Here We Go

What Here We Go does

Here We Go is a privately held Swedish sports tour operator founded in 1995 and headquartered in Vellinge, Sweden, operating as part of the diversified Din Travel Group. The company specializes in packaging sport-themed travel experiences for Swedish consumers and sports clubs, with a product portfolio built around golf trips (Golfresor), football match travel (Fotbollsresor) covering Premier League, La Liga, Serie A, Bundesliga and Champions League fixtures, training camps for football clubs and other sports teams (athletics, swimming, handball), padel and tennis travel, Formula 1 race packages, and custom corporate itineraries. Destinations span more than 20 countries, with Portugal and Spain representing the deepest golf inventory.

The business operates a direct-to-consumer model with a website-centric booking flow supplemented by phone (040 45 63 50) and email ([email protected]) advisory sales, alongside dedicated group and corporate sales channels. Pricing is published per person on a unit basis, ranging from SEK 2,895 for entry-level five-day football training camps in Lloret de Mar to SEK 23,995+ for premium seven-night Monte Rei villa packages, with custom itineraries offered on a quote basis. The technology layer is third-party: the company uses Travelize for booking and reservation management rather than proprietary systems, and there is no disclosed AI, ML, or proprietary platform capability.

Go-to-market is digital-first (SEO, email newsletter) combined with organic social presence on Facebook, Instagram, and LinkedIn, targeting Swedish sport enthusiasts and amateur club organizers. The company holds statutory travel guarantees registered with Kammarkollegiet and is a member of IAGTO (International Association of Golf Tour Operators). Customer segments are diversified across golf enthusiasts, football fans, racket sport players, sports clubs (football, athletics, swimming, handball), and corporate groups, with no disclosed reliance on named enterprise logos.

Name

Here We Go

Legal name

Here We Go

Website

https://herewego.se

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Here We Go is a privately held Swedish sports tour operator founded in 1995 that packages golf trips, football match travel, training camps, and padel/tennis/F1 experiences for Swedish consumers and amateur sports clubs, selling primarily via direct-to-consumer channels across more than 20 European and international destinations.

Ownership category

akta.pro rank

Product category

Sports Travel & Tourism

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sports & Active Travel Agencies (e.g., ski, golf, dive) (THAKAFAJ)

akta.pro secondary industries

Sports Team, Tournament & Training Travel (THAKAGAI), Sports Events & Match Tickets (THAJAFAE), Luxury Multi-Day Tour Operators (THAKADAE)

Keywords

• Sports travel packages
• Golf tour operator
• Football match travel
• Sports training camps
• Package holiday operator

Headquarters

HQ city

Höllviken

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Golf Travel Packages: Complete golf vacation packages including green fees, accommodation, flights, and transfers to destinations across Europe, Portugal, and international locations.
2. Football Travel & Tickets: Football match tickets and travel packages to Premier League, La Liga, Serie A, Bundesliga, and other European leagues.
3. Training Camps: Organized training camps for football teams, swimming clubs, athletics clubs, and handball teams at various European destinations.
4. Racket Sports Travel: Padel and tennis travel packages including accommodation, court access, and optional training.
5. Formula 1 Travel: Travel packages to F1 races worldwide including tickets, hotels, and optional extras.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Here We Go is a Swedish sport travel tour operator that sells organized package holidays combining flights, accommodation, transfers, and sport-specific activities (tee times, match tickets, training facilities) for golf trips, football match travel, training camps for sports clubs, padel/tennis trips, Formula 1 travel, and bespoke corporate/sporting itineraries across Europe and international destinations.

