What Tassie does

Tassie (legal entity: Not A Tourist B.V.) is an Amsterdam-based experiential tourism company founded in 2020 that designs and sells self-guided city walking tours. The core product is a hybrid physical-digital experience: a handcrafted cotton tote bag containing 7–10 sealed paper envelopes, each pairing a curated local story with a question and map card for a specific neighborhood stop. A complementary mobile app (Tassie / Not A Tourist, on iOS and Android) delivers the same tours digitally with GPS navigation at a lower price point (~€9.99 vs. €34.99 physical). The business operates on a product-led growth model — direct-to-consumer via Shopify, supplemented by hotel pickup/resale locations (W Hotel, Kimpton de Witt, The Hoxton) and café pickup points (Café Jardin in Amsterdam).

The company's revenue is generated from four streams: (1) consumer sales of physical bags and digital app tours, (2) a custom B2B service ('Collega') developing branded walking experiences for corporate onboarding, team-building, and brand activations (clients include Baker McKenzie, Miele, Bumble, Zivver, IAA Architecten, and Westergasfabriek), (3) a Dutch education program (VO/MBO) delivered through Cultuurkaart, and (4) gift vouchers. Product reach spans 14+ cities in the Netherlands, Belgium, Spain, Denmark, the UK, the US, and South Africa, with specialty verticals in dating (Date Tour) and LGBTQ+ history (Pride Tour, 50% of profits donated).

Tassie is founder-led by Luuk and Danique Fennema with a 9-person team, operates without disclosed external funding, and is incorporated as a Dutch private limited company. Distribution is multi-channel (own webstore, app, hotel resellers, education procurement), and brand traction is evidenced by Dragons Den Nederland (Season 3), NPO 3, AT5, and De Ondernemer features, plus 213 customer reviews averaging 4.83/5.

Name

Tassie

Legal name

Not A Tourist B.V.

Website

https://eentassie.nl

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Tassie (Not A Tourist B.V.) is an Amsterdam-based experiential tourism company selling hybrid physical-digital self-guided city walking tours across 14+ cities. It serves tourists, couples, Dutch schools, and corporate clients through tote-bag tours, a mobile app, and bespoke branded experiences.

Ownership category

akta.pro rank

Product category

Experiential Tourism / Self-Guided Walking Tours

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Neighborhood & Local Life Tours (Communities & Hidden Gems) (THAJAAAJ)

akta.pro secondary industries

Walking City Tours (Highlights & Orientation) (THAJAAAA), Art, Street Art & Creative Scene Tours (THAJAAAE)

Keywords

• Self-guided walking tours
• Interactive city tours
• Experiential tourism products
• Mobile tour application
• Corporate team building tours

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Tour Product Sales: The primary revenue stream is the one-time sale of physical tour bags containing a tote, map cards, and 7-10 sealed envelopes with stories and questions. Each bag covers one city or neighborhood. The bag is designed for reuse (recycled cotton tote). Tours are priced per bag, not per person, making them economical for groups of 1-4 people sharing one purchase.
2. Digital/App Tour Access: All tours are also accessible via the Tassie / Not A Tourist mobile app (iOS/Android) at a lower price point (e.g., Copenhagen digital at €9.99 vs. physical at €34.99). The app enables immediate access without shipping, targeting spontaneous or last-minute users. Some tours are app-only, and app tours may include additional content not in the physical version.
3. B2B / Custom Tour Development: Tassie develops bespoke interactive walking experiences for corporate clients (onboarding, team events, brand activations), hotels, museums, and educational institutions. Pricing is project-based, ranging from two weeks to two months of development. The physical bag and/or digital app can be fully branded for the partner. Minimum custom order from 500 units for physical bags. Revenue is recognized as professional services / project fees.
4. Education Program (VO/MBO): Tassie serves educational institutions (Dutch secondary and vocational schools) with culture-focused walking tours aligned to curriculum goals (CKV, Burgerschap, history, LGBTQ+ inclusion). Schools can access tours digitally via the app or as physical bags. Tassie is an official Cultuurkaart (Culture Card) acceptor, enabling schools to pay via that scheme.
5. Gift Vouchers: Tassie sells digital gift vouchers (€34.99) containing a code that can be redeemed for any tour. These are marketed for occasions such as housewarming gifts, birthdays, and group trips. Revenue is recognized upon voucher redemption or at sale depending on accounting policy.

