URI TOURS

What URI TOURS does

URI TOURS is a privately-held, family-owned Destination Management Company (DMC) and tour operator founded in 2008 by a Korean-American family and headquartered in Palisades Park, New Jersey. The company specializes exclusively in premium guided tourism to North Korea (DPRK), offering all-inclusive tour packages that bundle return flights on Air Koryo (North Korea's national carrier), DPRK visa processing, 4-5 star hotel accommodations, meals, in-country transportation, English-speaking local guides, and entrance fees into a single fixed price. Its product portfolio spans standard group tours (3-10 nights), private customized itineraries, and specialized themed experiences including holiday tours timed to North Korean national celebrations, sport and adventure tours (skiing at Masik Pass, cycling, marathon participation at the Pyongyang Marathon, golf), Mass Games tours, and signature extended premium itineraries. Distribution is direct-to-consumer via a WordPress-based website, email, and phone, with supplementary exposure at travel trade shows such as the New York Times Travel Show.

Name

URI TOURS

Legal name

Uri Tours

Website

https://uritours.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

URI TOURS is a US-based tour operator and Destination Management Company specializing exclusively in all-inclusive premium guided tours to North Korea (DPRK), serving adventurous individual travelers, small groups, and niche delegations departing from Beijing and Shanghai.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Other (48799)

SIC

Services-Amusement & Recreation Services (7900), Transportation Services (4700)

akta.pro primary industry

Destination & Itinerary Management (DMC-Led Experiences, Excursions, VIP Access) (THAHANAE)

akta.pro secondary industries

Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Rail Journey Package Tour Operators (THAKADAN)

Keywords

• North korea tours
• Destination management services
• Guided cultural tours
• Adventure tourism packages
• Dprk travel services

Headquarters

HQ city

Palisades Park

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Package Sales: Revenue generated from selling all-inclusive tour packages to North Korea. Packages include flights, visa, hotels, meals, transport, guides, and entrance fees. Pricing varies by tour duration and type (group vs private).
2. Travel Insurance Partnership: Referral partnership with World Nomads for travel insurance. Company strongly recommends and facilitates travel insurance purchase for all trips, earning referral commissions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

URI TOURS is a Destination Management Company that sells all-inclusive guided tour packages to North Korea (DPRK) for Western travelers. Packages cover return Air Koryo flights from Beijing or Shanghai, DPRK visa processing, premium 4-5 star hotel accommodations, all meals, in-country transportation, English-speaking local Korean guides, and entrance fees. The company also offers private customized tours, holiday-timed tours, sport and adventure tours (skiing, cycling, marathon, golf), and Mass Games tours.

Product overview

URI TOURS is a North Korea-focused tour operator and Destination Management Company (DMC) offering premium guided tours to the Democratic People's Republic of Korea (DPRK). The company operates a portfolio of tour products spanning group tours (Premium Group Tours), private customized tours, and specialized themed experiences including Holiday Tours coinciding with major DPRK celebrations, Sport & Adventure Tours featuring cycling, skiing, marathons and golf, Mass Games tours for the iconic Arirang performance, and Signature Series extended premium itineraries. Core products include The DPRK Classic (5 nights), The DPRK Weekender (New Year's Eve Special, 3 nights), and The Absolute DPRK (National Day Special, 10 nights). Supporting services include Air Koryo flight facilitation, China-DPRK train arrangements, and a travel insurance partnership with World Nomads. All tours feature English-speaking local North Korean guides, premium hotel accommodations, all-inclusive meal packages, and comprehensive in-country transportation.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Group Tours Small-group guided tours to North Korea with curated itineraries covering major political and cultural sites, including accommodation at premium hotels, all-inclusive pricing, and English-speaking local guides. Targeted at individual travelers seeking a shared group experience with like-minded travelers.
• Private Tours Customized private tours for individuals or closed groups offering greater flexibility in travel dates and itinerary creation, with options for local Korean guides only or western guide plus local guides. Targeted at higher-end clients and closed private groups seeking tailored experiences.
• The DPRK Classic (5 Nights) Entry-level 5-night tour covering classic Pyongyang sites including the Tower of Juche Idea, Victorious Fatherland Liberation War Museum, Kumsusan Palace, Kaesong, and the DMZ. Includes flights, DPRK visa, 5 nights of 4-star accommodation, all meals, transport, and guides. Targeted at first-time Western visitors to North Korea.
• The DPRK Weekender (New Year's Eve Special, 3 Nights) 3-night New Year celebration tour in Pyongyang including one-way flight Beijing-Pyongyang on Air Koryo, one-way train to Dandong, 3 nights in DPRK 4-star hotel (double occupancy), with optional entrance fees for the circus, boat, and amusement park rides. Targeted at travelers seeking a short special-occasion North Korea experience.
• The Absolute DPRK (National Day Special, 10 Nights) Comprehensive 10-night tour covering National Day festivities, political sites of Pyongyang, historical Kaesong, Mt. Myohyang, Wonsan beaches, and Nampo industrial port city. Includes flights from Beijing, DPRK visa, 10 nights of 4-5 star double-occupancy accommodation, all meals, transport, two local English-speaking guides, driver, and admission fees. Requires a €500 deposit. Targeted at travelers seeking the most extensive pre-built North Korea itinerary.
• Holiday Tours Specialized tours timed to coincide with major North Korean public holidays including National Day (September 9), Party Foundation Day (October 10), Day of the Sun (April 15), and Victory Day (July 27). Targeted at travelers wanting to experience North Korea during its major national celebrations and public events.
• Sport & Adventure Tours

