In 1975, Rolf set out with a vision: to create a customer-focused travel company that would bring unforgettable experiences to travelers around the world. With that dream, he founded Rolfs Tours. Though resources were limited and the office was just a temporary space at Vårväderstorget, Rolf’s passion and dedication drove him to provide travelers with the very best experiences every single day. In the early years, the company mainly offered summer trips to Finland. Rolf himself both drove the bus and guided the tours, building a bond of trust and warmth with travelers who quickly began to feel like part of a family. As customer satisfaction grew and demand for new adventures increased, more destinations were added. Soon, trips to Poland with the historic Arkona Hotel in Szczecin, the Rhine Valley with the charming Ewige Lampe Hotel in Assmanshausen, as well as journeys to Åland and Öhblom’s guesthouse became popular favorites among Rolf’s adventurous travelers.
In 1989, Rolfs Tours reached an important milestone, moving into new offices at Vågmästareplatsen in Gothenburg, Sweden’s second-largest city. The move marked a period of strong growth, providing the company with more space, greater resources, and new opportunities to design even more exciting and unforgettable journeys for our travelers.
In 1991, Rolfs Tours expanded its offerings with a growing number of cruises to the beautiful Åland archipelago. These unique trips gave travelers the chance to experience stunning coastal landscapes along with rich cultural traditions. Åland quickly became one of our most popular destinations, attracting more and more travelers eager to discover its charm.
In 1994, the Estonia disaster shook the entire travel industry, bringing cruise demand to a sudden halt. It was a challenging time for Rolfs Tours, but with determination and resilience, Rolf and his team quickly adapted. By shifting the focus to exciting coach trips, the company not only stayed on course but also opened new opportunities for travelers to explore Europe by road.
After many successful years at the helm, in 2006 Rolf passed the baton to his son, Emanuel Karlsson, who became CEO of the company. With the same passion for travel, paired with expertise in IT and e-commerce, Emanuel brought an innovative vision that carried Rolfs Tours into the modern era and set the stage for future growth.
In 2010, Rolfs Tours took the next step in its expansion by making a major investment in air travel across Europe. This milestone allowed group travelers to reach their dream destinations more easily, discovering hidden gems throughout the continent under the guidance of our experienced tour experts.
A defining moment came in 2013, when the introduction of air travel three years earlier proved to be a resounding success. Rolfs Tours reached a turnover of 100 million SEK for the first time — a clear confirmation that our products and services were strong, and that travelers truly valued the experiences we offered.
In 2014, Rolfs Tours expanded its horizons, offering air travel to destinations all around the world. Travelers could now discover the mystical temples of Asia, the wild savannahs of Africa, the vibrant energy of North America, and the colorful cultures of South America — even journeys as far as Japan. This expansion marked an important step in our growth. That same year, the company was honored with the prestigious Gazelle Award from Dagens Industri — one of Sweden’s highest recognitions for innovation, success, and the pursuit of excellence in customer service and travel experiences.
The pride and joy continued in 2015, as Rolfs Tours was once again named a Gazelle company by Dagens Industri. This recognition underscored not only our continued business growth, but also the satisfaction and loyalty of our customers — a testament to our dedication to quality, service, and unforgettable travel.
In 2016, Rolfs Tours moved into modern new offices on Folkungagatan in Gothenburg and established itself as Sweden’s largest group travel operator. Our focus was never just on selling trips — but on creating opportunities for adventure-seeking travelers from across the country to share unforgettable experiences together. To celebrate and thank our loyal customers, we began arranging spectacular annual events, completely free of charge. It started with coach trips to the shopping paradise of Ullared, where in just one weekend around 12,000 customers joined us, filling the event with joy and togetherness. The highlight soon became Rolfs’ summer tour, visiting cities across Sweden with shows, sing-alongs, and music quizzes — strengthening the bond between us and our travelers.
2017 brought yet another strong recognition, as the company was named a Gazelle company by Dagens Industri for the third time. That same year, Rolfs Tours gained nationwide attention for encouraging more people to dare to travel alone. Our message — that you can travel solo but never feel alone within a group — spread quickly and inspired countless adventurers to take their first steps toward discovering the world on their own terms.
Rolfs Tours’ momentum continued in 2018, with another year of recognition as a Gazelle company by Dagens Industri. We were celebrated not only for our growth, but also for our reputation as a leading travel operator driven by customer-focused innovation — constantly finding new ways to make travel easier, more personal, and more rewarding for our travelers.
2019 marked a major milestone for Rolfs Tours. With a turnover of 725 million SEK and more than 140,000 satisfied customers annually, the company had grown into a true leader within the travel industry. Backed by an impressive team of over 400 dedicated tour leaders and more than 4,000 departures, Rolfs Tours stood ready to deliver even more unforgettable journeys — all with the hallmark of Scandinavian quality.
2020 brought unprecedented challenges as the pandemic paralyzed the entire travel industry, leaving Rolfs Tours facing an uncertain future. Despite the difficulties, the company showed the greatest care for its travelers by quickly refunding trips and providing full support and service. This commitment earned us immense trust and further strengthened our reputation.
As the pandemic subsided, 2022 marked a strong comeback for Rolfs Tours and the travel industry as a whole. With renewed energy and undiminished passion, we continued to design exciting new trips, guided by our timeless mission: to open doors to new adventures for eager travelers everywhere. That same year, Rolfs Tours grew even stronger with the acquisition of the charter operator Solresor — a testament to our determination to overcome obstacles and to seize opportunities for future growth.
In 2023, Rolfs Tours expanded beyond Sweden’s borders for the first time, establishing itself in the Norwegian market with the same vision: to offer travelers affordable, high-quality group tours around the world. At the same time, we deepened our commitment to community and inclusion, with our Facebook groups growing rapidly into vibrant spaces where travelers connect, share, and inspire one another.
2024 became a landmark year as the company reached a new milestone: annual revenue surpassing one billion SEK. To celebrate, the couple whose booking tipped us over the billion mark were gifted their trip — a heartfelt way of sharing our success with the travelers who made it possible. Innovation remained at the forefront with the launch of the Rolfs Tours app, giving travelers everything they need in one place — from travel documents to direct chat and photo sharing with fellow travelers. Expansion also continued with our entry into the Danish market. In addition, Rolfs made a major investment in solo travel, introducing a new focus area to make it easier, safer, and more enjoyable for solo travelers to explore the world together.
2025 marks a golden year in the history of Rolfs Tours. We proudly celebrated our 50th anniversary, a half-century of unforgettable journeys, passionate teamwork, and loyal travelers who have made our story possible. Adding to the celebration, Rolfs Tours was honored with the title of Sweden’s Best Tour Operator at the prestigious Grand Travel Awards — a recognition of our dedication to quality, service, and innovation. This year also marked a bold step into the future. Rolfs launched in the United States, making it possible for American and other international travelers to join our carefully designed tours. On September 4, 2025, we officially unveiled our first six international adventures, a milestone that realized a 20-year vision of going global. From a family business in Gothenburg to a global travel operator, this expansion represents not only growth, but also our enduring mission: to bring people together through meaningful travel. Partnerships and innovation continued to define the year. Rolfs became a proud partner of Bingolotto, one of Sweden’s most beloved TV programs, with its premiere airing in August on TV4. At the same time, our investment in digital innovation and customer-focused services continued to set new standards, ensuring seamless travel experiences — from booking to journey — for millions of travelers worldwide. As we celebrate 50 years of passion, quality, and community, 2025 is not just a milestone, but the beginning of a new era: Rolfs Tours stepping fully onto the global stage.