The purpose-led touring company headquartered in Melbourne says its 32nd global office will help it triple its traveller numbers in Italy by 2030, as key Italian cities grapple with overtourism.
Intrepid Travel has opened a new country office in Rome, its 32nd globally and second in Western Europe. The company says Italy bookings grew 93 per cent between 2022 and 2025, driven by demand for small-group, culturally immersive travel as an alternative to mass tourism in the country’s most visited cities.
The opening was marked with an event in Rome last week attended by Intrepid CEO James Thornton, EMEA Managing Director Zina Bencheikh, Australian Ambassador to Italy Julianne Cowley, ENIT President Alessandra Priante and Rome Tourism Commissioner Mariano Angelucci.
Why open a DMC in Rome now?
Italy is consistently one of Intrepid’s top-performing European destinations, according to the company. The Rome office will operate as a locally managed destination management company (DMC) and will form part of Intrepid’s broader 2030 strategy to expand its network of community-connected operations.
The timing is notable. Italian cities, including Rome, Florence and Venice, have all introduced or expanded measures to address overtourism in the past 18 months, from Venice’s day-tripper entry fee to Rome’s proposed ticketing system for the Trevi Fountain. However, Intrepid says its local presence will help it steer travellers toward less-saturated experiences.
“This expansion is a natural next step in our strategy to build strong operational hubs where traveller demand continues to grow,” Bencheikh said.
“At the same time, key cities in Italy are grappling with the challenges of overtourism. Having our own DMC in Rome, with our local team, will help us diversify our product, strengthen our ties to local communities and deliver exceptional on-the-ground experiences.”
What are the growth targets?
Intrepid says it aims to triple its Italy passenger numbers by 2030. The company has not disclosed current passenger figures, but the 93 per cent booking growth from 2022 to 2025 suggests the base is already substantial. Italy ranks among Intrepid’s top European markets alongside Greece, Spain and Croatia.
The Rome office is the latest in a string of expansion moves. When Intrepid celebrated its 35th anniversary in late 2024, the company flagged plans to open ten new country offices. The Rome opening delivers on that commitment and follows a Copenhagen office that now oversees Northern European operations.
Intrepid’s 2024 annual report showed record revenue of $626 million, up 17 per cent year on year, and its highest-ever customer satisfaction rating of 81.5.
What’s new on the Italy product front?
Florencia Allo Moreno, Intrepid’s Regional General Manager for Western Europe, said the Rome base would allow the company to invest more directly in local communities and diversify its Italian itineraries beyond the well-worn Rome-Florence-Venice circuit.
“Italy has always held a special place in the hearts of our travellers,” Allo Moreno said.
“From its deep cultural heritage to its vibrant food traditions and diverse landscapes, it’s a destination that aligns perfectly with Intrepid’s purpose and style of travel. Establishing a Rome-based DMC allows us to strengthen local relationships, invest more directly in communities, and ensure that our trips continue to have a positive impact.”
Intrepid has added several new Italian itineraries for 2026, including Premium Italy in Depth and Premium Walking and Hiking in the Italian Dolomites, along with a rail journey from Berlin to Venice and a short break to Venice and Treviso.
What does the broader European picture look like?
The Rome office sits within a wider European push. Intrepid launched 32 new trips across 15 European countries in 2025, its largest regional expansion to date.
The company reports that demand for alternative European destinations has surged, with coolcation inspired Nordic bookings up 23 per cent and Balkan bookings up 52 per cent year on year. Serbia, the Czech Republic and Albania are among its fastest-growing European markets.
Shoulder-season travel is also on the rise. Intrepid says more travellers are choosing to visit popular Mediterranean destinations outside peak summer months, prompting the company to expand departure dates throughout the year.
KARRYON UNPACKS: Italy’s 93 per cent booking growth in three years tells the story for advisors: demand is strong and accelerating, but the destination is also changing fast. A locally managed DMC gives Intrepid tighter control over product quality and community impact, which matters as Italian cities tighten tourism rules. For advisors selling Italy in 2026 and beyond, the new Premium and rail itineraries offer alternatives to the standard circuit that can help sidestep overtourism pressure points.