Product overview

Here We Go is a sports travel booking platform offering a comprehensive portfolio of travel products organized as a unified service with multiple product categories. The core offerings include Golfresor (golf trips with packages ranging from weekend to longstay), Fotbollsresor (football match travel with tickets across European leagues), Träningsläger Fotboll (football training camps), Padelresor (padel travel packages), Tennisresor (tennis trips), Active/Träningsresor (general training and active holidays), Travel (Formula 1, weekend getaways, corporate travel), Sport (training camps for athletics, swimming, handball), and Fotbollscuper (football tournament packages). The platform also offers custom/skräddarsydda travel packages and gift cards. All products are bookable through their website with personalized service, combining flights, hotels, event tickets, transfers, and activities into complete travel experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Golfresor (Golf Trips) Golf travel packages including weekend trips, week-long trips, longstay packages, and premium golf experiences covering Spain, Portugal, Ireland, Scotland, Czech Republic, Sweden, Italy, Denmark, Poland, Germany, Mauritius, Dominican Republic, Dubai, Cyprus, Greece, and Turkey.
• Fotbollsresor (Football Trips) Football travel packages including match tickets and travel arrangements to Premier League, La Liga, Serie A, Bundesliga, Ligue 1, Eredivisie, Primeira Liga, Championship, Champions League, Europa League, FA Cup, and Scottish Premiership matches.
• Träningsläger Fotboll (Football Training Camps) Training camp packages for football teams offering accommodation, meal plans, and training facilities across Spain, Cyprus, Sweden, Denmark, Poland, Turkey, Germany, Croatia, Portugal, Netherlands, and Italy.
• Padelresor (Padel Trips) Padel travel packages with accommodation, court access, and activities to Spain (Magaluf, Alicante, Marbella, Barcelona, Mallorca, Costa Brava), Turkey (Belek), and Sweden (Trelleborg, Ystad, Ronneby).
• Active/Träningsresor (Active Training Trips) Training and active travel packages including tennis, hiking, yoga, and specialized training programs with themed trips to Mallorca, Malaga-Fuengirola, Costa Brava, Croatia, and the Canary Islands.
• Travel (F1, Weekend Getaways, Corporate Travel) General travel packages including Formula 1 trips to all Grand Prix races worldwide, weekend getaways, theme trips, corporate travel, and longstay packages without golf.
• Sport (Training Camps for Various Sports) Training camps for athletics (friidrott), swimming (simning), and handball across destinations in Spain, Cyprus, Portugal, Croatia, Italy, and Sweden.
• Fotbollscuper (Football Tournament Packages) Football tournament participation packages including Trofeo Mediterráneo, Costa Daurada Cup, Valencia Girl Cup, Copa Santa, Copa Maresme, Riccione Football Cup, International Whitsuntide Tournament, Copa Catalunya, Costa Blanca Cup, Donosti Cup, and Trofeo Malgratense.
• Skräddarsydda Resor (Custom Travel Packages) Customized travel packages allowing customers to combine flights, hotels, event tickets, transfers, activities, and meals according to their specific requirements for both private travelers and corporate groups.
• Presentkort (Gift Cards) Gift cards available for purchase to give as gifts for sport travel experiences.

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered parent_company, minor, core and flagship.

