TourRadar, a platform offering multiday experiences and adventure travel, has unveiled a $1 million fund to support creators in travel discovery.
The fund, which is called RISE, is part of the company’s social commerce drive and will invest in “user-generated content, local expertise and community powered storytelling.”
“We’re shifting from relying just on marketing on traditional platforms to driving people-powered momentum,” said Travis Pittman, co-founder and CEO of TourRadar. “RISE is about making sure the people driving inspiration every day are rewarded for it.”
The fund follows the launch in June of TourRadar Moments, an in-app feature that enables travelers to book trips from photos and video reels uploaded by travelers and creators
Pittman said at the time that the company aims to solve the gap between travel inspiration on social platforms and booking.
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With RISE, travelers and creators will be rewarded with travel credits, cash and other perks for uploading their content and inspiring others to engage and book.
The program is open to travelers and creators, to be known as ambassadors, who share content as well as promotional codes and earn through affiliate links and paid collaborations. Advisors, who make recommendations and help others book trips, can also join as can professional travel agents.
“You don’t need a million followers. You need a moment worth sharing. We’re building a long-term ecosystem where real stories create real bookings,” Pittman said.
TourRadar is not the only company seeking to tap into social commerce. Expedia announced the launch of its artificial intelligence-powered Trip Matching feature in May. The tool enables travelers to build an itinerary based on an Instagram reel and book it through the online travel agency.
And, startups have entered the space, including CoInvent AI's Airial Travel, a product that recently attracted $3 million in seed funding and uses AI to turn TikToks, blogs and other content into bookable itineraries.
See below for a discussion with Pittman on social commerce and the launch of TourRadar Moments at Phocuswright Europe 2025:
Phocuswright Europe 2025 Executive Interview: The social commerce opportunity