PacGroup

What PacGroup does

PAC GROUP is a Russian tour operator founded in 1990, headquartered in Moscow, that functions as an integrated travel distribution platform serving Russian-speaking travelers and the travel agency network reselling its products across Russia and CIS countries. The company's core offering spans package tours, sea cruises (mass-market MSC Cruises and luxury Explora Journeys), river cruises, air tickets, hotels, transfers, excursions, car rentals, railway tickets, insurance, and visa support — accessible via the pac.ru website, the PAC&GO proposal builder, and 14 documented regional offices. Revenue is generated through transaction fees and commissions on bookings, supplemented by recurring commission and motivation programs for partner travel agencies.

The business is built around two flagship partnerships: PAC GROUP acts as general representative of MSC Cruises and Explora Journeys for Russia and CIS, which provides exclusive cruise distribution rights, Russian-language onboard service, group booking access, and loyalty program integration. The company extends its agency channel through tools such as PAC&GO (a web-based itinerary constructor), PAC FIT (settlement services), PAC 24 (24/7 emergency support), and 'Welcome to Russia' (inbound tourism). Go-to-market is primarily B2B through a network of travel agencies that access booking systems and marketing support, supplemented by direct consumer booking via the website and digital channels including Telegram, YouTube, and the MAX platform.

Name

PacGroup

Legal name

PAC GROUP

Website

https://pac.ru

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

PAC GROUP is a Russian tour operator founded in 1990 that sells packaged tours, cruises, flights, hotels, and ancillary travel services to Russian-speaking travelers and B2B travel agencies across Russia and CIS, holding general representative status for MSC Cruises and Explora Journeys.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Travel Agencies (56151), Nonscheduled Chartered Passenger Air Transportation (481211)

akta.pro primary industry

Cruise Group Specialists (Affinity, MICE-at-Sea, Charter Groups) (THAKAKAD)

akta.pro secondary industries

Corporate Travel & Accommodation Coordination (HSACADAL), Sports & Entertainment / VIP Corporate Travel Management (THAKACAG)

Keywords

• Tour operator services
• Travel agency distribution
• Cruise bookings
• Package tour sales
• Inbound tourism services

Headquarters

HQ city

Moscow

HQ country

Russia

HQ region

Europe

Offices14 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tour Package Sales: Revenue generated from packaged tours combining flights, accommodation, transfers, and optional services. Sold through agency network and direct channels.
2. Cruise Bookings: Commission revenue from MSC Cruises and Explora Journeys cruise reservations sold to Russian and CIS travelers.
3. Ancillary Services: Revenue from additional services including visa support, travel insurance, event tickets, airport services, guide services, and specialized offerings.
4. Agency Network Commissions: Motivation programs and commission structures for travel agency partners selling PAC GROUP products.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

PAC GROUP is a Russian tour operator that assembles and distributes package tours, sea cruises (including luxury), river cruises, air tickets, hotel accommodations, and ancillary travel services (insurance, visa support, transfers, excursions). The company acts as the general representative of MSC Cruises and Explora Journeys for Russia and CIS countries and distributes its products primarily through a B2B network of travel agencies, supplemented by direct website sales and corporate MICE arrangements. Agency partners receive access to the proprietary PAC&GO proposal builder tool, marketing materials, motivation programs, and the PAC 24 emergency support service.

Product overview

PAC GROUP is a Russian tour operator founded in 1990, operating as a unified platform for travel services. The core offering consists of package tours, sea cruises (including luxury segments), river cruises, air tickets, hotels, car rentals, transfers, excursions, and railway tickets. The platform integrates add-on services including travel insurance, visa support, PAC FIT settlement services, and the PAC&GO proposal builder tool for travel agencies. The company serves as general representative for MSC Cruises and Explora Journeys in Russia and CIS countries, and operates the PAC 24 emergency support service. The portfolio covers both outbound international travel and inbound tourism to Russia (Welcome to Russia).

