Elamys Group

What Elamys Group does

Elämys Group (legal entity Milargo Oy) is a Finnish privately held travel company headquartered in Helsinki, operating two business lines — Tour Operators and Business & Events — through a portfolio of acquired and built sub-brands including Matkapojat (Finland's largest cruise and area tour operator), Menestys Travel (corporate travel management), Elämysmatkat/Elämys Sport (sports travel), Elämys Cruises, Elämys DMC, Matka-Agentit, OK-Matkat, Elämys Tech, and the recently launched Museomatkat. The group serves both consumer leisure travelers (cruises, guided tours, city breaks, sports hospitality) and corporate clients (business travel management, MICE/events, incoming tourism to Finland) via approximately 100 travel professionals, with reported consolidated revenue of €58M (FY ending June 2025) and gross sales of €69.3M (FY 2024-2025).

The underlying technology stack combines third-party infrastructure (Amadeus GDS for flight bookings and ICAO-standardized CO2 emissions reporting; Bokun/TripAdvisor for activity distribution; Koko Travel Planner for route planning) with proprietary tools including a Travel Manager Dashboard for corporate clients, a three-tier Duty of Care application with Falck Global Security integration, dynamic packaging engines embeddable in partner websites, and AI-assisted booking automation. Revenue is generated primarily through transaction fees on package holidays, cruises, business travel bookings, sports hospitality (notably exclusive Official Sales Agent rights for Milano Cortina 2026 Olympic hospitality across 5 Nordic countries plus Ireland), MICE/event production, and a growing B2B SaaS layer through Elämys Tech. Distribution spans direct B2C websites, physical offices, B2B corporate sales teams, Nordic offices in Oslo and Malmö, wholesale cruise supply to other Finnish agencies, and JV partnerships (Museomatkat with Museokortti; Elämys Live with Starsquad). The company is majority-owned by founders Jussi Viskari (Chairman) and Aarni Kotilainen (Group CEO) with minority investments from Nordia Management, Bernstorp Invest, and NoHo Partners' Timo Laine.

Name

Elamys Group

Legal name

Milargo Oy

Website

https://elamysgroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Elämys Group is a Finnish privately held travel company operating Tour Operators and Business & Events divisions through brands like Matkapojat, Menestys Travel, and Elämysmatkat, serving leisure travelers, corporate clients, and sports hospitality customers across the Nordics with exclusive Olympic rights.

Ownership category

akta.pro rank

Product category

Travel Agency Services

NAICS

Tour Operators (56152), Travel Agencies (561510), Convention and Trade Show Organizers (56192)

akta.pro primary industry

Private/Customized Multi-Day Tour Operators (THAKADAC)

akta.pro secondary industries

Meetings & Group Travel Management (Corporate Groups) (THAKAMAC), Meetings & Group Travel Management (Corporate/MICE) (THALANAH), Luxury Multi-Day Tour Operators (THAKADAE)

Keywords

• Corporate travel management
• Leisure tour operator
• Sports travel hospitality
• Cruise booking services
• Travel technology consulting

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Operators (Package Holidays & Cruises): Revenue from selling complete travel packages including cruises, group tours, city breaks, and beach holidays. Includes Matkapojat (Finland's largest cruise and local area tour operator), OK-Matkat (guided city breaks), Matka-Agentit (guided tours and accessible travel), and Elämys Cruises (international cruises). Transaction-based revenue from packaged travel products.
2. Business & Events (Corporate Travel & MICE): Revenue from Menestys Travel (100% Finnish business travel agency offering all travel management services) and MICE/DMC services. Includes corporate event organization, group travel for leadership teams and clients, and international conference production. First Finnish business travel company offering all travel management services comparable to major US operators.
3. Sports Travel & Hospitality: Revenue from Elämysmatkat/Elämys Sport specializing in sports travel experiences. Includes official Olympic hospitality sales (Paris 2024, Milano Cortina 2026), sports event packages (Olympics, Premier League, NBA, NHL, Formula 1), and corporate sports hospitality. One of only five official resellers globally for Milano Cortina 2026 hospitality.
4. Elämys DMC (Incoming Tourism): Incoming travel services for international guests visiting Finland. Produces international conferences and seminars, provides Finnish experiences for corporate visitors, and creates consumer experiences. Builds complete travel experiences including flights, transportation, accommodation, and activity customization.
5. Elämys Tech (Travel Technology): Travel technology solutions including Koko Travel Planner and Bokun platform distribution. Services for regional tourism organizations and individual service providers (accommodation, activity providers) to digitize products for consumer availability.
6. Museomatkat (Museum Tourism): New service launched April 2026 in partnership with Museokortti. Curated museum-focused travel packages including accommodation, transportation, and guided tours, including unique tours with cultural influencers (Katja Ståhl, Jorma Uotinen). Nearly 70 Museokortti sites included initially.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels6 records

