Gioco Viaggi

What Gioco Viaggi does

Gioco Viaggi S.r.l. is a privately held Italian tour and cruise operator headquartered in Genoa, founded in 1987 under administrative authorization from the Province of Genoa. The company operates as a travel intermediary with no owned vessels, hotels, or proprietary technology platform; its website is built on WordPress and supported by a small team of 11-50 employees. Its business is the assembly and resale of packaged travel experiences to Italian consumers and Italian travel agents (ADV), with revenue generated through commissions and markups on partner-supplied inventory rather than any owned asset base. The product portfolio is structured around three core lines plus ancillary offerings: cruise packages through 12+ authorized partnerships with international cruise lines (Carnival, Princess, Holland America, Cunard, Seabourn, Windstar, Ponant, Star Clippers, Variety Cruises, Quark Expeditions, Lüftner Cruises/Amadeus, Uniworld, Swan Hellenic), Alpine mountain holiday packages (Trentino, Valle d'Aosta, Austria, France) bundled with optional bus transfers from Northern Italy, and Corsica vacation packages. Secondary lines include USA coach tours and flight-inclusive packages combining Italian departures with cruise/land segments.

The go-to-market motion is hybrid B2B/B2C: a dedicated ADV (travel agent) portal with B2B pricing, commissions, marketing materials, and a separate agent newsletter serves the wholesale channel, while direct consumer sales are supported by cruise expert consultation (phone/email), special offers pages, seasonal catalogs (Cruise Collection 2026-27, Mountain Summer 2026, Corsica Summer 2026, Winter 2024-25) distributed via Calameo and PDF, and a separate consumer newsletter. Distribution is amplified by branded web portals dedicated to each major cruise line (crocierecarnival.it, crociereprincess.it, crocierehollandamerica.it, crocierecunard.it, crociereseabourn.it) plus a WebBooking portal layer (Carnival Click, Princess Click, Holland Click, Cunard Click) enabling direct reservation capabilities for partner cruise lines. The company holds standard Italian regulatory compliance including UnipolSai civil liability insurance and Nobis insolvency protection as required by Italian Tourism Code Article 47, and has received co-financing from the Regione Liguria PR FESR 2021-2027 European regional development fund.

Customer concentration is structurally low: revenue derives from a long tail of individual Italian consumers plus a distributed network of independent travel agencies, with no named enterprise or institutional accounts. Pricing spans a wide range — from budget mountain holidays at €485 per person to ultra-luxury Seabourn Antarctica expeditions at €10,879 per person — reflecting a deliberate mix of mainstream and premium positioning. Geographic reach is primarily Italy (with bus departure points in Liguria, Lombardy, Piedmont, and Emilia-Romagna), while destinations span Mediterranean and worldwide cruise itineraries, European Alpine resorts, Corsica, and US national parks and transatlantic routes. The company is independently owned with no disclosed institutional investors, parent company, or M&A activity.

Name

Gioco Viaggi

Legal name

Gioco Viaggi S.r.l.

Website

https://giocoviaggi.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Gioco Viaggi is a Genoa-based Italian tour and cruise operator (founded 1987) selling packaged cruise, Alpine mountain, Corsica, and USA bus tour vacations to Italian consumers and travel agents through 12+ partnered cruise lines and bundled land arrangements.

Ownership category

akta.pro rank

Product category

Tour & Cruise Operator Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Water Transportation (4400)

akta.pro primary industry

Cruise Travel Agencies & Specialist Cruise Consultants (THAEAFAB)

akta.pro secondary industries

Cruise Retail Travel Agencies (THAKABAF), Cruise Air/Hotel Add-On Packagers (Fly-Cruise Specialists) (THAKAKAK), Cruise + Ski/Mountain Extension Packages (THAEAHAH)

Keywords

• Tour operator
• Cruise packages
• Mountain vacations
• Travel packages
• Holiday packages

