Magic Tours

What Magic Tours does

Magic Tours is a privately held Danish travel agency that has specialized exclusively in package holidays to Disneyland Paris since 1992, the year the park opened. The company operates as a brand under Ruby Rejser ApS (CVR 18422298), part of Ruby Travel Group, and is headquartered at Europaplads 16, Aarhus, Denmark, with a staff of 12. Its core product is multi-day package holidays bundling Disney hotel accommodation (Disneyland Hotel, Disney Hotel New York – The Art of Marvel, Disney Sequoia Lodge, Disney Newport Bay Club, Disney Hotel Cheyenne, Disney Hotel Santa Fe, Disney Davy Crockett Ranch, and Villages Nature Paris) with park tickets, and optional transportation via self-drive, fly (with Magical Shuttle airport transfer), or a dedicated coach service during the Danish autumn break (week 42). Ancillary revenue includes Gouda travel and cancellation insurance sold on commission, gift cards in DKK 1,000–5,000 denominations, character dining and Photopass add-ons, and meal plans (pension). The pricing model is unit-based, with packages starting from DKK 1,599 per night at Disney Davy Crockett Ranch and topping out at DKK 4,799+ at the 5-star Disneyland Hotel, a 35% deposit (minimum DKK 2,000 per person), final payment 65 days before departure, and a mandatory DKK 98 per-person reservation and guarantee fund fee. Free rebooking or cancellation is permitted up to 7 days before arrival, and a price-match guarantee is offered. The company is a member of Rejsegarantifonden (member #206), providing statutory Danish travel guarantee protection. Distribution is fully direct-to-consumer through the Magento-based magictours.dk e-commerce site, a Norwegian-language mirror at magictours.no, phone sales via (+45) 7013 0330, and content marketing including a free digital Disney catalog, email newsletter, Facebook, Instagram, and SEO-optimized seasonal landing pages. Payments are accepted via Dankort, Mastercard, Visa, MobilePay, and Apple Pay. The customer base is primarily Danish families with children, plus Norwegian consumers reached through the Norwegian site, with general leisure travelers and couples as secondary segments. The company is owned by Mads (Ejer of Ruby Travel Group) and managed by Rønnaug (Direktør), with a small in-house team covering sales consulting, marketing, accounting, e-commerce, and Norwegian translation.

Name

Magic Tours

Legal name

Ruby Rejser ApS

Website

https://magictours.dk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Magic Tours is a Danish travel agency specializing exclusively in Disneyland Paris package holidays, serving primarily Danish and Norwegian families through its e-commerce website, phone sales, and a dedicated Norwegian-language site.

Ownership category

akta.pro rank

Product category

Theme park vacation packages

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

Keywords

• Disneyland Paris packages
• Theme park holidays
• Family vacation packages
• Travel agency Denmark
• Disney hotel bookings

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Package travel sales: Magic Tours sells package holidays to Disneyland Paris comprising hotel accommodation, park tickets, and optional transport (self-drive, fly, or bus). Packages range from budget (Disney Hotel Cheyenne from DKK 1,599) to luxury (Disneyland Hotel from DKK 4,799). The company operates as a selected tour operator for Disneyland Paris since 1992.
2. Travel insurance sales (commission): Magic Tours sells Gouda travel insurance and cancellation insurance products on behalf of Gouda Rejseforsikring and earns commission on each sale. Insurance options include annual travel insurance covering EU/EØS countries or worldwide including USA.
3. Gift cards: Magic Tours sells gift cards (Travel Code / Gavekort-MT) in denominations of DKK 1000, 2000, 4000, 5000, or custom amounts (minimum DKK 100). Gift cards expire 3 years after purchase and cannot be exchanged for cash.
4. Magical add-ons (tilkøb): Magic Tours sells supplementary add-ons for Disneyland Paris holidays, including meal plans (pension), character dining experiences with Disney princesses and characters, Photopass packages, and event access. These are sold as optional extras bundled with or added to package bookings.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Magic Tours is a Danish travel agency that sells package holidays to Disneyland Paris, bundling Disney hotel accommodations, park tickets, and optional transport (self-drive, fly, or seasonal bus). Operating as a Selected Tour Operator for Disneyland Paris since 1992, the company also resells Gouda travel and cancellation insurance, gift cards, and supplementary magical add-ons such as character dining and Photopass.

Product overview

Magic Tours is a specialized travel agency focused exclusively on Disneyland Paris vacations, operating as a subsidiary of Ruby Rejser ApS since 1992. The core offering consists of package holidays combining Disney hotel accommodations with park entrance tickets, supplemented by flexible transportation options including self-drive, flights with airport shuttle, and seasonal bus trips. The company operates on a Magento e-commerce platform and sells add-on services including Gouda travel and cancellation insurance, gift cards, and magical experiences such as character dining and Photopass. The product portfolio centers on the package holiday as the primary offering, with transportation and insurance as integral components rather than standalone products.