Core offering

Elamys Group is a Finnish travel company operating two business lines: Tour Operators (Matkapojat, OK-Matkat, Matka-Agentit, and Elamys Cruises) selling leisure packages, cruises, and group tours to consumers; and Business and Events (Menestys Travel, Elamysmatkat/Elamys Sport, Elamys DMC, Elamys Tech, and Museomatkat) providing business travel management, MICE services, sports hospitality, incoming tourism, and travel technology consulting to corporate clients. The group holds exclusive Olympic hospitality sales rights for Milano Cortina 2026 and combines nearly 100 travel professionals with proprietary digital tools.

Product overview

Elämys Group is a Finnish travel company operating two business lines: Tour Operators and Business & Events. The Tour Operators division includes Matkapojat (Finland's largest cruise/tour operator), OK-Matkat, Matka-Agentit, and Elämys Cruises. The Business & Events division encompasses Menestys Travel (corporate travel), Elämysmatkat/Elämys Sport (sports travel), Elämys DMC (incoming travel to Finland), Elämys Tech (travel technology including Koko Travel Planner and Bokun), Elämys Suomi (domestic tours), and the new Museomatkat museum tourism service. The platform combines human expertise with digital tools including a Travel Manager Dashboard and AI-powered business travel management capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• Matkapojat: Finland's largest seller and organizer of cruises and local area tours; also specialist in tailor-made event travel
• Menestys Travel
• Elämysmatkat
• Elämys Sport
• Elämys Cruises
• Elämys DMC
• Matka-Agentit
• OK-Matkat
• Elämys Tech
• Elämys Suomi
• Elämys Live
• Menestys Events
• Elämys Ski & Active

Products and services

• Matkapojat Finland's largest seller and organizer of cruises and local area tours, taking hundreds of thousands of leisure and group travelers worldwide each year. Offers extensive cruise and flight packages plus tailor-made event travel specialization for consumers.
• Menestys Travel 100% Finnish business travel agency offering all business travel services and corporate event services under one roof for corporate clients. First Finnish operator providing complete travel management services comparable to major US business travel companies.
• Elamysmatkat / Elamys Sport Finnish sports travel expert providing trips to Olympic Games, Premier League, NBA, NHL, Formula 1, and other major sporting events for over 30 years. Handles travel for the Finnish Olympic Committee and national teams.
• Elamys DMC Incoming travel expert unit that delivers Finnish experiences for international guests. Produces international conferences and seminars, creates Finnish experiences for corporate travelers, and builds consumer experience products with local tourism operators.
• Elamys Cruises Finnish international cruise specialist and preferred sales representative for Royal Caribbean International, Celebrity Cruises, and Azamara in Finland. Offers full-service cruises to Mediterranean, Caribbean, Antarctica, and river cruises.
• Matka-Agentit Finnish tour operator offering guided tours, theme tours, city breaks, beach holidays, and domestic tours. Specializes in accessible travel for travelers with disabilities and treatment/rehabilitation travel.
• OK-Matkat Finnish tour operator founded in 1982, known for high-quality travel production. Has Finland's widest selection of guided city break destinations with Finnish-speaking guides.
• Elamys Tech Travel technology expert helping tourism operators digitize services. Provides training and consultation on travel technical systems, including Koko Travel Planner and Bokun platform integration, and technology services to regional tourism organizations and individual service providers.
• Elamys Suomi Service providing activities, accommodation, and ready-made routes with rental car options for domestic Finnish travel. Allows users to plan routes by adding activities and accommodation with real-time pricing.
• Museomatkat

