Scandinavian Travel Group

What Scandinavian Travel Group does

Scandinavian Travel Group Oy (STG) is a privately held Finnish destination management company (DMC) and incoming tour operator founded in 2005, headquartered in Levi, Finnish Lapland. The company provides full-scale inbound tourism services to international B2B clients (70% of sales — tour operators and travel agents) and direct B2C travelers (30%) across Finnish Lapland (Levi, Rovaniemi) at roughly 70% of operations, Norway at 20%, and other Nordic geographies at 10%. It operates the Safarimarket walk-in retail shop in Levi center, where approximately 70% of direct customers book activities upon arrival.

STG's product portfolio is built around experiential Arctic activities — husky and reindeer safaris, snowmobiling, snowshoeing, Northern Lights observation programs (including the proprietary Polarman's Camp), Santa Claus experiences (including a Secret Santa Hideaway), snow village and ice hotel tours, snow igloo building, and a growing summer/fall line featuring e-fatbike tours and foraging. Its technology stack centers on a Bokun-based Agent Online Booking portal (B2B) and a direct consumer website; the proprietary experiential assets — Polarman's Camp wilderness site, exclusive husky kennel partnerships, and the 100-year-old Secret Santa cabin — constitute the differentiated content layer. Supporting services include charter flight ticketing, transfers, guaranteed hotel allotments during the winter season, multilingual guiding (Finnish, English, French, German, Spanish, Russian), and MICE/corporate event management for incentive trips, conferences, and team-building programs.

The company monetizes through packaged tour sales to operators (revenue-share / package-holiday model), per-activity transaction fees on direct bookings and B2B reservations, and professional-services fees for MICE programs. Pricing on individual activities ranges from approximately €69 to €295 per person. STG reports no external funding, no parent company, and founder/owner-operated status with Alexei Petrov as Managing Director. Distribution relies on travel-trade partnerships across Russia/CIS, Europe, and growth markets in the US and Asia, complemented by content marketing, Tripadvisor reputation (5 consecutive Travelers' Choice awards since 2019), and walk-in retail presence.

Name

Scandinavian Travel Group

Legal name

Scandinavian Travel Group Oy

Website

https://gostg.fi

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Scandinavian Travel Group is a Finnish destination management company founded in 2005, operating incoming tour and activity services across Finnish Lapland, Norway, and Scandinavia. It serves B2B tour operators (70%) and B2C travelers via its Safarimarket shop and Bokun-based booking platform.

Ownership category

akta.pro rank

Product category

Destination Management Services / Inbound Tourism

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Polar & Remote-Destination Expedition Tour Operators (THAKADAM)

akta.pro secondary industries

Private/Customized Multi-Day Tour Operators (THAKADAC), Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

Keywords

• Destination management services
• Incoming tour operator
• Lapland winter activities
• Husky and reindeer safaris
• Northern Lights tours

Headquarters

HQ city

Levi, Kittilä

HQ country

Finland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tour Packages: Packaged services for tour operators including charter flight tickets, transfers, accommodation, excursion and activity programs. Holds guaranteed allotments in hotels and apartments during winter season.
2. Excursion and Activity Sales: Individual tour and activity bookings including husky safaris, reindeer experiences, northern lights tours, snowmobile adventures, and Santa experiences. Sold through direct online booking, agent platform, and walk-in office.
3. MICE & Corporate Services: Corporate event management including incentive trips, conferences, team building, and specialized events for business clients

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Scandinavian Travel Group is a Finnish destination management company (DMC) and incoming tour operator providing full-scale inbound travel services across Finnish Lapland (Levi, Rovaniemi), Norway, and other Nordic countries since 2005. Its core offering consists of packaged services for tour operators (charter flight ticketing, transfers, accommodation, and excursion programs) and individual activity bookings such as husky safaris, reindeer experiences, Northern Lights tours, snowmobile adventures, snowshoeing, snow igloo building, Santa Claus experiences, and snow village visits, complemented by MICE/corporate event management and ground transfer services.