Headquarters

HQ city

Genoa

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Cruise Package Sales: Gioco Viaggi acts as a tour operator and cruise retailer, selling packaged cruise vacations including cruise fares, port taxes, and ancillary services. Revenue is generated through commissions and markups on cruise bookings from partner cruise lines including Carnival, Princess, Holland America, Cunard, Seabourn, Windstar, Ponant, Star Clippers, and others.
2. Mountain Holiday Packages: Sale of packaged mountain holidays including accommodation in Trentino, Valle d'Aosta, Austria, and France, with optional bus transfers from Northern Italy. Revenue generated from package pricing including hotel stays and transportation.
3. USA Tour Packages: Sale of bus tour packages for USA destinations including Classic America, Western Triangle, National Parks, and others. Revenue from package pricing including accommodation, transportation, and some meals.
4. Corsica Holidays: Sale of Corsica holiday packages including ferry crossings, accommodation, and tour options across the island.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Gioco Viaggi is a Genoa-based tour and cruise operator that sells packaged cruise vacations through 12+ cruise line partnerships (Carnival, Princess, Holland America, Cunard, Seabourn, Windstar, Ponant, Star Clippers, Variety Cruises, Quark Expeditions, Lüftner Cruises), Montagna Collection mountain holidays in the Italian/Austrian/French Alps with optional bus transfers from Northern Italy, Corsica vacation packages with ferry crossings and accommodation, USA guided bus tours, and flight-inclusive multi-destination packages. The company acts as an intermediary bundling third-party cruise, hotel, and transportation inventory into Italian-language packages sold through a B2B travel agent portal and direct consumer channels.

Product overview

Gioco Viaggi is a Genoa-based tour and cruise operator offering three main product lines: cruise packages through 12 partnered cruise lines (maritime and river), mountain vacation packages across the Alps (Italy, Austria, France) under the Montagna Collection brand, and Corsica packages under the Corsica Collection. Additional offerings include USA bus tours and flight-inclusive vacation packages combining multiple travel components. The company operates specialized booking portals for cruise partners and publishes seasonal catalogs. Gioco Viaggi functions as a travel intermediary, bundling cruises, accommodation, and transportation without operating its own vessels or hotels.

Differentiator

Problem solved

Functional benefit

Products and services

• Crociere (Cruise Packages) Packaged cruise vacations sold as an authorized intermediary of 12+ cruise lines including Carnival, Princess, Holland America, Cunard, Seabourn, Windstar, Ponant, Star Clippers, Variety Cruises, Quark Expeditions, and Lüftner Cruises. Packages combine cruise fares, port taxes, and optional flight and hotel add-ons for Italian consumers and travel agent resellers.
• Montagna Collection (Mountain Vacations) Packaged mountain holiday vacations covering the Italian Alps (Trentino, Valle d'Aosta), Austria, and France, including hotel accommodation with optional bus transfers from Northern Italy (Liguria, Tortona, Voghera, Piacenza, Cremona). Published as seasonal catalogs (Summer 2026, Winter 2024-25).
• Corsica Collection Vacation packages to Corsica combining ferry crossings, hotel accommodation, and tour options with flexible durations from 3 to 10 nights. Published as the seasonal Corsica Collection 2026 catalog.
• Tour in Bus (USA Coach Tours) Guided bus tours of the United States including Classic America (8 days/7 nights), Wonderful West (12 days/11 nights), National Parks (12 days/11 nights), Magic Florida (7 days/6 nights), and other itineraries, including accommodation and some meals.
• Pacchetti dall'Italia (Flight-Inclusive Vacation Packages) Complete vacation packages combining flights from Italy with hotel stays and cruise segments, including Miami + Caribbean cruises, Tahiti + Polynesia cruises, and multi-city USA itineraries such as Cunard Transatlantic 7 nights from €1,090.

