Whereverly

What Whereverly does

Whereverly Limited is a privately held, founder-led Scottish digital company founded in 2017 and headquartered in Edinburgh, operating from 2 Walker Street with a team of approximately 8 employees. The company builds digital tourism platforms for Destination Marketing Organisations (DMOs), local councils, national parks, and community/heritage organisations, comprising custom WordPress-based destination websites, iOS and Android mobile applications, and the proprietary My Whereverly content management platform that powers both. Underlying technology combines interactive 2D/3D mapping, an Interactive Route Builder, geo-fenced digital passport stamps, augmented reality experiences, AI-driven features (Whisper-based audio transcription, speaker diarization via pyannote, and an AI chatbot trained on destination content), and an IoT sensor network deployed for real-time visitor busyness management. Revenue is generated through a mix of professional services for website and app builds, recurring SaaS subscriptions for the My Whereverly platform, and hardware/data services for IoT deployments, sold primarily via direct B2B engagement with Scottish public-sector bodies and accelerator programmes such as the Scottish Government's CivTech. Named clients include North Coast 500, Forever Edinburgh (City of Edinburgh Council), Scotland Starts Here / South of Scotland Destination Alliance, Falkirk Community Trust, HITRANS, Stirling Council, Loch Lomond and Trossachs National Park, and Perth & Kinross Council.

Name

Whereverly

Legal name

Whereverly Limited

Website

https://whereverly.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Whereverly is an Edinburgh-based digital tourism platform provider serving Scottish Destination Marketing Organisations, councils, national parks, and community trusts with destination websites, mobile apps, IoT visitor-management sensors, and AR/AI features powered by its My Whereverly CMS.

Ownership category

akta.pro rank

Product category

Tourism Technology Platform

NAICS

Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Local & City Guide Content Aggregators (MPACAKAJ)

akta.pro secondary industries

Destination & Local Services Marketplaces (Transfers, Guides, City Passes) (THALAFAK), Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Destination management software
• Tourism mobile apps
• Visitor analytics platform
• Content management platform
• Interactive route planning

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Website Development: Custom website development and design services for destination marketing organisations. Includes WordPress-based solutions with bespoke features, responsive design, and integration with content management systems. Projects include Forever Edinburgh and Scotland Starts Here websites.
2. Mobile App Development: Custom mobile application development for iOS and Android platforms. Apps feature interactive maps, audio tours, AR experiences, geo-fenced features, and offline functionality. Apps available on App Store and Google Play.
3. SaaS Platform (My Whereverly): Content management platform subscription allowing destination managers and community members to create, manage, and update digital tourism content. Includes automated workflows, business listings management, and route builder tools.
4. IoT Solutions: Internet of Things sensor deployment and data analytics services for visitor management in rural and remote tourism locations. Includes sensor hardware and real-time busyness data visualization.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Whereverly develops and delivers digital tourism platforms for destination marketing organisations, comprising custom destination websites, branded mobile applications, and the My Whereverly content management system that powers both. The platform integrates interactive maps, audio tours, AR experiences, geo-fenced stamp collection, AI-powered chatbots, and a low-power IoT sensor network for real-time visitor management at rural and remote tourism destinations.

Product overview

Whereverly provides a unified platform of digital solutions for tourism destinations, comprising destination websites and mobile apps powered by the My Whereverly content management platform. The product portfolio includes visitor-facing apps (North Coast 500, Falkirk Explored, Highland Discovery, Scotland Starts Here, Scottish Islands Passport, Forever Edinburgh) and websites with interactive features. Key modules include My Whereverly (central CMS), Interactive Route Builder (route planning), AI Chatbot (visitor assistance), AR Experiences (immersive content), and Explore Outdoors IoT (visitor management via sensors). The platform enables destinations to engage communities as content creators while providing visitors with offline-capable, location-aware experiences including maps, audio, AR, and personalized recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• My Whereverly: Content management platform for destination managers to create and manage tourism content, including route builder and business listings.
• Explore Outdoors IoT

