At BIT – the International Tourism Exchange – in Milan, WannaCamp officially debuted, a new digital platform dedicated to outdoor tourism. Unveiled during the event, this solution has the declared ambition of becoming the go-to platform for booking campsites and open-air accommodations across Europe, filling what its founders see as a gap in the digital market. The app will be available from March 1st and aims to become the Booking.com or Airbnb of the sector by providing advanced tools for both travelers and accommodation managers.
The BIT 2025 was officially inaugurated by the Minister of Tourism, Daniela Santanchè, who emphasized the strategic importance of the sector for the Italian economy. “BIT is much more than a trade fair: it is an essential event and an excellent showcase for the entire tourism industry, both nationally and internationally,” said Santanchè. “It is an event that serves as a true laboratory of ideas and strategies, where professionals and experts share innovative visions and shape the future of the tourism industry. In this context, carefully listening to the needs and proposals of operators is a key factor for the success of the sector”.
Santanchè then highlighted what she considers the results achieved thanks to the recent reforms in the sector. “We are continuing to work on enhancing service quality and becoming more competitive in the global market, and the results are already visible,” she stated. “2024 continues the record-breaking trend of 2023 and could even surpass it, with an estimated +2% in tourist stays, as well as a growing appeal of the ‘Italy’ brand among foreign tourists. In the third quarter of the year, inbound tourism increased by 7.7%, peaking in July with 40 million overnight stays. There is also good news for off-peak periods: over 17.5 million stays in November, marking an +11.66% increase compared to the same month in 2023, further proving that seasonality-extension policies are paying off. We must continue on this path to make these results structural and systemic”.
WannaCamp: the “Booking” of outdoor tourism
Italian outdoor tourism continues to grow, as confirmed by industry figures: in 2024, revenue reached €8 billion, with 71 million overnight stays. To meet the evolving needs of travelers and operators, WannaCamp was created by the startup Nuove Mete.
WannaCamp aims to become the reference point for outdoor tourism by facilitating the booking of campsites and open-air accommodations. “Just as Booking exists for hotels and Airbnb for short-term rentals, we realized there was no similar solution for outdoor tourism,” explained Federico Della Giovanna, General Manager of WannaCamp.
The platform is designed as a unique booking system that simplifies travelers’ experiences while providing a powerful management tool for business owners. “Our motto is: simplify, digitalize, and grow,” added Della Giovanna. “We will use artificial intelligence and automation to improve cost and time efficiency, supporting campsite managers in an industry that is still highly fragmented”.
Technology and innovation for outdoor tourism
The project, developed in collaboration with the software house Arsera, consists of two core components: a web app for accommodation managers, which integrates with business PMS systems, and a mobile app for tourists. “Today, there is no tool dedicated to outdoor tourism comparable to Booking or Airbnb,” stated Alessandro Capra, CEO & Founder of Arsera. “WannaCamp will fill this gap with an advanced technological solution that will facilitate booking management and provide essential services, such as the automated communication of guest stays to the State Police”.
A growing market and a solid business model
Senate Vice President Gian Marco Centinaio also addressed the event with a message highlighting the growth potential of the outdoor sector: “Italy offers a wide range of tourism experiences, from seaside to mountain, from cultural to sports tourism. Outdoor tourism is becoming increasingly attractive to high-spending travelers, and new tools can help further enhance it”.
The app will officially launch on March 1st and will be multilingual from the start. Its business model includes a monthly fee for business owners (€150 during the promotional launch phase), while travelers will be able to use it for free, with a booking commission lower than those charged by Booking or Airbnb.
With an investment described as “several million euros” and a European expansion plan, WannaCamp aims to become a key player in the industry. “The first accommodations to adopt our platform will gain a significant competitive advantage,” concluded Capra. “Our goal is to build a dedicated ecosystem, tailored to those traveling by motorhome or staying in campsites, with a search system that prioritizes the best accommodations based on various criteria, including quality and sustainability”.
Spain expects a season at the height of 2019, with over 75% occupancy rate