What Valica does

Valica S.p.A. is an Italian MarTech and media group listed on Euronext Growth Milan (ticker: VALICA) that operates a phygital (physical + digital) model spanning digital advertising, proprietary live events, in-house content production, and e-commerce. The company owns and operates a network of 15+ Italian-language websites covering travel, food, wine, outdoor and lifestyle verticals — including PaesiOnLine.it, RicetteDellaNonna.net, TrueRiders.it, GoodTrekking.it, VitaDaTurista.it and BorgoDiVino.it — and aggregates third-party sites programmatically through its subsidiary Fytur S.r.l. via an ad-tech stack (ADServer, SSP, DMP, Ad Exchange). Group revenue comes from four primary streams: digital advertising sales across the owned and aggregated network, sponsorship and exhibitor fees from self-organized events (Borgo diVino in Tour, Fiera dei Sapori d'Italia), branded content/video production under its media-house formats (Comuni non Comuni, In Cucina con Nonna, In Vino Veritas), and an e-commerce channel (TrueRiders Shop) launched in October 2024.

The customer base spans three constituencies served by a B2B enterprise field-sales motion: brand advertisers and agencies seeking access to Italian travel/food/wine audiences; food & wine producers and wineries participating as sponsors and exhibitors; and Italian municipalities and tourism associations — most prominently the 'I Borghi più belli d'Italia' association — that use Valica as a digital and physical promotion partner. The company generated H1 2025 consolidated revenues of €3.58 million (+10.8% YoY) and a 2025 full-year revenue print of approximately $8.6 million (€8.6M). Valica is headquartered in Rome (legal seat Via Alessandro Torlonia 16; operational seat in Rocca di Papa), employs 11–50 people, and is controlled by Paesionline S.r.l. (52.22% of shares), with institutional investor Algebris holding 6.00%.

Since its IPO on September 29, 2023, Valica has executed a programmatic roll-up: it incorporated RDN S.r.l. in April 2024, acquired 100% of communications agency Parallelozero S.r.l. in August 2024, took a 20% stake in Made in Borghi S.r.l. in 2024, acquired Borghi Italia Tour Network (BITN) S.r.l. in October 2025, signed a strategic agreement with Vinòforum in January 2026, and closed an additional 15% stake in Fytur Srl in April 2026 — financed by capital increases of €509,328 (Sept 2024) and €611,280 (May 2026). The integrated business model has grown revenues at a roughly 50% CAGR from 2022 through 2025, though 2025 saw significant margin compression (EBITDA down to $436K from $1.42M in 2024) reflecting integration costs and event investment.

Name

Valica

Legal name

Valica S.p.A.

Website

https://valica.it

Company type

Public

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Valica is an Italian MarTech and media group operating a network of 15+ travel, food, and lifestyle websites plus proprietary live events (Borgo diVino, Fiera dei Sapori d'Italia), serving brand advertisers, food/wine producers, and Italian municipalities with digital advertising, programmatic ad-tech, content production, and e-commerce services from its Rome base.

Ownership category

akta.pro rank

Product category

Digital Marketing & Advertising

NAICS

Advertising, Public Relations, and Related Services (5418), Media Representatives (54184)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Branded Documentary / Nonfiction (Corporate & NGO) (MPADADAK)

akta.pro secondary industry

Incentive Travel Programs & Retreat Events (Offsites) (MPAGAHAH)

Keywords

• Digital marketing services
• Travel media network
• Programmatic advertising
• Event marketing
• Content production

Headquarters

HQ city

Rocca Di Papa

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Digital Advertising: Valica operates as a digital advertising concessionaire selling display, programmatic, and digital marketing services across its proprietary media network of travel and lifestyle websites, targeting both advertisers and brand partners. Revenue is generated through advertising campaigns, programmatic monetisation, and network fees from third-party aggregated sites.
2. Event Marketing & Organization: Valica organizes and manages live events including Borgo diVino in Tour (wine and gastronomy event across Italian borghi), Fiera dei Sapori d'Italia (gastronomy fair), and provides food area management services at third-party events (e.g., Aeronautica Militare Balloon Cup). Events generate revenue through sponsorships, brand activations, ticket sales, and exhibitor fees.
3. E-commerce - TrueRiders Shop: Launched in October 2024, TrueRiders Shop is a specialized commercial channel for motorcycle enthusiasts, offering selected products and services aligned with the TrueRiders community. This is an e-commerce revenue stream complementing the platform's content and community offering.
4. Content Production & Media House Services: Valica produces original video content and branded storytelling for corporate clients using its 100% internal production pipeline. Formats include Comuni non Comuni, In Cucina con Nonna, and In Vino Veritas, sold to brands seeking territorial and lifestyle storytelling.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Valica is a MarTech and media company that provides digital marketing, programmatic advertising, and content production services to brands and municipalities through its owned network of 15+ Italian travel, food, and lifestyle websites. It also organizes and monetizes branded live events (Borgo diVino in Tour, Fiera dei Sapori d'Italia) and operates a media house producing original video content for territorial storytelling, with ad-tech infrastructure managed through subsidiary Fytur.

