Valdichiana Living

What Valdichiana Living does

Valdichiana Living is the official tour operator for the Valdichiana Senese destination in Southern Tuscany, Italy, founded in 2014 and headquartered at Piazza Grande, 7 in Montepulciano, Siena. The company operates a digital booking platform (valdichianaliving.it) offering 100+ curated experiences including guided wine tours, culinary classes, Etruscan cultural visits, thermal spa packages, hiking and e-bike tours, and multi-day vacation packages, serving tourists across 9 municipalities (Cetona, Chianciano Terme, Chiusi, Montepulciano, San Casciano dei Bagni, Sarteano, Sinalunga, Torrita di Siena, and Trequanda). The business employs 12 people and generates revenue primarily through transaction fees on tour and experience sales (€19-€399 per person), multi-day package holidays (€239-€4,999), group tailor-made services for 10+ participants, and accommodation referral commissions via Vertical Booking integration.

The company distributes through multiple channels including a self-serve consumer website (Italian and English), a dedicated travel agency portal (Area Agenzie), a B2B operator portal for group bookings, and a network of 10 IAT (Tourist Information Offices) across the territory. Supporting services include the Green Hills e-bike sharing service (integrated with the Weelo app), luggage storage at the Montepulciano office, and tourist info points. Two sub-brands extend the commercial footprint: Valdichianaeating.shop (online food product e-commerce) and Wedding in Valdichiana (wedding venue planning). The company holds Travel Agency License n.052000ADV0121 and is co-financed by the Tuscan POR FESR 2021-2027 program under the EXVALSE project.

Customer segments span individual travelers and couples, families, group travelers, digital nomads (with a dedicated €990/week rural coworking package), women-only travelers, motorcycle and cycling enthusiasts, and special occasion travelers. Marketing is conducted through a multilingual website and blog, Instagram, Facebook, YouTube, TripAdvisor, email newsletter (offering 10% first-order discount), and partnerships with Visit Tuscany, Lonely Planet, ETOA, Vetrina Toscana, Eden, Aces Europe, and CarTES. Pricing models are predominantly pay-as-you-go unit pricing with a single subscription-style rural coworking weekly offering. The company emphasizes sustainability through its Valdichiana4Green initiative and eco-mobility programs.

Name

Valdichiana Living

Legal name

Valdichiana Living

Website

https://valdichianaliving.it

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Valdichiana Living is an Italian tour operator and the official destination manager for the Valdichiana Senese region in Southern Tuscany, offering 100+ curated tours, multi-day packages, e-bike sharing, accommodation bookings, and info services to domestic and international tourists across 9 municipalities.

Ownership category

akta.pro rank

Product category

Tour Operator Services

NAICS

Tour Operators (561520), Travel Agencies (561510)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Culinary & Wine Travel Agencies (THAKAFAH)

akta.pro secondary industries

Domestic/In-Country Multi-Day Tour Operators (THAKADAL), Food, Market & Culinary Culture Tours (THAJAAAG), Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

Keywords

• Tour operator services
• Wine tourism experiences
• Culinary travel packages
• Cultural guided tours
• Destination management services

