WeRoad eyes market expansion amid 2024's £100M revenue success

The diversification of its product set is paying off

European solo tour operator WeRoad announces it closed last year with €100 million in revenue, driven by solid growth in the Italian market and rapid international expansion. 

Since its inception in 2017, the company has successfully entered Spain, the UK, Germany, and France, offering localised experiences in these markets. 

In 2024, WeRoad launched WeRoad.com, its international platform that unified the two sites it had previously. 

The platform has already gained traction in Scandinavia, Ireland, the Netherlands, and Portugal, with bookings originating from 103 countries worldwide.

WeRoad’s growth is highlighted by the number of travellers it has served so far, 200,000, and its strong network of Coordinators which now sits at 3,000 across Europe.

Looking ahead, WeRoad plans to focus on three key innovations.

Launched in Italy and Spain in 2023 the curated WeRoadX marketplace recently expanded to the UK, France, and Germany. 

This platform allows selected WeRoad travel Coordinators to create bespoke itineraries and directly manage aspects such as accommodations, local experiences, pricing, and departure schedules.

This model enables WeRoad to scale its offerings quickly, both in volume and variety. It introduces niche itineraries such as glacier trekking in Greenland, motorbike tours in Laos, and skiing adventures in the Caucasus.

The marketplace also welcomes contributions from expert communities, local partners, and selected Destination Management Companies (DMCs) ensuring a rich and diverse portfolio of travel experiences.

It will also focus on Thematic Trips. WeRoad launched a range of trips tailored to specific interests, including Active Travel, such as skiing, snowboarding, cycling, climbing, and kite surfing; Yoga & Wellness; Food & Wine; Music, Literature, and Local Traditions; and Sporting Temples for tours of iconic sports destinations.

These thematic trips aim to deliver meaningful and engaging experiences, catering to the growing demand for travel that reflects individual lifestyles and passions.

Finally, the brand is introducing Weekend Trips, targeting the Italian and Spanish markets. 

These 2-3 day itineraries are designed for travellers seeking unique experiences and new connections within a limited timeframe. Stealth launched in 2024, the product has already captured 10% of total bookings in a matter of months.

“We remain fully committed to our goal of becoming the pan-European leader in the adventure travel sector by 2025,” said Andrea D’Amico, CEO of WeRoad. 

“This year alone, 85,000 people travelled with WeRoad, a strong testament to how our experiences resonate with Millennials’ growing passion for exploration and making meaningful connections.”

He added: “With the marketplace and thematic travel options, we’re transforming our model and strengthening our commitment to the community.

“Our Coordinators continue to deliver exceptional creativity, crafting authentic, one of a kind experiences in some of the world’s most remote locations. 

"In 2025, we aim to make these experiences even more accessible and diverse.”