Amsterdam Guides & Tours
Amsterdam Guides & Tours is a private Dutch tour operator founded in 2017 running Spanish- and English-language guided tours in Amsterdam and the Netherlands. Part of the Guías & Tours Group, it operates alongside affiliate brands in Brussels, Seville, Porto, and London.
- Company typePrivate
- Founded2017
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Amsterdam Guides & Tours does
Amsterdam Guides & Tours (legal entity Amsterdam Guías & Tours BV, K.v.K. 73934534 / VAT NL859715486B01, registered at Keizersgracht 391 A, 1016EJ Amsterdam) is a private Dutch tour operator founded on 15 September 2017 by three Spanish co-founders — a history professor from Zaragoza, a tourism graduate from Vigo, and a chemical engineer from Barcelona — who relocated to the Netherlands during the 2008–2014 economic crisis. The company provides multilingual (Spanish and English) small-group and private guided experiences in Amsterdam and across the Netherlands, including walking tours, bike tours, canal cruises, Dutch countryside excursions to Zaanse Schans/Edam/Volendam/Marken, museum visits (Van Gogh, Rijksmuseum), and Schiphol Airport transfers, with small groups typically capped at 4–12 participants and customized itineraries for families, couples, schools, and corporate parties of 10 or more.
The product portfolio is delivered via a WordPress-based bilingual website (amsterdamguias.com) supported by Bokun reservation-management infrastructure (BokunSocketToken, bokunSessionId cookies) and Google Analytics for traffic insight. The technology stack is intentionally human-centric — the firm explicitly positions against AI in customer service ('Somos personas, no IA' / 'We are people, not AI'), relying instead on WhatsApp, phone, and email channels staffed during 7:30–15:30 office hours with dedicated numbers for Spain (+34), EU (+31), and UK (+44). Distribution is hybrid: direct-to-consumer booking through the owned website with online Visa/MasterCard payment, marketplace listings on Viator (TripAdvisor) where the company has been a multiple-year Experience Award winner, travel-agent channels, and inside sales for group bookings of 10 or more handled through a dedicated booking email.
Amsterdam Guides & Tours operates as the Amsterdam hub of the parent Guías & Tours Group, a closely-held parent entity alongside affiliated regional brands in Brussels (launched 2019), Seville (2020), Porto (2023), and London (2024). The business earns revenue through transaction fees on tour tickets, airport transfers, and customized itineraries, with group discounts, free cancellation up to 24 hours prior, and quote-based pricing for bespoke experiences. The company has been a member of the European Tourism Association (ETOA) since 2020 and has accumulated multiple industry recognitions including the Viator Experience Award in 2019, 2022, 2023, 2024 and 2025, the Travel Hospitality Award in 2019, 2020 and 2025, the TripAdvisor Certificate of Excellence in 2020, and the Benelux Enterprise Awards in 2025. No external institutional investors, PE/VC funding, or public reporting are referenced in the available data; ownership remains founder-managed under CEO David M.
Amsterdam Guides & Tours firmographics
Firmographics- Name
- Amsterdam Guides & Tours
- Legal name
- Amsterdam Guías & Tours BV
- Website
- https://amsterdamguias.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amsterdam Guides & Tours is a private Dutch tour operator founded in 2017 running Spanish- and English-language guided tours in Amsterdam and the Netherlands. Part of the Guías & Tours Group, it operates alongside affiliate brands in Brussels, Seville, Porto, and London.
- Ownership category
- akta.pro rank
Amsterdam Guides & Tours industry classification
Industry- Product category
- Tour Operator Services
- NAICS
- Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Land (487110)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Private Guided Tours & Personal Tour Guides (THAJALAA)
- akta.pro secondary industries
- Walking City Tours (Highlights & Orientation) (THAJAAAA), Small-Group Escorted Tour Operators (THAKADAB), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC), Private/Customized Multi-Day Tour Operators (THAKADAC)
Keywords
Where Amsterdam Guides & Tours is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Amsterdam Guides & Tours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Guided Tours: Small group and private tours in Amsterdam including walking tours, bike tours, boat tours, museum visits, and countryside excursions. Revenue generated from tour tickets sold directly to consumers or through distribution partners.
- Airport Transfers: Private and shared transfer services from Schiphol Airport and other locations. Includes Meet & Greet service with language assistance.
- Customized Private Tours: Tailor-made tour packages designed according to customer needs, preferences, and budget. Revenue from bespoke tour planning and execution.
- Museum Ticket Management: Advisory and booking service for museum tickets in Amsterdam, helping visitors avoid queues and crowds by pre-purchasing tickets.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Group Walking and Bike Tours |
| Transaction based/ take rate | Pay-as-you-go | Private Tours |
| Transaction based/ take rate | Pay-as-you-go | Group Discounts |
| Transaction based/ take rate | Pay-as-you-go | Airport Transfers |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels12 records
Amsterdam Guides & Tours product offering
Product offeringCore offering
Amsterdam Guides & Tours operates as a tour operator selling small-group and private guided tours in Amsterdam and the Dutch countryside, delivered by professional local guides in Spanish and English. Its core portfolio includes walking tours, bike tours, canal boat tours, combo tours, Dutch countryside excursions, and private/customized tours, with ancillary services comprising museum ticket management and Schiphol Airport transfers.
Product overview
Amsterdam Guides & Tours is a Spanish-speaking and English-speaking tour operator offering small-group and private guided experiences in Amsterdam and the Netherlands. The core product portfolio comprises Walking Tours, Bike Tours, Boat Tours, Private Tours, Combo Tours, and Dutch Countryside Tours, complemented by add-on services including Customized Private Tours (tailor-made itineraries), Museum Tours (with ticket management), and Airport Transfers. The company operates as part of the Guías & Tours Group with affiliated brands in Brussels, Seville, Oporto, and London.