Product overview

Scandinavian Travel Group (STG) operates as a destination management company (DMC) and incoming tour operator offering a comprehensive portfolio of travel services across Finnish Lapland, Norway, and Scandinavia since 2005. The core platform is supported by Safarimarket, the company's retail travel shop in Levi center serving walk-in travelers. The product portfolio centers on experiential winter activities including Northern Lights observation programs (Polarman's Camp), husky and reindeer safaris, snowmobile adventures, snowshoeing tours, and authentic Santa Claus experiences ranging from secret cabin hideaways to Santa Claus Village day trips. Extended offerings include snow village tours, ice hotel excursions, fishing tours, and MICE/corporate event services. The company operates an Agent Online Booking portal for B2B reservations and provides comprehensive transfer services with a fleet ranging from sedans to coaches.

Differentiator

Problem solved

Functional benefit

Brands

• Safarimarket: Travel shop of Scandinavian Travel Group, focused on selling excursions and activities in Lapland for walk-in travelers on their holidays in Levi.

Products and services

• MICE and Corporate Event Services Full-service meetings, incentives, conferences, and events offering including incentive trips, strategic meetings, team-building, luxury yachting in Norway, and tailored corporate programs combining accommodation, activities, gala dinners, and conference facilities for enterprise clients in Lapland and Norway.
• Polarman's Camp Wilderness Program STG's proprietary Northern Lights observation and wilderness program near Levi combining an Aurora dome shelter, hand-built snow igloo park, and Lappish dining/campfire experiences for travelers seeking aurora viewing in low-light conditions.
• Husky Safaris Guided husky dog sledding experiences in Levi area ranging from short 2km musher-driven rides to longer 20km self-drive safaris, including kennel visits and interactions with Arctic Alaskan and Siberian huskies for individuals, couples, families, and groups.
• Reindeer Safaris Traditional reindeer sleigh rides and farm visits, including Sami cultural presentations, lichen feeding, and farmhouse hospitality at working reindeer farms near Levi for families and individual travelers.
• Northern Lights Tours Evening aurora hunting tours from Levi combining guided transport to remote low-light-pollution viewing sites and real-time meteorological forecasting, with guarantee/refund options on selected programs.
• Santa Claus Experiences Santa Claus-themed experiences covering the Secret Santa Hideaway in a 100-year-old cabin, full-day Santa Claus Village and Arctic Circle trips, and Santa Park underground Christmas world visits for families with children.
• Snowmobile Safaris Guided snowmobile adventures in Lapland including daytime scenic tours and nighttime Northern Lights hunts across forests, frozen lakes, and fell terrain, with options for beginners and experienced riders.
• Snowshoeing Tours Guided winter hiking experiences in Levi using snowshoes, including fell summit-to-valley descents, nighttime aurora searches, and themed routes for visitors seeking low-impact Arctic nature experiences.
• Snow Igloo Building Workshops 3-hour guided winter survival workshops in which participants build real snow shelters (quinzhees) under professional guidance, with warm clothing, tools, drinks, and snacks provided; suitable for ages 10+.
• Snow Village and Ice Hotel Tours Guided excursions to Lainio Snow Village (hand-carved ice and snow sculptures rebuilt annually) and cross-border Swedish Lapland Icehotel visits, including entrance, guided tours, ice architecture viewing, and ice bar experiences.
• Santa Claus Village & Rovaniemi Day Trip Full-day guided excursion from Levi to Rovaniemi visiting Santa Claus Village on the Arctic Circle, with transportation, guide, pre-booked Santa office time slot, and Arctic Circle diploma for participants.
• Fishing Tours in Norway Sea and fjord fishing experiences in Norway including king crab safaris and deep sea fishing trips aboard authentic fishing vessels for travelers interested in Norwegian coastal activities.
• Ground Transfer Services Private and group ground transfer services across Lapland and Scandinavia using sedans, SUVs, luxury minivans (Mercedes V-class), Sprinters, and full-size coaches for individual travelers, families, and corporate groups.
• Accommodation Booking Services Wholesale and consumer accommodation booking services across city hotels, cottages, apartments, fishing camps, fjord hotels, glass igloos, and resort hotels throughout Finland, Norway, and Scandinavia, including guaranteed allotments in Levi during winter season.
• Agent Online Booking Platform Bokun-based B2B online booking portal enabling travel agents and tour operators to reserve and manage travel packages, accommodation allotments, transfers, and activities across Finland, Lapland, Norway, and Scandinavia.
• Safarimarket Walk-in Travel Shop Physical walk-in travel shop in Levi center operated under the Safarimarket brand, selling excursions, activities, and clothing rental to walk-in travelers and serving as STG's primary direct-to-consumer retail touchpoint in Lapland.

