Founded in Cardiff during the Covid-19 pandemic and trading since January 2023, TourHub positions itself as an online specialist in experiential travel distribution.
The marketplace now lists more than 15,000 tours from 750 operators worldwide and sells to travellers in the US, Canada, the UK and Australia.
Since launch, the platform has generated £45 million in sales, including £23 million last year, a rise of close to 40%.
To fund its next phase, TourHub has raised £3 million from the Development Bank of Wales, Waterspring Ventures and a group of business angels, alongside long-term debt provided by Finstock Capital.
TourHub targets a fast-growing segment: small-group and adventure tours, plus guided cultural journeys. Its typical customer is in their 60s, predominantly female, with nearly half travelling solo.
They want guided, social trips without having to organise every detail. The average trip booked on the platform lasts 11 days.
The funding will go into platform improvements and AI features across search, booking and operator tools.
It will also support international marketing across the start-up’s four core markets and expand the operator network to 1,000 by 2027.
New IT and marketing roles are planned at the company’s Cardiff headquarters.
“Demand for experiential travel is buoyant. Even through a turbulent period for travel, we grew close to 40% last year to £23 million in sales, because we sell to travellers across the US, Canada, the UK and Australia rather than relying on any one market.
This investment brings more of that demand to our operator partners, and builds a world-class travel business here in Wales.”
Seamus Conlon, founder and chief executive of TourHub, said.
The company can also call on an experienced board, with Will Waggott, former TUI chief financial officer, as chairman, and Darren Evans, former owner of Leisure Pass Group (now Go City), among its non-executive directors.
This raise underlines a broader trend in online travel distribution as experiential trips, long booked offline, move further into digital channels.
Platforms like TourHub connect specialist operators, often small, with international demand they struggle to capture alone.