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels7 records

Core offering

Tassie sells self-guided interactive city walking tours delivered as either a physical handcrafted tote bag containing 7-10 sealed envelopes (map cards, curated local stories, and conversation-driving questions) or a fully digital in-app tour via the Tassie/Not A Tourist mobile app on iOS and Android. Tours are available in 11+ cities across the Netherlands and abroad (Amsterdam with 4 neighborhoods, Utrecht, Den Haag, Groningen, Haarlem, Rotterdam, Maastricht, Den Bosch, Antwerp, Barcelona, Cape Town, Copenhagen, New York, London), plus specialty editions (Date Tour, Pride Tour) and bespoke corporate/education experiences.

Product overview

Tassie is a walking tour company offering both physical and digital self-guided city tours. The core product consists of interactive walking tours delivered as physical bags containing 7-10 envelopes with stories, route cards, and questions, or alternatively via a mobile app for instant digital access. Tours cover 14 cities across the Netherlands (Amsterdam with 4 neighborhood variants, Utrecht with 2 variants, Den Haag, Groningen, Haarlem, Rotterdam, Maastricht, Den Bosch), Belgium (Antwerpen), Spain (Barcelona), South Africa (Cape Town), Denmark (Copenhagen), USA (New York), and UK (London). Specialty tours include the Date Tour (available for 9 cities), Pride Tour (Amsterdam LGBTQ+ history), and B2B corporate experiences. The physical product is handmade in the Netherlands using recycled materials at €34.99, while digital tours via the app are available for €9.99.

Differentiator

Problem solved

Functional benefit

Brands

• Tassie: Physical walking tour bag containing themed envelopes with city stories and interactive questions for self-guided exploration.
• Tassie App (Not A Tourist)
• Pride Tour
• Date Tour
• Collega (Corporate)

