Val di Sole

What Val di Sole does

Val di Sole operates as the official tourism destination management organization for the Val di Sole, Peio, and Rabbi valleys in Trentino, Italy, constituted as Azienda per il Turismo delle Valli di Sole, Peio e Rabbi ScpA under Trentino Provincial Law 11 June 2002, n. 8. Functionally, it coordinates destination marketing, accommodation and experience curation, event programming, and integrated tourist services across three valleys encompassing the Campiglio Dolomiti di Brenta, Pontedilegno-Tonale, and Pejo3000 ski areas plus the Pejo and Rabbi thermal spa complexes. Its core digital products include the multilingual destination portal visitvaldisole.it, the dedicated booking platform experience.visitvaldisole.it (powered by ORA booking system with FareHarbor integration), the Val di Sole Guest Card loyalty/mobility program delivered via the Mio Trentino mobile app, and the D-Kind gamification web application promoting sustainable tourism behavior. The curated WOW Experiences portfolio spans rafting, kayaking, e-biking, trekking, WWI heritage hikes, foraging, horseback riding, and alpine dairy tours, with individual experience pricing ranging from €20 to €125 per person.

The business model is a hybrid public-private consortium structure rather than a conventional commercial enterprise. The ScpA receives funding from municipal membership contributions, provincial tourism marketing budgets (Trentino Marketing), and Italian national programs including the SNAI inner-areas initiative and Presidency of the Council of Ministers accessibility funding. Direct-to-consumer revenue is captured indirectly via nominal booking fees on the experience platform and lift pass commissions through the integrated Guest Card program distributed by participating accommodations. Stated share capital is €400,000. The organization serves two primary customer groups: B2C tourists (outdoor enthusiasts, wellness travelers, families, cultural explorers, photography/nature visitors) booking experiences through digital channels, and B2B partners including accommodation providers, ski lift operators, thermal spas, bike centers, and outdoor activity outfitters. Go-to-market relies on the official website, social media (Instagram, Facebook, Twitter under #visitvaldisole), Mailchimp newsletters, strategic partnership with Trentino Marketing for provincial promotion, and major event hosting for media and visitor generation.

Name

Val di Sole

Legal name

Azienda per il Turismo delle Valli di Sole, Peio e Rabbi ScpA

Website

https://visitvaldisole.it

Company type

Private

Founded year

1957

Operating status

Operating

Headcount range

11–50 employees

Short description

Val di Sole is the official tourism consortium (ScpA) for the Val di Sole, Peio, and Rabbi valleys in Trentino, Italy, operating digital destination platforms, the Guest Card loyalty program, and curated WOW Experiences for outdoor, wellness, and cultural tourists.

Ownership category

akta.pro rank

Product category

Destination Tourism Services

NAICS

Tour Operators (561520), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Solo Travel & Singles Travel Agencies (THAKAFAE)

akta.pro secondary industries

Private Guided Tours & Personal Tour Guides (THAJALAA), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI), Accessibility & Inclusion Services (ADA Access, Adaptive Programs, Multilingual Support) (THAAAGAJ)

Keywords

• Destination tourism promotion
• Mountain experience booking
• Guest loyalty card program
• Outdoor activity marketplace
• Regional tourism marketing

Headquarters

HQ city

Male

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Tourism Promotion Services: The Azienda per il Turismo delle Valli di Sole, Peio e Rabbi ScpA operates as a public-private consortium providing tourism promotion services. Funded through membership contributions from local municipalities and tourism operators, provincial tourism marketing funds, and potentially nominal fees for services such as information provision and experience bookings.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Val di Sole (Azienda per il Turismo delle Valli di Sole, Peio e Rabbi ScpA) is a public-private tourism consortium that operates the official destination portal visitvaldisole.it and the experience booking platform experience.visitvaldisole.it. It promotes the Val di Sole, Pejo, and Rabbi valleys in Trentino, Italy, through the Val di Sole Guest Card loyalty program, the WOW Experiences branded portfolio of curated outdoor, cultural and wellness activities, and the D-Kind gamification web app, while coordinating events, information offices, and partner accommodation networks.

Product overview

Val di Sole (Azienda per il Turismo delle Valli di Sole, Peio e Rabbi ScpA) operates a destination tourism ecosystem centered on its multilingual web portals — visitvaldisole.it (destination portal) and experience.visitvaldisole.it (experience booking platform) — plus the D-Kind gamification web app. The core product portfolio spans the Val di Sole Guest Card (a loyalty/mobility card) and its PontediLegno-Tonale variant, the WOW Experiences branded experience program, and a network of bike centers (Ursus Adventures, Skiarea Sport Shop) offering rentals, guided tours, and skills instruction. Individual experiences include kayaking, e-biking, rafting, horseback riding, foraging, and historical treks. Accommodation partners (e.g., Kristiania Pure Nature Hotel & Spa) are featured and bookable through the platform.