Differentiator

Problem solved

Functional benefit

Brands

• PAC&GO: Online proposal builder service allowing travel agencies to create and share custom travel itineraries.
• PAC FIT
• PAC 24
• Welcome to Russia

Products and services

• Package Tours (Туры) Package tours to destinations worldwide, including flights, accommodation, transfers, and optional excursions, distributed through travel agencies and direct channels to Russian-speaking travelers.
• Sea Cruises (Морские круизы) Sea cruise packages featuring MSC Cruises ships, with Russian-speaking onboard services, shore excursions, group booking options, and loyalty program (MSC Voyagers Club).
• Luxury Sea Cruises (Морские круизы люкс) Premium cruise experiences on Explora Journeys luxury liners with exclusive privileges, onboard restaurants, and Russian-speaking concierge service; loyalty program Explora Club included.
• River Cruises (Речные круизы) River cruise packages along European waterways for Russian-speaking travelers.
• Air Tickets (Авиабилеты) Booking services for regular and charter flights, bookable standalone or as part of tour packages.
• Hotels and Apartments (Отели и апартаменты) Hotel and apartment accommodation booking across global destinations for individual travelers and tour package inclusions.
• PAC&GO Proposal Builder Web-based tool enabling travel agencies to create, customize, and share travel itineraries combining tours, cruises, hotels, flights, transfers, and excursions, with proposal distribution via email or print.
• Welcome to Russia (Inbound Tourism) Inbound tourism services for international visitors to Russia, including accommodations, excursions, transfers, and Russian-language support.
• PAC 24 Emergency Support 24/7 emergency assistance service providing urgent traveler support during trips booked through PAC GROUP.

Quantifiable outcome

• 24/7 emergency support available through PAC 24 service

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered flagship and core.

• MSC CruisesflagshipStrategic or Co-development PartnerPAC GROUP serves as the general representative (генеральный представитель) of MSC Cruises for Russia and CIS countries. This partnership includes exclusive distribution rights, Russian-language service on cruises, dedicated support, and access to group bookings and special tariffs.
• Explora JourneyscoreStrategic or Co-development PartnerPAC GROUP is the general representative of Explora Journeys luxury cruise line for Russia and CIS. Partnership includes distribution, Russian-speaking service, loyalty program (Explora Club), and access to premium cruise products.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TUI Russia: TUI Russia operates the TUI brand in Russia with outbound tour packages, hotel concepts, and agency distribution, competing head-on with PAC GROUP for Russian travelers and agency partners.
• ICS Travel Group: ICS Travel Group is a Russian tour operator with outbound tour packages, MICE services, and a broad agency network, structurally comparable to PAC GROUP's tour and corporate offerings.
• Biblio Globus: Biblio Globus is a Russian tour operator with packaged tours, charter flights, and a large agency distribution network, directly comparable to PAC GROUP's tour-and-charter model.
• Intourist: Intourist is a long-standing Russian tour operator handling outbound and inbound tourism through agencies, comparable in heritage, product breadth, and channel model to PAC GROUP.
• Pegas Touristik: Pegas Touristik is one of Russia's largest outbound tour operators with strong charter flight and hotel contracting capabilities, closely overlapping with PAC GROUP's packaged-tour and cruise offerings.
• Mouzenidis Travel: Mouzenidis Travel is a Greek-origin tour operator with deep operations in Russia and CIS offering packaged tours and DMC services, making it a close peer in geography and customer base.
• Fun & Sun: Fun & Sun (formerly Thomas Cook Russia) is a Russia-focused tour operator selling packaged tours and holidays through its own retail and agency network, making it a direct channel-and-product peer to PAC GROUP.
• Coral Travel: Coral Travel is a major Russian tour operator with broad outbound tour and cruise offerings sold through a B2B agency network, directly comparable to PAC GROUP's model of serving Russian/CIS travelers via agencies.
• Anex Tour: Anex Tour is a large Russian tour operator with packaged tours, hotel contracting, and multi-country distribution, structurally similar to PAC GROUP's wholesale tour-operator model targeting Russian and CIS consumers.

Emerging players

• OZON Travel: OZON Travel is the travel vertical of Russian e-commerce marketplace OZON, selling tours, hotels, and flights via an online, self-serve model that competes with PAC GROUP's agency channel for direct-to-consumer bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCkMNadt4zGrr5YvLM6qiMxQ
• LinkedInlinkedin.com/company/pacgroupeu

Compliance1 record

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 PacGroup