What Nordic Experience does

Nordic Experience OÜ is an Estonian privately held tour operator, formerly operating under the name Estonian Experience, specializing in private city tours and shore excursions across 11 cities in 10 countries around the Baltic Sea — Tallinn, Helsinki, Copenhagen, Oslo, Stockholm, Amsterdam, Bruges, Rotterdam, Riga, Vilnius, Klaipeda, and Gdansk. The company delivers curated, hand-picked multilingual guide experiences in 13+ languages, with multi-tour bundle discounts, transfers, gift cards, audio-guide add-ons, and accessible tour options layered on top of the core private-tour product. Its primary customer segments are cruise-ship passengers requiring guaranteed on-time return to ship, individual travelers and families seeking premium private experiences, and multi-city tour groups needing coordinated cross-border logistics.

The underlying technology stack is a website-based direct-to-consumer booking platform (nordicexperience.com) featuring a tour catalog with filtering by city, date, and group size, multilingual site support, and inquiry forms. Backoffice operations run on a custom Order Management Automation System developed with EUR 89,232 in co-financing from Enterprise Estonia (EAS) under a 2020-2022 project, designed to maximize automation of private excursion order handling across short and long lead-times.

Commercially, Nordic Experience operates as a direct-to-consumer business with no resellers, generating revenue from per-person private tour bookings (with group-size-based tiered pricing), transfers (airport/port/inter-city), prepaid gift cards, and bundled multi-tour packages carrying 3-5% discounts. Distribution is via the company website, phone, email, and cruise-line referrals; marketing combines SEO, city guides, blog content, a Facebook page, and earned media from travel-author mentions. The firm was awarded the TripAdvisor Travellers Choice Award in 2023 and is listed in Rick Steves' 2024 Scandinavia guidebook. The Managing Director is Eva-Maria Egipt-Peenmaa, indicating a founder/owner-managed structure with no disclosed external institutional investors.

Name

Nordic Experience

Legal name

Nordic Experience OÜ

Website

https://nordicexperience.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Nordic Experience OÜ is an Estonian private tour operator offering multilingual private city tours and cruise shore excursions across 11 Baltic Sea cities in 10 countries, serving cruise passengers, families, and multi-city FIT travelers through direct-to-consumer bookings.

Ownership category

akta.pro rank

Product category

Private Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (487210), Scenic and Sightseeing Transportation (487), Scenic and Sightseeing Transportation, Other (487990), Scenic and Sightseeing Transportation, Other (4879)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Services-Personal Services (7200)

akta.pro primary industry

Private Guided Tours & Personal Tour Guides (THAJALAA)

Keywords

• Private city tours
• Shore excursions
• Baltic Sea tourism
• Guided sightseeing
• Airport port transfers

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Private Tour Bookings: Core revenue stream from booking private city tours and shore excursions. Pricing varies by group size with per-person rates decreasing as group size increases. Tours include guide services, transportation, and entrance fees depending on the package.
2. Transfer Services: Transportation services including airport transfers, port transfers, and inter-city transfers. Priced per group with rates varying by distance and vehicle type.
3. Gift Cards: Prepaid gift cards available in denominations of 100€, 125€, 150€, and 200€. Can be used toward any tour or service.
4. Multi-Tour Packages: Bundled bookings for multiple tours across different cities with discounts: 3% for 2 tours, 5% for 3+ tours booked simultaneously.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Nordic Experience sells private guided city tours and cruise shore excursions across 11 cities in 10 Baltic Sea countries (Tallinn, Helsinki, Copenhagen, Oslo, Stockholm, Amsterdam, Bruges, Rotterdam, Riga, Vilnius, Klaipeda, Gdansk), delivered by hand-picked multilingual local guides in 13+ languages. The company also offers airport, port, and inter-city transfers, themed tours (Jewish heritage, family, panoramic), wheelchair-accessible options, gift cards, and wireless audio guide systems for large groups.

Product overview

Nordic Experience is a private tour operator offering inspirational private city tours and shore excursions across 11 cities in 10 countries around the Baltic Sea, including Tallinn, Helsinki, Copenhagen, Oslo, Stockholm, Riga, Vilnius, Gdansk, Amsterdam, Rotterdam, Bruges, and Klaipeda. The company provides hand-picked multilingual tour guides offering tours in 14 languages (English, Spanish, German, French, Italian, Portuguese, Finnish, Swedish, Norwegian, Danish, Chinese, Russian, Estonian, and others). Their core offerings consist of private city tours and shore excursions, supplemented by day trips, family tours, Jewish heritage tours, theme tours, and airport/cruise port transfers. The company also provides destination guides, gift cards, and wheelchair-accessible tour options. Their tour portfolio includes specific branded tours such as the Gdansk Old Town & Historic Tour (GDN-001), Gdansk Private City Tour with Sopot (GDN-007), and various Klaipeda, Copenhagen, Oslo, Stockholm, and other city-specific tours.

