Herning Turist

What Herning Turist does

Herning Turist ApS is a privately held Danish bus transportation company founded in 1969, headquartered in Herning, and owned by the Gasbjerg family since 2008. The company operates a fleet of more than 200 modern buses ranging from 8-passenger minibuses to 84-passenger double-deckers, employs approximately 350 people (the majority being bus drivers), and runs 24/7, 365-days-a-year service. Its operations span tourist/charter transport, scheduled public routes, school transport, corporate and VIP transport, airport transfers, and curated package trips to European destinations — backed by an in-house workshop for fleet maintenance.

The company generates revenue through four primary streams: quote-based charter and leased bus rentals (one-time per trip); packaged trips combining bus, hotel, meals, and excursions under its Rejsegarantifonden registration (professional services); contracted scheduled route operations with Midttrafik and Danish municipalities (recurring); and premium corporate/VIP transport (one-time). Go-to-market is sales-led with inbound website quote forms, phone sales, and dedicated representatives across tourism, corporate, and route divisions. Distribution combines direct sales, the Midttrafik public route network, and the Molslinjen Kombardo Expressen partnership for long-distance routes, alongside tournament-organizer partnerships for sports events.

The business is ISO 9001/14001/45001 certified and operates a proprietary driver apprenticeship program with DEKRA Erhvervsskole. Past acquisitions of Max Bus (2005), Just Turist (2010), and Mørups Turistfart (2022) — alongside the announced 2026 takeover of VikingBus routes in Jutland — reflect a sustained inorganic and organic expansion strategy within the Jutland and broader Danish transport market.

Name

Herning Turist

Legal name

Herning Turist ApS

Website

https://herning-turist.dk

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

1–10 employees

Short description

Herning Turist is a Danish privately owned bus transportation company operating 200+ vehicles and 350 employees, providing charter, scheduled route, school, corporate, VIP, and package-trip services across Denmark and Europe.

Ownership category

akta.pro rank

Product category

Bus Transportation Services

NAICS

Interurban and Rural Bus Transportation (48521), Charter Bus Industry (485510)

SIC

Local & Suburban Transit & Interurban Hwy Passenger Trans (4100)

akta.pro primary industry

National Intercity Coach Operators (Scheduled Network) (THAIADAA)

akta.pro secondary industry

Escorted Coach & Bus Package Tour Operators (THAKADAA)

Keywords

• Bus transportation services
• Charter bus rental
• Group travel services
• Public route transport
• Corporate shuttle services

Headquarters

HQ city

Herning

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Charter and Leased Bus Transport: Core revenue stream from renting buses with drivers to groups for tourism, corporate, school, sports, and private trips. Customers pay per trip or rental contract. Services range from single-day excursions to multi-day trips across Denmark and Europe. Quote-based pricing tailored to trip specifics.
2. Package Trips (Pakkerejser): Herning Turist acts as a technical organizer of package tours that bundle bus transport, hotel accommodation, meals, and planned excursions. Customers purchase complete travel packages for study trips, ski trips, and group holidays. Registered with Rejsegarantifonden (reg. nr. 2414) as required by Danish law.
3. Route and Scheduled Bus Services: Revenue from scheduled route operations under contract with Midttrafik and Danish municipalities. Covers fixed school bus routes and public transit lines in Jutland (Midtjylland), including routes 53, 952X, 912X (Billund Airport bus), and local routes in Silkeborg, Holstebro, Randers, and surrounding areas.
4. Corporate and VIP Transport: Premium transport services for businesses including shuttle to/from airports, conference and trade show transport, executive VIP travel, and company event transport. Billed per trip with customized pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Herning Turist is a Danish bus transportation company operating a fleet of 200+ modern buses (8–84 passengers) to provide tourist, school, corporate, VIP, and scheduled route transport services across Denmark and Europe. The company also acts as a technical organizer of package group trips bundling bus transport, hotel accommodation, meals, and excursions, and operates Kombardo Expressen long-distance express routes in partnership with Molslinjen.

Product overview

Herning Turist is a comprehensive bus transportation service operating as part of the Gasbjerg Group conglomerate. The company offers a diverse portfolio of transport solutions centered around its fleet of over 200 modern buses (ranging from minibuses to double-deckers, 8-84 passengers). The core product suite includes: Turistkørsel (tourist transport) as the flagship service, supplemented by Skolekørsel (school transport), Firmakørsel (corporate transport), VIP Busser (luxury VIP transport with 29-36 passenger capacity), Rutekørsel (scheduled route transport), and specialized services like Studieture/Grupperejser (study tours and group trips), Skirejser (ski trips), Lufthavnstransfer (airport transfers), and Busudflugter (curated excursions). The company operates 24/7, 365 days a year throughout Denmark and internationally, with complementary services including driver training programs and a GDPR-compliant whistleblower system. All services are backed by ISO 9001, 14001, and 45001 certifications.

Differentiator

Problem solved

Functional benefit

Brands

• Kombardo Expressen: Long-distance express bus service operated in partnership with Molslinjen.

