ACTIVEITALY

What ACTIVEITALY does

ActiveItaly (legal name: Rete di Imprese ActiveItaly, fiscal code 97859070019) is an Italian business network (Rete di Imprese) of 33 tour operators and travel agencies specializing in active and sustainable tourism across the Italian peninsula. Founded on July 30, 2020 in Faenza and headquartered in Torino, the network coordinates members in regions including Tuscany, Puglia, Sicily, Calabria, Sardinia, Lazio, Lombardy, Liguria, Trentino-Alto Adige, Basilicata, Umbria, and Emilia-Romagna. Member operators offer guided and self-guided experiences spanning cycling tourism, trekking, e-bike tours, sailing, ski mountaineering, climbing, kayaking, rafting, canyoning, snorkeling, diving, and other outdoor activities, including itinerary planning, hotel bookings, bike rentals, transfers, and luggage transport services.

The network operates with a minimal central coordinating staff of 6 (President Monica Price, Vice President Riccardo Cipullo, Co-Founder Tullia Caballero, plus secretariat) and does not own proprietary technology. Its core assets are intangible: the Italian translation of the Adventure Travel Guide Standard (ATGS) published by ATTA, the 10-principle Manifesto for Active and Sustainable Tourism, Travelife sustainability certification pathways, and a recurring training program (outdoor first aid in partnership with UK-based ITC First). Distribution is event-driven through TTG Travel Experience Rimini, AdventureELEVATE Europe, Fiera del Cicloturismo, Fa' La Cosa Giusta, and forthcoming 2026 events including Passo dopo Passo (Bologna).

Revenue mechanics are not publicly disclosed; the entity functions as a member consortium where individual tour operators retain their own B2C and B2B commercial relationships while benefiting from joint international marketing (a group-purchasing initiative with 20 members targeting foreign markets), shared training resources, sustainability certifications, and access to Ministry of Tourism funding programs. Four member companies received awards under the EUR 25 million Italian Ministry of Tourism Sustainable Tourism Fund (2023-2025). The network is member-owned and governed; no external private equity, venture capital, or parent-company ownership is indicated.

Name

ACTIVEITALY

Legal name

Rete di Imprese ActiveItaly

Website

https://activeitaly.it

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

ActiveItaly is an Italian Rete di Imprese (business network) coordinating 33 tour operators across the Italian peninsula that specialize in active and sustainable tourism, offering cycling, trekking, and outdoor experiences, plus professional training and ATGS standards distribution.

Ownership category

akta.pro rank

Product category

Active and Sustainable Tourism Services

NAICS

Tour Operators (56152), Tour Operators (561520)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Adventure & Expedition Travel Agencies (THAKAFAB)

akta.pro secondary industries

Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Hiking, Trekking & Backpacking Tour Operators (THAAADAA), Adventure & Expedition Custom Itinerary Planning (THAKAOAC)

Keywords

• Active tourism services
• Outdoor adventure tours
• Cycling tourism
• Sustainable tourism network
• Tour operator network

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Tour Operator Services: ActiveItaly operates as a network of Italian tour operators organizing active tourism experiences including guided and self-guided tours, outdoor activities, and travel packages across Italy and internationally. Member companies offer services such as itinerary planning, hotel bookings, bike rentals, transfers, luggage transport, and GPS tracks.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

ActiveItaly is a coordinated network of 33+ Italian tour operators and travel agencies that organize and deliver active and sustainable tourism experiences (cycling, trekking, hiking, sailing, skiing, kayaking, rafting, etc.) across the entire Italian peninsula. Beyond tour operations, it provides professional development services for outdoor guides, including the Italian translation of the Adventure Travel Guide Standard (ATGS) and accredited first aid training courses in partnership with ITC First.

Product overview

ActiveItaly is a network of Italian Tour Operators and travel agencies specializing in active and sustainable tourism, organized as a business network (Rete di Imprese) covering the entire Italian peninsula. The network offers a comprehensive portfolio of outdoor activities including cycling tourism, trekking, sailing, skiing, climbing, kayaking, rafting, and more. ActiveItaly provides professional training programs including the Italian translation of the Adventure Travel Guide Standard (ATGS) and first aid training for outdoor guides. Member companies operate independently across various Italian regions, unified by shared standards for sustainable and active tourism.

Differentiator

Problem solved

Functional benefit

Products and services

• ActiveItaly Network Membership A coordinated network of 33+ Italian tour operators and travel agencies distributed across the entire Italian peninsula, providing members with shared quality standards (ATGS), sustainability certification (Travelife), joint marketing initiatives, and trade show representation under the ActiveItaly brand.
• Outdoor Activities Portfolio (via Member Operators)

Quantifiable outcome

• Italy ranked as the most desired destination worldwide for organized cycling tourism by international tour operators
• +1 more outcomes

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

Seven partnerships are on record, tiered core and minor.

