Klook Attracts $100 Million Investment

Leading Asia-based online travel agency (OTA) Klook has secured a $100 million investment led by the global growth investment firm Vitruvian Partners, as the tours and activities OTA looks to growth beyond the Asia Pacific (APAC) region.

This is the second major funding announcement in APAC in three months as growth of the region’s tours, activities and attractions sector accelerates. Taiwan-based KKday raised $70 million in December.

The investment marks Vitruvian Partners’ second major investment in the experiences sector after a $50 million investment in Spanish-language OTA Civitatis last year and a €100 million investment in 2022. For Klook, the investment follows a $210 million investment round in 2023, led by Bessemer Venture Partners.

So what does this mean for the experiences sector, and for operators?

Asia Pacific’s Travel Rebound and the Young Asian Traveler

APAC’s tourism sector was slower to rebound from the pandemic than the U.S. and Europe, but recovery accelerated in 2023 and 2024. International visitor arrivals in APAC will grow from 619 million in 2024 to 762 million by 2026, according to the Pacific Asia Travel Association, and long-haul outbound travel from Asia has also started to rebound. 

Klook says the newly secured capital will drive the OTA’s next phase of growth, with a focus on using AI, investments with tourism boards in the region, and expansion outside of Asia. The company had sidelined expansion plans for the U.S. and Europe during the Covid-19 pandemic. 

A report produced by Klook and Tourism Economics said the company generated US$3 billion in direct economic impact in 2023, which includes Klook revenue, gross sales of operators via Klook, and associated spend by travelers on a Klook experience. If this is an indicator of Klook’s gross bookings, this would make Klook sales approaching 80% of Viator, which reported full year gross bookings of $3.7 billion in 2023.  

Klook has also leaned heavily into the younger Asian traveler with a big focus on mobile and social media. Klook CCO Wilfred Fan has spoken regularly at Arival events on how social media has become the main discovery channel for experiences in Asia, and the importance of social video for reaching travel’s next generation. The OTA has been an early adopter of social commerce, working with popular social video platform TikTok to integrate tour and activity bookings, as well as RedNote in China.  

Learn More about the Asia Outbound Traveler at Arival 360 | Valencia

Join Klook’s Wilfred Fan and Trip.com’s Grace Qi at Arival 360 | Valencia for a workshop-style session on Asia’s outbound travel market, featuring exclusive insights into the outbound travel habits of Chinese and broader Asian travelers in 2025, with a special focus on trends and opportunities for Europe. We hope to see you there!