Product overview

Valica is a MarTech (Marketing Technology) company structured as a Group with three main Business Units: SBU Advertising (digital marketing and advertising services for businesses and territories), SBU BTC (B2C services including publishing and editorial platforms), and SBU Agenzia (agency services). The company operates a digital media network of travel, food, wine, and lifestyle websites, produces original video content as a media house, and organizes events including Borgo diVino and Fiera dei Sapori. Subsidiaries include Fytur (digital advertising), Experience Lab (event management), and acquired companies BITN (tourism) and Parallelozero (communication). The offering is delivered through the valica.it platform coordinating these integrated services.

Differentiator

Problem solved

Functional benefit

Brands

• TrueRiders: Motorcycle lifestyle platform with e-commerce channel launched in October 2024
• Borgo diVino
• Fiera dei Sapori d'Italia
• Comuni non Comuni
• In Cucina con Nonna
• Fytur
• Experience Lab

Products and services

• Digital Marketing & Advertising Services (SBU Advertising) Core advertising service providing digital marketing solutions for businesses and territories, including strategic consulting, cross-media content production, and digital advertising campaign management for brands and municipalities.
• Digital Media Network (SBU BTC) Portfolio of 15+ Italian travel, food, wine, and lifestyle websites including PaesiOnLine.it, GoodTrekking.it, TuristiPerCaso.it, RicetteDellaNonna.net, PiccoliEViaggi.it, PaesiDelGusto.it, TrueRiders.it, VitaDaTurista.it, FughediLusso.it, BorgodiVino.it, FieraDeiSaporidItalia.it, Whitaly.com, and Vinoforum magazine, monetized through advertising.
• Events (Borgo diVino, Fiera dei Sapori d'Italia) Live event organization and management including Borgo diVino in Tour (itinerant wine and gastronomy event across Italian borghi) and Fiera dei Sapori d'Italia (gastronomy fair), plus food area management at third-party events such as the Aeronautica Militare Balloon Cup.
• Media House Video Productions Original video content production as a media house, creating branded storytelling formats focused on tourism and food/gastronomy entertainment, including Comuni non Comuni, In Cucina con Nonna, and In Vino Veritas.
• TrueRiders Shop Specialized e-commerce channel within the TrueRiders platform offering selected motorcycle-related products and services for the enthusiast community.
• Borghi Italia Tour Network (BITN) Tour Operator Services Tour operator services for the 'I Borghi più belli d'Italia' association, active in defining tourism strategies for Italian villages.

Quantifiable outcome

• H1 2025 consolidated revenues of €3,581,208, up +10.8% year-over-year
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core, flagship and minor.