Differentiator
Problem solved
Functional benefit
Products and services
- Walking Tours
Quantifiable outcome
- Small group sizes typically 4-12 people for walking and bike tours
- +1 more outcomes
Companies that use Amsterdam Guides & Tours
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles3 records
Amsterdam Guides & Tours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Amsterdam Guides & Tours partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Viator (TripAdvisor)coreMajor distribution partnership through Viator marketplace. Amsterdam Guides & Tours receives Viator Experience Award recognition, indicating significant booking volume through this channel. Viator is owned by TripAdvisor and is a leading global tours and activities marketplace.
- TripAdvisorcoreReviews and booking visibility through TripAdvisor platform. Company holds TripAdvisor Certificate of Excellence and multiple positive traveler reviews.
- ETOA (European Tourism Association)coreMembership since 2020. ETOA is the leading trade association for incoming European tourism, providing networking, market intelligence, and industry representation.
- StuDentravelminorAffiliated member logo displayed on website, indicating partnership for student travel services.
- BokuncoreBooking management system used on the website (BokunSocketToken, bokunSessionId cookies). Provides online booking, scheduling, and reservation management infrastructure.
- Guías & Tours GroupcoreParent company/network including operations in London Guides & Tours, Brussels Guías & Tours, Sevilla Guías & Tours, and Porto Guías & Tours. Enables cross-selling, shared resources, and brand consistency across multiple European cities.
Scale indicators5 records
Recent moves10 records
Expansion highlights6 records
Amsterdam Guides & Tours competitors and assessment
Company assessmentDirect peers
- Stromma: Major canal cruise and sightseeing operator in Amsterdam offering boat tours similar to AGT's canal cruises. Competes on the sightseeing water transportation category with broader scale but similar core product.
- Withlocals: Marketplace for private and small-group tours led by local guides across European cities including Amsterdam. Competes on private customized tours with local guides, the same core offering as AGT's private tours.
- City Sightseeing Amsterdam: Hop-on/hop-off bus and sightseeing tour operator in Amsterdam offering guided city tours. Competes directly in the Amsterdam guided sightseeing category, though with a different tour format.
- Tours & Tickets: Amsterdam-based tour operator offering walking, bike, boat, and countryside tours with similar multilingual and small-group formats. Directly competes with AGT in the Amsterdam guided-tour category for international visitors.
- Holland Ticket Service: Amsterdam-focused tour and ticket operator offering guided tours, museum tickets, and transfers. Closely comparable to AGT in product mix including museum ticket management and city tours.
Broad incumbents
- Klook: Asia-headquartered travel activities and tours platform with growing Amsterdam inventory. Competes for international tourist bookings and represents a potential additional channel for AGT.
- Viator (TripAdvisor): Global tours and activities marketplace that is both AGT's largest distribution partner and a broad incumbent. Operates across Amsterdam and globally with thousands of operators and its own curated inventory.
- GetYourGuide: Global tours and activities marketplace and operator with extensive Amsterdam inventory. Competes for Amsterdam tour demand and represents an alternative distribution channel alongside Viator.
Others
- Bokun (TripAdvisor): Booking management platform used by AGT for reservations and ticketing. An ecosystem enabler rather than a competitor, but representative of the technology stack underpinning AGT's direct booking capability.
Regional players
- Lindeman Tours: Dutch tour operator offering guided tours across the Netherlands including Amsterdam. Comparable product set but with primarily Dutch and English language focus rather than AGT's Spanish-language differentiation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Amsterdam Guides & Tours social profiles
Digital presenceAmsterdam Guides & Tours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amsterdam Guides & Tours leadership team
Management profileNumber of profiles
Profiles1 record
Amsterdam Guides & Tours subsidiaries and ownership
Company hierarchySubsidiaries4 records
Amsterdam Guides & Tours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amsterdam Guides & Tours 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 Amsterdam Guides & Tours
What does Amsterdam Guides & Tours do?
Amsterdam Guides & Tours operates as a tour operator selling small-group and private guided tours in Amsterdam and the Dutch countryside, delivered by professional local guides in Spanish and English. Its core portfolio includes walking tours, bike tours, canal boat tours, combo tours, Dutch countryside excursions, and private/customized tours, with ancillary services comprising museum ticket management and Schiphol Airport transfers.
Is Amsterdam Guides & Tours a public or private company?
Amsterdam Guides & Tours is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Amsterdam Guides & Tours founded?
Amsterdam Guides & Tours was founded in 2017. It employs 11 to 50 people.
Where is Amsterdam Guides & Tours based?
Amsterdam Guides & Tours is headquartered in Amsterdam, Netherlands, in the Europe region.
How does Amsterdam Guides & Tours make money?
Four revenue lines are on record. Guided Tours are the primary driver. The others are airport Transfers, customized Private Tours and museum Ticket Management.
Who are Amsterdam Guides & Tours's main competitors?
Direct peers on record are Stromma, Withlocals, City Sightseeing Amsterdam, Tours & Tickets and Holland Ticket Service. Broad incumbents are Klook, Viator (TripAdvisor) and GetYourGuide. Bokun (TripAdvisor) is listed as an others. Lindeman Tours is listed as a regional player.
Does Amsterdam Guides & Tours have an API?
No public API is recorded for Amsterdam Guides & Tours.
What industry is Amsterdam Guides & Tours in?
Amsterdam Guides & Tours's product category is Tour Operator Services. Its primary akta.pro industry code is THAJALAA, Private Guided Tours & Personal Tour Guides, with a secondary code of THAJAAAA, Walking City Tours (Highlights & Orientation). Its NAICS code is 561520 and its SIC code is 7900.