Tocht om de Noord

What Tocht om de Noord does

Tocht om de Noord (TodN) is a Dutch walking event organization founded in 2006 in Groningen, Netherlands. It initiates and organizes cultural discovery walks across the province of Groningen, with the flagship Wandelfestival Tocht om de Noord being held annually over a weekend with 15km, 25km, and 40km route options under a new cultural theme each year (2026's 20th edition explores the 'Graanrepubliek'). The organization also operates the Pronkjewailpad, a ~250 km year-round self-guided walking network connecting approximately 100 participating local businesses (Pronkjewailposten) via a digital stamp-card mobile app, plus the North Sea Walk international circuit, the winter Noorder Rondtochten four-day event, the corporate Handelstocht, and other themed walks such as Huilende & Juichende Bruiden and the Bevrijdingstocht.

The technology stack is deliberately lightweight: a custom Dutch-language CMS (Simpelwerf) powers the marketing site, the third-party Registro/BlackCup platform handles all event registration, and a dedicated iOS/Android Pronkjewailpad app delivers GPS routes, audio content, and digital stamp cards. There is no proprietary AI/ML infrastructure; the app's audio content is sourced from external podcasts such as 'De Verbiending' and 'Het Rode Noorden'. Operations are coordinated through a volunteer network of route scouts ('Voorlopers') and repeat 'Ambassadeurs', supported by main partners including Provincie Groningen, Gemeente Oldambt, and NVM Afdeling Groningen, with Arriva providing free event-day train travel in Groningen and Friesland.

TodN monetizes through four primary streams: per-event registration fees (€20 for Huilende & Juichende Bruiden, €25–€49 for Gastvrij Geregeld packages, undisclosed pricing for the flagship festival), merchandise sales (jubilee puzzles at €20, milestone brooches and pins), affiliate/hotel-and-walking packages with local accommodations (City Hotel Winschoten, Moeke Breughel), and commercial partner/sponsorship revenue from corporate Handelspartners such as Gasunie, UMCG, and Reining Transport. Distribution is event-driven: registration opens on a single date/time annually and the flagship event sold out within 30 minutes for 2026, while the Pronkjewailpad and smaller events register year-round via the same platform.

Name

Tocht om de Noord

Legal name

Tocht om de Noord

Website

https://tochtomdenoord.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

Tocht om de Noord is a Dutch walking event organization founded in 2006 in Groningen that organizes annual cultural discovery walks (Wandelfestival), a year-round self-guided Pronkjewailpad route network of ~250 km and ~100 partner businesses, and an international North Sea Walk circuit, serving recreational walkers, corporate teams, and repeat regional ambassadors.

Ownership category

akta.pro rank

Product category

Walking Events and Outdoor Cultural Tourism

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation, Land (487110)

SIC

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

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

akta.pro secondary industries

Small-Group Escorted Tour Operators (THAKADAB), Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB)

Keywords

• Cultural walking festivals
• Themed hiking routes
• Outdoor recreation events
• Guided walking experiences
• Self-guided walking routes

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Registration Fees: TodN charges registration fees for participation in its various walking events. Fees vary by event: Wandelfestival Tocht om de Noord (sold-out, no public price listed), Pronkjewailpad (registration), Huilende & Juichende Bruiden (€20 per participant), Gastvrij Geregeld (€25 for a single-day experience, €49 for a two-day experience). The fees include stempelkaart (stamp card), a souvenir, and full route programming.
2. Merchandise and Commemorative Sales: TodN sells commemorative items and merchandise, including: Pronkjewail Jubilee Puzzle (€20 in pre-sale), silver Pronkjewail brooch for 5x80km walkers, Golden Verliefd-op-Groningen pin (€5), Groninger Stadszegel for 15x80km, jubilee T-shirts, and special collector's items for the 20th edition in 2026.
3. Hotel and Walking Packages: TodN facilitates hotel and walking packages in partnership with local hotels (e.g., City Hotel Winschoten at €299 for two persons, Moeke Breughel all-in walking arrangement at €189 per person), earning a margin or referral benefit on bundled accommodation-plus-walking registrations.
4. Partner and Sponsorship Revenue: TodN receives support from main partners (Provincie Groningen, Gemeente Oldambt, NVM Afdeling Groningen) and commercial Handelspartners (including Gasunie, UMCG, Hanzehogeschool Groningen, Reining Transport, and others). This support funds event organization and route development. Fight cancer donations are also collected via the registration platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Tocht om de Noord (TodN) organizes annual themed walking festivals (Wandelfestival Tocht om de Noord, Huilende & Juichende Bruiden, Noorder Rondtochten) and year-round self-guided walking routes (Pronkjewailpad, North Sea Walk) across the province of Groningen in the Netherlands. The flagship product is a two-day cultural discovery walk with 15, 25, and 40 km route options, complemented by a ~250 km route network of approximately 100 participating local businesses (Pronkjewailposten) where walkers collect digital stamps via a dedicated mobile app. The organization also operates a corporate walking division (Handelstocht), curated small-group Gastvrij Geregeld arrangements, and supporting hotel-walking packages.

