As part of its strategic development in Europe, the international travel brand Join UP!™, currently operating in nine markets, transitions to a holding company structure. The newly established JOIN UP! HOLDING OÜ, registered in Estonia, has become an owner of the tour operator Join UP! Baltic.
Aurimas Janušauskas, the CEO of Join UP! Baltic, will continue to serve as board member of Join UP! Baltic. Despite the structural transformation, the ownership of Join UP!™ remains unchanged — the company is still owned by the Alba family. Alina Alba, co-founder of Join UP!™, has joined the management board of the new holding company.
“Join UP! Baltic continues to operate without changes — with the same structure and a local team of more than 65 tourism professionals. Our focus is on growth and strengthening our position in the Baltic market. This year, we plan to increase volumes by 80%, expand the range of destinations we offer and open new travel shops across the Baltics,” says Aurimas Janušauskas, CEO of Join UP! Baltic.
Alina Alba, Join UP!™ co-founder and a board member of the new holding company, comments: “From a business standpoint, this is a logical and strategically necessary step, as we’ve reached a significant level of growth in Europe. The holding structure will strengthen brand identity, enable more efficient management, and lay the foundation for further growth — all while preserving our core values: customer care, business ethics, and reliability.”
The aim of the new model is to enhance the unity of the Join UP!™ brand, improve operational efficiency, and support sustainable expansion across European markets. All current and future Join UP!™ travel companies will operate under this new structure. The companies in Romania and the Czech Republic and Poland have already completed the integration process, and the brand plans to launch operations in Slovakia and Hungary later this year.
In 2024, the tour operator Join UP! Baltic increased its turnover by 15%, reaching €82.4 million, with a profit of €3.25 million. The company organized travel for over 100,000 clients across the Baltic States and employs 65 local tourism professionals in offices and travel shops located in Riga, Vilnius, and Tallinn. Currently, the tour operator offers trips to 9 destinations with direct flights from Riga, Vilnius, Tallinn, and Palanga.
Founded in 2010, Join UP!™ offers full-package travel services — including flights, accommodation, transfers, insurance, and excursions — to more than 40 destinations. Over the past 15 years, more than 6.4 million travelers have used the company’s services.
Today, Join UP!™ operates in Estonia, Latvia, Lithuania, Poland, Romania, the Czech Republic, Kazakhstan, Moldova, and Ukraine, with Slovakia and Hungary soon to follow.