Quantifiable outcome

• Menestys Travel NPS of 43 vs market average of 6 (Liikematkabarometri 2026)
• +4 more outcomes

Named customers8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature5 records

Partnerships

17 partnerships are on record, tiered core, major and supporting.

• Museokortti (FMA Creations Oy)coreStrategic or Co-development Partner · 14 April 2026Joint partnership to create Museomatkat service combining museum visits with travel packages. Service launched April 14, 2026 at museomatkat.fi. Nearly 70 Museokortti sites included initially, with growth planned. Elämys Group serves as responsible tour operator. Museomatkat offers curated museum trips, celebrity-guided tours (Katja Ståhl, Jorma Uotinen), and complete travel packages targeting 363,000 Museokortti holders.
• Nelonen Media LivemajorStrategic or Co-development Partner · 21 October 2025Partnership to provide complete travel and accommodation packages for Finnish music festivals and major events for 2026. Elämysmatkat bundles travel, accommodation, and official event tickets in single booking. First packages for Eppu Normaali farewell tour available October 2025.
• AKK Sports Oy / Secto Rally FinlandmajorStrategic or Co-development Partner · 29 August 2025Multi-year partnership 2026-2028 for Finland's WRC rally event. Elämysmatkat named official travel organizer partner providing complete rally travel packages including transportation, accommodation, tickets for private and corporate clients. Also serves as official travel agency for AKK Motorsport ry and AKK Sports Oy staff travel.
• Suomen Olympiakomitea (Finnish Olympic Committee)coreStrategic or Co-development Partner · 17 February 2025Olympic partnership 2025-2028. Elämysmatkat serves as official travel partner responsible for Finland's Olympic team and stakeholder travel arrangements. Covers Milano Cortina 2026 winter Olympics and beyond. Multi-year commitment strengthens long-term sports travel position.
• On Location (IOC Official Hospitality Provider)coreChannel Partner/ Reseller/ Distributor · 18 February 2024Official sub-distributor for Paris 2024 Olympic hospitality packages in Finland, Sweden, Norway, Denmark, Luxembourg, and Ireland. Named Official Sales Agent for Milano Cortina 2026 in 5 countries (Finland, Sweden, Norway, Denmark, Ireland). One of only 5 official resellers globally for Milano Cortina 2026. Sells ticket-inclusive hospitality packages with guaranteed event access.
• Expedia GroupsupportingStrategic or Co-development PartnerInternational hotel distribution partner collaborating on sustainability initiatives. Expedia strongly invests in sustainability of its own operations and represented hotels, providing transparency on hotel sustainability efforts to end customers.
• WebBedssupportingStrategic or Co-development PartnerInternational hotel distribution partner for sustainable accommodation options. WebBeds emphasizes sustainability in hotels represented and promotes eco-friendly choices to end customers booking through Elämys.
• AmadeuscoreTechnology or IntegrationAmadeus GDS system used for flight bookings. Provides CO2 emissions reporting for flights (ICAO-standardized). Emissions reported to customer through portal or at agreed intervals (tCO2e). New distribution channel (NDC) enables enhanced emissions reporting from carriers including Finnair (~90% coverage expected late 2024).
• Falck Global SecuritycoreStrategic or Co-development PartnerSafety partner for Menestys Travel's advanced Duty of Care tier. Provides 24/7/365 emergency centers worldwide, evacuation and crisis management, remote doctors, and proactive communication services for corporate clients requiring highest level of traveler safety.
• Sustainable Travel Finland (Business Finland)supportingOthersSustainability certification program providing toolkit for sustainable tourism practices. Elämys Group participant working toward full certification. Program offers concrete sustainability implementation framework and ongoing support for tourism companies.
• Travelife (GSTC-Recognized)supportingOthersTravelife Partner certification achieved for Menestys Travel and Elämys DMC (summer 2023). GSTC-recognized sustainable tourism standard covering environmental, human rights, and labor law compliance. Audit examined internal operations, customer communication, and partner selection criteria.
• StarsquadmajorStrategic or Co-development PartnerFinland's leading hospitality services and sponsor relationships specialist. Co-founded Elämys Live Oy (2021) combining Starsquad's hospitality expertise with Elämys Group's travel capabilities. Mika Sulin and Hjallis/Joel Harkimo as owners bring sports and entertainment expertise. Starsquad managed hospitality sales for Rally Finland, IIHF World Championships, and Urheilugaala.
• Royal Caribbean InternationalcoreChannel Partner/ Reseller/ DistributorPreferred Sales Representative in Finland for Royal Caribbean cruise products since 2009. Elämys Cruises manages all Royal Caribbean sales in Finland and Baltic countries. Also supplies cruises to other Finnish travel agencies.
• Celebrity CruisescoreChannel Partner/ Reseller/ DistributorPreferred Sales Representative in Finland for Celebrity Cruises products. Part of Elämys Cruises portfolio of international cruise lines.
• AzamarasupportingChannel Partner/ Reseller/ DistributorPreferred Sales Representative in Finland for Azamara cruise products. Part of Elämys Cruises portfolio.
• Bokun (TripAdvisor)supportingTechnology or IntegrationDigital platform for tour and activity providers owned by TripAdvisor. Elämys Tech uses Bokun for distributing travel products and helping service providers digitize offerings for consumer availability.
• ICAO (International Civil Aviation Organization)supportingOthersUN agency providing standardized CO2 emissions calculations used by Amadeus GDS system. ICAO emissions are industry-standard for flight emissions reporting. System calculates emissions per passenger per route including aircraft type and layovers.