Products and services

• Tassie (Physical Walking Tour Bag) Physical self-guided city walking tour product: a handmade tote bag containing 7-10 sealed envelopes, each with a map card, a curated local story, and a conversation-driving question. Handcrafted in the Netherlands using recycled paper and cotton. Designed for groups of 1-4 people to explore a city at their own pace in approximately 2.5 hours. Priced at €34.99.
• Tassie / Not A Tourist Mobile App iOS and Android mobile app that delivers Tassie walking tours digitally with GPS navigation, stories, and interactive questions. Digital tours available from €9.99, enabling immediate access without shipping for last-minute travelers.
• Amsterdam Centrum Tour Walking tour of Amsterdam's city center covering hidden courtyards, historic facades, and stories of iconic city figures. Route starts and ends at Mata Hari. Duration approximately 2.5 hours. Priced at €34.99.
• Amsterdam Jordaan Tour Walking tour through the Jordaan neighborhood exploring its rebellious past, hidden courtyards, and historic residents. Route starts and ends at Cafe Thijssen. Priced at €34.99.
• Amsterdam Oost Tour Tour through eastern Amsterdam featuring 19th-century architecture, street art, and landmarks including Hotel Arena and the National Monument Slavery Past. Start point at Tapperij de Eeuwige Jeugd. Priced at €34.99.
• Amsterdam Oud-West Tour Walking tour through Oud-West neighborhood covering the history of tram depots and modern art projects. Route starts at Gebrouwen door Vrouwen bar. Priced at €34.99.
• Den Haag Tour Tour of Den Haag exploring diplomatic stories, street art, and local heroes. Starts and ends at Grote Markt near the statue of Harry. Duration 2.5 hours.
• Groningen Centrum Tour Tour through Groningen city center exploring characteristic neighborhoods, the Noorderhaven area, hidden courtyards, and local legends. Starts at Dokjard. Discounted at €25.00 (normally €29.99).
• Haarlem Tour Walking tour through Haarlem featuring stories of Hannie Schaft's cell, discoveries at the oldest museum in the Netherlands, and street art. Starts at Grote Markt.
• Rotterdam Centrum Tour Tour through Rotterdam covering post-war reconstruction stories, Jules Deelder's legacy, and street art. Starts at Biergarten.
• Maastricht Tour Tour through Maastricht featuring Helpoort (oldest city gate), Sint Servaasbrug, and the Bisschopsmolen. Starts and ends at Bisschopsmolen.
• Utrecht Centrum Tour Tour through Utrecht center along the Oudegracht featuring myths, legends, and interactive poetry projects. Starts at Mariaplaats. Available in Dutch and English.
• Utrecht Oost Tour Tour through Utrecht East featuring the Rietveld Schroderhuis (UNESCO World Heritage), Spoorwegmuseum, and Nijntje museum. Starts at Brasserie van Ostade.
• Antwerpen Tour Interactive walking tour through Antwerp exploring the legend of Druon Antigoon, underground tunnel systems, and hidden murals. Starts at Grote Markt.
• Barcelona Tour Walking tour through Barcelona's Gothic Quarter and hidden squares available in English. Features Gothic architecture, local cafes, and modernist art. Starts at Plaça Reial.
• Cape Town Tour Tour through Cape Town exploring Bo-Kaap neighborhood, colonial history, and supporting local art organizations. €5 donated per tour to Baz-Art and The Care Cruisers.
• Copenhagen Tour Walking tour through Copenhagen featuring fairy tales, hidden passages, and Nyhavn's colorful houses. Explores Danish 'hygge' culture.
• New York Tour Walking tour through Greenwich Village, Manhattan featuring Waverly Place, street art, and musical history. Approximately 2.5 hours.
• London Tour Walking tour through Soho, London covering rock history, Carnaby Street fashion, and West End theater district. Available in English.
• Den Bosch Tour Tour through Den Bosch covering family crests, historic bridges, and local legends including the Bossche Bol and Worstenbroodje. Starts at Bossche Draak near the station.
• Date Tour Dating-themed walking tour with conversation starters and interactive stories available for multiple cities (Amsterdam Centrum, Jordaan, Oost, Oud-West, Utrecht Centrum, Utrecht Oost, Rotterdam, Groningen, Maastricht). Designed for couples to explore cities together; 3,000+ Date Tours sold with 100+ relationships originating.
• Pride Tour Walking tour exploring LGBTQ+ history in Amsterdam including Bet van Beeren cafe, resistance stories from WWII, and Dutch street language origins. 50% of profits donated to LGBTQ+ organizations including COC and Veilige Haven.
• Tassie Cadeaubon (Gift Voucher) Digital gift card containing a code redeemable for any Tassie tour. Priced at €34.99, suitable for gifting for relocations, city trips, or birthdays.
• Ophalen in de Jordaan (Pickup Option) Option to pick up Amsterdam Jordaan tour at Cafe Jardin in the Jordaan neighborhood, avoiding shipping wait time. Available daily 08:00-17:00. Priced at €29.99.
• Corporate/B2B Custom Tours Custom walking tour experiences for corporate clients including employee onboarding, client experiences, and brand activations. Custom tours available from 500 units with fully branded bags or branded in-app experiences. Development timelines range from 2 weeks to 2 months. Clients include Baker McKenzie, Miele, Bumble, Zivver, IAA Architecten, and The.NextGen.
• Education Program Walking tours designed for VO and MBO students aligned with Dutch curriculum topics including citizenship (Burgerschap), cultural education (CKV), history, language, and reflection. Official Cultuurkaart acceptor enabling education funding.
• Hotel Distribution Partnership Partnership program with hotels including W Hotel, Hotel The Craftsman, The Unbound, The Hoxton, Kimpton de Witt, and Hans Brinker Hostel for tour sales, pickup, and concierge recommendation.