Differentiator

Problem solved

Functional benefit

Products and services

• Disneyland Paris Package Holidays Complete vacation packages to Disneyland Paris including hotel accommodation, park tickets (Disneyland Park and Disney Adventure World), and optional transportation (bus, fly, or self-drive). Targeted at Danish and Norwegian families with children.
• Disney Hotel Bookings Hotel reservations at Disneyland Paris properties including Disneyland Hotel (5-star), Disney Hotel New York – The Art of Marvel (4-star), Disney Newport Bay Club (4-star), Disney Sequoia Lodge, Disney Davy Crockett Ranch, Disney Hotel Cheyenne, Disney Hotel Santa Fe, and Villages Nature Paris by Center Parcs.
• Bus Travel to Disneyland Paris Coach trips to Disneyland Paris departing from Denmark in week 42 (autumn vacation), with pickup locations across the country including Randers, Aarhus, Skanderborg, Horsens, Vejle, Fredericia, Kolding, Rødekro, Padborg, and Grænskiosken.
• Fly Travel with Airport Transfer Flight bookings to Paris Charles de Gaulle or Orly airports with Magical Shuttle transfer service to Disneyland Paris hotels, operating between 09:00-19:45 with approximately 45-55 minute journey time.
• Self-Drive Holidays DIY driving holidays to Disneyland Paris allowing families to travel at their own pace, with approximately 10-11 hours driving time from Denmark and options to stop in charming French towns.
• Gouda Travel Insurance Annual travel insurance policies offered in partnership with Gouda Rejseforsikring, covering medical expenses, home transport, baggage, and accidents for trips within EU/EEA or worldwide including USA.
• Gouda Cancellation Insurance Annual cancellation insurance offered through Gouda, covering cancellation due to illness, injury, hospitalization, death in immediate family, fire, job loss, and re-examination.
• Gift Cards Digital gift cards available in denominations of DKK 1000, 2000, 4000, 5000, or custom amounts (minimum DKK 100), valid for 3 years from purchase date.
• Magical Add-ons Extra experiences including character dining with Disney princesses and figures, Photopass photo packages, and magical shows and parades, sold as optional extras with package bookings.

Quantifiable outcome

• 30+ years operating as selected tour operator for Disneyland Paris since 1992

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• Gouda RejseforsikringcoreChannel Partner/ Reseller/ DistributorMagic Tours resells Gouda Rejseforsikring travel insurance products including Gouda Årsrejseforsikring (annual travel insurance) covering EU/EØS countries or worldwide including USA, and Gouda cancellation insurance. Magic Tours earns commission on each insurance product sold. Customers can purchase insurance as an add-on during the booking process or by contacting the office. Gouda covers medical expenses, home transport, and trip cancellation scenarios.
• Magical ShuttlesupportingChannel Partner/ Reseller/ DistributorMagic Tours offers Magical Shuttle airport transfer services from Paris Charles de Gaulle and Orly airports to Disneyland Paris hotels as an add-on to package bookings. Transfers operate between approximately 09:00-19:45 and take 45-55 minutes. The shuttle can be booked together with the holiday package or added after initial booking.
• Disneyland PariscoreStrategic or Co-development PartnerMagic Tours has operated as a Selected Tour Operator for Disneyland Paris since the resort first opened in 1992. The company exclusively specializes in Disneyland Paris travel packages, bundling hotel accommodation, park tickets, and transport. Disneyland Paris is the sole destination served by Magic Tours.
• Ruby Rejser ApScoreOthersMagic Tours is a brand owned and operated by Ruby Rejser ApS (CVR 18422298), headquartered at Europaplads 16, 8000 Aarhus C. Ruby Rejser is a Danish travel group that also operates other brands including Seatravel and Marathon Travel Club. Magic Tours is listed as part of Ruby Rejser's portfolio of specialized travel agencies.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Detur: Swedish tour operator offering package holidays throughout Europe, including Disneyland Paris. Competes for the same Nordic family traveler in adjacent geographies.
• Bravo Tours: Danish tour operator selling European package holidays including Disneyland Paris packages bundled with flights and hotel nights, targeting a similar Danish family demographic.
• Sunweb Group: European tour operator with a dedicated Nordic presence offering Disneyland Paris package holidays including flights, hotel and park tickets — same product, broader pan-European scale.
• TUI Nordic: The largest Nordic tour operator, offering Disneyland Paris package holidays including flights, hotels, and park tickets to Danish and Norwegian consumers — the same core product Magic Tours sells, but at much larger scale.
• Vingresor (Ving): Major Nordic charter tour operator (part of Vinggruppen) that sells Disneyland Paris packages to Swedish, Danish and Norwegian consumers, directly competing with Magic Tours in the Nordic DLP package market.
• Ticket.se: Swedish online travel agency (part of Stena Group) selling package holidays, city breaks and Disneyland Paris hotel and ticket bundles to Nordic consumers, posing digital-first competition.
• Soltours: Danish tour operator offering European package holidays including city-breaks and Disneyland Paris packages to Danish consumers, with similar target customer segments.
• Sembo: Swedish online travel agency that sells hotels, flights, and Disneyland Paris tickets and packages to Nordic consumers, overlapping Magic Tours' core offer through a digital-first channel.
• Apollo Rejser: Danish tour operator part of the DER Touristik group, offering multi-day European package holidays including Disneyland Paris flights-and-hotels packages to Danish families — a direct overlapping customer and product set.

Broad incumbents

• Disneyland Paris: The destination operator itself, which sells hotel + ticket packages directly to consumers across Europe, competing with Magic Tours for the same end customer while also being Magic Tours' sole supplier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/magictours
• Instagraminstagram.com/magictours.dk
• LinkedInlinkedin.com/company/magic-tours-dk

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Magic Tours