Not In The Guidebooks secures £825k for sustainable travel platform

Sustainable travel platform Not In The Guidebooks, based in Harrow, has secured an estimated £825k in its latest funding round. The company, which was incorporated in 2017, provides authentic and sustainable travel experiences that connect travelers with local cultures and hidden gems.

The business focuses on responsible tourism through the curation of bespoke itineraries, adventure travel, and group tours. These services are designed to benefit local communities and preserve the environment while moving away from conventional tourism models. According to its latest accounts for the year ended 31 December 2024, the company employed 14 people.

This latest investment follows a period of frequent fundraising activity. In April 2024, Not In The Guidebooks raised £136.6k at a valuation of £5.1m. Prior to that, it secured £262k in September 2023 at a £5m valuation and £303.3k in June 2023 at a £3.7m valuation. Other 2023 rounds included £50k in July and £223.2k in May at a £4.3m valuation.

The company valuation has grown since October 2021, when it stood at £2.1m following a £50k round. Earlier funding included £72k in May 2021 and £150k in April 2022 at a £3.4m valuation. In late 2022, the company raised a further £50k at a £4m valuation.

In recent leadership changes, Jenny Anne Linney was appointed as a director in April 2026. Documentation for the current £825k round was filed in May 2026.