Products and services

• Turistkørsel (Tourist Transport) Core bus transport service offering tourist travel, bus tours, group trips, excursions, VIP bus, and corporate transport in Denmark and Europe. Designed for private groups, schools, businesses, and organizations seeking comfortable group travel.
• Skolekørsel (School Transport) Safe and flexible bus transport for schools and institutions, including swimming transport, sports activities, field trips, study tours, and ski trips. Targeted at schools, secondary schools, folk high schools, and sports clubs.
• Firmakørsel (Corporate Transport) Professional corporate transport including shuttle service, airport transfer, conference transport, corporate events, staff trips, and VIP transport. Designed for Danish and international companies needing professional employee, client, and executive transport.
• VIP Busser (VIP Buses) Luxury VIP bus transport with high comfort and exclusive interior, accommodating 29–36 passengers, suitable for executive travel, events, weddings, and private functions.
• Rutekørsel (Route Transport)

Quantifiable outcome

• 350+ employees and 200+ modern buses ensure capacity for large group transport events and simultaneous multi-route operations.
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Mørups TuristfartcoreStrategic or Co-development Partner · 30 September 2022Herning Turist acquired Mørups Turistfart effective 30 September 2022, expanding its operations and fleet capacity within the Gasbjerg family-owned bus group.
• MolslinjencoreChannel Partner/ Reseller/ Distributor · 1 January 2017Herning Turist entered a partnership with Molslinjen in 2017 to operate Kombardo Expressen long-distance express bus routes. Herning Turist provides buses and drivers for these routes as part of the joint operation, extending the company's reach into national inter-city transport.
• MidttrafikcoreChannel Partner/ Reseller/ DistributorCollaboration with Midttrafik (regional traffic authority for Midtjylland) for operation of scheduled route services and school bus contracts. Herning Turist operates routes including 53 (Herning–Viborg), 952X (Ringkøbing–Aarhus), 912X (Billund Airport bus), and local routes in Silkeborg, Holstebro, and Randers under Midttrafik contracts.
• DEKRA Erhvervsskole (Vejen)coreImplementation/ SI/ Consulting PartnerHerning Turist partners with DEKRA Erhvervsskole in Vejen for bus driver EUD (vocational education) programs. DEKRA provides theoretical training and certification while Herning Turist provides practical workplace training. The program runs for 3 years combining school and in-company training.
• Danish MunicipalitiescoreChannel Partner/ Reseller/ DistributorHerning Turist collaborates with Danish municipalities for school bus services and fixed route operations. Municipalities contract the company for daily student transport and special school trips.
• XL Brejnholt Bording CupminorGTM or Marketing PartnerHerning Turist provides dedicated bus transport packages for teams attending the XL Brejnholt Bording Cup 2026 football tournament, with departures from Jutland, Funen, and Zealand.
• IBF Ikast CupminorGTM or Marketing PartnerHerning Turist provides dedicated bus transport packages for teams attending the IBF Ikast Cup 2026 football tournament.
• Kibæk CupminorGTM or Marketing PartnerHerning Turist provides dedicated bus transport packages for teams attending the Kibæk Cup 2026 football tournament.
• Vildbjerg CupminorGTM or Marketing PartnerHerning Turist provides dedicated bus transport packages for teams attending the Vildbjerg Cup 2026 football tournament.

Scale indicators5 records

Recent moves19 records

Expansion highlights6 records

Others

• Molslinjen: Danish ferry and transport operator that partners with Herning Turist on the Kombardo Expressen long-distance bus network. Adjacent transport mode and direct commercial partner, not a competitor in bus services.
• Midttrafik: Regional public transport authority for Midtjylland that contracts Herning Turist for scheduled route and school bus services. Functions as a buyer of services rather than a competitor, but its tender outcomes directly drive Herning Turist's recurring route revenue.

Direct peers

• Brande Buslinier: Sister company within the Gasbjerg family group, providing route, school, and tourist bus services in central Jutland. Operates under common ownership and similar business model.
• De Blå Busser: Privately owned Danish bus operator offering charter, tourist, and corporate bus services nationally. Comparable mid-size player in the Danish charter/tourist bus segment with similar customer mix.
• VikingBus: Danish Jutland-based bus operator running scheduled route services that Herning Turist is contractually taking over in 2026. Direct overlap in route and school transport across Jutland.
• Swebus (Vy Bus): Nordic regional and intercity bus operator under Vy (formerly NSB). Comparable in providing scheduled long-distance and route bus services across Scandinavia, with shared Nordic intercity dynamics.

Broad incumbents

• FlixBus: European long-distance coach operator running digital-first intercity services across Denmark and Europe. Direct overlap on long-distance routes including Kombardo Expressen's competitive set, though Herning Turist serves as fleet operator rather than retailer.
• Eurolines: European long-distance international coach operator offering cross-border services. Comparable in European city-break and international tourist bus segment where Herning Turist runs its Berlin, Paris, Prague, and Budapest tours.
• Arriva Denmark: Major Danish public transport operator running contracted bus and train services across multiple regions. Comparable in tendered route operations and fleet scale, though much larger and more diversified.
• DSB (Danish State Railways): State-owned Danish national rail and bus operator, including route bus services in eastern Denmark. Competes for intercity passenger traffic and regional tendered routes that overlap with Herning Turist's charter and route services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/HerningTurist
• LinkedInlinkedin.com/company/herning-turist

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries4 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 Herning Turist