Product overview

Tocht om de Noord (TodN) is an organization that initiates and organizes walking activities in the province of Groningen, Netherlands, since 2006. The portfolio consists of a core annual Wandelfestival (walking festival) as the flagship product, complemented by the year-round Pronkjewailpad self-guided walking route with digital app support. Additional seasonal events include the North Sea Walk (international circuit), Noorder Rondtochten (winter 4-day event), various themed walks (Huilende & Juichende Bruiden, Bevrijdingstocht), and corporate walking (Handelstocht). The product ecosystem includes supporting modules like the Pronkjewailpad App for navigation and stamps, guided Etapperondes, fully-catered Gastvrij Geregeld arrangements, and the celebratory Camino Groningen finale event.

Differentiator

Problem solved

Functional benefit

Brands

• Pronkjewailpad: The individual walking route of Tocht om de Noord - a continuous route through Groningen connecting various highlights and 'Pronkjewailposten' (special locations) where hikers can stamp their passport.
• North Sea Walk
• Noorder Rondtochten
• Huilende & Juichende Bruiden
• Handelstocht
• Camino Groningen
• Bevrijdingstocht Groningen

Products and services

• Wandelfestival Tocht om de Noord Two-day flagship cultural discovery walking festival through the province of Groningen with route options of 15 km, 25 km, and 40 km, organized annually since 2006. Each edition has a new Groningen-themed narrative (e.g., 2026 'Graanrepubliek') featuring new villages, routes, and cultural expressions.
• Pronkjewailpad Year-round self-guided walking route system through Groningen consisting of approximately 250 km of paths structured as 13 circular Etapperondes of 15–25 km each, supported by approximately 100 participating Pronkjewailposten (local businesses) where walkers collect digital stamps via the dedicated mobile app.
• North Sea Walk International walking circuit connecting walking events around the North Sea, with editions organized in Germany, Denmark, Sweden, Norway, England, and the Netherlands. The 2025 England edition drew 80 Dutch walkers to Cambridge and Wellingborough.
• De Noorder Rondtochten Unique winter 4-day walking event following the route of the famous Dutch skating classic Noorder Rondritten, marketed as 'De Coolste Wintervierdaagse van Nederland' (the coolest winter 4-day event in the Netherlands).
• Huilende & Juichende Bruiden Cultural discovery walk through 'De Graanrepubliek' in the Oldambt region, with route options of approximately 15 km or 25 km at €20 per participant, exploring the historical contrast between rich manor farms and abandoned estates.
• Handelstocht Corporate walking division of TodN enabling companies and organizations (e.g., Gasunie, UMCG, Hanzehogeschool Groningen, Reining Transport) to register teams for the flagship Wandelfestival for team-building, CSR, and regional engagement purposes.
• Bevrijdingstocht Groningen Commemorative liberation walk following in the footsteps of the Canadian, Belgian, and Polish soldiers who freed the Groningen region in 1945, organized in anniversary years.
• Groningen Marathon Running event organized under the TodN umbrella in Groningen province, extending the organization's activity beyond walking into road running.
• Gastvrij Geregeld Fully curated small-group walking arrangement on the Pronkjewailpad including welcome with coffee/tea, demonstrations/workshops, light lunch, guided route support, and closing drink with local delicacy. Priced at €25 for a single-day or €49 for a two-day experience, with capacity capped at 20 participants.
• Gulden Martinusweg Distinct walking route/offering under the Tocht om de Noord umbrella, listed as a separate product on the organization's website.

Quantifiable outcome

• Over €30,000 raised for Fight cancer across three years (2023–2025), including €6,327 in 2025 alone.
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core, major and minor.

