Valle Maira

What Valle Maira does

Valle Maira (legally Consorzio Turistico Valle Maira) is a private tourism consortium founded in August 2013 and headquartered in Dronero (Piazza XX Settembre 3, 12025 CN), in the Piedmont region of Italy. The consortium promotes and coordinates outdoor tourism, accommodations, and visitor services across 12 municipalities in the Maira Valley — from Acceglio and Canosio at the headwaters near the French border down to Dronero, Roccabruna, and Villar San Costanzo near the Cuneo plain — covering approximately 45 km of valley. Its primary offering is an integrated destination platform (vallemaira.org) available in Italian, English, German, and French, anchored by 66 marked hiking trails, the 14-stage 170 km Percorsi Occitani on ancient mule tracks, an E-MTB rental service, an e-commerce store selling branded apparel, maps, guidebooks, and local food products, and the Buono delle Valli gift card (€25/€50/€100). The consortium operates two physical tourist offices (Porta di Valle in Dronero year-round; a seasonal office in Canosio-Marmora open July–August), maintains the official trail network under Piedmont Region and CAI standards, and runs cultural programming including the Esperienze Occitane documentary series and the MOT Maira Occitan Trail running event.

The underlying technology stack is conventional rather than proprietary: a WordPress-based multilingual CMS with WPML for translations, WooCommerce powering the Valle Maira Store, Brevo for email automation, Hotjar and Google Analytics for behavioral analytics, Facebook Pixel for advertising measurement, YouTube-nocookie for embedded video (hosted through Museo Diffuso Cuneese for accessibility content), and Serverplan VPS hosting. Differentiated product features include the waterproof 1:25,000 Pretex paper trail map covering 66 routes with QR-coded GPX downloads, the NFC-enabled tactile panels at the Ciciu del Villar Nature Reserve for visually impaired visitors, and the Segnaletica Rete Escursionistica signage system. The consortium integrates accessibility-first infrastructure (LIS and International Sign video guides) developed with Museo Diffuso Cuneese and Ente Nazionale Sordomuti, plus an accessibility-focused cooperation with Unione Montana Valle Maira and CAI.

The business model is multi-stream and dominated by public funding rather than commercial revenue. Disclosed revenue streams include direct e-commerce product sales, gift card and voucher transactions (Buono delle Valli, Una notte in più per), usage-based E-MTB rental fees, experience booking commissions, and significant recurring public grants from Regione Piemonte, Camera di Commercio di Cuneo, GAL Tradizione Terre Occitane, Consorzio BIM del Maira, and Interreg programs. The customer base is fragmented across five personas — outdoor sports enthusiasts (primary), cultural heritage travelers, families and accessibility-focused visitors, slow tourism and wellness seekers, and local member accommodations/restaurants — with no enterprise customer concentration. Distribution is omnichannel: the multilingual website, organic social media (Instagram, Facebook), Brevo newsletter, event-driven festivals (Occit'amo, Terres Monviso Outdoor Festival), and partnership channels including Visit Piemonte, Atl-Visit Cuneese, Terres Monviso, the Valli Lanzo & Maira joint venture, and equipment brand partners Ortovox and Ferrino.

Name

Valle Maira

Legal name

Consorzio Turistico Valle Maira

Website

https://vallemaira.org

Company type

Private

Founded year

2013

Operating status

Operating

Short description

Consorzio Turistico Valle Maira is an Italian tourism consortium that promotes outdoor activities, Occitan cultural heritage, and accommodations across 12 municipalities in Piedmont's Maira Valley, serving individual hikers, families, cultural travelers, and accessibility-focused visitors.

Ownership category

akta.pro rank

Product category

Outdoor Tourism Destination Management

NAICS

Convention and Visitors Bureaus (561591), Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

akta.pro secondary industries

Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Rock Climbing, Mountaineering & Via Ferrata Guides (THAAADAC), Safety, Permitting & Logistics Support Services (Trip Leaders, Route Planning, Rescue Support) (THAAALAL)

Keywords

• Outdoor tourism promotion
• Mountain destination management
• Hiking trail mapping
• Alpine tourism services
• Cultural heritage tourism