Quantifiable outcome

• Over 3,000 Tassie Date Tours have been sold, with 100+ relationships and at least one marriage proposal originating from the experience.
• +3 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Baker McKenzieminorStrategic or Co-development PartnerBaker McKenzie commissioned a custom walking route as an onboarding activity for new employees. The tour was designed to connect new hires with each other and with the city of Amsterdam through Tassie's interactive storytelling format. This is an example of Tassie's B2B custom tour development service targeting professional services firms.
• MieleminorStrategic or Co-development PartnerMiele engaged Tassie to develop an interactive onboarding experience for employees around their new office location. The custom Tassie experience was designed to help employees discover their new workplace environment and foster team connection.
• BumbleminorGTM or Marketing PartnerTassie developed a thematic walking route for Bumble around the theme of love and feminism as a brand activation campaign. The partnership aimed to create a positive, memorable brand experience aligned with Bumble's female-first dating app identity. The collaboration was also covered by Zuid magazine.
• WestergasfabriekcoreStrategic or Co-development PartnerTassie partnered with the iconic Westergas cultural venue in Amsterdam to create an online digital experience accessible via the Tassie app. This collaboration enriches the visitor experience by bringing the venue's rich history, mission, and diverse cultural offerings to life digitally, encouraging deeper engagement and longer visits.
• Grachtenmuseum (Amsterdam)minorStrategic or Co-development PartnerTassie partnered with the Grachtenmuseum (Amsterdam Canals Museum) to extend the museum's visitor experience beyond its walls. Through Tassie's free self-guided tour in the app, visitors discover additional stories and hidden gems along the Amsterdam canals, elevating interactive storytelling beyond traditional museum boundaries.
• ZivverminorStrategic or Co-development PartnerZivver commissioned a custom walking tour for employees to celebrate their move to a new headquarters. Tassie created a route tailored to the new office surroundings, helping employees discover and connect with their new neighborhood as part of the relocation celebration.
• IAA ArchitectenminorStrategic or Co-development PartnerIAA Architecten engaged Tassie to create an interactive walking route showcasing their architectural projects in Enschede. The custom route covers 700 years of Enschede history, guiding visitors and clients through iconic buildings and urban developments while highlighting the firm's work and local impact.
• The.NextGenminorStrategic or Co-development PartnerThe.NextGen used Tassie's tailor-made experience as part of their client engagement strategy. Their tagline 'skip the ordinary' aligns with Tassie's experiential product. Tassie provided an interactive way for their network to experience their projects and connect with their brand story.
• BANKS Antwerp HotelminorChannel Partner/ Reseller/ DistributorBANKS Antwerp hotel serves as a pickup location for Tassie Antwerp tours. Customers can purchase and collect their physical Tassie bag at the hotel, then immediately begin the walking tour from that location. This partnership provides convenience for tourists and a revenue stream for the hotel.
• Kimpton de Witt (Amsterdam)minorChannel Partner/ Reseller/ DistributorKimpton de Witt酒店 offers Tassie Amsterdam City Center tours for sale to guests. The hotel recommends and stocks the tour as a curated guest amenity or upsell, enhancing the guest experience with a local, interactive activity.
• The Hoxton (Amsterdam)minorChannel Partner/ Reseller/ DistributorThe Hoxton Amsterdam offers the Pride Tour to guests as part of their experiential hospitality offering. The hotel's edgy, design-conscious brand aligns with Tassie's storytelling approach.
• W Hotel (Amsterdam)minorChannel Partner/ Reseller/ DistributorW Hotel Amsterdam stocks and sells Tassie Amsterdam City Center and Jordaan tours to guests, leveraging the partnership to offer a premium local discovery experience that differentiates their guest service.

Scale indicators8 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• GPSmyCity: GPSmyCity offers self-guided walking tours with GPS navigation across many global cities. While text/photo-based rather than gamified, it serves the same independent traveler discovering cities at their own pace.
• izi.TRAVEL: izi.TRAVEL is a platform for self-guided audio tours and city stories, often used by museums and tourism boards. It overlaps with Tassie's digital storytelling format and target market (independent city explorers).
• STQRY (Storytelling App): STQRY provides a self-guided tour app platform for destinations, museums, and cities, similar to Tassie's digital tour infrastructure. Both serve the same use case of curated local storytelling for independent travelers.
• Vox City: Vox City is a self-guided city tour app offering audio and interactive walking tours across major European cities. It is the most direct comparable to Tassie's digital self-guided model, though Tassie's hybrid physical envelope format is unique.

Emerging players

• Withlocals: Withlocals connects travelers with local hosts for tours and food experiences. It shares Tassie's emphasis on authentic local storytelling but operates via guided rather than self-guided formats.
• GuruWalk: GuruWalk is a marketplace for free walking tours led by local guides. While guided rather than self-guided, it targets the same traveler segment (city explorers seeking authentic local experiences) at a different price point.

Broad incumbents

• Headout: Headout is a tours and attractions marketplace focused on in-destination experiences. It competes with Tassie for tourist experiential spend, especially in international cities where Tassie now operates.
• Viator: Viator (a Tripadvisor company) is a large-scale tours and activities marketplace. It overlaps with Tassie's audience (tourists seeking city experiences) but at much broader scale and lower specialization.
• GetYourGuide: GetYourGuide is a global marketplace for tours, attractions, and activities. It is the dominant platform in Tassie's broader category and includes some self-guided offerings, though its core is guided experiences.
• Rick Steves' Europe: Rick Steves is an established travel media brand offering self-guided walking tours and city guides, particularly across Europe. Tassie competes for similar Europe-focused independent travelers seeking curated city content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/eentassie
• TikToktiktok.com/@eentassie
• LinkedInlinkedin.com/company/tassie

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Tassie