I Viaggi di Adriano

What I Viaggi di Adriano does

I Viaggi di Adriano, legally constituted as I Viaggi di Adriano di Unconventional Rome Tours srl, is a Rome-based guided tour operator founded in 2014. The company delivers a diversified portfolio of on-site cultural experiences across Rome and broader Italy, including theatricalized tours featuring professional actors portraying historical figures, underground Rome explorations, Vatican and museum visits, special-access tours to normally closed sites, family-oriented tours, historical-themed dinners, and MICE/corporate events. Its primary differentiator is the integration of professional actors and domain specialists (archaeologists, art historians) into live tour performances, positioning it above conventional sightseeing operators.

The company's core revenue engine is guided tour services, sold on a one-time transactional basis through direct-to-consumer channels: an online booking platform, WhatsApp, and phone reservations. Pricing is not publicly disclosed. The company serves four primary segments: Italian school groups (over 28,000 students annually, its largest documented volume), families and individual tourists, corporate/MICE clients, and associations via partnership convenzioni programs. Through its sub-brand Unconventional Rome Tours, it targets English-speaking and multilingual international visitors. The firm is bootstrapped with no external institutional investors, operates from a single Rome office, and runs with a lean team of 10 employees supplemented by a flexible network of freelance guides and actors.

Distribution is multi-channel: organic social media (Facebook, Instagram, YouTube), TripAdvisor review optimization, email newsletters, and direct booking. The company does not have a mobile app, proprietary technology platform, or API-based distribution. Marketing relies on content showcasing tour experiences and accumulated review equity. The business model is inherently capacity-constrained by the availability of qualified guides and actors, and growth is tied to manual scheduling and seasonal tourism demand patterns in Rome.

Name

I Viaggi di Adriano

Legal name

I Viaggi di Adriano di Unconventional Rome Tours srl

Website

https://iviaggidiadriano.it

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

I Viaggi di Adriano is a Rome-based guided tour operator specializing in theatricalized tours with professional actors, underground Rome explorations, and Vatican visits, serving over 28,000 students annually alongside families, tourists, and corporate clients across Italy.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Land (48711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural, Heritage & Arts Travel Agencies (THAKAFAK)

akta.pro secondary industries

Domestic/In-Country Multi-Day Tour Operators (THAKADAL), Culinary Walking & Market Tours (THAJAGAA)

Keywords

• Guided tour services
• Theatrical city tours
• School group tours
• Underground rome tours
• Vatican museum tours

Headquarters

HQ city

Roma, Lazio

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Guided Tour Services: Revenue generated from selling guided tour experiences including theatrical tours, underground Rome tours, Vatican museum visits, and specialized tours for families and school groups.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

I Viaggi di Adriano is a Rome-based tour operator that sells guided tour experiences across Rome and Italy. Its core offerings include theatricalized tours featuring professional actors portraying historical figures, underground Rome explorations led by archaeologists, Vatican and Roman museum tours, special-access tours to normally closed sites, day trips to Italian destinations, family-friendly tours, and school group programming aligned with Italian ministry curricula. The company also operates historical dining experiences, MICE/corporate events, gift vouchers, and an English-language sub-brand (Unconventional Rome Tours) for international visitors.

Product overview

I Viaggi di Adriano is a guided tour operator based in Rome, Italy, operated by Unconventional Rome Tours srl. The company offers a comprehensive portfolio of guided tour experiences organized across multiple product categories: theatricalized tours featuring professional actors bringing historical figures to life; underground Rome explorations; Vatican and museum tours; special access tours to normally closed venues; Tiber River and Lazio lake cruises; day trips across Italy; and family-friendly children's tours. For the educational sector, the company provides school group tours, theatricalized lessons, educational workshops, and multi-day school trips serving over 28,000 students annually. Additional offerings include historical dinners with archaeological cuisine themes, MICE/corporate events services, gift vouchers, and partnership programs. The company also operates an English-language sub-brand, Unconventional Rome Tours, for international visitors. Booking is available online or via WhatsApp, with telephone support during business hours.

