Sustainable tourism can seem like an abstract ideal, but putting it into practice becomes much easier thanks to these five startups.
A conscious and respectful way of travelling that places environmental, social and economic sustainability at its centre, and seeks to leave a positive impact on the territory and the local community. This is sustainable and regenerative tourism, an approach that is winning over a growing number of people. According to the 13th Report by Fondazione UniVerde and Noto Sondaggi, 60 per cent of Italians plan trips that are mindful of people and the environment, and 53 per cent are willing to spend a little more in order to take eco-friendly holidays. Credit also goes to the many startups that simplify and speed up the organisation of stays inspired by sustainable tourism.
According to the Sustainable tourism forum 2024, the annual gathering organised by the Global sustainable tourism council Italy working group, "tourism will be increasingly defined by sustainability and regeneration. Driving this direction are also the demands of travellers, who today are far more attentive than in the past to the footprint their movements leave on the territories and communities they visit." The survey Gli italiani e il turismo sostenibile conducted by Ipsos and Altroconsumo reveals that 69 per cent of Italians are aware that overtourism is a real problem and agree on the value of organising "tourist education" programmes to raise awareness of a more respectful way of travelling. Fortunately, the situation is already improving. The 13th Report by Fondazione UniVerde and Noto Sondaggi reveals that 82 per cent of Italians view sustainability requirements for tourism development positively, and 72 per cent consider responsible tourism a good choice, to the point of calling for ever higher environmental standards from hospitality facilities. The web, and search engines in particular, are the most widely used tools for finding information and making bookings. Today, planning trips inspired by sustainable tourism is easier thanks to startups such as Friland, Sharewood, Orma Guides, Triwey and Ruralis, which are part of the LifeGate Way ecosystem.
A stay in direct contact with nature, immersed in evocative settings, lulled by the sounds and colours of the surrounding landscape, in total respect for the environment. This is what Friland offers — a startup from Friuli that produces small mobile living units on wheels and positions them in selected rural and mountain locations endowed with a special charm, isolated and untouched by mass tourism. The nomadic rooms, which can accommodate two people, are made from natural materials such as wood and are off-grid — meaning they require no connection to the water or sewage network. Solar panels provide electricity, while an internal tank system replaces the plumbing.
Each unit is self-sufficient for several days and offers all the comforts of a small home: a double bed, a mini kitchen and a minimal bathroom that is nonetheless fully equipped with everything needed. There is also a small monitor providing real-time information on consumption, designed to encourage mindful use of resources. The startup aims to promote slow and sustainable tourism that allows travellers to take a break from the daily rush by reconnecting with nature, while having as little impact on the environment as possible.
Inspiring travellers and satisfying their desire for adventure, offering them unforgettable experiences of opening up to the world that are at once original, authentic and ecological. This is the mission of Sharewood, a tour operator made up of people who love exploring every corner of the earth and design experiential, active and conscious trips, also through collaboration with local organisations that share the same ethos.
The portal features a vast selection of tours and itineraries, carefully chosen and developed together with local partners. Simply enter a destination or category to browse all the options. From nature treks to safaris, from cycling itineraries to cultural self-drive tours, from gulet cruises to train journeys, there is something for every taste. Whether you want to head somewhere far away or spend a weekend in Italy, alone or as a couple, in a group or with a friend, Sharewood is the go-to reference for designing a stay that will leave unique memories and a new awareness of oneself and the environment.
Orma Guides is a platform of digital and urban guides that promote ethical and sustainable tourism. Rather than providing the usual mass-tourism information, for each city they gather services, events, attractions, accommodation, shops and venues that have a positive social and environmental impact and support transformation. The underlying idea is to make travel a circular and regenerative experience: if the city offers travellers experiences and adventures, tourists can play their part in improving and supporting that very city.
For Orma Guides, tourists can be agents of change and improvement, moving around sustainably and actively participating in social projects. At present, it offers guides to nine cities, featuring venues and organisations selected on the basis of principles such as inclusivity, cultural richness, green mobility, support for the local economy and authentic craftsmanship, the promotion of non-profit initiatives and zero-waste practices, and a commitment to ethical and responsible supply chains.
Combining holidays with charitable giving is the mission of Triwey, the travel portal with a social and environmental focus that turns online bookings anywhere in the world into donations supporting non-profit projects. All of this at no extra cost to travellers. For every requested destination, the platform compares more than 70 travel sites to guarantee the best-value offer among properties that meet certain ethical and environmental requirements. Once the best option has been identified, the user can select the social cooperative they wish to support and then book their stay directly on their preferred portal.
Users do not have to pay any additional cost because the charitable contribution is covered by Triwey, which in turn sustains itself through the commission it receives from travel agencies to which it drives traffic and bookings. The donation amount appears directly alongside the booking amount. Reforestation and tree planting, protection of endangered animals, fighting hunger, supporting education and training, healthcare for people in need, and cleaning up and protecting the environment are some of the causes supported by Triwey.
Supporting homeowners in disadvantaged and little-known areas and growing tourism in small villages are the two objectives that led to the creation of Ruralis, an innovative startup that helps manage short-term rentals as effectively as possible in places where social and economic development is most needed. The company, which specialises in the digital management of properties, handles all the online activities required to attract and manage tourists, such as listing properties on travel agency websites, updating prices, communicating with guests, and organising payments. In this way, owners can focus exclusively on hospitality.
The startup aims to promote sustainable rural tourism that contributes to the revival of small municipalities — places that are often forgotten but can offer genuinely authentic holiday experiences. It also encourages eco-friendly practices among both owners and visitors.