Headquarters

HQ city

Montepulciano

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour and Experience Sales: The primary revenue stream comes from selling guided tours, experiences, and activities throughout the Valdichiana Senese region. Tours include wine tours, cooking classes, hiking, biking, truffle hunting, cultural visits, and special event experiences. Prices range from €19 per person for basic tastings to €499+ for multi-day packages.
2. Package Holidays and Multi-day Stays: Sale of multi-day vacation packages including accommodations, experiences, and meals. Examples include motorcycle holidays (€755), art and craft vacations (€499), romantic weekends (€239), rural coworking weeks (€990), and family adventures (€1350+).
3. Group Tailor-Made Services: Custom group travel organization with discounts for groups of 10+ people. The company handles all aspects including transportation, accommodations, guided tours, and dining experiences.
4. Accommodation Referral and Booking: Referral services for accommodations through Vertical Booking integration, earning commissions from partner hotels and agriturismos in the Valdichiana Senese area.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Valdichiana Living is the official tour operator of the Valdichiana Senese destination in Southern Tuscany, selling guided daily tours, multi-day vacation packages, event-based trips, e-bike sharing (Green Hills), and accommodation referrals across nine municipalities. The company organizes wine tours, cooking classes, cultural visits to medieval villages and Etruscan sites, hiking, biking, truffle hunting, and thermal spa experiences, with prices ranging from €19 for basic tastings to €4,999 for complete Tuscan experiences. It also operates through sub-brands for local food products (Valdichianaeating.shop) and wedding planning (Wedding in Valdichiana).

Product overview

Valdichiana Living is the official tour operator for the Valdichiana Senese destination in Southern Tuscany. The company offers a comprehensive portfolio of travel experiences centered around wine, food, culture, nature, and wellness tourism. Core offerings include daily guided tours (wine tours, culinary experiences, cultural visits, bike tours), multi-day group travel packages, and event-based trips. Supporting services include e-bike sharing (Green Hills), luggage storage, info points, and accommodation booking via Vertical Booking integration. The portfolio extends to specialized sub-brands for food products (Valdichianaeating.shop) and wedding planning (Wedding in Valdichiana). Sustainability-focused offerings include electric vehicle tours, foraging experiences, and organic farm visits, reflecting the company's 'responsible travel' mission.

Differentiator

Problem solved

Functional benefit

Brands

• Valdichianaeating.shop: Online shop for local food products and specialties from Valdichiana
• Weddinginvaldichiana.com

Products and services

• Daily Tours Day trips and guided tours of the Valdichiana Senese territory including wine tours, culinary experiences, cultural visits, and outdoor activities, priced €19-€399 per person.
• Group Travel Packages Pre-scheduled group tours and customized travel packages for multiple days covering the Tuscan countryside, wine regions, and cultural sites, priced €239-€4,999 per person.
• Event-Based Trips Travel packages centered around local events including wine festivals (Calici di Stelle, Le Notti del Vino), medieval tournaments (Giostra del Saracino), and cultural festivals.
• Green Hills E-Bike Sharing Electric bike rental service operating in multiple municipalities (Cetona, Chianciano Terme, Chiusi, Montepulciano, Montefollonico, San Casciano dei Bagni, Pienza) via the Weelo app with credit card payment.
• Luggage Storage Service Secure luggage storage at the Montepulciano tourist office in Piazza Grande, 7, allowing visitors to explore without bags.
• Accommodation Booking Hotel and lodging reservation service via Vertical Booking integration connecting to properties throughout the Valdichiana Senese area.
• Valdichianaeating.shop Online shop for local food products, artisan goods, and specialty items from the Valdichiana Senese region.
• Wedding in Valdichiana Wedding planning services for ceremonies and receptions in villas, farmhouses, and wineries throughout the Valdichiana Senese area.
• Rural Coworking Week Package Weekly workation package priced at €990 per person including a 7-night apartment stay for two, coworking space access, lunch at a winery, light lunch, and 10% discount on daily tours.

