Entrada Travel Group

What Entrada Travel Group does

Entrada Travel Group is a privately held, New Zealand-owned trans-Tasman tourism and transport group that operates a portfolio of 12 passenger transport, sightseeing, marine tourism and ferry brands across New Zealand and Australia. The group carries over 3.5 million passengers annually through its principal networks: InterCity (New Zealand's largest passenger transport network, connecting 600+ destinations with 130+ daily services), Greyhound Australia (Australia's only national coach operator across 180+ mainland stops), a sightseeing and touring cluster (GreatSights, Gray Line New Zealand, awesomeNZ, Auckland Explorer Bus, Auckland Whale & Dolphin Safari), a Tropical North Queensland marine platform (Divers Den, Tusa Reef Tours, Spirit of Freedom, Spirit of Cairns, Frankland Islands Reef Cruises), and council-contracted ferry services (Northland Ferries, Noosa North Shore Ferries, Daintree River ferry).

The underlying operating technology is fleet management and booking infrastructure: GPS telematics for real-time vehicle tracking and safety monitoring, online ticketing platforms issuing paperless QR-code tickets for direct consumer purchase, digital payment systems, and selected vessel connectivity solutions such as Starlink Maritime onboard the OceanQuest liveaboard. Distribution combines direct-to-consumer booking through individual brand websites, a trans-Tasman travel agent network with dedicated media library and trade resources, franchise operators (Ritchies, Tranzit Group, Scenic NZ) for coach services, and a physical Cairns Tourist Information Centre.

The business model is essentially transactional at retail: unit-priced passenger fares, tour tickets, ferry crossings and dive/snorkel experiences, augmented by multi-use pass products (FlexiPass, TravelPass, National Whimit Travel Passes) and long-duration managed-service contracts with local councils for ferry operations. Customer segments span domestic budget travelers and students, domestic and international tourists, certified and beginner divers, eco-tourism and marine wildlife enthusiasts, and local communities dependent on essential ferry links. The group is 100% New Zealand-owned by three family businesses (Tranzit Group, Ritchies Transport, SBL Group), employs over 800 staff across both countries, and is in a leadership transition with Dan Alpe appointed CEO effective June 2026.

Name

Entrada Travel Group

Legal name

Entrada Travel Group

Website

https://entradatravelgroup.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Entrada Travel Group is a privately held, New Zealand-owned trans-Tasman tourism and transport group operating 12 brands (InterCity, Greyhound Australia, GreatSights, Divers Den, and others) that carry 3.5M+ passengers annually across coach transport, sightseeing, marine tourism and council-contracted ferry services in New Zealand and Australia.

Ownership category

akta.pro rank

Product category

Passenger Transport and Tourism Services

NAICS

Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Water (48721), Coastal and Great Lakes Passenger Transportation (483114), Tour Operators (561520)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100), Water Transportation (4400)

akta.pro primary industry

Charter & Tour Coach Operators (TLAFAFAB)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Integrated Ferry + Ground Transport (Intermodal) Services (THAEAGAK), Transportation & Access Services (Shuttles, Ferry Access, Scenic Drives Permits) (THAAAGAC), Escorted Coach & Bus Package Tour Operators (THAKADAA), Tour & Sightseeing Coach Charters (THAIAIAB)

Keywords

• Passenger transport services
• Sightseeing tour operations
• Marine tourism cruises
• Ferry and coach services
• Scuba diving experiences

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Passenger Transport: InterCity bus network (600+ routes, 130+ services daily) and Greyhound Australia (180+ stops across mainland Australia) generate revenue through ticket sales for intercity coach travel
2. Tourism and Sightseeing: Sightseeing tours (GreatSights, Gray Line, awesomeNZ, Auckland Explorer Bus) and marine wildlife experiences (Auckland Whale & Dolphin Safari) revenue from guided tour tickets
3. Dive and Snorkel Operations: Divers Den, Tusa Reef Tours, Spirit of Freedom, Frankland Islands Reef Cruises, and Spirit of Cairns generate revenue from dive trips, snorkel tours, liveaboard experiences, and event hosting
4. Ferry Services: Northland Ferries, Daintree Ferry, and Noosa North Shore Ferries operating on behalf of councils generate revenue from vehicle and passenger ferry crossings
5. Government Transport Contracts: Operates ferry services under contract for various councils (Noosa Shire Council, Douglas Shire Council, Far North District Council) on long-term contracts

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Entrada Travel Group operates passenger transport, sightseeing tours, marine tourism, and ferry services across New Zealand and Australia through 15+ owned brands. The company runs intercity coach networks (InterCity and Greyhound Australia), premium day tours, hop-on hop-off sightseeing, whale and dolphin safaris, Great Barrier Reef dive and snorkel operations, and contracted vehicle ferries serving over 3.5 million passengers annually.