Quantifiable outcome

• Over 15 years of continuous operation as a North Korea tour specialist
• +1 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Korea International Sports Travel CompanycoreStrategic or Co-development Partner · 2 March 2015Local North Korean partner company providing sports travel services and coordinating with Air Koryo. Primary operational partner for tour execution within DPRK.
• Korea Art Forum (KAF)minorStrategic or Co-development Partner · 22 September 2014Partnership with Korea Art Forum (KAF) to organize DPRK Art Tour for professional artists to explore North Korean art and creative outdoor studio experiences.
• Temple of Modern Buddhism in NYCminorStrategic or Co-development Partner · 22 October 2013Partnership with Temple of Modern Buddhism (미주현대불교) to lead exclusive Buddhist temple tours of North Korea for Korean-American Buddhist practitioners.
• Dennis Rodman and Harlem GlobetrotterscoreStrategic or Co-development Partner · 28 February 2013Arranged DPRK travel logistics for Dennis Rodman and Harlem Globetrotters basketball delegation. Partnership with Vice Media for documentary coverage. CEO Andrea Lee confirmed involvement in facilitating the high-profile sports diplomacy trip.
• World NomadsminorGTM or Marketing PartnerPartnership for travel insurance referrals. Company strongly recommends travel insurance from World Nomads for all trips, covering medical emergencies, evacuation, and cancellations. Customers can purchase and claim online through the partnership.
• Adventure Travel Trade AssociationminorOthersProfessional membership organization for adventure tourism operators. Uri Tours is a proud member, lending credibility to their tour operations.
• Air KoryocoreChannel Partner/ Reseller/ DistributorNorth Korea's national airline and sole carrier. Air Koryo operates scheduled flights between Beijing/Shanghai and Pyongyang. Uri Tours works exclusively with Air Koryo for flights, coordinating visa distribution at Beijing airport.

Scale indicators3 records

Recent moves6 records

Expansion highlights3 records

Others

• Pacific Delight Tours: US-based tour operator with historical Asia itineraries including China departures. Comparable on Chinese departure-point operations, US customer base, and Asia-focused small-group packaging, though it does not currently sell DPRK tours.
• SmarTours: US-based value-oriented guided tour operator running small-group Asia and 'exotic destination' packages. Comparable on US customer base, all-inclusive small-group model, and willingness to operate in restricted destinations, though it does not currently cover DPRK.
• Adventure Life: US-based small-group adventure tour operator covering 80+ countries with comparable premium small-group positioning. Comparable on customer demographic, all-inclusive pricing model, and adventure-experience branding, though it does not currently operate DPRK tours.

Broad incumbents

• Intrepid Travel: Large publicly-listed adventure tour operator with 1,000+ itineraries across 100+ countries. Comparable on small-group adventure positioning and traveler demographic; represents the broader incumbent URI Tours would compete against if it expanded to non-DPRK destinations.
• G Adventures: Global small-group adventure operator with extensive Asia itineraries including historically 'off-the-beaten-path' destinations. Comparable on customer segment, premium-tour branding, and DMC-style operation; relevant as an adjacent incumbent in adventure travel rather than a direct DPRK competitor.

Direct peers

• Koryo Tours: UK-based tour operator specializing exclusively in DPRK tours. Closest direct competitor to URI Tours with a longer operating history (founded 1993), serving a primarily European customer base that is unaffected by the US passport ban — making it a strong comparable for the same product/market.
• Regent Holidays: UK-based tour operator offering North Korea group tours as part of a broader Asia portfolio. Direct competitor for UK and European customers seeking DPRK itineraries, with overlapping product but a wider geographic spread that provides diversification URI Tours lacks.
• Young Pioneer Tours: China-based operator running group and budget tours to North Korea and other restricted destinations (Iran, Turkmenistan). Direct peer offering overlapping itineraries at lower price points, appealing to a younger/backpacker demographic that overlaps with URI Tours' adventurous traveler segment.
• Lupine Travel (North Korea Travel): UK-based tour operator running small-group North Korea tours from London with similar premium small-group positioning to URI Tours. Directly competes for European DPRK traveler demand with comparable all-inclusive package pricing and itinerary structures.

Emerging players

• Wild Frontiers Travel: UK-based adventure operator specializing in off-the-beaten-path destinations including Central Asia, Iran, and the Caucasus. Comparable on niche-restricted-destination positioning and premium small-group tour model, though it does not currently operate DPRK tours — making it a potential expansion peer rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/uritoursnk
• YouTubeyoutube.com/user/uritoursinc
• Facebookfacebook.com/uritoursnk
• LinkedInlinkedin.com/company/uri-tours-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 URI TOURS