Differentiator

Problem solved

Functional benefit

Brands

• Val di Sole Guest Card: A guest loyalty card program providing benefits including cable car access, public transportation, museum discounts, thermal spa access, and local product discounts for visitors staying at participating accommodations
• D-Kind
• WOW Experiences

Products and services

• visitvaldisole.it The official multilingual tourism portal for Val di Sole, Peio, and Rabbi valleys, serving as the primary digital hub for destination marketing, accommodation search, event listings, weather/webcams, and practical visitor information in English, German, and Italian.
• experience.visitvaldisole.it A dedicated experience booking platform for Val di Sole enabling visitors to browse and purchase WOW Experiences, outdoor activities, cultural tours, and wellness offerings. Built on the ORA booking system with integrations to FareHarbor.
• D-Kind Web App A web application gamifying sustainable tourism in Val di Sole. Users earn points through thematic quizzes and sustainable actions, redeemable for WOW Experiences. Designed to promote responsible travel and community engagement.
• Val di Sole Guest Card A free guest loyalty card issued by participating accommodations from June to October that unlocks discounts and benefits including cable car rides, public transport, thermal spa access, museum entries, bike train/bus use, and local product tastings. Managed digitally via the Mio Trentino app with QR code access.
• Val di Sole Guest Card – PontediLegno-Tonale A regional variant of the Val di Sole Guest Card specifically for visitors staying in Passo Tonale, Vermiglio, and Ossana. Offers targeted benefits and discounts for the Pontedilegno-Tonale ski area.
• Guided Kayak Tour to the Canyons of Novella River Park A 3-hour guided tandem-kayak adventure exploring the Novella River canyons, starting at Lake Santa Giustina and led by Parco Fluviale Novella instructors. Family-friendly; suitable for ages 5 and up. Priced at €60 adults, €45 children (5-17), €42 adults with disabilities.
• Wild E-Bike: Earn the View from Malga del Doss A 2-hour e-MTB guided ride through Valpiana in the Val di Sole BikeLand ending at Malga del Doss mountain dairy. Operated by Centro Bike Val di Sole; maximum 8 participants. Priced at €70 per person including E-MTB and helmet.
• Walking Through the Frontline of History A full-day guided trek at Passo Tonale (Presena area) retracing World War I trenches and military mule tracks using original 1918 Italian military cartography. Includes visit to Paradiso Gallery and artifacts emerging from glaciers. Guided by Marco Tonsi, Mountain Leader. Priced at €35 per person plus cable car ticket.
• E-Bike and Local Flavours: Tour with Lunch at the Alpine Dairy A 7-hour guided e-bike tour in Val di Pejo (Stelvio National Park) operated by Ursus Adventures, combining cycling with a typical lunch at Malga Frattasecca. Held on Fridays, May through September. Priced at €125 per person.
• Rafting on the Noce River with X Raft A 2-hour white-water rafting experience along 28 km of the Noce River (named by National Geographic as one of Europe's best rivers for rafting), operated by X Raft in Mezzana. Suitable for ages 6 and up. Priced at €42 adults, €37 children (6-13).
• A Horse as a Friend A 1.5-hour horseback experience in Val di Pejo operated by Fede Ranch, including a guided ride through forests and a snack with local products. Suitable for ages 9 and above; maximum 4 participants. Priced at €50 per person.

Quantifiable outcome

• Val di Sole Guest Card provides free access to public transport throughout Trentino, 20% discounts on lift tickets, reduced rates on thermal spas and museums
• +1 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core.

• Strategia Nazionale Aree Interne (SNAI)coreStrategic or Co-development PartnerNational Strategy for Inner Areas program supporting development in peripheral territories. Val di Sole participates in SNAI for the period 2019-2023, focusing on combating demographic decline and promoting sustainable development in mountain communities.
• Trentino MarketingcoreStrategic or Co-development PartnerProvincial tourism marketing body that coordinates regional tourism promotion, maintains the visittrentino.info portal, and manages the Mio Trentino app ecosystem of which Val di Sole Guest Card is part.
• Trentino Trasporti EserciziocoreStrategic or Co-development PartnerPublic transport operator providing train and bus services throughout Trentino. The Val di Sole Guest Card includes free travel on Trentino Trasporti urban and intercity buses and the Trento-Malé-Mezzana train line.
• Folgarida Marilleva Ski AreacoreStrategic or Co-development PartnerSki lift company providing lift infrastructure access through the Val di Sole Guest Card program. Summer lift passes are integrated into the card benefits.
• Funivie Pejo (Pejo3000)coreStrategic or Co-development PartnerPejo valley cable car company operating the Pejo3000 ski area. Integrated into the Guest Card lift pass program with discounted summer access.
• Consorzio Pontedilegno TonalecoreStrategic or Co-development PartnerSki area consortium managing Pontedilegno-Tonale resort. Partner in the Val di Sole Guest Card - Pontedilegno-Tonale variant offering region-specific benefits.
• Terme di PejocoreStrategic or Co-development PartnerThermal spa facility offering mineral water treatments and wellness services. Guest Card holders receive 10% discount on thermal cosmetic products and access to hydrotherapy treatments.
• Terme di RabbicoreStrategic or Co-development PartnerRabbi thermal spa providing wellness and therapeutic services. Guest Card includes discounted access to outdoor Kneipp path and park therapy experiences.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AptValdiSole
• LinkedInlinkedin.com/company/val-di-sole-tourism-board

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 Val di Sole