Attractions
Attractions is an Australian online travel portal that provides booking systems, reviews, ratings, and business listings connecting tourists with attractions, tours, hotels, and airports across 24+ countries via a network of 500+ partner sites.
- Company typePrivate
- Founded-
- HeadquartersOfficer, Australia
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Attractions does
Attractions is an Australian online travel portal and tourism directory headquartered in Officer, Australia, operating a web-based marketplace that connects tourists with attractions, tours, and activities. The platform offers business listings, reviews and ratings, and booking integrations, and it distributes operator content through a network of 500+ partner tourism websites spanning 24+ countries. It integrates with Viator, a TripAdvisor-owned tour booking platform, to enable fulfillment of tour bookings surfaced via its directory. The company positions around commission-free direct bookings, giving operators call, email, and website lead-generation buttons rather than intermediated transactions.
The business model is subscription-based: tourism operators pay annual fees for claimed listings on the platform, with additional paid product layers including Featured Pages and A/B testing tooling for listings. Customers are primarily small and mid-sized tourism operators — attractions, tour providers, hotels, homes, and airports — supplied through a long-tail SMB sales motion rather than enterprise contracts. The platform also provides SEO benefits via backlinks from partner sites and geolocation indexing for suburb and map-based discovery.
The reported headcount of 501-1000 employees is unusually large for a directory-style platform, and no venture or private equity funding is disclosed. This combination suggests the company is internally financed and may operate material adjacent services or international field operations not detailed in the input. Booking volume is stated at approximately 22,000 per month, indicating a mid-scale live funnel rather than a top-tier OTA.
Attractions firmographics
Firmographics- Name
- Attractions
- Legal name
- Attractions
- Website
- https://attractions.net.au
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Attractions is an Australian online travel portal that provides booking systems, reviews, ratings, and business listings connecting tourists with attractions, tours, hotels, and airports across 24+ countries via a network of 500+ partner sites.
- Ownership category
- akta.pro rank
Attractions industry classification
Industry- Product category
- Tourism Directory Platform
- NAICS
- Convention and Visitors Bureaus (561591), Tour Operators (561520)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)
- akta.pro secondary industry
- Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF)
Keywords
Where Attractions is headquartered
LocationHeadquarters
- HQ city
- Officer
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Attractions business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure
Revenue model
- Subscription-based Business Listings: Attractions generates revenue through subscription fees charged to tourism operators for listing their businesses on the platform and partner network. Subscribers gain access to lead generation tools including Call Now buttons, Email buttons, Visit Website buttons, and review management. The platform emphasizes no-commission direct bookings as a key differentiator from third-party booking platforms that charge commission throughout the distribution chain.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Subscription with Lead Generation Features |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Attractions product offering
Product offeringCore offering
Attractions operates a subscription-based online tourism directory platform that lists Australian and international attractions, tours, museums, heritage sites, and entertainment venues. Tourism operators pay recurring subscription fees to claim and manage listings, gaining access to lead-generation tools (Call Now, Email, Visit Website buttons), review management, and distribution across a network of 500+ partner tourism websites. The platform connects tourists seeking things to do with operators via direct contact rather than commission-based bookings, with Viator integration enabling tour bookings directly through the directory.
Product overview
Attractions operates as a tourism directory platform that aggregates and displays listings for attractions, tours, activities, and accommodations across Australia and multiple international markets. The platform connects tourism providers with potential visitors through a listing-based model, enabling businesses to claim and manage their profiles while reaching customers across the platform and its network of partner sites.
Differentiator
Problem solved
Functional benefit
Brands
- Viator: Tour booking partner integrated into the platform for tours and activities
Products and services
- Subscription Business Listing on Attractions Directory
Quantifiable outcome
- 22,000 bookings in one month across the platform
- +2 more outcomes
Companies that use Attractions
Customer profileNamed customers6 records
Segments2 records
Ideal customer profiles2 records
Attractions technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Attractions partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor and core.
- Travel GuideminorTravel Guide (travelguide.net.au) is an Australian destination travel information portal that displays Attractions listings as a content partner, expanding reach to users researching travel destinations.
- Brisbane Travel AgentminorBrisbane-based travel agent portal displaying attraction listings for QLD holiday packages and travel bookings.
- Travel Agents MelbourneminorMelbourne-based travel agent network portal for VIC holiday packages displaying Attractions listings.
- Cairns Travel AgentsminorCairns-based travel agent portal for QLD Great Barrier Reef tourism displaying attraction listings.
- Travel Agents Gold CoastminorGold Coast travel agent portal for QLD holiday packages displaying attraction listings.
- Travel Agent SydneyminorSydney-based travel agent portal for NSW holiday packages displaying attraction listings.
- Restaurant GuideminorRestaurant Guide (restaurantguide.net.au) displays attraction listings alongside dining options for comprehensive travel planning.
- Restaurants SydneyminorSydney dining portal displaying attraction listings for visitors planning NSW trips.
- Gold Coast AttractionsminorDedicated Gold Coast attractions portal displaying listings for things to do in the Gold Coast region.
