LivItaly Tours
LivItaly Tours (dba LivTours) is a privately held, founder-led tour operator founded in 2009 that sells expert-led guided tours across 17 European destinations to individual travelers, couples, and families, distributed via direct e-commerce, affiliate partners, and travel agents.
- Company typePrivate
- Founded2009
- HeadquartersRome, Italy
- Headcount11–50
- GTM typeB2C
- OfferingServices
What LivItaly Tours does
LivItaly Tours, operating under the consumer-facing brand LivTours, is a private tour operator founded in 2009 that designs and sells expert-led guided tours across 17 European destinations spanning Italy, France, Spain, the United Kingdom, Germany, and Austria. The company is organized through a dual legal-entity structure: a California LLC (LivItaly Tours LLC, EIN 46-4660110, Seller of Travel 2116766-40) and an Italian operating entity (Visit & Live di A&K srls, P.IVA 13092341000), with headquarters at Via Domenico Millelire 23 in Rome. The Italian entity holds travel agency authorization from the Province of Rome (Protocollo n.14312, issued February 4, 2015) and carries Allianz RC insurance. Angelo Carotenuto is the founder and owner.
The core product is themed guided tours (walking, museum, food and wine, archaeology, shore excursions, family, VIP, honeymoon/romance, sustainable, women's history, cooking school, sports/adventure, off-the-beaten-path), sold primarily via direct e-commerce through livtours.com with checkout supporting four currencies (EUR, USD, GBP, AUD). Adjacent offerings include gift vouchers, transfers, and an Android mobile app distributed via Google Play. Distribution combines direct-to-consumer e-commerce with an affiliate program and a dedicated travel agent portal. There is no disclosed proprietary technology stack beyond the booking website and mobile app; no APIs, integrations beyond Google Play, or AI capabilities are documented.
Revenue is generated primarily through one-time tour booking transactions, with gift vouchers as a secondary stream. The company markets through its website, blog content, social media, affiliate referrals, and agent partnerships, and displays third-party endorsements from 14 major publications including Fodor's, Condé Nast Traveler, Forbes, and National Geographic. With 11-50 employees and no disclosed funding, the business is founder-led and operationally positioned as a curated mid-sized European tour specialist rather than a venture-backed marketplace or technology platform.
LivItaly Tours firmographics
Firmographics- Name
- LivItaly Tours
- Legal name
- LivItaly Tours LLC
- Website
- https://livitaly.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LivItaly Tours (dba LivTours) is a privately held, founder-led tour operator founded in 2009 that sells expert-led guided tours across 17 European destinations to individual travelers, couples, and families, distributed via direct e-commerce, affiliate partners, and travel agents.
- Ownership category
- akta.pro rank
LivItaly Tours industry classification
Industry- Product category
- Guided Tour Services
- NAICS
- Tour Operators (561520), Travel Agencies (56151)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Small-Group Escorted Tour Operators (THAKADAB)
- akta.pro secondary industries
- Culinary Walking & Market Tours (THAJAGAA), Neighborhood & Local Life Tours (Communities & Hidden Gems) (THAJAAAJ), Private Guided Tours & Personal Tour Guides (THAJALAA), Group & Small-Group Custom Itinerary Planning (THAKAOAF)
Keywords
Where LivItaly Tours is headquartered
LocationHeadquarters
- HQ city
- Rome
- HQ country
- Italy
- HQ region
- Europe
Offices2 records
Markets served
LivItaly Tours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Tour Bookings: Revenue generated from customers booking guided tours across European destinations. Tours are sold as one-time transactions with various formats including day trips, full-day tours, and multi-day experiences.
- Gift Vouchers: The company sells gift vouchers for tours, creating an additional revenue stream and customer acquisition channel.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
LivItaly Tours product offering
Product offeringCore offering
LivItaly Tours (LivTours) sells small-group guided walking tours, private tours, shore excursions, food and wine tours, and day trips across 17 European destinations. The company also offers private transfer services, gift vouchers, and supports bookings via a mobile app, agent portal, and affiliate program. Pricing is available in EUR, USD, GBP, and AUD.
Product overview
LivTours is a LivItaly Tours LLC brand offering curated guided tour experiences across 17 European destinations. The core offering consists of themed guided tours spanning categories such as Walking, Museum, Food & Wine, Archaeology, VIP, Honeymoon & Romance, Family, and Shore Excursions. The product portfolio includes the main LivTours Guided Tours platform, a mobile app for Android devices distributed via Google Play Store, Gift Vouchers for experience gifting, and Transfers services. The company is headquartered in California (USA) with operational presence in Rome, Italy, and holds travel agency authorization from the Province of Rome.
