Alternative Tourism Group

What Alternative Tourism Group does

Alternative Tourism Group (ATG) is a Palestinian non-profit tour operator and study center headquartered at 74 Star Street, Beit Sahour, in the Bethlehem District. Founded in the late 1990s and operating in its current form since 2005, ATG runs a portfolio of ethical and "Fair Trade" tourism products including the 160km, 11-day Nativity Trail walking pilgrimage from Nazareth to Bethlehem (priced at $1,370 per person), the Palestine Heritage Trail, Olive Campaigns, Home Stay programs with local families, Day Tours, Customized Tours, Marathon Tours, and the Taste & See culinary program. Customers include Christian pilgrims, church and ecumenical delegations, international solidarity/NGO groups, academic institutions, diplomats, and journalists — segments drawn to ATG's explicit positioning around Palestinian community benefit, cultural exchange, and engagement with the geopolitical realities of the Holy Land.

ATG's revenue model is direct sale of multi-day tour packages that bundle accommodation (hotels, family homes, Bedouin tents), meals, English-speaking local guides, support vehicles, entrance fees, and branded educational materials such as the 'Palestine and Palestinians' guidebook. The organization is supported by a Study Center arm that publishes the Alternative Tourism Journal, Palestine Tourism Scan research notes, and other educational content, and offers consultation services for conferences and academic programs. Distribution is direct via the atg.ps website and Beit Sahour office, supplemented by three localized satellite sites in Sweden (ATG på Svenska), Spain (ATG en Español), and South Korea (ATG South Korea), a free iOS/Android mobile application called 'Palestine and Palestinians,' a quarterly newsletter, and a Facebook presence.

Commercially, ATG operates with a very small team of approximately 5 employees and discloses no revenue or funding. Its key strategic partnerships are with the Siraj Center for the Nativity Trail, the nepto.ps and pirt.ps Palestinian tourism networks, and the Tourism Alert and Action Forum (TAAF). The organization also promotes the KAIROS Palestine Document as part of its ethical pilgrimage programming. ATG presents itself as a mission-driven alternative to mass Holy Land tourism, with value concentrated in community access, content authenticity, and advocacy positioning rather than scale or technology differentiation.

Name

Alternative Tourism Group

Legal name

ATG The Alternative Tourism Group

Website

https://atg.ps

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Alternative Tourism Group (ATG) is a Palestinian non-profit tour operator and study center in Beit Sahour that sells ethical, Fair Trade tourism packages — including the Nativity Trail, Palestine Heritage Trail, olive campaigns, and home stays — to pilgrims, solidarity groups, academics, and church delegations.

Ownership category

akta.pro rank

Product category

Alternative Tourism Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

History, Heritage & Museum-Focused Study Tours (THAKAGAN)

akta.pro secondary industries

Culture, Heritage & Arts Itinerary Planning (THAKAOAK), University & College Study Tours (THAKAGAC), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF)

Keywords

• Alternative tourism services
• Cultural pilgrimage tours
• Walking trail tourism
• Responsible tourism programs
• Study center research

Headquarters

HQ city

Beit Sahour

HQ country

Palestinian Territories

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Tour Package Sales: ATG generates revenue by selling tour packages including the Nativity Trail ($1370 per person for 11-day journey), day tours, customized tours, and pilgrimage programs that include accommodation, food, local guides, and support vehicles.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

ATG operates as a tour operator and study center providing alternative tourism experiences in Palestine, including guided walking trails (Nativity Trail, Palestine Heritage Trail), olive harvesting campaigns, day tours, home stays with Palestinian families, customized itineraries, culinary programs, and marathon tours. The organization also runs a Study Center that publishes research and a mobile application delivering destination information to visitors.

