36Kr reported that tour operator DTJ Tours has announced the completion of a RMB 20 million Pre-A round of financing, with Honden Capital and TOJOY being joint investors. The brand is valued at RMB 200 million after the investment. The capital raised will be used to invest in cultural theme tours, upgrade travel products and integrate resources.
DTJ Tours, a unit operated by TongGuo Technology Co., Ltd. in Beijing, offers such products as international air tickets, hotel booking, cruises, and also provides itineraries and related products of outbound travel, study tours, self-drive tours, family tours, music tours, sports events, exhibitions and pilgrimages. So far, DTJ Tours has been working with local travel agencies overseas across over 100 countries and regions and more than 80 airlines.
Dongzhe Jin, founder of DTJ Tours, believes that the tourism market in China is still growing. Group tours are far from enough to cater to today's consumers due to a high degree of homogeneity with mass market and unvaried products. There is an emerging trend for personalized and immersive travel experiences.
To this end, DTJ Tours plans to launch a flagship product "International Tourism+Music Festival", to provide personalized music themed travels for those who love music. As well, DTJ Tours also tries to tap into theme tours like international sports events and Chinese weddings to attract travelers with different needs.
After the financing, DTJ Tours will further upgrade its travel itineraries and related products, while its parent TongGuo builds an vertical chain by integrating the accommodation business of LVJU, the travel products of DTJ and the community life services of HH Mall.