Quantifiable outcome

• Tripadvisor Travelers' Choice Winner for 5th consecutive year in 2025
• +2 more outcomes

Named customers7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Lapland Wild Witch KennelcoreStrategic or Co-development PartnerSpecialist husky kennel in Tepasto, 30 km north of Levi, run by professional sport mushers. STG offers exclusive husky safari programs at this location with 40+ dogs, small groups, and high animal welfare standards.
• Ounaskievari Reindeer FarmcoreStrategic or Co-development PartnerWorking reindeer farm on Ounasjoki River run by Johanna with Sami roots. STG offers authentic reindeer safari experiences including sleigh rides, lichen feeding, and cultural presentations.
• Maglelin Experience / LevihuskyparkcoreStrategic or Co-development PartnerHusky kennel partner providing Alaskan husky sled experiences and animal encounters near Levi.
• Lainio Snow VillagecoreStrategic or Co-development PartnerHand-built snow and ice village rebuilt from scratch each winter, approximately 40 minutes from Levi. STG offers guided tours including transportation and ice bar experience.
• Hotel and Accommodation PartnerscoreStrategic or Co-development PartnerSTG holds guaranteed allotments in all hotels and many popular apartments and cottages in Levi during the whole winter season. Multiple hotel partnerships across Levi resort.
• Nordica Design Residence RovaniemiminorStrategic or Co-development PartnerFully furnished and serviced accommodation partner in Rovaniemi operated by hospitality professionals since 1996.

Scale indicators6 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Nordic Visitor: Iceland/Nordic DMC offering packaged tours, self-drive itineraries, and activity bookings across Scandinavia. Comparable in DMC business model, multi-country Nordic coverage, and B2C online booking platform approach.
• Apukka Resort (Rovaniemi): Rovaniemi resort and activity operator offering glass igloos, aurora activities, husky/reindeer safaris and Santa experiences. Overlaps with STG's Rovaniemi / Aurora Dome product offering.
• Arctic Safaris (Arctic GMDS): Finnish DMC specializing in Lapland and Nordic safari experiences including Northern Lights hunts, husky farms, and Santa programs. Operates in the same destinations (Levi, Rovaniemi) with overlapping product and B2B agent distribution.
• Lapland Welcome: DMC and incoming operator for Levi and other Lapland resorts, offering activity packages, accommodation, and transfers to tour operators and direct clients. Closely comparable in service scope and resort focus.
• Lapland Safaris: One of the largest Lapland-based DMCs offering husky, reindeer, snowmobile, Northern Lights and Santa experiences across multiple resorts. Directly comparable to STG in product mix, B2B/B2C distribution, and target customer base.
• Beyond Arctic: Finnish Lapland DMC focused on small-group authentic Arctic experiences including husky safaris, Northern Lights, and igloo accommodations. Competes with STG on premium experiential positioning.
• Wild Nordic (Rovaniemi): Rovaniemi-based activity operator offering husky, reindeer, Northern Lights, and snowmobile safaris with B2B agent booking tools. Same core experiential product set as STG in the same destination.
• Sorrisniva (Alta, Norway): Norwegian Arctic operator running an ice hotel, Northern Lights programs, husky and snowmobile safaris. Comparable in Nordic/DMC product mix though focused on the Alta region rather than Finland.

Broad incumbents

• Lapland Hotels: Finland's largest private hotel chain in Lapland with integrated activity programs and DMC-style services. Broader incumbent with overlapping resort and activity offerings, especially around Levi and Rovaniemi.
• Hurtigruten / HX (Hurtigruten Expeditions): Major Nordic coastal and expedition cruise operator offering Northern Norway itineraries including Northern Lights and seasonal Lapland extensions. Adjacent incumbent serving overlapping customers with broader itineraries.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/gostg.levi
• Instagraminstagram.com/scandinaviantravelgroup
• LinkedInlinkedin.com/company/scandinavian-travel-group

Compliance6 records

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 Scandinavian Travel Group