A new sports and experiences operator has launched with investment from former ITC President Jen Atkinson.

Vedere Tavel offers packages to a range of events such as the Abu Dhabi Grand Prix, Glastonbury, football matches and Adele in Las Vegas.

A member of the Advantage Travel Partnership, it will sell via travel agents and operate under the ATOL of TravelSeen, an online travel agent launched by Jen in 2021.

Vedere founder and Managing Director Alex Catton, who previously worked with Jen at ITC as Head of Sports at its luxury sports travel brand Spectate, will lead the new business.

Alex said Vedere – which means ‘to see’ in Italian – has a ‘fantastic’ agent portal to make it easy for agents to market its offers, with social media-friendly posts and images.

“We understand that our trade partners want to be able to promote unbranded offers easily, therefore all of our promotions are just that. Simply copy and paste the text and utilise our superb range of eye-catching images to your socials, it’s that simple!”

He said Vedere will also offer a range of trade incentives throughout the peak period, including enhanced commission, love2shop vouchers and the chance to win a place on a fam trip in late 2024. 

The business is co-owned by Alex, Jen and TravelSeen investors Arete Capital and Dez Derry.

Alex said: “I recognised a need for a comprehensive luxury operator that could seamlessly blend sports travel, bespoke experiences, ticketing, and concierge services that are tailored to individual requirements.

“I could see a potential for a company that offered just this, a solution for the trade that will be able to offer fully-licensed travel packages or alternatively ticket-only options, allowing agents the opportunity to build a package themselves.”

See vederetravel.com for more info