Turismo Roma

What Turismo Roma does

Turismo Roma is the official multilingual tourism portal of Roma Capitale (the municipal government of Rome, Italy), operated under the Dipartimento Grandi Eventi, Sport, Turismo e Moda and managed editorially by Zètema Progetto Cultura, a company 100% owned by Roma Capitale. The platform provides centralized, verified tourism information covering events, exhibitions, attractions, restaurants, accommodations, and transportation, available in five languages (Italian, English, French, German, Spanish) via the website turismoroma.it, the Roma Live event calendar, and a suite of mobile applications including MiC Roma (20 civic museums), Unexpected Itineraries, BPiù transit ticketing, Chiama Taxi, Car Sharing Roma, Acquea (water fountain locator covering ~2,500 nasoni), BiblioRoma, and Luceverde Roma.

The technology stack centers on a government-run content management system powering the web portal and a generative AI assistant called Julia (launched March 2024, updated to version 2.5 in 2025) that delivers real-time conversational interaction with residents, visitors, and commuters. Physical service infrastructure includes 6 Tourist Infopoints distributed across the historic center, train stations, and airports (open 365 days/year), 11 P.Stop service points in major piazzas offering free Wi-Fi, water, and restrooms, and a multilingual contact center (060608) operating daily 9:00-19:00 in 6 languages.

The business model is entirely publicly funded: Turismo Roma does not generate commercial revenue, offers all information services free of charge to end users, and is supported through Roma Capitale's municipal budget. The only directly revenue-linked product is the Roma Pass tourist card (48h and 72h versions), which bundles free public transport and museum entry discounts and is sold through the platform's distribution network. Customer segments span international and domestic tourists (primary), Rome residents, business and corporate travelers, and students/educational groups, though none of these constitute paying customers in a commercial sense.

Name

Turismo Roma

Legal name

Roma Capitale - Dipartimento Grandi Eventi, Sport, Turismo e Moda

Website

https://turismoroma.it

Company type

Private

Operating status

Operating

Headcount range

10,001+ employees

Short description

Turismo Roma is the official municipal tourism portal of Rome, operated by Roma Capitale through its in-house agency Zètema Progetto Cultura. It delivers free multilingual tourism information, event listings, AI-powered assistance (Julia), and integrated transit/museum/utility apps to international visitors, residents, and business travelers.

Ownership category

akta.pro rank

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Public Institutional Funding: Turismo Roma is funded by Roma Capitale (Rome City Government). The platform is free to all users. Content is produced by ZÈTEMA Progetto Cultura, a company 100% owned by Roma Capitale, and the Dipartimento Grandi Eventi, Sport, Turismo e Moda. No commercial revenue model is described; the service is a public good funded through municipal budgets.

Go-to-market motion2 records

Distribution channels7 records

Marketing channels7 records

Core offering

Turismo Roma operates the official institutional tourism portal of Roma Capitale, providing residents and visitors with a comprehensive, multilingual digital hub for discovering events, attractions, accommodations, transportation, and cultural offerings in Rome. Its core deliverables include the turismoroma.it website, the Julia AI personal assistant, the Roma Pass tourist card, event management (Roma Live), accommodation regulatory services (SUAR), physical Infopoints (P.Stop), a 24/7 Contact Center (060608), and a portfolio of dedicated mobile applications including MiC Roma and Unexpected Itineraries.

Product overview

Turismo Roma is the official tourist platform of Roma Capitale, offering a multi-channel digital ecosystem for visitors and residents. The core offering consists of the multilingual website (turismoroma.it) and Roma Live event platform, complemented by the Roma Pass tourist card in 72h and 48h versions. The platform integrates AI through Julia, the first urban generative AI assistant launched in 2025 and updated to version 2.5 in 2026. Physical touchpoints include 6 Tourist Infopoints, multiple P.Stop information kiosks, and the 060608 multilingual contact center. Mobile services include dedicated apps for museums (MiC Roma), public transport ticketing (BPiù via multiple platforms), taxi dispatching (Chiama Taxi), car sharing, and utility services (Acquea, BiblioRoma, Luceverde). The platform also offers a newsletter subscription and administrative services (SUAR) for accommodation operators.

