Rolfs Tours, the largest group travel operator in the Nordics, is launching in New York. Combining Scandinavian quality, tech-driven efficiency, and social travel experiences, the family-owned company aims to disrupt the U.S. market by offering world-class journeys at unmatched prices – while promoting community in a time when human connection matters more than ever.

Founded in Sweden in 1975, Rolfs Tours has grown from small bus tours into a Nordic leader, serving over 140,000 travelers annually across 650 destinations. Still family-owned, the company has been led since 2006 by second-generation CEO Emanuel Karlsson – a programmer who built the company’s digital backbone from scratch and has been the driving force behind its rapid expansion.

Over the past 20 years, the company has received multiple awards for exceptional growth – expanding from a small operator with revenues of about USD 4 million to USD 140 million.

For American travelers, that means Scandinavian service and global experiences at prices far below traditional offerings. With its U.S. debut, Rolfs Tours is introducing popular group journeys to India, Egypt, Japan, Morocco, Tanzania, and South Africa.

What sets Rolfs Tours apart is not only the destinations, but the way people experience them – together. The concept has become a proven success in the Nordics, where travelers consistently highlight friendships and shared memories as the true added value of their journeys.

Rolfs Tours actively fosters these connections, creating social arenas for travelers to meet – from online forums and matching tools to physical gatherings and solo tours. In a time when many long for connection, this focus on community is now one of the company’s strongest assets. Karlsson is convinced that the desire to meet and connect exists worldwide, which is why the company’s ambitions stretch far beyond New York.