• Din Travel Groupparent_companyOthersHere We Go is part of Din Travel Group, a Swedish travel group that includes other brands like First Class Travel, Poseidon Cruises, Gruppresa, EquiTours, and PalmHotel. This affiliation provides cross-selling opportunities and operational synergies within the travel industry.
• IAGTO (International Association of Golf Tour Operators)minorChannel Partner/ Reseller/ DistributorHere We Go displays the IAGTO logo indicating membership in the International Association of Golf Tour Operators, a global network of golf travel specialists that provides access to negotiated rates and preferred partnerships with golf courses and resorts worldwide.
• Pestana Hotel GroupcoreStrategic or Co-development PartnerStrategic partnership with Pestana Hotel Group for accommodations in Portugal including Pestana Sintra, Pestana Vila Sol, Pestana Gramacho, and Pestana Cassino hotels. These are featured prominently across their Portugal golf packages.
• Vila Gale HotelscoreStrategic or Co-development PartnerLong-standing partnership with Vila Gale hotel chain for Portugal accommodations including Vila Gale Marina (Vilamoura), Vila Gale Tavira, and Vila Gale Cascais. Featured extensively in Algarve and Lisbon golf packages.
• Monte Rei Golf & Country ClubflagshipStrategic or Co-development PartnerFlagship partnership featuring Monte Rei luxury villas and golf in Algarve. Monte Rei is ranked #1 in Portugal and #10 in Europe by Top100GolfCourses. Here We Go offers exclusive packages including 5x18 holes on the Jack Nicklaus-designed Seve Ballesteros Signature course.
• Westin Salgados Beach ResortcoreStrategic or Co-development PartnerPartnership with The Westin Salgados Beach Resort in Albufeira, featuring packages including 5 pre-booked green fees on Salgados/Morgados/Alamo courses, breakfast, and airport transfers.
• AP Cabanas Beach & Nature ResortcoreStrategic or Co-development PartnerPartnership with AP Cabanas Beach & Nature Resort in Tavira offering all-inclusive golf packages including green fees on Quinta Da Ria, Quinta Da Cima, Quinta Do Vale, Benamor, and Castro Marim courses.
• Quinta da Marinha ResortcoreStrategic or Co-development PartnerPartnership with Quinta da Marinha Resort in Cascais/Lisbon offering luxury 5-star accommodation and golf on their championship course, featured in both weekend and week-long packages.
• Hotel Club Megasaray (Belek)coreStrategic or Co-development PartnerPartnership with Hotel Club Megasaray 5* in Belek, Turkey for padel and golf packages including All Inclusive accommodation and access to padel courts.
• TravelizecoreTechnology or IntegrationHere We Go uses Travelize booking and reservation systems for managing travel bookings and website operations. Travelize is described as 'Powered by Travelize - Web-based booking system and internet system for tour operators.'
• Kammarkollegiet (Swedish Legal, Financial and Administrative Services Agency)minorOthersHere We Go holds travel guarantees registered with Kammarkollegiet, providing consumer protection and financial security for customers as required by Swedish law.
• Football Clubs (Premier League, La Liga, Serie A, Bundesliga, etc.)coreChannel Partner/ Reseller/ DistributorHere We Go sources match tickets and often official hospitality for major European football leagues including Premier League (Liverpool, Arsenal, Manchester United, Chelsea, etc.), La Liga (Barcelona, Real Madrid, etc.), Serie A (Juventus, Inter, Milan, etc.), and Bundesliga (Bayern Munich, Borussia Dortmund, etc.).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• TUI Group: Global tourism conglomerate offering package holidays, sports events (e.g., Champions League experiences), and destination services; competes broadly for sport-and-leisure travel spend rather than specializing in the sport-travel niche.
• Tour Partner Group: European destination management and group travel company packaging sports events, incentives, and themed group trips; comparable in B2B group travel and event packages but with broader portfolio and larger scale.
• DER Touristik / Kuoni: European tour operator group with strong DACH and Nordic presence offering packaged leisure travel including sport-oriented trips; a broader competitor for premium European golf and leisure bookings rather than a niche specialist.

Direct peers

• Sports Tours International: UK operator specializing in sports event travel, including football, rugby, and motorsport packages with match tickets; directly mirrors Here We Go's football match and Formula 1 ticket-and-travel product.
• ATPI Griffinstone: Sports and events travel division within ATPI serving federations, clubs, and athletes with logistics and accommodation; comparable to Here We Go's B2B training-camp and team-travel offering at a corporate-travel scale.
• Golfbreaks: UK-based golf travel specialist offering golf breaks, weekends, and tournament packages across Europe; the closest direct competitor to Here We Go's golf business in terms of product mix, customer type, and packaging model.
• Champions Travel: UK-based operator focused on Champions League, Premier League, and major football event match packages; directly comparable to Here We Go's Football Travel & Tickets product in both supplier model and target fan profile.
• Your Golf Travel: UK golf holiday specialist bundling tee times, accommodation, and flights to European destinations such as Spain and Portugal; comparable in supplier relationships, package construction, and target golfer profile.

Regional players

• Vingresor: Swedish/Nordic charter holiday brand (part of TUI Nordic) selling package holidays to Mediterranean destinations; directly competes for the same Swedish discretionary-travel wallet though without Here We Go's sport specialization.
• Apollo Resor: Major Nordic tour operator offering charter and package holidays from Sweden to southern Europe; competes for the same Swedish sun-and-leisure customer base and overlapping supplier network in Spain, Portugal, and Turkey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/herewego.se
• LinkedInlinkedin.com/company/here-we-go-sportresor
• Instagraminstagram.com/herewegosportresor

Compliance1 record

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 Here We Go