Rabbie’s: Small group tour guides driven by curiosity

Rabbie’s is a UK-based tour company renowned for its small-group travel experiences that go beyond the ordinary. Founded in 1993 as a one-person operation, the company has grown from strength to strength—achieving a 3,000% growth in international trade over the past three years. This impressive trajectory earned them the prestigious King’s Award for Enterprise, making them one of only 197 recipients in the UK this year which recognises the company’s remarkable growth.

At the heart of Rabbie’s success is a commitment to storytelling, where expert guides bring destinations to life with rich history, local legends, and personal insights. Their carefully crafted itineraries explore both iconic landmarks and hidden gems, offering travellers a deeper and more authentic connection to the places they visit.

Rabbie’s also champions responsible travel. With a strong focus on sustainability, having achieved B-Corp status in 2024, they support environmental projects and work with locally owned small businesses—ensuring that tourism benefits the communities they visit.

A decade of partnership

Since 2015, Forvis Mazars has been working to support Rabbie’s rapid expansion and the financial intricacies that come with this. Partners Craig Maxwell and Jennifer Allison have taken the time to get to know the business and its owners, working closely together as they navigated their private equity acquisition and introduced a new CFO, Fraser Robertson.  

"Over the past decade, a strong relationship has been built with Forvis Mazars, one that has proven especially valuable during the challenges of the post-COVID period. Their audit support has been robust, underpinned by a collaborative relationship and a team that works seamlessly together. A proactive approach has helped us stay on top of and prioritise a wide range of tax commitments, streamlining what can often be a complex process.

What stands out is the genuine interest in our business which translates into the quality of the advice we receive. They are great advisors and strong business partners who stand by our side and the benefits of that partnership are clear."

Fraser Robertson

Building resilience         

In an increasingly complex and competitive global environment, resilience and readiness have become critical capabilities for organisations and their finance teams. Our C-suite barometer 2025 research highlights optimism among C-suite leaders but also recognises the challenge they face in maintaining growth amid economic uncertainty, geopolitical instability and increased competition. We look to support clients to build up the internal strength and agility needed to respond effectively to these challenges. 

“The proactive support we receive from Forvis Mazars has been key to building resilience within our team and across the business. Their ‘no surprises’ culture means we are always prepared for what’s coming next, particularly when it comes to staying ahead of regulatory changes, such as preparing for the early adoption of FRS 102.

With many moving parts, it's valuable we have a partner we can approach with any question, no matter how simple, and we know we will get thoughtful, business-appropriate guidance. Their advice helps us prioritise, take timely action and ultimately strengthen our internal capabilities to support long-term resilience and growth.”

Fraser Robertson

Celebrating excellence

Earlier this year, Rabbie’s were awarded with The King’s Award for Enterprise in International Trade – the UK’s highest accolade for business success. The judges were impressed with the outstanding short-term growth, with overseas sales soaring by more than 3,000% in 3 years and the resulting job creation, with the UK team growing from 184 to 253 people. Fraser and the team were also awarded the Finance Team of the Year 2024 at the Scottish CFO Awards.

Looking ahead

“As we look to establish a global presence, we see Forvis Mazars as a key partner on that journey. The recent partnership with Forvis in the US is a real advantage as we hope to expand internationally and will value their support in navigating the complexities that come with that.

Having an advisor who can cut through the noise and prioritise what matters is a real strength. We see Forvis Mazars continuing to work closely with our team to support us through our commercial global march”

Fraser Robertson
 

'It has been a positive and enjoyable experience working alongside Rabbie’s as they continue on their growth journey and we look forward to developing and strengthening that relationship over the coming years, exciting times ahead!'

Craig Maxwell, Partner, Forvis Mazars in the UK.