• Mora Gradient / FYTUR additional stakecoreStrategic or Co-development Partner · 29 April 2026Valica finalized the closing for the acquisition of an additional 15% stake in FYTUR Srl (Mora Gradient), further consolidating its digital media company. Valica already controlled Fytur through the introduction of ExMarketPlace to the group, leading to the creation of Fytur in 2022.
• VinòforumcoreStrategic or Co-development Partner · 13 January 2026Valica SpA signed a strategic agreement with Vinòforum, the leading food&wine event organization in Central-Southern Italy, for the development of an international project during the XXIII edition of Vinòforum (September 7-13 at Piazza di Siena, Rome) and exclusive management of advertising collection for the launch of Vinòforum's new wine magazine. This partnership expands Valica's presence in the food&wine event sector.
• AVISflagshipGTM or Marketing Partner · 25 November 2025The Comuni non Comuni editorial format (a collaboration between PaesiOnLine and Parallelozero) partnered with AVIS, the international car rental leader, for a 10-episode series intertwining visual storytelling of Italian local identities with sustainable mobility. AVIS provides vehicles and co-branding, while Valica provides content production and distribution.
• Borghi Italia Tour Network (BITN)coreStrategic or Co-development Partner · 26 September 2025Valica acquired 100% of Borghi Italia Tour Network (BITN) S.r.l., a tour operator and strategic partner for the 'I Borghi più belli d'Italia' association active in defining tourism strategies. The acquisition consolidates Valica's position in Italian village (borghi) tourism promotion. Valica had previously taken a 20% stake in Made in Borghi S.r.l. in 2024.
• Difesa Servizi S.p.A.minorStrategic or Co-development Partner · 1 September 2025Difesa Servizi S.p.A. (the Italian Ministry of Defence's services company) awarded Valica the management of one of two food areas at the Aeronautica Militare Balloon Cup 2025 (September 26-28, San Giorgio Piacentino). Valica brought its Fiera dei Sapori d'Italia format to this prestigious sporting event.
• Parallelozero SrlcoreStrategic or Co-development Partner · 20 August 2024Valica completed the 100% acquisition of Parallelozero Srl, a strategic communications agency with expertise in corporate communication, brand strategy, and media production related to sustainability and energy transition. The acquisition strengthened Valica's capabilities in content production and cross-media advertising, and was completed in August 2024.
• LoquisminorGTM or Marketing Partner · 5 June 2024Valica signed a commercial partnership with Loquis, a travel podcast platform that allows users to discover territories through audio stories tied to their surroundings. The partnership enriches Valica's travel audience experience by integrating Loquis's audio storytelling into Valica's digital properties.
• Fondazione AmpioraggiominorGTM or Marketing Partner · 1 June 2024Valica partnered with Fondazione Ampioraggio, a non-profit promoting social and technological innovation through collaborative networks, to support Jazz'Inn 2024 — an innovation and sustainable development living lab event.
• CruisetopicminorGTM or Marketing Partner · 8 April 2024Valica signed a commercial agreement with Cruisetopic, a cruise-focused media or platform, to expand reach in the travel content ecosystem.
• RDN S.r.l.coreStrategic or Co-development Partner · 19 January 2024Valica completed the merger by incorporation of RDN S.r.l. (owner of RicetteDellaNonna.net, created by Giulio Rossi in 2002, majority acquired by Valica in 2018). The merger was approved in extraordinary shareholder meetings in February and March 2024 and formalized in April 2024.
• Sport ReviewminorGTM or Marketing Partner · 12 December 2023Fytur Srl (Valica Group) signed a commercial agreement with Sport Review, a sports media platform, to expand its digital advertising network in the sports/entertainment vertical.

Scale indicators9 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Italiaonline: Italy's largest domestic internet company, operating a digital advertising network across owned portals (Libero, Virgilio, PAGINEGIALLE) and aggregator services. Closest direct analogue to Valica's role as a digital advertising concessionaire across a portfolio of Italian audience properties.
• Triboo: Italian-listed digital media group operating proprietary vertical content properties and digital advertising/rev-share services. Comparable to Valica in combining owned media networks with advertising technology and content production.
• Webedia Italia: Italian arm of Webedia, a global digital media network operating thematic lifestyle, food, and entertainment sites. Direct competitor to Valica's portfolio of verticalized lifestyle websites (PaesiDelGusto, GoodTrekking, TrueRiders, etc.).
• Condé Nast Italia: Italian publishing arm of Condé Nast, producing premium lifestyle, travel, and food magazines (Vanity Fair, GQ, Condé Nast Traveller, La Cucina Italiana). Direct competitor in content production for Italian travel, food, and lifestyle audiences.
• Touring Club Italiano: Historic Italian tourism and travel publishing organization producing editorial content, maps, and tourism promotion. Comparable to Valica's travel audience network and its partnership with 'I Borghi più belli d'Italia' for destination promotion.
• Editoriale Domus: Italian publishing group behind Quattroruote, Ruoteclassiche, and other enthusiast vertical media. Direct comparable to Valica's vertical enthusiast media model (e.g., TrueRiders) and its advertising-led monetization across niche communities.

Broad incumbents

• Cairo Communication: Italian-listed media group operating advertising sales for RCS and La7 plus editorial brands. A larger incumbent with overlapping advertising concession and publishing capabilities, though broader in scope than Valica's travel/lifestyle focus.
• RCS MediaGroup: Italian media conglomerate publishing Corriere della Sera, La Gazzetta dello Sport, and a portfolio of magazines plus advertising sales. Overlaps with Valica in editorial content and advertising monetization but at much larger scale across generalist verticals.
• Mondadori Group: Italy's largest book and magazine publisher with significant digital advertising and brand media operations. Comparable as an Italian multi-brand media house with both editorial and advertising revenue, though holding a broader portfolio than Valica.
• Fiera Milano: Italy's largest exhibition and trade-fair operator, hosting Vinitaly, Host, and other major B2B events. Larger-scale event operator comparable to Valica's Experience Lab subsidiary (Borgo diVino, Fiera dei Sapori) but at a fundamentally different size and venue type.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/valicaspa
• LinkedInlinkedin.com/company/valica-srl
• Xx.com/ValicaIT

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Valica