Differentiator
Problem solved
Functional benefit
Products and services
- Guided Walking Tours (Small-Group and Private) Small-group and private guided walking tours operated across 17 European destinations for leisure travelers, couples, and families seeking expert-led cultural, historical, and food experiences.
- Shore Excursions
Companies that use LivItaly Tours
Customer profileSegments5 records
Ideal customer profiles2 records
LivItaly Tours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature1 record
LivItaly Tours partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
LivItaly Tours competitors and assessment
Company assessmentDirect peers
- Walks of Italy (Take Walks): Direct competitor offering small-group guided tours in Italy (Rome, Vatican, Florence, Venice, Pompeii, etc.) and broader Europe. Same target customer (English-speaking travelers seeking expert local guides), similar small-group format, and overlapping destination portfolio.
- Context Travel: Small-group expert-led tours across Europe and globally, with a similar positioning around expert local guides, themed tours (art, food, archaeology), and a premium curated experience. Direct overlap with LivTours' walking, museum, archaeology, and food tour categories.
- Withlocals: Platform connecting travelers with local hosts for private and small-group tours across Europe and beyond. Competes directly on guided tours in Rome, Florence, Venice, Paris, Barcelona and other shared destinations.
- Urban Adventures: Small-group themed tours in major cities worldwide with a similar focus on local guides and off-the-beaten-path experiences. Direct overlap with LivTours' Off The Beaten Path, Walking, and Food & Drink tour categories.
- Eatwith: Hosts culinary experiences (food tours, cooking classes, dining experiences) in European cities including Rome, Florence, Paris, and Barcelona. Directly competes with LivTours' Food & Drinks and Cooking School categories.
- Tours by Locals: Private guided tours in European cities with vetted local guides. Comparable to LivTours' VIP and private tour offerings with similar customer base of English-speaking travelers seeking expert guides.
Broad incumbents
- GetYourGuide: Global OTA aggregating thousands of tour operators across Europe including Rome, Vatican, Paris, Florence, and Barcelona. While broader and platform-led, it is a key channel and competitor for LivTours' tour inventory.
- Viator (Tripadvisor): Large OTA platform owned by Tripadvisor offering tours, attractions, and experiences worldwide. Major aggregator for European guided tours and a primary distribution channel competitor for tour operators like LivTours.
- Airbnb Experiences: Airbnb's marketplace for bookable local experiences including guided tours in European cities. Represents a major platform competitor and alternative discovery channel for travelers seeking guided experiences.
Emerging players
- TourRadar: OTA specializing in multi-day guided tour packages across Europe. Overlaps with LivTours' Full Day, Multi-Day, and small-group escorted tour offerings for travelers seeking structured European itineraries.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
LivItaly Tours social profiles
Digital presenceLivItaly Tours financial estimates
Financial estimateRevenue estimate
Valuation estimate
LivItaly Tours leadership team
Management profileNumber of profiles
Profiles1 record
LivItaly Tours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LivItaly Tours M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LivItaly Tours
What does LivItaly Tours do?
LivItaly Tours (LivTours) sells small-group guided walking tours, private tours, shore excursions, food and wine tours, and day trips across 17 European destinations. The company also offers private transfer services, gift vouchers, and supports bookings via a mobile app, agent portal, and affiliate program. Pricing is available in EUR, USD, GBP, and AUD.
Is LivItaly Tours a public or private company?
LivItaly Tours is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LivItaly Tours founded?
LivItaly Tours was founded in 2009. It employs 11 to 50 people.
Where is LivItaly Tours based?
LivItaly Tours is headquartered in Rome, Italy, in the Europe region.
How does LivItaly Tours make money?
Two revenue lines are on record. Tour Bookings are the primary driver. The others are gift Vouchers.
Who are LivItaly Tours's main competitors?
Direct peers on record are Walks of Italy (Take Walks), Context Travel, Withlocals, Urban Adventures, Eatwith and Tours by Locals. Broad incumbents are GetYourGuide, Viator (Tripadvisor) and Airbnb Experiences. TourRadar is listed as an emerging player.
Does LivItaly Tours have an API?
No public API is recorded for LivItaly Tours.
What industry is LivItaly Tours in?
LivItaly Tours's product category is Guided Tour Services. Its primary akta.pro industry code is THAKADAB, Small-Group Escorted Tour Operators, with a secondary code of THAJAGAA, Culinary Walking & Market Tours. Its NAICS code is 561520 and its SIC code is 7900.