Scale indicators13 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• CWT (Carlson Wagonlit Travel): Global corporate travel management company. Comparable to Menestys Travel in serving enterprise business travel clients with similar services (booking, expense management, traveler tracking, duty of care).
• Vingresor: Swedish tour operator under TUI Nordic offering package holidays and charter flights in Sweden. Comparable to OK-Matkat and Matkapojat for Nordic consumer tour packages, with overlapping Scandinavian market.
• American Express Global Business Travel (Amex GBT): Leading global corporate travel management provider. Comparable to Menestys Travel in full-service corporate travel management, competing for the same Finnish and Nordic enterprise clients.
• FCM Travel Solutions: Global corporate travel management division of Flight Centre Travel Group. Comparable to Menestys Travel in serving corporate clients with full-service business travel management, technology platform, and duty of care.
• TUI Nordic: Division of TUI Group operating Star Tour, Fritidsresor, and other Nordic tour operator brands. Largest tour operator in Nordic region competing directly with Elämys Group's Matkapojat and Elämys Cruises in package holidays and cruises.
• On Location: Official IOC hospitality provider and partner of Elämys Group for Olympic packages. Comparable to Elämysmatkat/Elämys Sport in sports hospitality, with broader global reach and longer Olympic relationships.
• Apollo Rejser: Nordic tour operator offering package holidays and charter flights across Scandinavia. Comparable to Matkapojat and Elämys Cruises in product mix and customer base, with established Nordic distribution.
• Aurinkomatkat: Finnish tour operator offering package holidays, charter flights, and beach vacations. Closest direct competitor to Matkapojat in the Finnish leisure package tour market, competing for the same consumer travelers with similar product offerings.
• Detur (Bravo Tours): Finnish tour operator offering package holidays and charter flights to Mediterranean destinations. Direct competitor to Matkapojat for Finnish leisure travelers seeking similar beach/package holiday products.

Others

• BCD Travel:

Market position

Weaknesses4 records

Competitive moat6 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/ElamysGroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries9 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 Elamys Group