Devour Tours

What Devour Tours does

Devour Tours is a food and drink tour operator founded in 2009 in Madrid, Spain, that designs and delivers guided culinary experiences across 18 cities in 9 European and North American countries (Spain, Portugal, Italy, France, UK, Ireland, Netherlands, Greece, USA, Canada). Each tour is led by a local expert guide and routes travelers through family-run restaurants, markets, and traditional food venues, combining tastings with cultural and historical storytelling. Standard food tours are priced at $100-200 per person while premium private experiences — such as the Secrets of the Uffizi: Private Renaissance Art & Vasari Corridor Tour — start at $635.

The business runs on a web-based, mobile-responsive booking platform (devourtours.com) supporting multi-currency transactions and an integrated review management system, supplemented by listings on third-party marketplaces (Viator, GetYourGuide) and a dedicated travel agent portal (Walks TA Portal). The core technology layer is a standard e-commerce/booking stack; no proprietary AI/ML or technical moat is documented. Operational technology centers on guide recruitment, vendor curation, and content production rather than software IP.

Revenue is generated through three streams: (1) direct-to-consumer tour bookings paid upfront by individual and business travelers, (2) affiliate commissions paid to travel and food bloggers at a 15% rate with 45-day cookie duration, and (3) travel agent commissions on B2B bookings. Marketing combines an extensive SEO-optimized blog network covering 18+ cities, a Content Creator Community of influencers (including live workshops), email/CRM, paid social (Google Ads, Facebook remarketing), and PR earned media (Forbes, The Guardian, Washington Post, Fodor's, CNN Travel, Food & Wine). Devour Tours is privately held and operates as a brand within the Hornblower Group (City Experiences) family of companies alongside sister brand Walks, sharing portals, programs, and corporate resources.

Name

Devour Tours

Legal name

Hornblower Group, Inc.

Website

https://devourtours.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

51–100 employees

Short description

Devour Tours operates guided food and drink tours across 18 cities in 9 European and North American countries, serving individual travelers, business travelers, and travel agents with locally led, storytelling-driven culinary experiences booked through its website and partner marketplaces.

Ownership category

akta.pro rank

Product category

Guided Food & Drink Tour Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Culinary Walking & Market Tours (THAJAGAA)

Keywords

• Food tours
• Culinary experiences
• Guided city tours
• Local food tastings
• Walking tours

Headquarters

HQ city

Madrid

HQ country

Colombia

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour Bookings: Direct tour booking revenue from customers purchasing food and drink tours across 18 cities. Customers pay upfront for guided culinary experiences including food tastings, drinks, and cultural storytelling.
2. Affiliate Commissions: Partner affiliate program offering 15% commission rate with 45-day cookie duration for bloggers, content creators, and travel influencers who drive bookings through unique affiliate links.
3. Travel Agent Commissions: Commission-based revenue from travel agents who book tours on behalf of their clients, including individual tours, small group tours, private tours, and corporate experiences.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels7 records

Core offering

Devour Tours sells guided food and drink tours in 18 cities across Europe and North America. Each tour is led by a local expert guide, includes multiple food tastings and drinks at hand-picked family-run establishments, and pairs culinary experiences with cultural and historical storytelling. The company also operates complementary premium experiences such as the Secrets of the Uffizi: Private Renaissance Art & Vasari Corridor Tour in Florence.

Product overview

Devour Tours is a food and drink tour operator offering guided culinary experiences across 18 cities in 9 countries in Europe and North America. The core product consists of city-specific food tours led by local expert guides that take travelers to family-run establishments, local markets, and traditional food venues. The company also operates complementary programs including a Content Creators Community for influencer partnerships, an Affiliate Program for commission-based referrals, a Travel Agent Program for B2B bookings, and recruitment programs for freelance food tour guides and writers. Tours are available across major European cities (Barcelona, Madrid, San Sebastian, Seville, Lisbon, Bologna, Florence, Naples, Rome, Venice, Paris, London) and North American destinations (New York City, San Juan, Niagara Falls).

Differentiator

Problem solved

Functional benefit

Products and services

• City Food & Drink Tours Guided food and drink tours in 18 cities across Europe and North America (Barcelona, Madrid, San Sebastian, Seville, Lisbon, Bologna, Florence, Naples, Rome, Venice, Paris, London, New York City, San Juan, Niagara Falls, and others). Each tour is led by a local expert guide and includes multiple food tastings and drinks at hand-picked family-run and authentic venues, with cultural and historical storytelling. Tours typically run 3-4 hours and are priced per person.
• Secrets of the Uffizi: Private Renaissance Art & Vasari Corridor Tour Premium private Renaissance art and cultural tour in Florence featuring skip-the-line entry to the Uffizi Gallery, exclusive access to the Vasari Corridor, and the Buontalenti Grotto in the Boboli Gardens. Designed for travelers seeking an expert-guided, high-end art and history experience and priced from $635 per person.