Differentiator

Problem solved

Functional benefit

Products and services

• Turismo Roma Institutional Portal (turismoroma.it)

Quantifiable outcome

• Available in 5 languages serving international visitors
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

AI capability2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• ZÈTEMA Progetto CulturacoreImplementation/ SI/ Consulting PartnerZÈTEMA Progetto Cultura is a company 100% owned by Roma Capitale responsible for content production and editorial management of Turismo Roma. Coordinates the Tourism Area, manages the web editorial team (Web Redazione), and is involved in the operational delivery of tourism services including the Contact Center and Tourist Infopoints.
• Sistema Musei di Roma CapitalecoreTechnology or IntegrationThe network of 20 civic museums managed by Roma Capitale, whose exhibitions, events, and services are integrated into the MiC Roma app and the Turismo Roma platform through automatic information feeds from the Banca Dati '060608 turismo, cultura e spettacolo'.
• Banca Dati '060608 turismo, cultura e spettacolo'coreTechnology or IntegrationOfficial Rome Capitale tourism database providing automatic information feeds to both turismoroma.it and 060608.it, ensuring real-time accuracy of event, attraction, and service information.
• Telepass Pay / MooneyGo / Tabnet / TicketAppy / DropticketminorChannel Partner/ Reseller/ DistributorThird-party platforms authorized to sell ATAC transit tickets (BIT, Roma 24/48/72h, monthly and annual passes) through the BPiù digital payment system, extending the platform's reach for transit ticket distribution.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• visitBerlin (Berlin Tourismus & Kongress GmbH): Berlin's official tourism organization, structured similarly as a city-owned company running multilingual marketing, visitor information, and convention bureau functions - directly comparable in scope and governance setup to Zètema Progetto Cultura's role.
• Wien Tourismus (Vienna Tourist Board): Official tourism organization for Vienna, a heritage-rich European capital running multilingual content, event calendars, and integrated tourist passes - structurally similar in being a quasi-governmental tourism marketing body.
• Visit London: London's official visitor organization, operated as a public-private partnership for the capital. Comparable in serving a heritage-rich global city with multilingual content, an integrated pass (London Pass), and broad event/attractions aggregation - the same role as Turismo Roma in Rome.
• NYC & Company / NYC Tourism + Conventions: Municipal destination marketing organization for New York City, the closest functional peer: official DMO running tourism marketing, multilingual visitor services, integrated city passes (NYC CityPASS-like programs), and a contact/info network analogous to Turismo Roma's 060608 and Infopoints.
• Turisme de Barcelona: Municipal tourism body for Barcelona. Similar role aggregating events, attractions, and itineraries for a heavily visited Mediterranean city, and increasingly focused on sustainable tourism management - relevant comparable for overtourism-related pressures Roma faces.
• Amsterdam Marketing: Municipal destination marketing organization for Amsterdam, operating the official visitor portal and brand. Comparable in coordinating public-private tourism stakeholders and balancing promotion with crowding/sustainability goals in a heavily visited European capital.
• Turismo de Madrid: Madrid's official tourism portal operated by the municipal tourism body. Comparable in being a Spanish-language base site with multilingual coverage, event aggregation, and citywide visitor information for a major European capital.
• Office du Tourisme et des Congrès de Paris: Paris's official tourism office, the most direct functional comparator: city-government-affiliated, multilingual (English, French, German, Spanish, Italian, etc.), covers events, museums, and itineraries, and operates physical information points across the city analogous to Roma Capitale's network.

Regional players

• Tokyo Convention & Visitors Bureau: Official DMO for Tokyo, anchored in a different primary market (Japan/Asia-Pacific) but structurally analogous as a government-backed CVB running multilingual content, an integrated tourist pass, and visitor information services for a global city.
• Visit Dubai (Dubai Department of Tourism): Government-run destination marketing organization for Dubai. Regionally distant from Rome but functionally comparable: government-led multilingual tourism portal, event aggregation, integrated passes, and aggressive international visitor targeting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Turismoromaweb
• YouTubeyoutube.com/user/turismoroma
• Facebookfacebook.com/tourismrome
• LinkedInlinkedin.com/company/turismoroma
• Instagraminstagram.com/turismoromaweb

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Turismo Roma