• Provincie GroningencoreOthersMain partner (Hoofdpartner) of Tocht om de Noord. Provincie Groningen provides ongoing financial and institutional support for the organization and its walking events, contributing to the promotion of Groningen as the premier walking province of the Netherlands.
• Gemeente OldambtcoreOthersMain partner and host municipality for the 20th anniversary edition of Wandelfestival Tocht om de Noord in 2026. The municipality works with TodN on event logistics, village engagement, and local promotion.
• NVM Afdeling GroningencoreOthersMain partner (Hoofdpartner) of Tocht om de Noord. The real estate association supports the walking festival as part of its regional promotion and community engagement activities in the province of Groningen.
• Routebureau GroningenmajorStrategic or Co-development PartnerRoute partner for the Pronkjewailpad, providing route development, mapping, and walking route expertise. Collaborates on route design for both the Oostroute and Westroute of the Pronkjewailpad.
• Stichting Het Groninger LandschapmajorStrategic or Co-development PartnerConservation organization (Handelspartner) that manages natural areas and estates (e.g., Ennemaborg) along TodN walking routes. Contributes access to unique natural and heritage sites for route development.
• Stichting Oude Groninger KerkenmajorStrategic or Co-development PartnerPartner of the Pronkjewailpad, contributing access to historic churches along walking routes. Churches serve as Pronkjewailposten (stampling points) and venues for cultural activities.
• Marketing GroningenmajorGTM or Marketing PartnerRegional tourism marketing organization that collaborates on promoting walking routes and events. Provides marketing support, photography, and promotional materials for TodN events and the Pronkjewailpad.
• Veenstra ReizenmajorStrategic or Co-development PartnerNorthern Dutch travel company (~100 years of experience) specializing in group travel and walking holidays. In 2025, TodN announced a partnership with Veenstra Reizen to develop a unique travel program for the final North Sea Walks to Scotland (2027) and Belgium (closing). Veenstra offers exclusive €50 discounts on selected walking trips for TodN participants.
• Stichting Fight cancerminorOthersCharitable partner for TodN's annual fundraising campaign. Walkers raise donations for Fight cancer during registration, with funds directed to cancer research (e.g., GERMAYA research at Radboudumc). Over €30,000 raised across three years.
• ArrivamajorOthersTrain operator providing free travel for all TodN participants on all Arriva trains within the provinces of Groningen and Friesland on event days. Shuttle buses are also provided from train stations to event venues.
• GasunieminorOthersCommercial Handelspartner of Tocht om de Noord. Gasunie participates as a corporate walking team (Handelstocht) and supports the event financially as part of its regional community engagement.
• UMCG (University Medical Center Groningen)minorOthersMedical center and Handelspartner participating in the Handelstocht corporate walking division. UMCG staff participate in TodN events as teams.
• Reining TransportminorOthersLogistics company and Handelspartner that places trailers along the TodN route for musician podiums, enabling performances under all weather conditions. Employees participate via the Handelstocht. Also supports charitable walking (e.g., the 2025km-for-Fleur campaign for Stichting Hartekind).
• Hanzehogeschool GroningenminorOthersUniversity of applied sciences and Handelspartner. Students from Hanzehogeschool have participated in TodN via the Handelstocht and through internships at the TodN organization.
• BlackCup (Registro)coreTechnology or IntegrationEvent registration technology provider. Registro (by BlackCup, based in Groningen) handles the registration platform for all TodN events, including start card management, participant data, and payment processing. BlackCup also processes Fight cancer donations through the registration flow.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Others

• Marketing Groningen: Regional destination marketing organization for the province of Groningen. Comparable as a strategic partner in the TodN ecosystem that promotes Groningen as a tourist destination, supporting walking tourism marketing.
• Veenstra Reizen: Northern Dutch travel company (~100 years of experience) specializing in group walking holidays and travel. Comparable as a strategic partner that bundles walking and travel arrangements for TodN participants, particularly for international North Sea Walk destinations.

Broad incumbents

• KNWB (Koninklijke Nederlandse Wandelsport Bond): Royal Dutch Walking Sport Federation, the national umbrella organization for competitive and recreational walking in the Netherlands. Comparable as a broader Dutch walking organization but operates at national scale across multiple walking disciplines rather than a specific regional event.

Direct peers

• Stichting Wandelnetwerk Nederland: Dutch foundation developing and maintaining a national walking network (Wandelnetwerk) of short and long-distance walking paths. Comparable in developing organized walking route infrastructure and coordinating walking experiences across regions.
• Routebureau Groningen: Regional route organization that develops and maintains walking and cycling routes in the province of Groningen. Directly comparable as a regional walking route developer and strategic partner in the Pronkjewailpad ecosystem.
• Wandelnet: Dutch national walking organization that promotes walking and develops long-distance walking routes (LAW paths) across the Netherlands. Directly comparable as a Dutch walking route/event organizer serving similar recreational walker audiences with multi-day curated walking experiences.
• Pieterpad Stichting: Foundation organizing the Pieterpad, the most famous long-distance walking trail in the Netherlands (498 km). Comparable as a multi-stage Dutch long-distance walking route product with cultural discovery and stamp/passport elements similar to Pronkjewailpad.
• Nijmeegse Vierdaagse (Four Days Marches Nijmegen): The world's largest multi-day walking event, held annually in Nijmegen, Netherlands. Directly comparable as a Dutch multi-day organized walking festival with mass participation, municipal backing, and registration-driven demand.

Emerging players

• Camino de Santiago (Dutch Foundation): Dutch organization supporting pilgrims and walkers on the Camino de Santiago routes. Comparable as a multi-stage cultural walking experience with stamp/passport (credential) systems, paralleling TodN's Pronkjewailpad and Camino Groningen finale concepts.

Regional players

• Stichting Het Drentse Landschap: Dutch conservation foundation managing natural areas and estates in the neighboring province of Drenthe. Comparable as a regional landscape/conservation organization that supports walking route development and provides access to heritage sites, similar to how Stichting Het Groninger Landschap partners with TodN.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/tochtomdenoord
• Instagraminstagram.com/tochtomdenoord
• TikToktiktok.com/@tochtomdenoord
• LinkedInlinkedin.com/company/tocht-om-de-noord

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Tocht om de Noord