. Rates available for 1-7 days. SEK 150-1,780.
• Gift Cards & Vouchers Gift vouchers for specific tours and activities (from SEK 545), and flexible gift cards with chosen denominations (from SEK 200). Vouchers expire after 1 year; gift cards have no expiration date.

Quantifiable outcome

• Small group sizes: max 14 participants on bike tours, max 10 on kayak tours, max 8 on wildlife safaris
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Visit StockholmcoreGTM or Marketing PartnerOfficial partner of Stockholm's official destination marketing organization. Listed as 'PARTNERS WITH' on website footer, receiving promotional support and referrals from the region's official tourism body.
• Sightseeing RidecoreTechnology or IntegrationPartner company providing electric boat tours integrated with Stockholm Adventures' bike and boat combo tours. Sightseeing Ride operates the boat portion of the combined City Bike & Boat Tour.
• FareHarborcoreTechnology or IntegrationBooking platform provider enabling online reservations, calendar management, and payment processing across Stockholm Adventures' website and marketing channels.
• Sustainable Meet StockholmminorStrategic or Co-development PartnerCollaborative marketing project within sustainable meetings in Stockholm. Stockholm Adventures is an active partner in sustainable tourism initiatives.
• Swedish WelcomeminorStrategic or Co-development PartnerNon-profit association offering guidance to create better hospitality experiences with sustainable focus. Stockholm Adventures is a member.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• GetYourGuide: Global OTA for tours, attractions, and experiences. Comparable as a major distribution and discovery channel for activity operators like Stockholm Adventures, with overlapping tourist customer base.
• Airbnb Experiences: Online marketplace for host-led local experiences and activities. Comparable in hosting guided outdoor/cultural activities for international travelers, with similar booking-flow and review-based discovery model.
• Viator: Largest global OTA for tours, activities, and attractions. Comparable as the broader marketplace where Stockholm Adventures-style products are listed and discovered, with overlap in target customers and booking flow.
• Nordic Visitor: Established Scandinavian tour operator offering multi-country packaged itineraries. Comparable as a Nordic-region tour operator serving international tourists, though broader in geography and package focus versus Stockholm Adventures' single-city specialization.

Direct peers

• Strawberry Tours: European city-tour operator offering free and paid walking tours across major cities including Scandinavia. Comparable in guided city-experiences model, small-group format, and direct-to-consumer online booking for international tourists.
• Urban Adventures: City-based small-group tour operator with off-the-beaten-path itineraries across global destinations. Comparable in small-group local-experience positioning, multilingual guides, and curated activity mix targeting independent travelers.
• Wild Sweden: Swedish nature-based tour operator running wildlife safaris, moose tours, and forest experiences near Stockholm. Directly comparable in target customer (international nature tourists), product format (guided wildlife/outdoor tours), and Swedish operating geography.
• Fat Tire Tours: Global guided bike-tour operator with multi-city presence. Closely comparable in core bike-tour product, small-group limits, multilingual guides, and online booking flow targeting tourists in capital cities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@stockholmadventurestours
• Facebookfacebook.com/StockholmAdventure
• Instagraminstagram.com/stockholmadventures

Revenue estimate

Valuation estimate

Number of profiles

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 STOCKHOLM ADVENTURES