Product overview

Entrada Travel Group operates as a diversified trans-Tasman transport and tourism company offering passenger transport, sightseeing tours, marine tourism, and ferry services across New Zealand and Australia. The portfolio includes InterCity (NZ's largest passenger transport network with 600+ destinations), GreatSights and Gray Line New Zealand (premium sightseeing tours), Auckland Explorer Bus (hop-on hop-off sightseeing), Auckland Whale & Dolphin Safari (marine wildlife cruises), Greyhound Australia (national coach network), Northland Ferries and Noosa North Shore Ferries (vehicle ferries), and Tropical North Queensland marine operations including Divers Den, Tusa Reef Tours, Spirit of Freedom, Spirit of Cairns, and Frankland Islands Reef Cruises (scuba diving, snorkelling, and reef cruise experiences). The company carries over 3.5 million passengers annually and employs over 800 staff across both countries.

Differentiator

Problem solved

Functional benefit

Brands

• InterCity GOLD: Premium leather seats with ample legroom, reclining seatbacks, and USB charging points
• FlexiPass
• TravelPass
• National Whimit Travel Passes

Products and services

• InterCity New Zealand's largest passenger transport network connecting people to over 600 destinations nationwide with over 130 services daily. Offers GOLD premium seats, FlexiPass and TravelPass touring passes.
• GreatSights Premium day sightseeing tours to iconic destinations including Cape Reinga, Hobbiton, Waitomo Caves, Mount Cook and Milford Sound using premium coaches with complimentary hotel transfers.
• Gray Line New Zealand Licensed sightseeing tours to renowned destinations around New Zealand in premium touring coaches with experienced driver/guides, including alpine adventures and cultural interactions.
• awesomeNZ Intrepid travel experiences around New Zealand visiting destinations like Milford Sound, Hobbiton, Mount Cook and Bay of Islands with passionate local guides.
• Auckland Explorer Bus Hop-on, hop-off sightseeing tour company in Auckland visiting attractions including Sky Tower, Auckland Museum, Sea Life Kelly Tarlton's Aquarium, Auckland Zoo and MOTAT.
• Auckland Whale & Dolphin Safari Marine wildlife cruises aboard 20-metre catamaran Dolphin Explorer from Viaduct Harbour. Daily 4.5-hour cruises encountering Bryde's whales, dolphins, orcas, seals and rare seabirds with over 24 years of marine mammal research support.
• Northland Ferries Vehicle and passenger ferries operating across Northland region with over 100 years of history. Accommodates vehicles from motorcycles to large trucks and trailers.
• Noosa North Shore Ferries Vehicle and foot passenger ferry service across Noosa River connecting Noosa North Shore area with Noosa Shire. Operated on behalf of Noosa Shire Council with 365-day annual access.
• Tusa Reef Tours Premium all-inclusive half-day snorkel experience from Cairns to Great Barrier Reef. Limited to 40 guests, offering scuba diving and snorkelling with professional photographer on board.
• Divers Den Day trips and overnight liveaboard trips to outer Great Barrier Reef from Cairns for over 50 years. PADI five-star training centre offering dive courses from purpose-built facility.
• Spirit of Freedom Australia's premier liveaboard diving provider offering tours to remote destinations including Cod Hole, Ribbon Reefs, Coral Sea, and Minke whale expeditions.
• Spirit of Cairns 26-metre luxury sailing catamaran offering waterside dining, dinner cruises seven nights per week, private functions, business conferences and weddings.
• Frankland Islands Reef Cruises Exclusive access to Frankland Islands National Park with visitor cap of 100 per day. Daily tours from Cairns including coach transfers, river cruise, and reef access with marine biologist-guided experiences.
• Greyhound Australia Australia's largest terrestrial transport network with over 180 stops across the mainland. Offers National Whimit Travel Passes for unlimited travel on any route.
• Cairns Tourist Information Centre Tourist information centre at corner of Shields St and The Esplanade providing free advice and information for visitors to the Cairns region.

