In 2026, Transfeero’s parent company will launch a new brand dedicated to excursions, guided tours and local activities, with the ambition of becoming Italy’s leading travel operator for services and experiences.
The new project has a clear ambition: to become Italy’s leading travel operator for services and experiences, building a platform capable of connecting travellers with local guides, professionals and tourism operators.
Not products, but services and experiences
At the heart of the new brand will be services and experiences shaped by people’s expertise, local knowledge and meaningful connections with the communities that travellers visit.
Excursions, guided tours, cultural activities, food and wine experiences, nature-based itineraries and less conventional proposals will allow travellers to discover destinations beyond their best-known attractions.
This distinction is one of the project’s founding principles. An experience is not a standardised product to be added to a catalogue. It is a service rooted in specific people, skills and places, capable of turning the time spent in a destination into a personal and lasting memory.
The new platform will make these experiences easier to find and book, while creating new opportunities for local guides and tourism operators to increase their visibility and grow their businesses.
From arrival to discovery
IThe launch marks a natural evolution of the journey Sicily Action began with Transfeero. While Transfeero supports travellers throughout their journeys, the new brand is designed to help them experience what awaits once they arrive. The two businesses will remain distinct while sharing the same vision: to make travel simpler, more reliable and more complete.
Through this project, Sicily Action aims to build an ecosystem capable of supporting travellers at different stages of their journey, connecting mobility with the discovery of local destinations.
“Through Transfeero, we have helped travellers reach their destinations. Now, we want to take the next step and give them the tools to truly experience those places. Our ambition is not simply to collect activities in a catalogue, but to build an ecosystem that values local services, expertise and identities,” said Sicily Action’s management team.
An Italian project with an international vision
The project will begin in Sicily and across Italy, areas defined by an exceptionally rich cultural, natural, culinary and wine heritage, before gradually expanding internationally.
The offering will include both well-known experiences and less conventional activities: places beyond traditional tourist routes, local traditions, skills passed down through generations and experiences capable of expressing the authentic identity of each destination.
The platform will also serve guides, businesses and local professionals seeking to present their services to a wider audience. Its model will focus on the value of each experience, the professionalism of the operators and their connection with the local area.
The aim is to make a tourism heritage that is often fragmented or underrepresented more accessible, creating a simple and reliable meeting point between travellers and local service providers.
New opportunities for local operators
The new project has also been created to support the growth of the businesses and professionals working in local communities every day.
Tour guides, excursion organisers, professionals and local businesses will be able to showcase their experiences to new travellers, manage their offerings and increase the visibility of their services.
Sicily Action intends to develop a model that combines technology with local knowledge. The platform will simplify search and booking, while the value of each experience will continue to come from the people who conceive, organise and deliver it.
Local operators will therefore not be treated merely as suppliers listed in a catalogue. They will be an essential part of the project and of the way each destination is presented and experienced.
About Sicily Action
Sicily Action is an Italian company operating in the travel sector and the business behind Transfeero, an international platform specialising in private transfers. Through technology, operational expertise and an internationally focused growth strategy, the group develops services designed to simplify travel and respond to travellers’ evolving needs.
Sicily Action is an Italian company operating in the travel sector and the business behind Transfeero, an international platform specialising in private transfers. Through technology, operational expertise and an internationally focused growth strategy, the group develops services designed to simplify travel and respond to travellers’ evolving needs.