Headquarters

HQ city

Dronero

HQ country

Italy

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. E-commerce Product Sales: Sale of branded merchandise including apparel (hoodies at €60, t-shirts at €20-25), guidebooks, hiking maps (€13), and valley products (honeys, preserves, liqueurs). Direct online sales with Italian shipping only.
2. Gift Cards and Vouchers: Sale of Buono delle Valli gift cards (€25, €50, €100) and Holiday Voucher programs (Una notte in più per) redeemable at participating establishments including accommodations, restaurants, and experiences.
3. E-MTB Rental: Electric mountain bike rental service for visitors to explore the valley, with options for families including child trailers and children's bikes.
4. Public Funding and Contributions: The consortium receives annual contributions from Consorzio BIM del Maira, Camera di Commercio di Cuneo, Regione Piemonte, GAL Tradizione Terre Occitane, and Interreg programs supporting tourism promotion and trail maintenance.
5. Experiences and Activities: Guided tours, experiences, and activities booked through the platform, including visits to the Ciciu del Villar Reserve, astronomical evenings, and cooking classes.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Consorzio Turistico Valle Maira is a destination management consortium that promotes and coordinates outdoor tourism experiences in the Maira Valley of Piedmont, Italy. It maintains a network of 66 marked hiking trails and the 14-stage Percorsi Occitani trekking route, operates an e-commerce store for branded merchandise and local products, rents e-MTBs, runs gift card and voucher programs, and organizes events such as the MOT Maira Occitan Trail running race and the Esperienze Occitane documentary series.

Product overview

Valle Maira is a tourism consortium website for the Maira Valley in Piedmont, Italy, offering a unified platform that combines information services, e-commerce, and booking capabilities. The core platform (vallemaira.org) provides comprehensive coverage of outdoor activities (hiking, MTB, climbing, ski touring, snowshoeing), accommodations, restaurants, and local products. Key products include the Percorsi Occitani 14-stage trekking route, the 66-sentieri hiking map collection, E-MTB rental services, the Valle Maira Store for branded merchandise and local products, the Esperienze Occitane documentary series, and the MOT trail running event. The platform also offers digital tools including the Buono delle Valli gift card (€25/€50/€100 denominations) and Una notte in più per vacation vouchers, plus tour operator services for customized travel packages. Multi-language support (Italian, English, German, French) extends reach to international visitors.

Differentiator

Problem solved

Functional benefit

Brands

• Esperienze Occitane: A series of documentary films showcasing trekking, ski mountaineering, climbing, and snowshoeing experiences in Valle Maira, supported by Ortovox and with patronage from CAI.
• MOT Maira Occitan Trail
• Percorsi Occitani

Products and services

• Percorsi Occitani (Occitan Trails) A 14-stage trekking itinerary spanning the entire Maira Valley on ancient perfectly preserved mule tracks, featuring points of naturalistic and historical interest with accommodation stops. Designed for individual trekkers seeking authentic cultural and mountain experiences.
• E-MTB Rental Service Electric mountain bike rental service with options for families including child trailers and children's bikes. Targets individual visitors seeking accessible cycling experiences in the valley.
• Valle Maira Store (E-commerce) Online shop selling branded apparel (hoodies at €60, t-shirts at €20-25), guidebooks, hiking maps (€13), and local valley products including honey, liqueurs, jams, and artisan goods. Targets individual consumers interested in valley-branded merchandise and local products.
• Carta Escursionistica (Hiking Map - 66 Sentieri) Waterproof hiking map at 1:25,000 scale printed on Pretex paper covering 66 marked trails, with QR codes linking to digital trail versions and free GPX downloads. Priced at €13. Targets hikers and outdoor enthusiasts.
• Buono delle Valli (Valley Gift Card) Digital and physical gift card available in denominations of €25, €50, and €100, redeemable at participating hospitality, dining, and local product establishments across the valley. Targets gift-givers and visitors.
• Voucher Vacanza 'Una notte in più per' (Holiday Voucher) Vacation voucher program offering free nights with stay packages (3x2 or 7x5 formulas) at participating accommodations for sustainable slow tourism across the Lanzo and Maira valleys.
• Esperienze Occitane Documentary Series A series of documentary films (Anchovies under the Snow, Tales from the Rocks, One Step After Another, It Still Snows in Valle Maira) showcasing trekking, climbing, ski touring, and snowshoeing experiences, with an MTB episode planned for 2026. Targets outdoor enthusiasts and cultural heritage travelers.
• MOT - Maira Occitan Trail Running Event Trail running race event with routes across three municipalities of the valley, promoted as a unique mountain running experience with varied timings. Targets trail running enthusiasts.
• Tour Operator Services Customized travel package creation and booking services through the Visit Valle Maira tour operator for experiencing the valley, including guided tours, tastings, workshops, and astronomical evenings. Targets individual travelers and small groups.
• E-Bike Tour Packages Guided and self-guided cycling packages along Europe's highest cycling routes, including the Ciclovia Bassa Valle Maira and Cannoni route. Targets individual cyclists and small groups.
• Accessibility Project at Ciciu del Villar Accessibility initiative at Riserva Naturale dei Ciciu del Villar featuring three tactile panels with NFC technology for visually impaired visitors, plus video guides in Italian Sign Language (LIS) and International Sign (IS). Targets visitors with disabilities.
• Activity Calendar and Booking System Online calendar and booking system for experiences including guided tours, tastings, workshops, and astronomical evenings at various venues across the valley. Targets individual visitors seeking scheduled activities.

