As part of our Growth series, recorded live in Berlin at GetYourGuide‘s 2025 Unlocked Summit, we now turn to Naples, Italy. Tourpreneur host Mitch Bach talks with Jasmine Palmieri, Commercial & Product Director for World Tours Italy.
World Tours has scaled by keeping everything in-house—from their fleet of vehicles to employed tour guides—allowing them to maintain strict quality control as they grow. Jasmine explains their strategy of offering small group tours in multiple languages daily, staying ahead of competitors through constant innovation, and creating unique experiences like a Roman-era dining experience paired with archaeological tours. She emphasizes the importance of personal connection, having guides proactively reach out to clients and serve as local advisors throughout their stay, turning tourists into enthusiastic advocates who spread the word to friends and family.
Top 10 takeaways
1. Vertical Integration Drives Quality Control World Tours Italy started as a fleet company in 1998 and strategically added tour operator services as a second step. By keeping vehicles, drivers, and tour guides in-house rather than outsourcing, they can directly track and maintain service quality. This approach allows them to view their guides and drivers as the company’s “visit card” to clients. The strategy ensures consistency across every customer touchpoint and builds a reputation for reliability.
2. Scale Based on Data, Not Guesswork World Tours Italy tracks how many external vehicles they need to rent each high season to determine future purchases. If they consistently rent two extra vehicles, they know to buy at least three more for the next season. This methodical approach prevents overinvestment while ensuring they can meet demand. The same data-driven strategy applies to hiring tour guides, allowing for sustainable, predictable growth.
3. Employ Your Guides for Long-Term Success Moving guides from independent contractors to employees gives the company control over training and quality. Employed guides don’t have to worry about taxes and administrative burdens, allowing them to focus on delivering great experiences. The company can keep guides updated during winter months on new discoveries at sites like Pompeii. This employment model also helps with retention and builds a more cohesive team culture.
4. Small Group Tours Create Competitive Advantage World Tours Italy was the first operator in Naples to offer small group tours, recognizing early demand from the US market. They now run small group departures from Naples every single day, making them accessible and reliable. This first-mover advantage established their reputation before competitors caught on to the trend. Being early to market trends allows you to own the category in customers’ minds.
5. Multi-Language Availability Expands Your Market Offering tours in multiple languages every day dramatically increases booking opportunities. Families can book in Spanish, German, or other languages with high availability rather than being limited to English-only options. This operational decision requires more resources but opens entirely new customer segments. Language diversity becomes a key differentiator in crowded markets.
6. Diversify Your Distribution Channels World Tours Italy works with OTAs, aggregators, direct bookings, and maintains contracts with local hotels. They were the first supplier in Naples on Get Your Guide back in 2011, establishing an early partnership advantage. Having dozens of sales partners protects against over-reliance on any single channel. The hotel reception channel, while less prominent than before, still provides steady bookings.
7. Innovation Must Outpace Imitation Competitors are now copying World Tours Italy’s products, matching prices and promotions on the same days. The only defense is constant innovation—updating products and creating new experiences faster than competitors can copy them. Small competitors lack resources to keep pace with continuous product development and promotional campaigns. Staying ahead exhausts copycats while keeping your offerings fresh for customers.
8. Create 360-Degree Sensory Experiences Jasmine’s favorite tour combines archaeology at Herculaneum or Pompeii with dining on recreated Roman dishes from that era. Customers don’t just see ancient sites—they smell, taste, and experience life as Romans did 2,000 years ago. Hands-on workshops like making mozzarella or visiting Limoncello factories let tourists touch and create local products. These immersive experiences generate stronger memories and word-of-mouth recommendations than passive sightseeing.
9. Guides Should Be Local Advisors, Not Just Information Deliverers Guides contact clients the day before tours to create an initial connection and build rapport. During tours, guides actively encourage questions and engagement rather than just lecturing. At tour’s end, guides give clients their contact information for restaurant recommendations, directions, or travel advice during their stay. This advisor role builds trust and turns guides into concierge-like resources throughout the entire trip.
10. Reward and Involve Your Team in Product Development World Tours Italy rewards guides with bonuses based on their review scores at year’s end. They organize team dinners and maintain a WhatsApp group for discussing product improvements and accessories. Guides are asked for their perspectives on new itineraries since they interact directly with customers daily. This inclusive approach keeps guides invested in quality and generates valuable frontline insights for product innovation.
