Cardiff-based travel platform Lovetovisit, specialising in local attractions, experiences, and events, has successfully raised £3.2 million in venture capital to expand its operations.
The funding round was led by Venrex and Redrice Ventures, with participation from Active Partners, Velocity Partners, and a network of angel investors.
Established in 2021 by twin sisters Georgia and Alice Aubrey, alongside tourism expert Fed Pereira, Lovetovisit aims to simplify the process for the UK’s 19.4 million families to discover and book local activities. The platform offers a variety of options, from theatre trips and city attractions to unique family outings and local festivals, catering to both locals and tourists. Since its inception, Lovetovisit has generated £7.4 million in revenue and facilitated hundreds of thousands of bookings.
With over 2,700 products listed and a user base exceeding 3.2 million, Lovetovisit’s proprietary API ensures users can purchase tickets in real-time at the lowest guaranteed price. The platform sends tickets instantly via text and email, eliminating the need for third-party redemptions. Additionally, Lovetovisit leverages AI to provide personalised recommendations and offers interactive maps to help users find nearby activities.
The founding trio, who previously collaborated at Pereira’s tourism marketing agency, launched Lovetovisit to address the difficulty consumers faced in finding and booking local activities—a problem solved in other sectors like food delivery and accommodation by tech solutions. Lovetovisit bridges this gap, offering a streamlined, user-friendly experience.
Eighty percent of the platform’s offerings are exclusive to Lovetovisit, with notable partners including Alton Towers, Chester Zoo, ZipWorld, and family favourites like Pennywell Farm and Techniquest Science Museum. Lovetovisit has significantly boosted footfall at local attractions, with 85% of its listings located outside London. For instance, Devon has seen over 25,000 visitors through Lovetovisit since early 2024. The domestic tourism market in the UK is valued at $927 billion.
The new funding will be utilised to scale UK operations and enhance the platform’s AI capabilities, with an aim to double growth and inventory annually over the next three years. Plans for international expansion are also on the horizon.
Lovetovisit has gained the recognition as Wales Tourism Startup of the Year and will compete in the UK finals in September. The Aubrey sisters were honoured with the John Hays Entrepreneur of the Year award at the Travel Industry Awards in 2023.
Fed Pereira, CEO of Lovetovisit, stated: “We’re dedicated to helping people find fun, memorable ways to spend time with loved ones. Even in challenging times, those moments are invaluable. Lovetovisit offers a simple, enjoyable way to book activities with the confidence of getting the best price. Our technology ensures a seamless experience for both locals and tourists.”
Lilac Watt, Investment Associate at Venrex, expressed enthusiasm for the investment, highlighting the founders’ deep understanding of the tourism market. Andrew Sutcliffe, Partner at Redrice Ventures, emphasised the growing consumer desire for in-person experiences close to home. Tom Profumo, Partner at Active Partners, praised the platform’s growth and the team’s expertise in the attractions market.
Amanda Meyrick, Company Director at The Dinosaur Park Tenby, commended the partnership with Lovetovisit for its effectiveness in reaching a national audience and attracting visitors to their attraction in Pembrokeshire.
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Lovetovisit secures £3.2m funding to bolster UK tourism industry