Quantifiable outcome

• 66 marked hiking trails mapped and maintained with signage following Piedmont Region and CAI guidelines
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

21 partnerships are on record, tiered core, secondary and minor.

• Valli Lanzo & Maira (Società Consortile a responsabilità limitata)coreStrategic or Co-development Partner · 1 January 2024The joint consortium company formed in January 2024 combines Consorzio Operatori Turistici Valli di Lanzo and Consorzio Operatori Turistici Valle Maira. The first such consortium in Piedmont, it promotes sustainable mountain tourism and outdoor activities across both valleys, sharing the occitan and Franco-Provençal cultural traditions.
• Visit PiemontecoreGTM or Marketing PartnerRegional tourism promotion body collaborating with Valle Maira for international media edutours and trade show participation in Italy and abroad. Supports destination marketing for the Piedmont region.
• Atl-Visit CuneesecoreGTM or Marketing PartnerLong-standing collaboration with the local tourism board for event organization, publications, and shared social media content. Supported presentation of Esperienze Occitane documentaries and MOT Maira Occitan Trail promotion.
• Terres MonvisosecondaryGTM or Marketing PartnerAssociation uniting territories around Monviso mountain. Collaboration includes participation in the annual Terres Monviso Outdoor Festival in Saluzzo, book presentations, concerts, and documentary screenings. Working groups and celebration moments foster ongoing partnership.
• OrtovoxsecondaryStrategic or Co-development PartnerMountain safety equipment brand supporting the Esperienze Occitane documentary project from its beginning. Also supported creation of the ski touring guide for Valle Maira.
• FerrinosecondaryStrategic or Co-development PartnerOutdoor equipment brand partner in promotion and realization of MOT Maira Occitan Trail. Contributed to the trekking itinerary guide for Valle Maira.
• Erica CastelliminorOthersGraphic designer who created the Valle Maira logo and all promotional graphics for marketing materials and the website.
• Jolie (Marketing Agency)minorGTM or Marketing PartnerMarketing agency collaborating on multiple projects including Esperienze Occitane documentary series and MOT Maira Occitan Trail.
• Communico EventminorGTM or Marketing PartnerGerman-speaking market agency handling Valle Maira marketing for the DACH region.
• Tipolito EuropaminorOthersHistorical printing company in Cuneo producing all informational materials found in tourist offices and at trade shows.
• La Targa (Cuneo)minorOthersSignage and display production company creating trail markers and promotional materials for Valle Maira.
• Walden s.r.l (Saluzzo)secondaryStrategic or Co-development PartnerSelected through a design competition to create the trail signage improvement project for the excursion network, following Piedmont Region guidelines and CAI standards for 66 trails plus the Percorsi Occitani.
• Museo Diffuso CuneeseminorOthersMuseum providing original accessibility videos for the Ciciu del Villar Reserve with LIS (Italian Sign Language) and IS (International Signs) translations.
• Ente Nazionale Sordomuti - Sezione Provinciale CuneominorOthersNational association for deaf persons providing fundamental contribution to audio/video guide production in Italian Sign Language.
• Vdea ProduzioniminorOthersVideo production company that created accessibility guide videos with sign language tracks for the Ciciu del Villar accessibility project.
• Club Alpino Italiano (CAI)secondaryStrategic or Co-development PartnerItalian Alpine Club providing standards and guidelines for trail signage, and participating in the competition jury for the signage improvement project. Routes including Sentiero Italia CAI and GTA traverse the valley.
• Unione Montana Valle MairasecondaryStrategic or Co-development PartnerMountain community participating in the trail signage competition jury and collaborating on territorial administration matters.
• CuneoTrekkingsecondaryStrategic or Co-development PartnerLocal trekking service provider contributing to the design of the 66-trail hiking map project.
• Produzione LentaminorStrategic or Co-development PartnerLocal slow fashion company producing Valle Maira branded apparel with sustainable, ethical supply chain including GMO-free cotton and fair labor practices.
• AFP (Azienda Formazione Professionale S.c.a.r.l., Dronero)secondaryStrategic or Co-development PartnerLocal development agency leading the ART.HE Artisanat & Héritage project, a cross-border professional network for artisans from Cuneo province and Provence, funded by Interreg VI-A France-Italy ALCOTRA program.
• SMVCC (Syndicat Mixte Villages et Cités de Caractère, Digne-les-Bains)secondaryStrategic or Co-development PartnerFrench partner in the ART.HE project representing characteristic villages in Alpes-de-Haute-Provence, working on cross-border artisan networking and heritage preservation.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Komoot: Hiking and biking route-planning platform used by European outdoor tourists to discover trails. Overlaps with Valle Maira's trail map and GPX download offerings, and represents a key distribution channel and competitor for trail discovery content.
• Outdooractive: Outdoor tourism platform providing trail maps, route planning, and tourism content for European destinations, including the Alps. Valle Maira could be considered a destination publishing content via Outdooractive; it represents the platform direction an established DMO either partners with or competes against.

