Livtours
Livtours is a family-owned European tour operator founded in 2015, offering semi-private (max 6) and private guided tours across 22+ destinations including Rome, Vatican, Paris, and Florence, serving leisure travelers, families, and VIP clients via direct booking and affiliate channels.
- Company typePrivate
- Founded2015
- HeadquartersRome, Italy
- Headcount—
- GTM typeB2C
- OfferingServices
What Livtours does
Livtours is a privately-held European tour operator founded in 2015 by Angelo and Kristin, headquartered in Rome, Italy, with a US operating entity (LivItaly Tours LLC, California) and an Italian travel-agency entity (Agenzia Viaggi Visit & Live di A&K srls) under the Visit & Live LTD parent. The company specializes in small-format guided tours across 22+ European destinations including Rome, Vatican City, Paris, Florence, Venice, Barcelona, London, and Sicily. Its core product is semi-private guided tours capped at six participants, complemented by private, VIP, gift voucher, and transfer services. Customers are predominantly leisure travelers, families, and higher-spend VIP clients seeking curated cultural experiences with smaller group sizes than mass-market alternatives.
The core platform is livtours.com, a direct-to-consumer booking engine supporting multi-currency checkout (EUR, USD, GBP, AUD), a Google Play mobile app, an agent portal (LivAgents), an affiliate program paying 10% commission, and gift voucher sales. Per-ticket pricing ranges roughly €149–€699 with VIP experiences up to €589. Revenue is generated per-booking on a B2C basis with B2B2C layers via travel agents and affiliates; the business is bootstrapped and family-owned with no outside funding disclosed.
A distinctive operating asset is official Collaborator status with the Vatican Museums, providing preferential and restricted access (including the Sistine Chapel) that is difficult to replicate. This credential, combined with TripAdvisor Best of the Best awards for its Colosseum tour (2021, 2022, 2023) and its Semi-Private Early Morning Vatican Tour (2023), and a cumulative base of 15,000+ five-star reviews, supports premium positioning. The company is pursuing GreenStep Sustainable Tourism certification, reportedly a first for an Italian tour operator.
Livtours firmographics
Firmographics- Name
- Livtours
- Legal name
- LivItaly Tours LLC
- Website
- https://livtours.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Short description
- Livtours is a family-owned European tour operator founded in 2015, offering semi-private (max 6) and private guided tours across 22+ destinations including Rome, Vatican, Paris, and Florence, serving leisure travelers, families, and VIP clients via direct booking and affiliate channels.
- Ownership category
- akta.pro rank
Livtours industry classification
Industry- Product category
- Guided Tour Services
- NAICS
- Tour Operators (561520), Tour Operators (56152)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Full-Service Corporate TMCs (End-to-End Managed Travel) (THAKACAA)
- akta.pro secondary industries
- Small-Group Escorted Tour Operators (THAKADAB), Private Guided Tours & Personal Tour Guides (THAJALAA), Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB), Culinary Walking & Market Tours (THAJAGAA)
Keywords
Where Livtours is headquartered
LocationHeadquarters
- HQ city
- Rome
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
Livtours business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Tour and Experience Sales: Primary revenue from selling guided tour experiences across 22+ European destinations. Offers both private tours (exclusive to booking party) and semi-private tours (max 6 people). Prices vary by tour type, duration, and inclusions.
- Gift Vouchers: Gift experience vouchers available for purchase, valid for 3 years, redeemable for tours across Europe
- Transfer Services: Airport and location transfer services offered as add-ons to tours, with 60-minute driver wait time included
- Affiliate Referrals: 10% commission earned through affiliate program where partners promote LivTours experiences
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Semi-Private Tours (Max 6 people) |
| Unit Pricing | Pay-as-you-go | Private Tours |
| Unit Pricing | Pay-as-you-go | VIP Exclusive Experiences |
| Other | Pay-as-you-go | Refundable vs Non-Refundable Booking Options |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
Livtours product offering
Product offeringCore offering
Livtours is a European tour operator that sells semi-private (capped at 6 guests per guide) and private guided tours across 22+ destinations including Rome, Vatican, Paris, Florence, Venice, Barcelona, London, Berlin, Sicily, and Andalusia. The company provides skip-the-line access, exclusive early-entry experiences at major cultural sites, knowledgeable local licensed guides, and ancillary services such as gift vouchers, transfers, and VIP access tours. Customers book and pay through the livtours.com e-commerce platform, with the option of refundable or non-refundable bookings.
Product overview
LivTours is a European tour operator offering private and semi-private (max 6 people) guided experiences across 22+ destinations in Europe. The core product portfolio consists of destination-specific tours including Vatican/Rome tours (with exclusive access to Vatican Museums, Sistine Chapel, and St. Peter's Basilica), Paris, Florence, Venice, Barcelona, Sicily (Mount Etna), London, Berlin, and other European destinations. The company offers two primary tour formats: Semi-Private Tours (small groups up to 6 people) and Private Tours (exclusive dedicated guide). Premium add-ons include VIP Tours with access to Vatican secret rooms, Gift Vouchers, and transfer services. The platform is complemented by the LivAgents Portal for travel partners and an Affiliate Program offering 10% commissions. Notable accolades include TripAdvisor's 'Best of the Best' awards for multiple tours.