• ATTA - Adventure Travel Trade AssociationcoreStrategic or Co-development Partner · 30 July 2020ActiveItaly is an Association Partner of ATTA. This membership provides access to international standards, training resources, industry conferences like AdventureELEVATE, and professional development opportunities. ActiveItaly has translated and published the Adventure Travel Guide Standard (ATGS) in Italian for the benefit of the Italian active tourism industry.
• TravelifecoreStrategic or Co-development PartnerActiveItaly partners with Travelife for sustainability certification of its member tour operators. Travelife is a sustainability certification system specifically designed for the travel and tourism industry. Several member companies have achieved or are pursuing Travelife certification.
• AIGAE - Associazione Italiana Guide Ambientali EscursionistichecoreStrategic or Co-development PartnerActiveItaly has a signed memorandum of understanding (protocollo d'intesa) with AIGAE, renewed in November 2025. The partnership focuses on collaboration between tour operators and environmental-educational hiking guides (GAE), professional development, and promoting active and sustainable tourism. The agreement was signed by Monica Price (ActiveItaly President) and Guglielmo Ruggiero (AIGAE President).
• EC-OE - European Cyclists' FederationminorStrategic or Co-development PartnerActiveItaly maintains contacts with European Cyclists' Federation, participating in international cycling tourism initiatives and contributing to surveys and data collection on cycling tourism trends in Europe.
• FIAB - Federazione Italiana Ambiente e BiciclettaminorStrategic or Co-development PartnerActiveItaly participates in FIAB-organized events including Giornate del Cicloturismo and contributes to discussions on cycling tourism development in Italy, including participation in Velo-city conference preparation.
• Ministry of Tourism (Italy)coreStrategic or Co-development PartnerActiveItaly member companies participated in the Ministry of Tourism's Sustainable Tourism Fund (25 million euro fund for 2023-2025). Four ActiveItaly member companies (Verticalife, FunActive, BikesPlus, Bike Tour Sardinia) had projects selected for funding to promote sustainable tourism practices.
• First Mile ProjectminorStrategic or Co-development PartnerActiveItaly participates in the First Mile sustainability project (firstmileproject.eu), a European initiative. Seven member companies are involved in defining sustainability strategies for the network.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Intrepid Travel: Large global adventure tour operator with strong sustainability positioning. Comparable to ActiveItaly's networks in targeting active/sustainable travelers, but operates its own product versus catalyzing a network of independent operators.
• G Adventures: Global adventure tour operator with a wide portfolio of small-group active trips. Overlaps with ActiveItaly's member offerings in trekking and cycling trips, particularly in European destinations, but at considerably greater scale and brand recognition.
• Exodus Travels: Established UK adventure tour operator offering walking, cycling, and cultural trips across Europe including Italy. Comparable in product type (active holidays) but operates at much larger scale with proprietary operations and direct-to-consumer booking.

Direct peers

• Backroads: US-based active travel company specializing in cycling, hiking, and multi-activity trips in Italy and Europe. Compares directly to ActiveItaly members' offerings in cycling tourism and active itineraries, targeting the same international traveler segment.
• Adventure Travel Trade Association (ATTA): Global trade association for adventure travel operators and destinations. ActiveItaly is an Association Partner of ATTA and actively translates and distributes its ATGS standards in Italian, making ATTA the closest functional analogue as a network/standards body in the same niche.
• Wilderness Travel: US-based adventure tour operator with a curated portfolio of walking, trekking, and cycling trips including Italy. Comparable in product focus and traveler demographic, with a similar emphasis on expert local guides.
• AIGAE - Associazione Italiana Guide Ambientali Escursionistiche: Italian national association of environmental hiking guides with an active MoU with ActiveItaly (renewed November 2025). AIGAE is comparable as a professional standards and certification body for outdoor guides in Italy, directly serving the same member ecosystem.
• FIAB - Federazione Italiana Ambiente e Bicicletta: Italian federation promoting cycling and active mobility; ActiveItaly participates in FIAB events such as Giornate del Cicloturismo. Comparable as a national umbrella organization growing the cycling tourism market in Italy.
• Responsible Travel: UK-based curated marketplace for sustainable tourism operators. Conceptually comparable to ActiveItaly as a network that vets and promotes responsible/active tourism operators, with similar sustainability positioning and curation model.

Emerging players

• TourRadar: Online marketplace aggregating multi-day tours from hundreds of operators globally. Conceptually comparable to ActiveItaly's network role of connecting tour operators to consumers, but operating at vastly larger scale with proprietary technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ActiveItaly
• LinkedInlinkedin.com/company/activeitaly

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 ACTIVEITALY