Differentiator

Problem solved

Functional benefit

Products and services

• Private City Tours

Quantifiable outcome

• 100% cruise ship return guarantee - passengers always return to ship on time
• +2 more outcomes

Named customers7 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

Feature1 record

Partnerships

Eight partnerships are on record, tiered minor and core.

• Estonian Chamber of Commerce (ETFL/Koda)minorOthersCompany is a member of the Estonian Chamber of Commerce (Kaubanduskoda/ETFL), demonstrating adherence to professional standards and local business community integration.
• Estonian Tourism Federation (ETFL)minorOthersMember of Estonian Tourism Federation, indicating compliance with industry standards and participation in Estonian tourism initiatives.
• Visit Finland (Finland Pictures)minorOthersPhoto collaboration with Visit Finland for tourism imagery including photos by Sakke Somerma, Nicklas Sjöblom, and Suomen Ilmakuva Oy.
• Visit DenmarkminorOthersPhoto collaboration with Visit Denmark for imagery of Kronborg Castle, Christiansborg Palace, and other Danish attractions.
• Vilnius Tourism & Convention BureauminorOthersPhoto credits for Lithuanian tourism imagery.
• Enterprise Estonia (EAS)coreOthersEAS provided 89,232 EUR funding for IT solution development project (total 111,540 EUR) to automate private excursion order handling systems. Project period: 01.06.2020 to 01.05.2022.
• VisitStockholmminorOthersPhoto collaboration with VisitStockholm mediabank for Stockholm tourism imagery.
• Jurmala TourismminorOthersPhoto credits for Jurmala, Latvia tourism imagery.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ToursByLocals: Global marketplace connecting travelers with private local guides across hundreds of cities. Highly comparable as a private-tour intermediary with multilingual guides and city-by-city coverage, though operating at much larger scale than Nordic Experience.
• Withlocals: Private tour and in-home dining platform offering local-guide-led experiences across European cities including Tallinn, Riga, Helsinki, and Amsterdam. Closely matches Nordic Experience on product (private guided tours), customer (independent travelers), and multilingual model.
• Shore Excursions Group: Specialist cruise shore excursion operator offering private and small-group tours in Baltic and Northern European ports. Most directly comparable peer given the shared focus on cruise passengers, private tours, and guaranteed ship-return logistics.
• Urban Adventures: Small-group and private tour brand operating in European cities with local guides. Comparable product (private guided city tours) and target market (experienced independent travelers seeking authentic local experiences), though smaller scale than Nordic Experience in the Baltic specifically.
• Walks: Premium small-group and private tour operator across major European cities, with strong cruise passenger and shore excursion focus. Comparable in product mix (private guided city tours, shore excursions) and premium positioning, though primarily small-group rather than private-only.

Regional players

• Estonian Slot Tours: Tallinn-based private tour operator focused on Estonia and the Baltic region. Comparable product (private guided city tours, shore excursions) and overlapping customer base, but with narrower geographic scope.
• Day Tours in Estonia: Local Estonian tour operator offering private and small-group tours in Tallinn and selected Baltic destinations. Comparable private tour model and cruise passenger segment, though primarily Estonian-focused versus Nordic Experience's pan-Baltic footprint.

Broad incumbents

• GetYourGuide: Global tours and activities marketplace listing private tours in Baltic cities. Not a direct tour operator but a dominant distribution channel that Nordic Experience does not use — represents both a competitive threat and an underutilized acquisition channel.
• Viator (TripAdvisor): Largest online tours and activities marketplace, owned by TripAdvisor. Lists private shore excursions and city tours across Europe; comparable product category and customer base (including cruise passengers), but operates as a marketplace rather than an operator.

Others

• Cruise Critic (shore excursion reviews/aggregator): Not a tour operator but a major cruise-focused content and review platform that drives cruise passenger discovery and booking decisions for shore excursions. Highly relevant as an indirect channel and competitive SEO asset for Nordic Experience's customer acquisition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/nordicexperienceprivatetours
• LinkedInlinkedin.com/company/nordic-experience-tours

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Nordic Experience