Turismo Torino E Provincia Scrl

What Turismo Torino E Provincia Scrl does

Turismo Torino e Provincia s.c.r.l. is the official Convention & Visitors Bureau for the city of Torino and its surrounding province in the Piedmont region of Italy. Established in 1997 as a public-private consortium (società consortile a responsabilità limitata), the organization is institutionally backed by Regione Piemonte, Città di Torino, Città Metropolitana di Torino, and the Camera di Commercio di Torino, and operates from its headquarters at Via Maria Vittoria 19, Torino. Its statutory role is destination promotion, visitor information, and event/convention facilitation for the territory.

The company monetizes primarily through three revenue streams: (1) sale of tourist cards and passes — notably the Torino+Piemonte Card and the Royal Pass, which provide bundled access to museums, attractions, and events; (2) online and on-site sale of tourist products, services, and tickets (Welcome Tour® guided tours, audioguides, tourist experiences); and (3) sale of the ARMONIA carnet, a concert-access pass distributed through its e-commerce shop shop.turismotorino.org. Core technology is minimal: the platform is supported by third-party providers, with Pensativa s.a.s. serving as the technology vendor and data processor for the ARMONIA shop, and standard third-party integrations (Cookiebot, Google Analytics, Outbrain) for consent, analytics, and advertising.

The go-to-market is event-driven and multi-channel, combining a content website (turismotorino.org), social media presence (@turismotorino, #Torinotheplacetobe), email newsletters, distributed physical tourist offices throughout the province, and joint engagement activities with the Torino Chamber of Commerce at trade exhibitions. The customer base is hybrid and fragmented across individual leisure tourists, convention and meeting planners, travel-trade operators, and school/educational groups. No AI/ML capabilities, mobile apps, public APIs, or proprietary technology platforms were disclosed.

Name

Turismo Torino E Provincia Scrl

Legal name

Turismo Torino e Provincia s.c.r.l.

Website

https://turismotorino.org

Company type

Private

Founded year

1997

Operating status

Operating

Short description

Turismo Torino e Provincia s.c.r.l. is the official Convention & Visitors Bureau for Torino and its province, promoting the destination and selling tourist cards, tours, and event tickets to leisure visitors, convention planners, and travel-trade operators.

Ownership category

akta.pro rank

Product category

Destination Marketing & Convention Bureau Services

NAICS

Convention and Visitors Bureaus (561591), Convention and Trade Show Organizers (56192), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Tours, Activities & Experiences Booking Platforms (BPAMAIAJ)

akta.pro secondary industries

Government & Municipal Event Venues (THAHAAAE), Museum & Landmark Guided Tours (Skip-the-line/Docent-led) (THAJAAAC)

Keywords

• Destination marketing
• Convention bureau services
• Visitor information services
• Tourist card passes
• Guided tour services

Headquarters

HQ city

Torino

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Tourist Cards and Passes: Sale of Torino+Piemonte Card and Royal Pass tourist cards, providing access to museums and attractions in the Torino area.
2. Tourist Products and Services: Online sale of tickets to events, services, and products including guided tours, audioguides, and tourist experiences.
3. ARMONIA Carnet: Sale of the ARMONIA carnet for concert access, purchased through the dedicated platform shop.turismotorino.org.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Turismo Torino e Provincia operates as the official Convention & Visitors Bureau for Torino and its province, promoting the destination and selling tourist cards (Torino+Piemonte Card, Royal Pass), guided tours (Welcome Tour), audioguides, and the ARMONIA concert carnet through its online shop and physical tourist offices. The organization also provides convention and event planning services for meeting organisers and serves as the authoritative source for visitor information across the Turin metropolitan area and Piedmont region.

Product overview

Turismo Torino e Provincia Scrl operates as the official Convention & Visitors Bureau for Torino and its province. The organization provides a portfolio of tourist services centered around the Torino+Piemonte Card, which offers bundled access to museums and attractions, and the Welcome Tour® guided tour program. Additional offerings include the ARMONIA concert carnet for music events, Royal Pass online ticketing, audio guides, and downloadable brochures covering destinations, outdoor activities (skiing, trekking, cycling), gastronomy, and cultural heritage sites throughout the region.

Differentiator

Problem solved

Functional benefit

Products and services

• Torino+Piemonte Card A tourist card providing access to museums, attractions, and services in Torino and the Piedmont region, sold through the online shop and tourist offices.
• Royal Pass An online booking and ticketing platform offered by the tourist board for events, museums, and experiences in the Torino area.
• ARMONIA A carnet/pass for concert and music event access in the Torino area, purchasable through the dedicated Armonia platform.
• Welcome Tour Official guided tour services in Torino offered by the official tourist board, bookable through the website and tourist offices.
• Audioguides Digital audio guides for self-guided tours of Torino and surrounding areas, available for purchase through the official website.

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.

• Torino Chamber of Commerce (Camera di commercio di Torino)coreStrategic or Co-development PartnerJoint controllership arrangement for engagement activities at events, exhibitions, and initiatives. The two entities jointly process data for participation management, statistical surveys, and satisfaction questionnaires, while independently sending promotional communications.
• Pensativa s.a.s.coreTechnology or IntegrationTechnology provider supplying systems for the ARMONIA carnet platform (shop.turismotorino.org). Pensativa s.a.s. acts as Data Processor for the digital platform service.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Convention Bureau Roma & Lazio: Convention bureau for Rome and Lazio region, providing MICE promotion, venue sourcing, and destination services with similar public-private consortium structure.
• Yes Milano (Milano & Partners): Official destination management organization for Milan, promoting the city as a tourist and conference destination with similar convention bureau, tourist card (YesMilano Card), and visitor information services. Closest large-city Italian peer.
• Firenze Convention Bureau: Convention bureau promoting Florence as a destination for meetings, incentives, conferences, and exhibitions, with comparable MICE focus and destination marketing scope.
• Visit Napoli (Napoli Convention & Visitors Bureau): Official tourism and convention bureau for Naples, combining destination promotion, tourist card (Napoli Pass), and convention bureau services for a major Italian city.
• Tourism Amsterdam: European destination marketing organization combining city promotion, visitor information, convention bureau services (Amsterdam Convention Bureau), and city tourist cards. Closely comparable operating model.
• Bologna Welcome: Official Convention & Visitors Bureau for Bologna, operating as a destination marketing organization providing tourist information, booking services, and convention bureau support for the Bologna metropolitan area. Direct counterpart in the Italian DMO ecosystem.

Broad incumbents

• Viator (a Tripadvisor company): Global online marketplace for tours, activities, and experiences. Operates a broader platform that competes with destination-level booking storefronts and represents the OTA-style distribution threat DMOs face.
• ENIT - Agenzia Nazionale del Turismo: Italian national tourism board operating at country level rather than city/regional level. Provides overarching destination marketing framework and policy support that local CVBs like Turismo Torino operate within.

Emerging players

• GetYourGuide: Digital tours, activities, and experiences booking platform competing with destination-level booking platforms like shop.turismotorino.org. Represents the digital-native channel that DMOs must compete with or partner alongside.

Regional players

• Piemonte Incoming / Piemonte Land of Tourism: Regional tourism board for Piedmont that overlaps with Turismo Torino's geographic scope at the regional level, providing destination marketing for the entire Piedmont region including Torino.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/turismotorino
• YouTubeyoutube.com/turismotorino
• Facebookfacebook.com/TurismoTorino
• LinkedInlinkedin.com/company/turismo-torino-e-provincia
• Instagraminstagram.com/turismotorino

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 Turismo Torino E Provincia Scrl