TAG is an award-winning global event and corporate travel management company.


TAG is the leading travel management provider to the international live music and entertainment touring industry. TAG works with tour managers to arrange complex, often global, travel itineraries for performing artists and their support teams and production crews. In addition, the company also serves the ‘high-touch’ segment of the corporate travel market, particularly the financial services and media sectors. The group is headquartered in London and has more than 450 staff in 12 offices, including London, Los Angeles, New York, Singapore and Sydney.

The management team is led by CEO Jens Penny and Terry Williamson, Chair.

TAG pyramid stage

Investment strategy

Apiary partnered with TAG to drive an ambitious technology investment program, and to support a buy-and-build strategy. During Apiary’s investment, TAG opened further offices in the UK, the USA and Asia Pacific to support its international growth, and successfully acquired and integrated eight acquisitions that further strengthened its global touring capability.

Key details

Number of staff
Global offices
Investment date
April 2018
Business Services
Visit Website

I am delighted to have such experienced and engaged investors supporting TAG. With our pace of change and growth, we need to be agile in our decision-making and Apiary has facilitated that.

Jens Penny