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Visit TuscanycoreGTM or Marketing PartnerOfficial tourism partner featured on the Visit Tuscany portal, providing mutual visibility and cross-promotion of Tuscany tourism experiences.
• ETOA (European Tourism Operators Association)coreGTM or Marketing PartnerMember of ETOA, Europe's leading tourism trade association, providing credibility and access to B2B tourism network.
• Vetrina ToscanacoreGTM or Marketing PartnerFeatured in the official Vetrina Toscana showcase highlighting quality Tuscan tourism offerings.
• Lonely PlanetminorGTM or Marketing PartnerFeatured as a recommended tour operator by Lonely Planet travel media.
• Eden (European Destinations of Excellence)coreGTM or Marketing PartnerRecognized by Eden, the European Destinations of Excellence network for sustainable tourism.
• Associazione Italiana Turismo EnogastronomicocoreGTM or Marketing PartnerMember of the Italian Association of Food and Wine Tourism, supporting wine and culinary tourism experiences.
• Aces EuropeminorGTM or Marketing PartnerAssociated with Aces Europe, the European Capitals and Cities of Sport federation.
• CarTES (Carta del Turista Enogastronomico Sostenibile)minorGTM or Marketing PartnerPartner in the Sustainable Food and Wine Tourist Charter initiative promoting responsible gastronomic tourism.
• Green Hills (E-bike Rental Service)coreTechnology or IntegrationGreen Hills provides e-bike rental services across 7 municipalities (Cetona, Chianciano Terme, Chiusi, Montepulciano, Montefollonico, San Casciano dei Bagni, Pienza) using the Weelo app for bike unlocking.
• Weelo AppcoreTechnology or IntegrationTechnology partner for e-bike sharing service enabling credit card payments and bike unlocking through the Weelo mobile application.
• Vertical BookingcoreChannel Partner/ Reseller/ DistributorIntegration partner for accommodation reservations, allowing booking through the Vertical Booking system for partner hotels and agriturismos.
• Local Wineries and FarmscoreStrategic or Co-development PartnerPartnerships with local wineries (producing Vino Nobile di Montepulciano DOCG, Rosso di Montepulciano DOC) and organic farms for exclusive tasting experiences and farm visits.
• Thermal SpascoreStrategic or Co-development PartnerPartnerships with thermal establishments including Terme di Montepulciano, Terme Sensoriali, Piscine Termali Theia, Acqua Santa e Acqua Fucoli, and Fonteverde Natural Spa for combined wellness and wine tourism packages.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Citalia: Long-established UK-based Italy tour operator offering package holidays, cultural tours, and culinary experiences in Tuscany; comparable destination, customer demographic, and multi-day package structure.
• Context Travel: Specialist in expert-led cultural and culinary walking tours across Italy (including Tuscany) led by scholars and local experts; closely comparable in deep-experiential, themed small-group tour model.
• Walks: Specialty Italy tour operator offering small-group walking, cultural, and food tours in Italian regions including Tuscany; directly comparable in product type, target customer (cultural travelers), and premium small-group format.
• Select Italy: Italy-focused tour operator offering curated cultural, culinary, and wine experiences across Italian regions including Tuscany, with similar multi-day package structure and concierge-style service.

Broad incumbents

• Viator: TripAdvisor-owned global tours and experiences marketplace with extensive Tuscany coverage; comparable in tours/experiences category but operates at global scale rather than regional specialization.
• GetYourGuide: Global experiences marketplace with a large inventory of Tuscany wine, food, and cultural tours; competes for the same end traveler but operates as a broad platform aggregating many local suppliers including those in Valdichiana.
• Airbnb Experiences: Global online experiences marketplace with a growing catalog of Tuscany cooking classes, wine tastings, and guided tours; overlapping product and audience but hosted on Airbnb's massive distribution platform.
• TourRadar: Online marketplace for multi-day guided tours and adventure packages in Europe including Italy; comparable in multi-day tour packaging and group travel focus, but at global aggregator scale.

Emerging players

• Withlocals: Platform connecting travelers with local hosts for private, themed tours including food and wine experiences in Italy; comparable in local-led experiential model but with a broader marketplace structure.
• EatWith: Community-driven platform for culinary experiences, including Italian home dinners and cooking classes with local hosts; comparable in culinary-experience focus and use of local hosts/chefs as product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@valdichianaliving3808
• Facebookfacebook.com/valdichianaliving
• Instagraminstagram.com/valdichianaliving
• LinkedInlinkedin.com/company/valdichiana-living

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 Valdichiana Living