IK sells specialist tourism group Touristry to TGH

Founded in Stockholm in 2011, Touristry quickly gained market share from the incumbent market dominating player. Originally launched as a new brand of “Hop-On Hop-Off” buses, Touristry transformed the Nordic tourism sector by unveiling a fleet of modern bright red vehicles equipped with free Wi-Fi and multilingual audio guides. In 2014, the Company further expanded by adding Hop-On Hop-Off sightseeing boats to its offering in Stockholm. Touristry offers an array of tourism services to approximately 2 million customers a year.

In addition to helping cement Touristry’s market leading position in the Nordic region, IK enabled the company to expand into Germany via two add-on acquisitions. Touristy now boasts a presence across Northern European tourist destination cities, including Stockholm, Copenhagen, Helsinki, Tallinn, Riga, and Berlin.

Commenting on the sale, Kristian Carlsson Kemppinen, Partner at IK Investment Partners and advisor to the IK Small Cap I Fund said: “Touristry has been a success story and we have greatly enjoyed working with its entrepreneurial team. It has been a pleasure seeing the business grow to new heights. IK remains very interested in supporting management teams and investing in growing and innovative companies across Europe, and helping them to become market leaders like Touristry.”

Micha Gottfarb, founder of Touristry and CEO, commented: “Since our very first meeting, the business relationship with IK has been underpinned by mutual trust and a shared vision. With IK’s help we were able to transform Touristry into a truly international business, with the scale and functionality to grow and sustain our market share. I look forward to building on our success in this next chapter for the company together with our new partner, TGH.”

Dirk Lubbers, CEO of TGH, said: “In Touristry we identified a company which had all the ingredients of a great business: innovation, a unique concept, and a product that was widely loved by the market. We look forward to working with Micha and his team to expand Touristry even further and ensure that the European tourism market continues to benefit from the great customer experience Touristry is able to provide. After our very successful expansion in Amsterdam we are thrilled to be able to realise a powerful urban tourism concept abroad. And as a result of our first foreign acquisition, I am proud to announce our new name; Tourism Group International.”