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Attraction World expands with online acquisition

Birmingham ticketing specialist buys Day out with the Kids to expand its offering

Martin Perry, relationship director at Barclays (left) and Paul Stobbs, managing director of Attraction World
Martin Perry, relationship director at Barclays (left) and Paul Stobbs, managing director of Attraction World

A Birmingham-based ticketing firm which specialises in theme parks and tourist attractions has acquired a online leisure venture.

Kings Norton-based Attraction World has bought Day out with the Kids which provides information and ideas for things to do across the UK and Ireland.

Attraction World specialises in the provision of tickets for more than 3,000 attractions in 60 countries and has travel industry clients such as Thomas Cook, Tui, Mid Counties Co-operative and Barrhead Travel.

It was established in 2006 by managing director Paul Stobbs since when it has grown revenue and profit every year and now employs more than 60 staff.

Mr Stobbs said: "This acquisition supports our strategic objective of becoming the UK's primary site for visitor attractions.

"Day out with the Kids currently has 100 million page views per year and it's our aim to further enhance this offering by being able to provide families with the opportunity to not only research their day out but be able to book their tickets.

"In addition, we plan to create a community forum where families can share ideas and feedback on their experiences."

Funding for the undisclosed acquisition was provided by Barclays.

Relationship director Martin Perry said: "We have worked with Attraction World since the company was founded and understand the strategic direction in which Paul wants to take the business.

"This acquisition complements the business and will enable them to further expand."

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