Differentiator
Problem solved
Functional benefit
Products and services
- Vatican Tours
Companies that use Livtours
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles5 records
Livtours technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature2 records
Livtours partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Visit & Live LTDcoreParent company and brand owner of LivTours. LivTours operates as a dba of LivItaly Tours LLC and Visit & Live LTD brands.
- LivItaly Tours LLCcoreRegistered California business (EIN: 46-4660110, Seller of Travel: 2116766-40) operating LivTours brand in North American markets.
- Agenzia Viaggi Visit & Live di A&K srlscoreItalian/EU operating entity for LivTours operations. PIVA 1309234100, licensed by Provincia di Roma with RC Polizza for travel agencies.
- Vatican MuseumscoreOfficial Vatican Museums Collaborator status providing exclusive access to restricted areas including Bramante Staircase, Cabinet of Masks, and other areas not open to general public. Allows early entry access and special booking windows.
- GreenStep Sustainable TourismminorGSTC accredited certification body guiding LivTours toward sustainable tourism certification. First tour operator in Italy on this certification journey.
- ReTake RomaminorNon-profit organization in Rome committed to keeping the city clean and beautiful. LivTours staff volunteer with ReTake Roma to clean areas around the Colosseum.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Livtours competitors and assessment
Company assessmentDirect peers
- Italy4Real: Italy-focused tour operator offering small-group and private experiences across Rome, Florence, Venice, Tuscany, and Sicily. Comparable on geography, tour format, and the cultural/historical site emphasis that defines LivTours' portfolio.
- Walks of Italy: Small-group and private tour operator focused on Rome, Vatican, Florence, Venice, and Pompeii. Direct overlap with LivTours on format (small-group caps), destinations (Rome/Vatican especially), and customer segment (English-speaking cultural travelers).
- Context Travel: Small-group 'docent-led' cultural tours across European cities led by local experts. Overlaps with LivTours on expert-guide format, small-group caps, and city destinations including Rome, Florence, Venice, Paris, and London.
- ToursByLocals: Global marketplace connecting travelers with private local guides across European cities including Rome, Paris, Barcelona, and Florence. Comparable on private-tour model and pan-European footprint, though more fragmented supply than LivTours' curated portfolio.
- Through Eternity Tours: Rome and Italy specialist offering small-group and private guided tours including Vatican, Colosseum, and Pompeii. Closely comparable on geography, product mix, and premium cultural-tour positioning aimed at North American and English-speaking visitors.
- Withlocals: Private-tour marketplace with local hosts across European destinations. Overlaps with LivTours on small-group/private guided experiences in Rome, Paris, Barcelona, and Amsterdam, and on multi-channel discovery/booking flow.
- Urban Adventures: Small-group 'off-the-beaten-path' guided tours across global cities including multiple European destinations. Comparable on small-group cap model, expert-local-guide format, and cultural-emphasis tour design.
- Presto Tours: Vatican and Rome specialist offering early-access, private, and small-group tours including exclusive Bramante Staircase and Key Master experiences. Direct competitor on the highest-value Vatican SKUs where LivTours' moat is concentrated.
Broad incumbents
- Viator: TripAdvisor-owned global OTA aggregating tour operators including LivTours' competitors across Europe. A broad incumbent that competes on distribution and discovery rather than operating tours itself; key channel and indirect competitor.
- GetYourGuide: Global tours-and-activities marketplace with strong presence across European destinations including Rome, Paris, and Barcelona. Competes with LivTours on customer acquisition, SEO, and aggregation of competing tour operators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Livtours social profiles
Digital presenceLivtours compliance and trust
Trust signalCompliance1 record
Livtours financial estimates
Financial estimateRevenue estimate
Valuation estimate
Livtours leadership team
Management profileNumber of profiles
Profiles2 records
Livtours funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Livtours M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Livtours
What does Livtours do?
Livtours is a European tour operator that sells semi-private (capped at 6 guests per guide) and private guided tours across 22+ destinations including Rome, Vatican, Paris, Florence, Venice, Barcelona, London, Berlin, Sicily, and Andalusia. The company provides skip-the-line access, exclusive early-entry experiences at major cultural sites, knowledgeable local licensed guides, and ancillary services such as gift vouchers, transfers, and VIP access tours. Customers book and pay through the livtours.com e-commerce platform, with the option of refundable or non-refundable bookings.
Is Livtours a public or private company?
Livtours is a private company. It is classified as family owned and is currently operating.
When was Livtours founded?
Livtours was founded in 2015.
Where is Livtours based?
Livtours is headquartered in Rome, Italy, in the Europe region.
How does Livtours make money?
Four revenue lines are on record. Tour and Experience Sales are the primary driver. The others are gift Vouchers, transfer Services and affiliate Referrals.
Who are Livtours's main competitors?
Direct peers on record are Italy4Real, Walks of Italy, Context Travel, ToursByLocals, Through Eternity Tours, Withlocals, Urban Adventures and Presto Tours. Broad incumbents are Viator and GetYourGuide.
Does Livtours have an API?
No public API is recorded for Livtours.
What industry is Livtours in?
Livtours's product category is Guided Tour Services. Its primary akta.pro industry code is THAKACAA, Full-Service Corporate TMCs (End-to-End Managed Travel), with a secondary code of THAKADAB, Small-Group Escorted Tour Operators. Its NAICS code is 561520 and its SIC code is 7990.