Amsterdam City Tours

What Amsterdam City Tours does

Amsterdam City Tours, doing business as Tours & Tickets, is a private B2C tour operator and ticket-resale marketplace founded in 2006 and headquartered in Amsterdam, Netherlands. The legal entity is Tourism Group Holding B.V., and the company operates with 11-50 employees across five European cities: Amsterdam, Berlin, Copenhagen, Stockholm, and Rotterdam. Its catalog comprises 234 tour and attraction products, with Amsterdam accounting for 113 of these, including canal cruises, hop-on hop-off bus/boat combinations, museum packages, and themed experiences (pizza cruises, wine & cheese cruises, pancake boats, dinner cruises, Pride boat parties).

The platform functions as both a marketplace that resells tickets from third-party operators and as an operator of its own branded experiences, most notably in Amsterdam's canal cruise category. Underlying technology is an e-commerce booking site (tours-tickets.com) supporting multiple payment methods (iDEAL, PayPal, credit cards, Apple Pay, Google Pay, Alipay), supplemented by physical tourist service points at Amsterdam Central Station and Stockholm Central Station where staff assist walk-ins with bookings and trip planning. The platform has no API, SDK, or documented AI capabilities, and operates as a pure consumer-facing business with no B2B integrations.

Revenue is generated through transactional ticket sales on a pay-as-you-go basis, with unit prices ranging from approximately €15.50 for an entry-level 1-hour canal cruise to €119 for the 6-hour Pride 2026 Canal Parade boat party. Distribution combines organic SEO/content marketing, social media, and email funnels at the top with physical in-station service points and direct e-commerce checkout at the bottom. The company serves individual leisure tourists (horizontal segmentation) across use cases spanning canal cruises, museum visits, cultural experiences, family activities, romantic experiences, and nightlife. No external funding rounds, M&A activity, or leadership transitions are disclosed in the available data, consistent with a long-tenured, profitable, privately-held operator.

Name

Amsterdam City Tours

Legal name

Tourism Group Holding B.V.

Website

https://amsterdamcitytours.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Amsterdam City Tours (Tours & Tickets) is a private B2C tour operator and ticket-resale marketplace offering 234+ tours and attraction tickets across Amsterdam, Berlin, Copenhagen, Stockholm, and Rotterdam via its e-commerce site and central-station service points, serving individual leisure travelers.

Ownership category

akta.pro rank

Product category

Tour Operator and Attraction Ticketing

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (487210), Scenic and Sightseeing Transportation, Land (487110)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Shore Excursion Operators (Tours & Activities) (THAEAFAC)

akta.pro secondary industries

Tourist & Sightseeing Cruise Operators (Day Cruises) (TLAFALAF), River Cruise + Land Tour Packages (Cruisetours) (THAEACAK)

Keywords

• Canal cruise tours
• City sightseeing tours
• Attraction ticket sales
• Guided tour operator
• Hop-on hop-off bus tours

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour and Activity Ticket Sales: The company acts as a tour operator and ticket reseller, generating revenue through the sale of tickets to canal cruises, city tours, museums, attractions, and guided experiences across Amsterdam, Berlin, Copenhagen, Rotterdam, and Stockholm. Revenue is generated on a per-transaction basis with customers paying upfront for tour products.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Amsterdam City Tours (Tours & Tickets) is a tour operator and ticket reseller that sells canal cruises, hop-on hop-off bus+boat tours, museum combo tickets, and themed local experiences (dinner cruises, wine & cheese cruises, pancake boat tours, Pride boat parties) primarily in Amsterdam, with additional catalogs in Berlin, Copenhagen, Rotterdam, and Stockholm. Customers purchase tickets either through the company's e-commerce website or at walk-in service points at central train stations, with combinations and early-booking discounts of 10-50% offered across the 234-product catalog.