Product overview

Alternative Tourism Group (ATG) is a tour operator and study center based in Beit Sahour, Palestine, operating since 2005. The company offers a unified portfolio of alternative tourism programs focused on Fair Trade Tourism principles, including walking heritage trails (Palestine Heritage Trail, Nativity Trail), agricultural experiences (Olive Campaigns), culinary tours (Taste & See), day tours, home stays, customized tours, and marathon tours. ATG's Study Center provides educational resources including publications, the Alternative Tourism Journal, and research articles. The company also operates a mobile application called 'Palestine and Palestinians' available on iOS and Android platforms, publishes a quarterly newsletter and occasional Tourism Scan reports, and promotes ethical pilgrimage experiences through the KAIROS Palestine initiative. ATG positions itself as an ethical alternative to mass tourism, emphasizing direct engagement with Palestinian communities and culturally immersive experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Palestine Heritage Trail A walking trail program that allows participants to explore Palestine's landscape, flora and fauna, experience its rich history, culture and traditions, and discover the hospitality of Palestinian people.
• Nativity Trail A 12-day walking pilgrimage from Nazareth to Bethlehem following the biblical journey, covering approximately 160 kilometers through various Palestinian cities and villages; priced at $1,370 per person in a double room.
• Olive Campaigns Programs focused on olive harvesting and agricultural tourism experiences that connect visitors with Palestinian farming communities.
• Day Tours Short guided tours exploring Palestinian cities, historical sites, and cultural attractions.
• Home Stay Accommodation programs where visitors stay with local Palestinian families to experience authentic hospitality and daily life.
• Customized Tours Tailored tour itineraries designed to meet specific interests including conflict analysis, refugee issues, women's status, history, pilgrimages, religion, and academic studies.
• Taste & See Culinary tourism program focused on experiencing Palestinian cuisine and food traditions.
• Marathon Tours Specialized tours combining participation in or viewing of marathon events in Palestine.
• Study Center Educational arm of ATG offering publications, the Alternative Tourism Journal, research articles, and consultation services for conferences and meetings on tourism and Palestinian studies.
• Palestine and Palestinians Mobile Application Free mobile application available on Apple and Android devices that provides tourists with comprehensive information about Palestine and Palestinians to promote tourism.
• ATG Guidebook Comprehensive travel guidebook covering Palestine, practical information, itineraries, and cultural guidance for visitors.

Quantifiable outcome

• Served thousands of visitors from around the world since 2005

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Siraj CentercoreStrategic or Co-development PartnerATG works directly with Siraj Center to operate the Nativity Trail walking journey. The partnership involves joint organization of the 160km, 11-day trail from Nazareth to Bethlehem, with Siraj Center providing local village connections and ATG handling international promotion and booking. Both organizations share responsibility for itinerary development and have the right to cancel or postpone trips if participant numbers are insufficient.
• nepto.ps (Network)minorGTM or Marketing PartnerATG is part of the nepto.ps network, a Palestinian tourism network providing mutual support and promotion among member organizations.
• pirt.ps (Palestine Responsible Tourism)minorGTM or Marketing PartnerATG participates in the pirt.ps network focused on responsible and alternative tourism practices in Palestine.
• Tourism Alert and Action Forum (TAAF)minorStrategic or Co-development PartnerATG is a member of TAAF, an international forum that critiques mainstream tourism practices and advocates for ethical tourism that benefits local communities. ATG signed the 2019 World Tourism Day statement opposing exploitative tourism labor practices.

Scale indicators3 records

Expansion highlights5 records

Direct peers

• MEJDI Tours: Operator of 'dual-narrative' educational tours in the Holy Land and other contested regions. Directly comparable in educational delegation focus, academic and diplomatic clientele, and structured multi-day itineraries.
• Encounter Programs: Runs educational trips to Israel and Palestine for Jewish and Christian leadership groups. Comparable educational/transformational positioning targeting delegations seeking multi-perspective Holy Land engagement.
• Footprint Travel: UK-based operator running ethical and cultural tours across the Middle East including Palestine. Overlaps with ATG on mission-driven travel, customized itineraries, and small-group formats.
• Green Olive Tours: Alternative tour operator based in Bethlehem offering culturally immersive tours across the West Bank. Closely comparable in mission, alternative-tourism positioning, and customer segments including pilgrims, academics, and solidarity groups.
• Siraj Center for Holy Land Studies: Direct co-development partner on the Nativity Trail. Runs its own educational study tours and pilgrimages in Palestine with a comparable target audience of international groups seeking authentic Palestinian Christian experiences.
• Palestine Sunbird Tours: Direct peer operating alternative and fair-trade guided tours across Palestine with a similar community-embedded value proposition. Comparable product scope, customer segments (pilgrims, solidarity, academics), and reliance on local hosts and guides.
• Zazim Tours: Israeli fair-tourism operator running scheduled group tours across Israel and Palestine with community-based and politically engaged framing. Overlaps with ATG on solidarity travel audience and fair-trade principles.

Broad incumbents

• Holy Land Tours: Established mainstream Holy Land tour operator serving Christian pilgrim groups at scale. Comparable core product (guided Holy Land itineraries) but materially different positioning: mass-market versus ATG's alternative-tourism niche.

Regional players

• NEPTO Network Members: Network of Palestinian eco and alternative tourism operators. Comparable product family (guided tours, community stays) and overlapping customer base; ATG is itself a member, making peer members relevant regional benchmarks.

Emerging players

• World Renew Travel & Tours (Bethlehem-area operators): Faith-based travel programs in the Holy Land with mission/education focus. Comparable audience of church delegations and structured pilgrimage itineraries, though distributed through faith-network channels rather than direct sales.

Market position

Strengths5 records

Weaknesses5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/atgpalestine
• LinkedInlinkedin.com/company/alternative-tourism-group

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 Alternative Tourism Group