LivItaly Tours

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.

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

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

• Guided tours
• Walking tours
• Private tours
• European sightseeing
• Shore excursions

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Core 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

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• Xx.com/LivTours

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about LivItaly Tours