Quantifiable outcome

• 200,000+ guests delighted worldwide
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hornblower Group (Parent Company)coreOthersDevour Tours is part of the Hornblower Group Family of Companies, operating alongside sister brands including City Cruises, Alcatraz City Cruises, NYC Ferry, Walks, and others. Hornblower Group is headquartered in the United States and manages the broader corporate structure, privacy policies, and operational oversight.
• WalkscoreStrategic or Co-development PartnerWalks is the sister company of Devour Tours under City Experiences/Hornblower Group. They share resources, the Walks TA Portal for travel agents, and content creator programs. Walks offers sightseeing tours while Devour focuses on food and drink experiences.
• Travel & Food Bloggers (Affiliate Partners)minorGTM or Marketing PartnerAffiliate partners who write about travel and food can join the Devour Tours affiliate program to earn 15% commission on bookings they drive. Partners receive unique tracking links and access to the affiliate portal.
• Content Creators & InfluencersminorGTM or Marketing PartnerTravel and food content creators partner with Devour through the Content Creator Community. Partnerships include gifted collabs (UGC/POV content in exchange for tour), paid partnerships for sponsored campaigns, and live Creator Workshops (e.g., Madrid 2025 with 15 influencers).
• Travel AgentscoreChannel Partner/ Reseller/ DistributorTravel agents book tours for their clients through the Walks TA Portal, earning competitive commissions on individual tours, small group tours, private tours, and corporate experiences. Agents can register through partner forms.
• ViatorminorChannel Partner/ Reseller/ DistributorThird-party marketplace listing premium tours like Uffizi Gallery & Vasari Corridor. Provides additional distribution channel and customer acquisition through Viator's travel marketplace.
• GetYourGuideminorChannel Partner/ Reseller/ DistributorThird-party marketplace listing select premium tours. Extends reach to GetYourGuide's customer base of travelers seeking curated experiences.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Airbnb Experiences: Broadly scaled marketplace operated by Airbnb that hosts thousands of food tours, cooking classes, and cultural experiences. While not a focused food tour operator, it competes with Devour for the same traveler wallet and offers a much larger distribution platform.
• GetYourGuide: Global tours and activities marketplace and Devour distribution partner. Competes by promoting its own curated and supplier-direct food tours, particularly in major European destinations where Devour also operates.
• Tours by Locals: Private tour marketplace matching travelers with vetted local guides across 200+ destinations. Less food-tour-specialized than Devour but competes for the premium private-tour segment Devour is expanding into with offerings like the Uffizi experience.
• Viator: Tripadvisor-owned global tours and activities marketplace and a key distribution channel for Devour. Functions as both partner and competitor: aggregates Devour offerings while also featuring and promoting competing tour operators in every city.

Direct peers

• Walks: Sister brand under Hornblower Group/City Experiences offering small-group sightseeing, cultural, and food tours across Europe and the US. Shares the Walks TA Portal, content creator, and affiliate infrastructure with Devour, making it the closest operational and strategic comparable.
• Withlocals: Marketplace and operator of private, locally-led tours and food experiences across Europe and Asia. Overlaps with Devour on small-group/private culinary tours and competes for the same traveler segment.
• Eating Europe: Specialist food tour operator active across European cities (Rome, Florence, Venice, Amsterdam, Prague, Lisbon). Directly comparable offering: small-group guided culinary tours with local artisan vendors and cultural storytelling.
• Secret Food Tours: Multi-city culinary tour operator running guided food experiences in 20+ destinations worldwide. Directly competes with Devour in cities like Rome, Paris, London, Barcelona, and Madrid with similar pricing and small-group formats.
• Context Travel: Small-group cultural and food walking tours led by scholars and experts across major European and US cities. Comparable in tour format, expert-guide positioning, and premium pricing, with similar audience of curious travelers seeking depth over volume.
• Eatwith: Marketplace for host-led culinary experiences including food tours, cooking classes, and home dinners. Adjacent in product (food experiences with locals) and audience, less direct in walking-tour format but a clear substitute for the discretionary culinary-tour spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/devour-tours
• Xx.com/devourtours
• Facebookfacebook.com/DevourToursCo

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 Devour Tours