Quantifiable outcome

• Over 3.5 million passengers transported annually across combined transport and tourism activities
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• Local Reforestation and Wildlife Corridor ProjectminorOthers · 21 July 2024Noosa North Shore Ferries signed an agreement with a local reforestation and wildlife corridor project to offset 100% of diesel emissions through planting approximately 500 native trees annually. This initiative supports local biodiversity and helps flora and fauna flourish in a reserve just outside Noosa.
• Culham EngineeringminorOthers · 1 July 2024Entrada engaged New Zealand-based heavy engineering company Culham Engineering to build two new ferries for the Noosa North Shore service - a 27-vehicle ferry and a 12-vehicle ferry, increasing vehicle capacity by 95%.
• GreenfleetminorOthers · 1 November 2022Noosa North Shore Ferries proposed an emissions offset agreement using Greenfleet offsets through the local Yurol forest project. This is a world-first carbon offset program combining climate action with reconciliation action in partnership with the Kabi Kabi people, Traditional Owners of the Sunshine Coast region.
• Noosa Shire CouncilcoreStrategic or Co-development Partner · 1 November 2022Entrada secured a twenty-year contract to operate the Noosa North Shore Vehicle Ferry on behalf of Noosa Shire Council. The ferry provides 365 days a year access to the Teewah Beach area for residents, workers, and visitors. Entrada will implement electronic ticketing, increased vehicle capacity, and explore net zero emission propulsion technologies.
• Douglas Shire CouncilcoreStrategic or Co-development Partner · 1 May 2021Entrada won a five-year contract to operate the Daintree River ferry on behalf of Douglas Shire Council in Queensland. The 43m cable ferry is crucial infrastructure used by over 100,000 vehicles per year. Entrada was selected for experience in electronic ferry ticketing, onboard WiFi, and community engagement.
• Tranzit GroupcoreStrategic or Co-development PartnerTranzit Group is a major franchisee and long-term fleet partner of Entrada Travel Group. They own and operate the new electric Auckland Explorer Bus. Tranzit Group introduced electric bus technology into New Zealand in 2018 and has continued transitioning to electric fleet. Tranzit Group Managing Director Paul Snelgrove serves on Entrada's Board of Directors.
• Ritchies TransportcoreChannel Partner/ Reseller/ DistributorMajor franchisee of Entrada Travel Group, providing bus and coach transport services as part of the InterCity network. Contact information provided for drivers interested in joining franchise operations.
• Scenic NZcoreChannel Partner/ Reseller/ DistributorMajor franchisee of Entrada Travel Group providing coach tour services. Contact information provided for drivers interested in joining franchise operations.
• Tourism New ZealandminorGTM or Marketing PartnerEntrada participates in the Explore Visiting Journalist Programme offered by Tourism New Zealand, helping to promote New Zealand as a travel destination through media visits.

Scale indicators7 records

Recent moves7 records

Expansion highlights8 records

Direct peers

• Contiki: Global escorted coach tour operator for 18-35 year-olds. Comparable to Entrada's multi-day escorted coach products (GreatSights, Gray Line NZ, awesomeNZ) in target customer, coach-based delivery and tourism-channel exposure.
• Kelsian Group (formerly SeaLink): Australian operator of passenger ferries, bus services and tourism experiences including Kangaroo Island and SeaLink ferries. Most direct comparable for Entrada's ferry + tourism brands (Noosa North Shore, Northland, Daintree) and Australian transit exposure.
• Great Adventures Cairns: Cairns-based reef cruise and Great Barrier Reef tour operator serving the same Tropical North Queensland inbound market. Direct competitor to Divers Den, Tusa Reef Tours, Spirit of Freedom and Frankland Islands on shared customer itineraries.
• Tourism Holdings Limited: New Zealand/Australia-listed tourism and transport operator (rental vehicles, THL/Action, Kiwi Experience and Waitomo). Highly comparable: same trans-Tasman geographies, mix of coach tours and ground transport, and similar reliance on inbound visitors.
• JUCY: NZ-founded rental, tour and cruise brand built into an Australasian operation. Comparable as a peer-brand in trans-Tasman tourism transport; notably the incoming Entrada CEO Dan Alpe co-founded JUCY, evidencing direct competitive overlap.
• Big Bus Tours: Global sightseeing hop-on hop-off bus operator. Direct comparator for the Auckland Explorer Bus product category, especially following Entrada's launch of New Zealand's first all-electric open-top double-decker sightseeing bus in January 2026.
• Intrepid Travel: Globally scaled adventure and small-group tour operator with strong presence in ANZ. Directly comparable to Entrance's awesomeNZ, GreatSights and Gray Line NZ adventure/small-group itineraries on product format and customer profile.
• Kiwi Experience: Long-running NZ backpacker coach-tour operator running hop-on-hop-off style itineraries. Directly comparable to Entrada's GreatSights and awesomeNZ sightseeing brands serving the same backpacker and independent-traveler customer.

Emerging players

• Puffing Billy Railway: Victorian heritage tourist railway and destination attraction. Comparable as a destination attraction with strong tourism seasonality; Entrada's incoming TNQ COO Peter Abbott was most recently its CEO, evidencing direct operator overlap.

Broad incumbents

• Transdev Australasia: Major multi-modal Australian public transport operator running buses and ferries (including Brisbane Ferries). Overlaps with Entrada's bus/ferry contracting model via government concessions but serves broader mass-transit markets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/entrada-travel-group

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries12 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 Entrada Travel Group