TourHub, the Cardiff-headquartered marketplace for group and adventure tours, has closed a £3 million equity and debt round to fund AI-driven search and booking capabilities, expand its global operator network, and deepen its footprint in the US, Canada, UK, and Australia. The investment follows a year of strong sales growth and positions the company to compete more aggressively in the fast-growing adventure travel segment.
Funding details and growth trajectory
The round combines equity from existing backers—the Development Bank of Wales, Waterspring Ventures, and a syndicate of angel investors—with long-term debt financing from Finstock Capital. It builds on a £1 million raise in October 2023 that helped TourHub broaden its operator base. The company reports marketplace sales of £23 million in 2025, a near-40% increase year-on-year, with cumulative sales since launch reaching £45 million.
TourHub currently lists more than 15,000 tours from 750 operators worldwide, spanning adventure, cultural, and small-group itineraries. The company aims to grow that network to 1,000 operators by 2027, a move that would significantly expand its inventory across key source markets.
AI as a strategic lever
Seamus Conlon, CEO of TourHub, said the new capital will accelerate the development of AI-powered search and booking technology, while also boosting marketing efforts and operator partnerships. “This investment allows us to move faster on the technology that helps travellers find the right tour, and helps operators sell more effectively,” Conlon said. The company plans to use AI to improve personalisation, streamline the booking journey, and give operators better demand insights.
The focus on AI aligns with broader industry trends, as seen in recent partnerships like Tourism Malaysia and Alipay+ forging an AI-powered travel partnership. TourHub’s investment underscores how mid-sized travel tech firms are leveraging AI to compete with larger OTAs.
International expansion and job creation
Beyond technology, the funding will support TourHub’s push into the US, Canada, and Australia, where adventure travel demand remains robust. The company also plans to create additional jobs at its Welsh headquarters, reinforcing Cardiff’s growing reputation as a travel technology hub.
Tom Linney, Investment Executive at the Development Bank of Wales, noted TourHub’s progress in building a platform that connects travellers with a wide range of experiences. “This third funding round reflects continued confidence in the company’s growth strategy and its potential to create more skilled jobs in Cardiff,” Linney said.
Market context
The adventure travel sector has seen steady growth, with operators and platforms investing in digital tools to capture demand. TourHub’s model—aggregating small-group and adventure tours from independent operators—positions it well as travellers increasingly seek authentic, off-the-beaten-path experiences. The company’s expansion plans also echo broader destination pushes, such as Egypt’s goal of 30 million visitors by 2030, which will require robust distribution channels.
For travel agents and tour operators, TourHub’s growth signals a continued shift toward digital-first booking and AI-assisted discovery. The platform’s investment in AI could also help smaller operators compete with larger players by offering smarter inventory management and customer matching.
As TourHub scales, it will face competition from established OTAs and niche platforms, but its focus on adventure and group tours, combined with a strong funding base, gives it a clear lane. The company’s next milestones—hitting 1,000 operators and expanding AI features—will be closely watched by industry players.