Product overview

Amsterdam City Tours (Tours & Tickets) operates a B2C tour booking marketplace across five European cities: Amsterdam (113 products), Berlin (39), Copenhagen (35), Stockholm (38), and Rotterdam (9). The platform functions both as a marketplace reselling tickets from third-party tour operators and as an operator for its own branded experiences. The core product portfolio centers on Amsterdam canal cruises (including 1-hour standard cruises, evening tours, dinner cruises, wine and cheese cruises, pizza cruises, pancake boat tours, and the Luxury Open Boat Cruise operated with partner Lovely Cruises), complemented by City Sightseeing hop-on hop-off bus and boat combinations, museum combo packages (Van Gogh & Rembrandt), and themed experiences like Pride boat parties. The company organizes its inventory by destination (Amsterdam, Berlin, Copenhagen, Rotterdam, Stockholm) and by interest category (Fun, Family-friendly, Sightseeing, Historical, Bus tours, On the water, Art, Instagram Museums, Nightlife, Romantic, With drinks, With food, Plants & Flowers, Party, Animals, Walking tours, Bike tours, Crossing the border). The platform is a pure consumer e-commerce play with no API offering, no developer integrations, and no documented AI capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• 1-hour Amsterdam Canal Cruise

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Direct peers

• Klook: Asia-headquartered global tours, attractions and travel services platform with growing European supply; competes in the same inbound-tourist customer segment and matches Tours & Tickets on breadth of inventory across the same five cities from a much larger capital base.
• GetYourGuide: Global tours and activities marketplace headquartered in Berlin; the most direct competitor to Tours & Tickets with overlapping city coverage, marketplace model, and multilingual UI. Competes head-to-head for SEO, paid search, and operator inventory in Amsterdam, Berlin, Copenhagen, Stockholm.
• Stromma: Sweden-founded operator of canal cruises, sightseeing boats and city experiences across the Netherlands, Scandinavia and other European cities; directly competes with Tours & Tickets in both Amsterdam canal cruises and Stockholm archipelago/boat tours where both maintain inventory and own operator relationships.
• Tiqets: Amsterdam-headquartered attraction and city-experience ticketing platform; the closest geographic and product-mix peer — both resell canal cruises, museums and city tours across Europe and compete in the same SEO and resold-inventory segments.
• Headout: Tour and attraction ticketing marketplace with strong European city presence; comparable marketplace model, last-minute inventory positioning, and operator-reseller economics similar to Tours & Tickets.
• Lovers Canal Cruises: Amsterdam canal cruise operator explicitly named as the operating partner for Tours & Tickets' Luxury Open Boat Cruise product; functions simultaneously as supplier and direct competitor for canal cruise bookings in Amsterdam.
• City Sightseeing Worldwide: Global hop-on hop-off bus and boat sightseeing brand; appears in the Tours & Tickets catalog as an upstream partner and is also an indirect competitor since both sell City Sightseeing inventory in Amsterdam and other cities, so they share audience while competing on merchandising and price.
• Viator (Tripadvisor): Tripadvisor-owned tours and attractions marketplace operating globally with deep European coverage; directly comparable for the same buyer (inbound tourist), same product universe (canal cruises, hop-on hop-off, museum combos), and similar OTA-style aggregator model.

Emerging players

• Withlocals: Private-guide and small-group tour marketplace operating across Europe including Amsterdam and other cities served by Tours & Tickets; narrower product scope (private guides rather than cruises and attractions) but directly competes for the same inbound tourist search demand.
• Daytrip.com: Private intercity transfer and sightseeing-stop platform covering Europe including the Netherlands, Germany, Denmark and Sweden; adjacent to Tours & Tickets by serving the same European inbound visitor with curated sightseeing experiences rather than the in-city cruise / hop-on hop-off core.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/amsterdamcitytours
• Instagraminstagram.com/toursandtickets
• Xx.com/amscitytours
• LinkedInlinkedin.com/company/262685

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 Amsterdam City Tours