Products and services

• My Whereverly Content management platform enabling destination managers to create business listings, manage routes, upload audio/video content, and invite community members and local businesses to contribute content. Powers Whereverly's destination websites and mobile applications.
• Destination Websites Custom WordPress-based tourism destination websites featuring 3D maps, business listings, event calendars, route profiles, and integration with My Whereverly CMS for content management.
• Destination Apps Custom mobile applications for iOS and Android featuring offline maps, audio tours, geo-triggered content, AR experiences, visitor tracking, and community-led content, distributed via App Store and Google Play.
• Explore Outdoors IoT IoT solution using low-power sensors to collect real-time visitor data at tourism hotspots, providing busyness maps and feeding algorithmic predictions for visitor redirection to combat overtourism.
• North Coast 500 App Pocket guide app for Scotland's ultimate driving tour featuring scenic routes, 1000+ local businesses, audio tracks, offline functionality, tour builder, and photo journal.
• Scotland Starts Here App Mobile app and website for Scottish Borders tourism showcasing walking, cycling, driving and rail routes, local businesses, events, and cultural content, powering South of Scotland Destination Alliance's digital presence.
• Falkirk Explored App Community-led tourism app for Falkirk featuring audio tours, heritage POIs, canal experiences, badge collecting, AR experiences, and 360-degree virtual tours, supported by National Lottery Heritage Fund.
• Scottish Islands Passport App Digital passport app for Scottish islands featuring 73 geo-triggered stamps, interactive maps, island information, Gaelic/English bilingual content, and gamification to encourage sustainable island hopping across 72 inhabited islands.
• Highland Discovery App Digital tourism experience app for the central Scottish Highlands from Perth to Inverness, featuring walking, cycling, driving and rail routes, local stories, music, AR tabletop models, and badges collected along routes.
• Forever Edinburgh Website Official visitor guide website for Edinburgh serving millions of annual users, featuring business listings, events, AI chatbot, real-time analytics dashboards, and integration with My Whereverly for content management.

Quantifiable outcome

• North Coast 500 app achieved 100k+ downloads and 40k+ active users
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability11 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and notable.

• Sensational SystemscoreTechnology or Integration · 1 January 2021Partnered with one of the country's leading IoT providers to provide hardware and software expertise for the Explore Outdoors IoT project. Sensational Systems contributed IoT specialist knowledge alongside Whereverly's tourism technology to develop an innovative solution for rural tourism visitor management.
• CivTechcoreStrategic or Co-development Partner · 1 January 2021Selected by CivTech 6 (Scottish Government accelerator for digital public services) to manage the Explore Outdoors IoT project addressing overtourism in rural Scotland. CivTech programme connects public sector challenges with innovative technology solutions.
• National Lottery Heritage FundnotableStrategic or Co-development Partner · 1 January 2017Falkirk Explored app supported by National Lottery Heritage Fund as part of the Great Place Scheme, promoting heritage in local communities.
• HITRANScoreStrategic or Co-development PartnerHighland and Islands Transport Partnership led the Scottish Islands Passport project. Whereverly created the digital passport app for this initiative aimed at promoting sustainable tourism across Scottish islands.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Civitatis: Global online marketplace for tours, activities and excursions in-destination. Comparable as a consumer-facing destination-experiences platform addressing similar visitor needs (local content, tours, activities) but operating as a large-scale booking marketplace rather than a DMO technology provider.
• Sojern: Global digital marketing platform for travel (and owner of Simpleview). Comparable as a broader incumbent offering DMO-facing marketing technology and data, but operating at a much larger scale and across a wider portfolio than Whereverly's destination-specialist offering.
• GetYourGuide: Leading global platform for booking tours, attractions and experiences. Comparable in addressing visitor demand for destination experiences and content, but operating at a vastly larger scale and focused on bookings rather than DMO platform technology.
• ADARA: Travel data and audience platform providing intent, profiling and marketing services to destinations, hotels and travel brands. Comparable as an enabling technology and data partner for DMOs and tourism marketing, though broader in scope than Whereverly's destination platform.

Direct peers

• Tourism Tiger: Canadian agency focused on website design, development and digital marketing specifically for DMOs, tourism boards and tour operators. Comparable as a niche provider of destination websites and marketing services to the same public-sector tourism buyer.
• Simpleview: The market-leading CRM, CMS and digital marketing platform purpose-built for destination marketing organisations (DMOs) and convention & visitor bureaus in North America. Highly comparable as it sells a similar bundle of websites, apps, content management, and visitor engagement tools to the same public-sector destination customer segment.
• Spin (by Simpleview): Provider of mobile apps and digital experiences for the events and tourism industries, now part of Simpleview. Comparable in building branded destination and event apps for DMOs, with similar feature sets around maps, content, schedules and visitor engagement.
• ArrivalGuides: Provider of digital destination guides and travel content distributed through partners such as airlines and OTAs. Comparable as a B2B destination-content and guide platform serving tourism boards and DMOs, with a focus on curating local POIs, routes and editorial content for visitors.
• Galor Systems: Provider of tourism websites, booking systems and digital marketing services for DMOs and tour operators. Comparable in offering destination websites, booking/content tools and digital services to a similar DMO customer base.

Others

• VisitScotland: Scotland's national tourism organisation. Comparable as a peer/partner ecosystem participant that procures digital platforms and content for destination marketing, and as a potential direct customer, rather than as a direct competitor in platform technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/whereverly
• LinkedInlinkedin.com/company/whereverly

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Whereverly