About us
"The real voyage of discovery consists not
in seeking new landscapes, but
in having new eyes."
— Marcel Proust
Our mission
For over 50 years we have been dedicated to making authentic travel seamless and accessible to everyone. We empower global travelers to make the most of their time on earth by having their dream vacations individually planned and booked by local in-destination travel experts.
Our story
At Rough Guides, we’ve been inspiring travelers and crafting unforgettable journeys since 1982. It all started with our founder, Mark Ellingham, and the Rough Guide to Greece - a book born from a passion for helping travelers explore with confidence and curiosity. Known for its “tell-it-like-it-is” ethos, it became an instant classic, empowering a generation of independent adventurers.
Over the years, we’ve evolved alongside travelers' needs. What began as trusted guidebooks for independent exploration has transformed into something more: a personalized travel service rooted in local expertise.
In 2017, Rough Guides entered an exciting new phase when René Frey took over the helm. This pivotal moment signaled our commitment to growing and innovating while staying true to our mission of creating meaningful travel experiences.
Travelers today seek not only authentic experiences but also convenience and safety before and during their journeys. With our broad network of local experts and guides, we can provide all of that.
That’s why we’ve taken the next step, introducing tailor-made travel, crafted by on-the-ground experts who know their destinations inside out. Whether it’s a hidden beach in Greece, the best street food in Vietnam, or a secluded lodge in Patagonia, our specialists provide the kind of insider knowledge that transforms trips into lifelong memories.
With this evolution, Rough Guides is now more than a trusted guidebook brand—we’re your partner in personalized travel, combining decades of experience with the expertise of local travel specialists to bring you authentic, seamless, safe, and deeply meaningful adventures.
Meet our Team
Tailor-Made Travel
At the heart of our approach is tailor-made travel—designed just for you. It’s more than just picking a destination; it’s about crafting a journey that reflects your passions, interests, and needs. With our local experts at your side, you’ll enjoy a truly personalized adventure, whether it’s uncovering hidden gems or indulging in unique cultural experiences.
How it works?
Tell us what excites you, and we’ll turn it into reality.
Work with local experts to create a seamless, personalized travel experience.
Enjoy expert support every step of the way, backed by our satisfaction guarantee.
Why travel this way?
Authentic and Personalized Experience
Hassle-free Planning & Secure Payment
Easy Travel & 24/7 In-Destination Assistance
Support for Local Communities
Why Rough Guides?
Of travelers trusted our services and products.
Rating based on our customers' feedback.
Verified local experts across 90+ destinations.
Years of expertise in the travel industry.
With over 50 years of expertise, 90+ destinations, and millions of happy travelers, Rough Guides is a name you can trust. From iconic guidebooks to personalized travel planning, we’ve been the go-to choice for authentic, reliable adventures worldwide.
See what our traveler says
Trustpilot Rated 4.8/5.0This e-mail is to express how we enjoyed the trip we had with Henry as driver and guide, all over Malaysia. Henry was very committed in his role: he could show us interesting sites and explain to us topics about history of Malaysia. We can say that we appreciated our trip, for a great part, thanks to Henry.
We had a lovely vacation. Would recommend your local expert and our chauffeur-guide Bernard. Sri Lanka is amazing and we hope to return.
I would give this 6 stars if the ratings went that high! This really was one of the highlights of our vacation. Due to scheduling issues, we ended up with a separate private tour for my family of 5, which was great given how small the boulangerie was. The tour guide was great and the folks at the boulangerie could not have been nicer or more informative. Lots of great information from the bakers and samples of warm baguettes right out of the oven! I would and probably will someday do this tour again!
Contribute to local communities
At Rough Guides, travel is more than just a getaway—it’s a chance to connect, learn, and make a positive impact. That’s why we’re committed to supporting local communities, promoting sustainable tourism, and helping you explore the world with deeper purpose.