Differentiator

Problem solved

Functional benefit

Products and services

• Visite Teatralizzate (Theatricalized Guided Tours) Theatricalized guided tours where professional actors and guides bring historical figures and events to life, covering topics from Caravaggio to Bernini to the Borgia family. Designed for individual tourists, families, and groups seeking an engaging, performance-driven cultural experience in Rome.
• Roma Sotterranea (Underground Rome) Guided tours exploring Rome's underground sites including aqueducts, ancient water systems, and hidden subterranean locations such as Vicus Caprarius. Led by archaeologists and targeted at visitors seeking off-the-beaten-path historical experiences.
• Visite di Roma e Città del Vaticano Guided tours of Roman museums, noble villas, Vatican Museums, and Sistine Chapel, including unconventional Vatican experiences. Targeted at individual tourists and families visiting Rome.
• Visite guidate con apertura straordinaria Special access guided tours to locations normally closed to the public, including extraordinary openings (aperture straordinarie) of historical sites. Targeted at visitors seeking exclusive access experiences.
• Navigazione laghi e fiumi del Lazio Boat cruises on the Tiber River combined with visits to Ostia Antica or the historic center, as well as navigation of lakes and rivers in the Lazio region. Targeted at tourists and groups.
• Gite fuori porta (Day Trips) Day trips to destinations across Italy including Naples, Caserta, Ninfa, Viterbo, and Bomarzo, with all-inclusive packages. Targeted at individuals, families, and groups.
• Visite a Roma per Bambini e Famiglie (Family Tours) Family-friendly guided tours designed for children and families to discover Rome in a fun and engaging manner. Targeted at families with children.
• Gruppi Scolastici (School Group Tours) Educational guided tours for school groups aligned with Italian ministry programs, serving over 28,000 students annually across Italy. Includes day tours, theatricalized visits, primary school visits, and overnight school trips. Targeted at Italian schools and educational institutions.
• Laboratori Didattici (Educational Workshops) Educational workshops for students, including both on-site workshops and in-classroom programs aligned with school curricula. Targeted at Italian schools.
• Lezioni Teatralizzate (Theatricalized Lessons) Theatricalized lessons and school performances that bring historical and cultural topics to life for educational settings. Targeted at Italian schools.
• Viaggi d'istruzione e campi scuola (School Trips and Camps) Multi-day school trips and summer camps with guided tours throughout Italy. Targeted at Italian schools.
• Cene Storiche e Archeocucina (Historical Dinners) Historical dinners and archaeological cuisine experiences combining culinary traditions with historical storytelling. Targeted at tourists and groups.
• MICE & Corporate Meetings, incentives, conferences, and corporate events services for business groups. Targeted at corporate clients seeking unique team building and event experiences.
• Buoni Regalo (Gift Vouchers) Gift cards (buoni regalo) for guided tours including underground Rome, theatricalized tours with actors, and Vatican and Rome museums. Targeted at gift purchasers and tourists.
• Unconventional Rome Tours (English-language brand) English-language guided walking tours in multiple languages, operated as a separate brand under the same legal entity. Targeted at international visitors to Rome.

Quantifiable outcome

• 28,000+ students guided annually for over 10 years

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core and minor.

• Unconventional Rome TourscoreStrategic or Co-development PartnerSister company/brand operating under the same legal entity (Unconventional Rome Tours srl). Specializes in English-language guided tours, serving international visitors to Rome. Cross-promotional relationship with shared services and branding.
• MAAVI FARO TEAMminorOthersAgency association membership providing industry network benefits and credibility within Italian tourism sector. Listed as associated agency in business registration.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Context Travel: Context Travel provides scholar-led small-group walking tours in Rome and across Italy focused on art, history, and archaeology led by experts. Comparable to I Viaggi di Adriano's specialist guides and curriculum-aligned educational offerings, serving similar premium cultural-tourism customers.
• Babylon Tours: Babylon Tours runs guided Rome tours for cruise passengers and independent travelers, including Vatican, catacombs, and city tours. Comparable to I Viaggi di Adriano in tour categories and in serving inbound visitors to Rome via online direct booking.
• LivItaly Tours: LivItaly Tours offers private and small-group tours across Italy including Rome, Florence, and Venice with focus on immersive local experiences. Comparable multi-destination Italian tour operator serving English-speaking tourists with curated cultural experiences.
• Walks of Italy: Walks of Italy is a Rome-based guided tour operator offering small-group cultural, Vatican, underground, and food tours for international visitors. It directly competes with I Viaggi di Adriano / Unconventional Rome Tours for English-speaking inbound tourists seeking curated Rome experiences.
• Dark Rome: Dark Rome specializes in themed historical tours of Rome covering darker historical narratives alongside standard Vatican and Colosseum tours. Comparable to I Viaggi di Adriano's themed theatrical and historical product range targeting tourists seeking narrative-driven experiences.
• Tour Italy Now: Tour Italy Now is a tour operator offering small-group Italy tours and shore excursions, with a strong presence in Rome, Florence, and the Amalfi Coast. Comparable to I Viaggi di Adriano's mix of Rome-based and multi-day Italy tours for international visitors.
• The Roman Guy: The Roman Guy offers small-group guided tours in Rome including Vatican, Colosseum, and underground experiences targeting English-speaking tourists. Directly comparable to Unconventional Rome Tours in customer base, tour categories, and online booking model.
• Through Eternity Tours: Through Eternity Tours operates theatrical and storytelling-led guided tours in Rome and other Italian cities, often featuring costumed performers. It is a direct competitor to I Viaggi di Adriano's theatricalized tours and shares the differentiated performance-based tour format.

Broad incumbents

• GetYourGuide: GetYourGuide is a global OTA/marketplace for tours, attractions, and experiences worldwide, including theatrical and cultural tours in Rome. It is a broad incumbent channel partner/potential competitor relevant to I Viaggi di Adriano's distribution, marketing, and competitive dynamics in the Rome guided-tour market.

Regional players

• Italy4Real: Italy4Real is an Italian-Domestic tour operator specializing in authentic small-group tours across Italy including Rome, Tuscany, and Sicily. Comparable in tour categories and Italian geographic focus, but with a stronger domestic Italian customer orientation than I Viaggi di Adriano's international inbound segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCt2FSCMW0EtdVCqN-5K6Qzg
• Facebookfacebook.com/iviaggidiadriano/?fref=ts
• Instagraminstagram.com/i_viaggi_di_adriano
• LinkedInlinkedin.com/company/iviaggidiadriano

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 I Viaggi di Adriano