Go Etna

What Go Etna does

Go Etna is a locally-owned Mount Etna tour operator incorporated in Italy as Sicily Action SRL and headquartered in San Giovanni La Punta, operating continuously since 2009. The company runs a direct-to-consumer excursion business offering 22 tour products including 4x4 jeep tours, summit trekking, helicopter flights over Etna, wine tours of Etna DOC wineries, sailing along the Cyclops Riviera, shore excursions for cruise passengers, Aeolian Islands day tours, city and street-food tours, corporate team-building programs, and on-demand eruption-viewing hikes. Pricing is per-person or per-group, ranging from approximately €75 for a half-day jeep tour to €3,780 for a private 90-minute helicopter tour, with optional hotel pickup in the Catania and Taormina areas. All tours are led by multilingual local guides (English, German, French, Spanish, Italian) and supported by safety equipment and licensed access to high-altitude crater zones.

The business operates across two principal channels. The DTC channel is anchored by go-etna.com (with five country-specific domains), native iOS and Android applications for booking and driver tracking, and direct contact via phone, WhatsApp, and email; payment processing runs through Checkout.com with Banca Sella settlement. The B2B channel encompasses direct corporate sales for incentive and team-building events, with named case studies across banking, insurance, fashion, automotive, and consumer goods, alongside cruise line partnerships serving passengers from Catania and Messina ports and a white-label airport transfer product powered by Transfeero for Catania, Palermo, and Comiso airports.

Operationally, Go Etna holds Regional Tour Operator License D.D.S. N° 3451S7 issued by Regione Sicilia, maintains liability insurance with Allianz and insolvency insurance with NOBIS, and runs year-round except December 25 and January 1. The company has accumulated 3,500+ verified five-star reviews across Tripadvisor and Trustpilot (4.9/5 average), earned Tripadvisor Hall of Fame recognition in 2025 and 2026, and has been featured in Forbes. It remains privately held, has not raised external capital, and operates with a headcount of 11-50 employees.

Name

Go Etna

Legal name

Sicily Action SRL

Website

https://go-etna.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Go Etna is a privately held Mount Etna tour operator based in Sicily, offering guided jeep tours, summit trekking, helicopter flights, wine tours, sailing, shore excursions, and corporate team-building to individual tourists, cruise passengers, and enterprise clients across five European language markets since 2009.

Ownership category

akta.pro rank

Product category

Adventure Tour Operator Services

NAICS

Tour Operators (56152), Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV) (THAAADAF)

akta.pro secondary industries

Adventure & Expedition Travel Agencies (THAKAFAB), Shore Excursion Operators (Tours & Activities) (THAEAFAC)

Keywords

• Guided volcano tours
• Mount etna excursions
• Sicily tour operator
• Adventure travel services
• Cruise shore excursions

Headquarters

HQ city

San Giovanni La Punta

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Guided Tours and Excursions: Go Etna generates revenue through selling guided tour experiences including Jeep tours, trekking excursions, helicopter flights, sailing tours, wine tours, and shore excursions for cruise passengers. Tours are priced per person or per group with options for private exclusive experiences at premium rates.
2. Airport Transfer Services: Private airport transfer services between Catania Airport (CTA), Palermo Airport, Comiso Airport, and destinations including Catania, Taormina, Syracuse, Giardini Naxos, and Acireale. Operated in partnership with Transfeero.
3. Corporate Incentives and Team Building: Customized team building events, incentive trips, and corporate experiences in Sicily for business clients including activities like orienteering, cooking challenges, helicopter tours, and adventure sports.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Go Etna is a Sicily-based tour operator (legal entity Sicily Action SRL) that sells guided excursions to Mount Etna and surrounding Sicilian destinations. Its core offerings include 4x4 jeep tours, summit trekking to the active craters, helicopter flights, sailing excursions along the Cyclops Coast, Etna wine tours, shore excursions for cruise passengers, and tailored corporate team-building events. Tours are priced per person or per group, led by multilingual licensed guides, and include hotel pickup/drop-off in the Catania and Taormina area plus equipment and insurance.

Product overview

Go-Etna is a locally-owned tour operator (Sicily Action SRL) offering Mount Etna excursions and Sicily experiences since 2009. The core offering centers on Mount Etna volcano tours including 4x4 jeep adventures, summit trekking, helicopter flights, wine tours, and sailing excursions. Additional services include shore excursions for cruise passengers, island tours (Lipari & Vulcano), city tours, team building events, and airport transfers. The product portfolio spans adventure activities (jeep, trekking, helicopter, quad, MTB, canyoning), culinary experiences (wine tasting, street food), cultural tours (Taormina, Syracuse), and logistics (airport transfers). All tours include multilingual guides (English, German, French, Spanish, Italian) with pickup/drop-off service in Catania and Taormina areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Mount Etna Jeep Tour

Quantifiable outcome

• 4.9 out of 5 average satisfaction rating across 3,500+ verified reviews
• +1 more outcomes

Named customers19 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered minor and core.

• Tenerife TripsminorStrategic or Co-development PartnerPartner company offering excursions in Tenerife. Go Etna lists Tenerife Trips as a partner on their About Us page, suggesting mutual referral or collaboration in the excursion/tourism sector across different destinations.
• TransfeerocoreTechnology or IntegrationTransfeero provides the technology platform for Go Etna's airport transfer services. The transfers section of Go Etna's website is powered by Transfeero, enabling online booking, route pricing, and driver management for airport transfers between Catania, Palermo, and Comiso airports and various destinations.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Viator (Tripadvisor): Largest tours-and-activities marketplace, owned by Tripadvisor. Same parent as the platform where Go Etna holds its Hall of Fame ratings — both a partner channel and a competitive disintermediation threat.
• GetYourGuide: Global tours and activities marketplace listing Sicily, Etna, and Catania excursions. Competes for booking intent and discovery, and can disintermediate local operators like Go Etna on demand acquisition.

Direct peers

• Etna Adventure: Catania-based tour operator running 4x4 jeep, trekking, and crater tours on Mount Etna. Closest direct competitor, sharing the same pickup radius and product catalog at similar €75-€130 price points.
• Curioseety: Italy-focused tour marketplace and operator running Sicily experiences including Etna tours and shore excursions from cruise ports. Comparable in serving cruise passengers and inbound travelers with Sicily itineraries.
• The Other Side: Sicily excursion specialist offering Etna jeep tours, Taormina, and Syracuse day trips from Catania. Comparable mid-sized licensed operator with similar multilingual guide model and direct online booking.
• ShoreTrips: Cruise shore excursion aggregator and operator serving Mediterranean ports including Catania and Messina. Direct competitor in the cruise shore excursion channel.
• Gruppo Guide Etna (Etna Trekking): Mount Etna-focused trekking and hiking tour operator based on Etna's north side. Specializes in summit craters, nature walks, and lava flow hikes — overlapping with Go Etna's trekking and crater SKUs.
• Etna Experience: Local Etna excursion operator offering jeep and trekking tours with multilingual guides. Direct overlap in adventure offerings and target inbound tourist segment.
• Walks of Italy: Italy-wide small-group tour operator with Sicily day tours including Mount Etna and Taormina combos. Comparable in inbound, English-speaking guided experience positioning.

Others

• Transfeero: Airport transfer marketplace powering Go Etna's transfer widget and serving as both technology partner and adjacent competitor in Catania airport ground transportation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/goetna
• Facebookfacebook.com/goetna
• LinkedInlinkedin.com/company/go-etna

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

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 Go Etna