- Attractions SydneyminorDedicated Sydney attractions portal for things to do in Sydney NSW.
- Attractions PerthminorDedicated Perth attractions portal for things to do in Western Australia.
- Attractions MelbourneminorDedicated Melbourne attractions portal showcasing top rated tourist attractions in Melbourne.
- Attractions BrisbaneminorDedicated Brisbane attractions portal for Queensland events and things to do.
- Pubs Sydney, Pubs Perth, Pubs Melbourne, Pubs and Clubs, Pubs AdelaideminorNetwork of pub and nightclub directories across Australian cities displaying attraction listings as part of entertainment and nightlife planning.
- Hotel Find, Accommodation Find, Accommodation Australia and other accommodation sitesminorVarious accommodation directory sites (Hotel Find, Accommodation Find, Accommodation Australia, and state-specific sites for NSW, VIC, QLD, WA, SA, Tasmania, ACT) displaying attraction listings to complement lodging options.
- Tourism Cairns, Tourism Gold Coast, Whitsundays TourismminorRegional Queensland tourism portals displaying attraction listings for popular tourist destinations.
- VIC Tourism, QLD Tourism, New South Wales Tourism, South Australia GuideminorState government/regional tourism organization portals displaying attraction listings as part of destination marketing.
- ViatorcoreViator (TripAdvisor company) is integrated into the Attractions platform for tour bookings, allowing users to book tours directly through the directory. This is a key distribution channel for tour operators.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Attractions competitors and assessment
Company assessmentBroad incumbents
- Booking.com: Global OTA that has expanded into attractions and experiences listings. Overlaps with Attractions in the attraction-discovery and booking flow for the same traveler base.
- TripAdvisor: Global attractions and reviews platform; the most direct large-scale competitor to Attractions as both serve tourists searching for things to do and connect them with operators. Viator (owned by TripAdvisor) is also an Attractions partner, illustrating the overlap.
- Google Travel / Google Maps: Free attractions listings, reviews, and booking integration that compete directly with Attractions' core directory proposition. Many operators may view free Google listings as a substitute for paid directory subscriptions.
- Expedia: Global online travel agency offering attraction and activity bookings alongside flights and hotels. Competes with Attractions for the same end-customer spend on attractions and experiences.
Direct peers
- Experience Oz: Australian-focused tours, attractions, and experiences booking platform. Directly comparable to Attractions as it operates in the same Australian market with the same operator and traveler segments.
- GetYourGuide: Global marketplace for tours, attractions, and experiences. Directly competes in the attraction-discovery and booking space that Attractions targets, with a deeper booking funnel and substantial venture backing.
- Viator: Tour and attractions booking marketplace owned by TripAdvisor. Directly comparable to Attractions' tour booking functionality (and is an integrated distribution partner), targeting the same travelers and tour operators.
- Klook: Asia-headquartered activities and attractions booking platform with growing global reach. Comparable in connecting tourists to local attractions, tours, and experiences with online booking.
Regional players
- Tourism Australia: Official Australian destination marketing organization that aggregates attractions and visitor information. Comparable to Attractions in curating attraction content for inbound tourists, though as a government/marketing entity rather than a paid directory.
Emerging players
- Yelp: Reviews and business-listing platform covering attractions, tours, restaurants, and entertainment. Comparable directory model with reviews and lead-generation buttons, overlapping in use case and audience.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Attractions social profiles
Digital presenceAttractions financial estimates
Financial estimateRevenue estimate
Valuation estimate
Attractions leadership team
Management profileNumber of profiles
Profiles1 record
Attractions funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Attractions 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 Attractions
What does Attractions do?
Attractions operates a subscription-based online tourism directory platform that lists Australian and international attractions, tours, museums, heritage sites, and entertainment venues. Tourism operators pay recurring subscription fees to claim and manage listings, gaining access to lead-generation tools (Call Now, Email, Visit Website buttons), review management, and distribution across a network of 500+ partner tourism websites. The platform connects tourists seeking things to do with operators via direct contact rather than commission-based bookings, with Viator integration enabling tour bookings directly through the directory.
Is Attractions a public or private company?
Attractions is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Attractions founded?
Attractions was founded in -1. It employs 501 to 1,000 people.
Where is Attractions based?
Attractions is headquartered in Officer, Australia, in the Oceania region.
How does Attractions make money?
One revenue line is on record: subscription-based Business Listings.
Who are Attractions's main competitors?
Broad incumbents on record are Booking.com, TripAdvisor, Google Travel / Google Maps and Expedia. Direct peers are Experience Oz, GetYourGuide, Viator and Klook. Tourism Australia is listed as a regional player. Yelp is listed as an emerging player.
Does Attractions have an API?
No public API is recorded for Attractions.
What industry is Attractions in?
Attractions's product category is Tourism Directory Platform. Its primary akta.pro industry code is THAAAGAD, Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers), with a secondary code of THAKAEAF, Adventure & Outdoor Local Operators (Trekking/Safari/Diving). Its NAICS code is 561591 and its SIC code is 7900.