- Business
- Valica S.p.A. is an Italian marketing technology (MarTech) and digital media company that specializes in advertising technology, digital publishing, experiential marketing, and event organization with a dedicated focus on the tourism, enogastronomy, and outdoor lifestyle sectors. Founded in 2016 and headquartered in Rome, Italy, the company operates across the Italian and wider European markets, serving corporate advertisers, regional tourism boards, local producers, and consumers through a proprietary digital network and territorial engagement platforms.
The company delivers its solutions across integrated business divisions, offering a structured portfolio of products and services, including: digital advertising and programmatic media monetization across a network of more than 120 proprietary and concession thematic web portals, including PaesiOnLine for travel guides and destination discovery, TrueRiders for motorcycle touring, GoodTrekking for outdoor hiking and trail itineraries, and Ricette della Nonna for traditional gastronomy; digital marketing consultancy and technical services, encompassing search engine optimization (SEO), pay-per-click campaign management, responsive web development, and digital transformation consulting for territorial entities and private enterprises through its Wantrek business unit; experiential event management and live production, highlighted by the nationwide Borgo diVino in tour festival series executed via its Experience Lab division; high-end multimedia content production, visual journalism, brand storytelling, and corporate ESG communication services through Parallelozero; destination management and incoming travel services, providing organized tour packages and territorial valorization initiatives through Borghi Italia Tour Network; and direct-to-consumer niche e-commerce, offering specialized motorcycling gear, apparel, and technical accessories via TrueRiders Shop.
In recent corporate developments, Valica completed its initial public offering on the Euronext Growth Milan segment of Borsa Italiana in September 2023 to finance technological advancements and targeted mergers and acquisitions. Following the listing, the company executed several strategic transactions, including the acquisition of 100% of communication and storytelling agency Parallelozero S.r.l. in 2024 to expand its corporate and ESG editorial capabilities, alongside the commercial launch of the TrueRiders Shop e-commerce platform. In 2025, Valica completed the acquisition of tour operator Borghi Italia Tour Network (BITN) S.r.l. to integrate incoming travel package management with its digital content ecosystem. In April 2026, the company finalized the acquisition of a 15% equity stake in FYTUR S.r.l., consolidating its proprietary AdTech infrastructure and optimizing monetization across its expanding publisher network.