Tourism Marketing Group

What Tourism Marketing Group does

Tourism Marketing Group (TMG) is a privately-held UK tourism holding company headquartered in Pembrokeshire, Wales, that operates a portfolio of three experience-led brands. The portfolio consists of Coastal Cottages of Pembrokeshire (a holiday letting agency with over 40 years of operating history and hundreds of hand-picked properties along the Pembrokeshire Coast), Activity Wales Events (a portfolio of events including open-water swimming and adventure races), and Long Course Weekend (a multi-sport festival positioned as the largest in Europe, with the Wales edition attracting over 10,000 participants annually and additional events held in Belgium, New Zealand, and Mallorca). The company also offers consultancy services to share its experience in developing and marketing experience-led tourism products.

The business model is built on three revenue streams: transaction-based commissions on holiday cottage lettings, participant registration fees for sporting events, and professional consultancy fees. Distribution is direct-to-consumer via owned brand websites (coastalcottages.co.uk, activitywalesevents.com, longcourseweekend.com), with marketing supported by LinkedIn presence and direct phone/email outreach. Customer segments are split between holiday property owners and guests (primary), sporting event participants (primary), and tourism businesses seeking consultancy (secondary). No external funding, institutional ownership, or technology platform details are disclosed.

Operational scale is anchored by geographic reach across four countries and event participation exceeding 10,000 annually at the flagship Wales event. The company appears to be founder/integrator-led, with Matthew Evans serving as the primary contact and business decision-maker. No headcount, revenue figures, or institutional backing has been disclosed, limiting external visibility into the depth of the operation.

Name

Tourism Marketing Group

Legal name

Tourism Marketing Group

Website

https://tourismmarketinggroup.com

Company type

Private

Operating status

Operating

Short description

Tourism Marketing Group is a privately-held Pembrokeshire-based holding company operating three experience-led tourism brands: Coastal Cottages holiday lettings, Activity Wales Events, and Long Course Weekend multi-sport festivals across four countries.

Ownership category

akta.pro rank

Product category

Tourism & Event Management Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487), Amusement Parks and Arcades (7131)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Outdoor Adventure Tour Operators (Hiking, Rafting, Climbing, Safari) (THAAAAAE)

akta.pro secondary industry

Island, Beach & Resort Travel Agencies (THAKAFAL)

Keywords

• Holiday cottage letting
• Multi-sport festival
• Active lifestyle events
• Tourism consultancy services
• Adventure race events

Headquarters

HQ city

Haverfordwest

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Holiday Cottage Lettings: Coastal Cottages of Pembrokeshire generates revenue through holiday property letting services, serving both property owners seeking rentals and guests seeking accommodation along the Pembrokeshire Coast.
2. Event Registration Fees: Activity Wales Events and Long Course Weekend generate revenue through participant registration fees for sporting events including open-water swimming, adventure races, and multi-sport festivals.
3. Tourism Consultancy Services: The company offers consultancy services to share their decades of experience in developing and marketing tourism products, helping others succeed in the sector.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Tourism Marketing Group manages and markets a portfolio of experience-led tourism brands, including Coastal Cottages of Pembrokeshire (a holiday letting agency with hundreds of hand-picked properties along the Pembrokeshire Coast), Activity Wales Events (open-water swimming and adventure race events), and Long Course Weekend (a multi-day multi-sport festival). In addition to brand management, the company offers tourism consultancy services sharing decades of experience in developing and marketing experience-led tourism products to a global audience.

Product overview

Tourism Marketing Group operates as a portfolio of experience-led tourism brands and products. The company manages three distinct sub-brands: Coastal Cottages of Pembrokeshire (a holiday letting agency with over 40 years of experience), Activity Wales Events (an events company focused on active lifestyle experiences), and Long Course Weekend (a multi-sport festival recognized as the largest in Europe). The Group also offers consultancy services to share their decades of experience in developing and marketing tourism products to a global audience.

Differentiator

Problem solved

Functional benefit

Brands

• Coastal Cottages of Pembrokeshire: Holiday letting experts with hundreds of hand-picked holiday cottages along the stunning Pembrokeshire Coast, serving both property owners and guests for over 40 years.
• Activity Wales Events
• Long Course Weekend

Products and services

• Coastal Cottages of Pembrokeshire Holiday letting agency offering hundreds of hand-picked holiday cottages along the Pembrokeshire Coast, serving both property owners seeking rental management and guests seeking quality vacation accommodation. The brand is recognized for delivering a personal, local-focused service that national agencies are described as lacking.
• Activity Wales Events Events company running a diverse portfolio of active lifestyle events in Wales, ranging from open-water swimming to adventure races, designed to offer competitors something different and inspiring.
• Long Course Weekend Multi-day, multi-sport festival that allows participants to choose their challenge through a variety of disciplines and distances. The Wales event is the largest multi-sport festival in Europe, attracting over 10,000 participants annually, with additional events in Belgium, New Zealand, and Mallorca.
• Tourism Marketing Consultancy Professional consultancy service sharing Tourism Marketing Group's decades of experience in developing and marketing experience-led tourism products to a global audience, aimed at helping other tourism businesses succeed and thrive.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Cottages.com: UK-focused holiday cottage letting agency with a broad portfolio of UK self-catering properties, directly comparable to Coastal Cottages in target market, inventory model, and channel (direct-booking website).
• Sykes Cottages: One of the UK's largest holiday cottage letting agencies, directly comparable to Coastal Cottages of Pembrokeshire in operating model, customer segments (property owners and holiday guests), and commission-based revenue on self-catering UK accommodation.
• Wilderness Scotland: UK-based adventure and active travel tour operator offering guided multi-activity experiences in a single home nation; comparable to Activity Wales Events' experience-led outdoor activity portfolio and target customer (active lifestyle travellers).
• Hoseasons: Established UK holiday letting and resorts brand operating a similar curated cottages and lodges model; directly comparable to Coastal Cottages' UK self-catering letting business and target customer.
• IRONMAN (World Triathlon Corporation): Global operator of large-scale multi-sport endurance festivals, directly comparable to Long Course Weekend in format (multi-discipline, multi-day, multi-distance), participant profile (age-group athletes), and transaction-fee revenue model.
• Tough Mudder: Operator of mass-participation adventure races and obstacle events, directly comparable to Activity Wales Events' adventure race portfolio in target customer (recreational athletes), scale, and registration-fee revenue model.
• Challenge Family (Challenge Roth et al.): Global long-distance triathlon and multi-sport festival series with events in multiple countries, comparable to LCW's multi-discipline, multi-distance, multi-country event portfolio and athlete registration-driven model.

Broad incumbents

• Booking.com: Global OTA and accommodation marketplace; broad incumbent competing with Coastal Cottages for UK holiday LET bookings and with TMG's event-driven travel demand, though not a curated agency.
• Airbnb: Global vacation rental marketplace; broader incumbent competing with Coastal Cottages in the same UK holiday letting end market, but operating at vastly larger scale and with a platform model rather than a curated agency.

Regional players

• Center Parcs UK: UK operator of short-break forest villages with bundled outdoor activities; comparable regionally to TMG's combined accommodation-plus-experiences offer in the UK family and active-lifestyle market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Tourism Marketing Group