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• Carnival Cruise LinecoreChannel Partner/ Reseller/ DistributorGioco Viaggi is an authorized seller of Carnival Cruise Line products in Italy, with a dedicated booking portal (crocierecarnival.it) and special promotional packages including Miami + Caribbean combinations.
• Princess CruisescoreChannel Partner/ Reseller/ DistributorAuthorized Princess Cruises retailer with dedicated portal (crociereprincess.it). Offers Japan and worldwide cruise packages.
• Holland America LinecoreChannel Partner/ Reseller/ DistributorAuthorized Holland America Line seller with dedicated booking portal (crocierehollandamerica.it).
• CunardcoreChannel Partner/ Reseller/ DistributorAuthorized Cunard retailer with dedicated portal (crocierecunard.it). Specializes in Mediterranean, transatlantic, and world cruise packages on Queen Mary 2, Queen Victoria, and Queen Anne.
• SeabourncoreChannel Partner/ Reseller/ DistributorAuthorized Seabourn ultra-luxury cruise seller with dedicated portal (crociereseabourn.it). Offers ultra-luxury expeditions to Antarctica, Japan, and Mediterranean.
• Windstar CruisescoreChannel Partner/ Reseller/ DistributorWindstar Cruises authorized seller offering sailing yacht experiences in the Mediterranean with all-inclusive packages.
• PonantcoreChannel Partner/ Reseller/ DistributorPonant expedition cruise partner offering luxury voyages to Tahiti, Antarctica, and Mediterranean destinations.
• Star ClipperscoreChannel Partner/ Reseller/ DistributorAuthorized Star Clippers tall ship cruise seller offering sailing experiences including Mediterranean and Caribbean voyages on Royal Clipper and Star Flyer.
• Lüftner Cruises (Amadeus)coreChannel Partner/ Reseller/ DistributorExclusive Italian partner for Lüftner Cruises (Amadeus river cruise fleet). Offers European river cruises on Rhine, Danube, Rhône, and other waterways. Full fleet information provided including Amadeus Diamond, Brilliant, Silver II, Silver III, Provence, Queen, Imperial, Star, and Cara.
• P&O CruisesminorChannel Partner/ Reseller/ DistributorP&O Cruises included in cruise portfolio for British market cruises.
• Variety CruisesminorChannel Partner/ Reseller/ DistributorVariety Cruises small ship cruise partner offering boutique cruise experiences.
• Quark ExpeditionsminorChannel Partner/ Reseller/ DistributorQuark Expeditions polar expedition specialist partner for Arctic and Antarctic adventure cruises.
• UniworldminorChannel Partner/ Reseller/ DistributorUniworld river cruise partner offering luxury European river cruises including French rivers (Garonne, Dordogne, Gironde) and Christmas market cruises on Danube, Seine, Scheldt, and Maas.
• Swan HellenicminorChannel Partner/ Reseller/ DistributorSwan Hellenic cultural expedition cruise partner included in the cruise portfolio.
• UnipolSai AssicurazionicoreOthersCivil liability insurance provider for Gioco Viaggi. Policies include Polizza I° Rischio n. 1/75910/319/149477071, Polizza II° Rischio n. 1/75910/319/106900200, and Polizza Grandi Rischi n. 191061875.
• Nobis - Filodiretto ProtectioncoreOthersInsolvency and bankruptcy protection insurance provider per Italian Tourism Code Article 47. Policy n. 6006001151/H guarantees refund of prices paid and repatriation expenses in case of insolvency.
• Regione Liguria (PR FESR)minorOthersGioco Viaggi receives co-financing from Liguria Regional PR FESR 2021-2027 fund for business development.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Veratour: Italian tour operator specializing in all-inclusive packaged holidays to Mediterranean, African, and long-haul destinations. Comparable as a domestic Italian tour operator selling through travel agents, overlapping with Gioco Viaggi's mountain and packaged-holiday segments.
• Hotelplan Italia: Italian arm of the Swiss Hotelplan group, operating escorted tours, packaged holidays, and specialized travel products for the Italian market. Comparable as a multi-product Italian tour operator with established agency relationships and packaged-tour expertise.
• Settemari: Italian tour operator within the Alpitour group, focused on mid-market packaged holidays (beach, mountain, tour). Comparable as a domestic tour operator serving Italian travel agents and consumers with similar packaged-tour product breadth.
• Eden Viaggi: Italian tour operator offering packaged holidays (beach, tour, mountain) through a network of travel agencies across Italy. Comparable as a domestic packaged-tour competitor overlapping with Gioco Viaggi's mountain, Corsica, and USA tour collections.
• Going (Volagratis): Italian online travel agency (part of lastminute.com group) offering packaged holidays and cruises to Italian consumers. Comparable as a competing Italian-language channel for cruise and holiday bookings, with a heavier digital and self-service orientation.
• Logitravel: Spanish-headquartered OTA with a strong cruise division (Logitravel Cruises) operating across Southern European markets including Italy. Comparable as a multi-supplier cruise aggregator competing for the same Italian cruise traveler.
• Crociereonline.it: Italian online cruise specialist agency offering aggregated cruise inventory across multiple lines for the Italian market. Most directly comparable to Gioco Viaggi's cruise-retail business model, differing mainly by being digital-first rather than expert-led.

Broad incumbents

• TUI Italia: Italian subsidiary of TUI Group, one of Europe's largest integrated tourism operators offering cruises (TUI Cruises, Hapag-Lloyd), packaged tours, and resort holidays. Comparable across all four of Gioco Viaggi's product lines but with vastly greater scale, owned cruise brands, and direct consumer reach.
• Alpitour: Largest Italian tour operator group (parent of Francorosso and Settemari) offering packaged holidays, including cruise and resort collections, to Italian travelers. Comparable in product breadth (tour + cruise + mountain analogues) but much larger in scale and marketing reach.

Others

• Royal Caribbean (Italy market): Major cruise line selling directly to Italian consumers as well as through authorized travel agencies. Listed as a peer because it is both a supplier-partner analogue to Gioco Viaggi's Carnival/Princess relationships and a direct competitor for the Italian cruise customer via its own direct channel.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Gioco Viaggi