The Tourism Media Group

What The Tourism Media Group does

The Tourism Media Group (TMG) is a London-based, specialist content marketing agency focused exclusively on the travel and tourism sector, founded in 2021 by Rob Way and Chris Johnson. The company operates three heritage-owned media brands: Where London (a magazine distributed in more than 400 four and five-star London hotels since 1975), London Planner (the Mayor of London and London & Partners' official guide, published since 1984 with a 100,000-copy print run), and Where Maps (free guest maps distributed in 1.7 million locations via the Society of Golden Keys and VisitLondon.com partnerships for over 20 years). It also publishes the sub-brand Where Junior aimed at family visitors.

TMG's service portfolio spans nine lines: client publishing, concierge outreach, media sales, content marketing, email marketing, cartography (30+ years of bespoke in-house mapping for clients including British Airways, American Express and the Mayor of London), influencer management (with a global network covering Weibo/WeChat KOLs and Middle Eastern influencers), translation/transcreation, and Chinese content marketing. The business reaches approximately 4 million end-customers worldwide through its brands and client work, and its media sales team generates over £4m of annual advertising revenue for partners across print, digital and event inventory.

Revenue mechanics rest on three streams: advertising/media sales across owned publications, professional content-marketing services to enterprise clients, and publishing/licensing of the Where portfolio to tourism organisations such as UKinbound and London & Partners. Distribution is asset-heavy and exclusive, anchored by an official long-term partnership with the Society of Golden Keys that places TMG inventory directly on Head Concierge desks at London's luxury hotels, supplemented by transport-hub placement (Eurostar lounges, Heathrow, Gatwick, Stansted, St Pancras), TfL Information Centres, and an 880,000-recipient digital rail email database. Pricing is custom/quote-based enterprise retainers with no public rate cards.

Name

The Tourism Media Group

Legal name

The Tourism Media Group

Website

https://tourismmediagroup.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The Tourism Media Group is a London-based specialist content marketing agency for the travel and tourism sector, publishing heritage brands Where London, London Planner and Where Maps, and offering publishing, media sales, cartography, influencer, and Chinese-market content services to enterprise clients, tourism boards and luxury hotels.

Ownership category

akta.pro rank

Product category

Travel and Tourism Content Marketing Services

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Travel content marketing
• Visitor publications
• Destination cartography
• Luxury hotel media
• Tourism influencer services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Media Sales: Award-winning team generates commercial revenues across print, digital advertising and events for travel partners including West End theatre programmes, National Theatre programmes, UKinbound products, Tourism South East's Groups Guide. Generates over £4m in revenue each year for partners.
2. Content Marketing Services: Full-service publishing and content marketing solutions including art direction, brand identity, graphic design, photography, video, and print production for travel brands.
3. Publishing and Licensing: Publishing of Where Magazine (established 1936) and London Planner magazine (established 1984) with distribution in hotels and visitor venues. Licensed to major tourism organizations.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Tourism Media Group is a London-based specialist content marketing agency for the travel and tourism sector. It publishes owned media brands (Where London magazine, London Planner official guide, Where Maps, Where Junior) and offers a suite of nine services including client publishing, concierge outreach, media sales, omni-channel content marketing, hyper-personalised email marketing, bespoke cartography, influencer management, translation, and Chinese content marketing to travel brands, luxury hotels, retail destinations, and tourism boards.

Product overview

The Tourism Media Group is a specialist content marketing agency and travel media business for the travel and tourism sector. The company operates three core publication brands: Where London (magazine distributed in 400+ luxury hotels since 1975), London Planner (Mayor of London and London & Partners official guide since 1984 with 100,000 print run), and Where Maps (free guest maps for London visitors for 20+ years). Alongside these, the company offers nine service lines including Client Publishing, Concierge Outreach, Media Sales, Content Marketing, Email Marketing, Cartography, Influencer Management, Translation, and Chinese Content Marketing. The company publishes award-winning multichannel content solutions for over 40 brands and reaches four million customers worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• Where London: Concierge-preferred source of information distributed in more than 400 four and five-star London hotels since 1975.
• London Planner
• Where Maps
• Where Junior

Quantifiable outcome

• 22.4 million impressions generated for Estée Lauder Chinese visitor campaign
• +3 more outcomes

Named customers17 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

Feature3 records

Partnerships

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

• Society of Golden KeyscoreStrategic or Co-development PartnerOfficial long-term publishing partners of London's concierge community, providing direct access to Head Concierges and their teams at London's four and five-star luxury hotels. TMG offers concierge events, personal hotel introductions, concierge e-mail marketing, Concierge of the Year Awards, and concierge newsletters.
• UKinboundcoreStrategic or Co-development PartnerOfficial publishing and media sales partner for UKinbound, the only trade association representing the UK's inbound tourism sector. TMG produces maps, guides, exhibition brochures for World Travel Market and Arabian Travel Market, annual magazines, and Members' Directory.
• London & PartnerscoreStrategic or Co-development PartnerOfficial guide publisher for London Planner - the Mayor of London and London & Partners' official guide to the capital. Distribution through hotels, tourist hotspots, visitor information centres and brand-to-hand.
• Team London (Greater London Authority)majorGTM or Marketing PartnerProduces Team London Ambassador City Maps - described as essential guide for visitors to London. Partnership with Greater London Authority for official mapping solutions.
• VisitLondon.commajorGTM or Marketing PartnerPartnership for distribution of Where Maps. 850,000 maps published in partnership with VisitLondon.com and distributed at majority of non-Golden Keys London hotels.
• GREAT Campaign PartnersmajorStrategic or Co-development PartnerPartnership with Department for International Trade, Visit Britain, British Council and Foreign & Commonwealth Office for GREAT campaign. Produced series of magazines including Film is GREAT, Theatre is GREAT, and Sport is GREAT.
• Southern Railway, Thameslink and Great Northern RailwayminorGTM or Marketing PartnerDigital circulation partnership - digital page turning editions emailed to entire databases of main train operating companies servicing the home counties with multiple direct routes. 880,000 recipients per edition.
• The Mayor of LondoncoreStrategic or Co-development PartnerBespoke mapping solutions provided to The Mayor of London as one of London's biggest travel industry names served by TMG's cartography services.
• British AirwaysmajorGTM or Marketing PartnerBespoke mapping solutions provider for British Airways as one of London's biggest travel industry names served by TMG's cartography.
• American ExpressmajorGTM or Marketing PartnerCartography solutions provided for American Express as one of London's biggest travel industry names served by TMG.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-tourism-media-group

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 The Tourism Media Group