Broad incumbents

• Visit South Tyrol (Südtirol Marketing): Well-established regional DMO for South Tyrol/Alto Adige in the Dolomites. Operates the same destination-marketing model but at materially larger scale and budget, providing a benchmark for what a mature Italian Alpine DMO can achieve in terms of visitor numbers and brand recognition.
• Trentino Marketing: Regional DMO for Trentino, operating a sophisticated multilingual destination platform similar to vallemaira.org but with substantially larger resources, broader outdoor offering (skiing, cycling, hiking), and a deeper international marketing engine.

Regional players

• Visit Piemonte: Regional tourism board for Piedmont that includes Valle Maira in its destination portfolio. Operates at a broader regional scale but with same destination-marketing remit; serves as a GTM partner (international media edutours, trade shows) rather than a direct competitor.

Direct peers

• Val Gardena Tourism (Dolomiti Val Gardena): Tourism consortium for Val Gardena in the Dolomites (South Tyrol), offering a directly comparable model: a single-valley DMO promoting hiking, mountain biking, skiing, and cultural experiences with a multilingual destination website and accommodation directory.
• Valli Lanzo & Maira (Società Consortile): The joint consortium created in January 2024 by merging Consorzio Operatori Turistici Valle Maira with Consorzio Operatori Turistici Valli di Lanzo. It is the most directly comparable entity, operating the same business model for a neighboring Piedmont valley with shared Occitan and Franco-Provençal cultural heritage.
• Chamonix-Mont-Blanc Tourism: French Alpine DMO operating a single-valley tourism model for the Chamonix Valley, focused on alpine sports, hiking, and cultural heritage. Provides a directly comparable DMO model across the border in the same Alpine ecosystem, with similar partnership and trail-network scope.
• Terres Monviso: Association unifying territories around Monviso mountain in Piedmont for sustainable tourism and outdoor activities. Operates a similar DMO/consortium model promoting trails, cultural events, and local products across an Alpine territory and is a direct festival and partnership partner of Valle Maira.

Others

• CuneoTrekking: Local trekking service provider in Cuneo province that co-produced the 66-trail hiking map with Valle Maira. Acts as a service/thematic partner enabling Valle Maira's product rather than a direct competitor, illustrating the local ecosystem in which the consortium operates.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@museodiffusocuneese5783
• Instagraminstagram.com/eunicebrovida

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Valle Maira