Tourism continued to play a significant role in Italy’s economy in 2024, contributing over 10% to the country’s gross domestic product and positively impacting employment and related industries.
With investor and operator interest on the rise, 2025 is poised to be a pivotal year for the tourism and outdoor hospitality sector.
Among the notable developments is the launch of LAVITA Camp, a sustainable glamping initiative established in 2024 on Sardinia’s southern coast, in Capitana, between Cagliari and Villasimius.
The project spans a 19,000-square-meter site and features 90 deluxe tents, each outfitted with standard amenities including real beds, air conditioning, refrigerators, Wi-Fi, and private services aimed at providing a high level of comfort.
LAVITA Camp was founded by Enrico Pandian, a tech entrepreneur known for ventures such as Everli and Novaterra, and Giovanna Zaaruolo, who brings experience from the international food and retail sectors, including roles at Grom (Unilever) and 360 Capital Partners.
“The mission is clear: to redefine vacationing by combining nature, comfort, design, technology, and low environmental impact.
Reduction of single-use plastics, 100% green energy, and soft mobility: every detail is designed for a seamless, immediate, and authentic outdoor experience,” said Zaaruolo.
Following an initial fundraising round in 2023, which facilitated the camp’s opening, the company is now raising €700,000 through a convertible bond to finance further developments.
These include upgrading a private beach, constructing a beachfront restaurant, and completing the final segment of the accommodation area.
A portion of the bond has been subscribed by Cagliari football captain Leonardo Pavoletti. The investment round is being promoted by Easyglamping S.p.A., an innovative startup offering tax incentives and capital gains exemptions to investors.
LAVITA Camp’s long-term growth strategy includes the development of ten new glamping sites over five years using a buy-and-build model.
The company plans to acquire and upgrade existing campsites—many of which are family-run—to transform them into modern glamping villages.
Italy is home to approximately 2,500 campsites, yet fewer than six operators manage more than five sites each, indicating a highly fragmented market with significant consolidation potential.
The founders have positioned LAVITA Camp to appeal not to traditional campers but to “trolley travelers” who value simplicity, nature, and comfort, with pricing aimed between traditional camping rates and those of three-star hotels.
For business owners in the outdoor hospitality space, this evolving model may present a replicable blueprint.
As consolidation and modernization trends continue, glamping operators may benefit from exploring partnerships, acquisitions, or upgrades to match rising consumer expectations.
The broader market has also shown growing interest in the glamping segment.
Marriott has invested in Postcard Cabins, Hyatt in Under Canvas, and in 2024, Italian operators Club del Sole and Human Company each completed capital raises totaling over €100 million.“This is just the beginning,” said Zaaruolo in a report by Il Messaggero.
“LAVITA Camp celebrates innovation, sustainability, and the beauty of design as fundamental pillars of our business model. We want to grow in Italy and build a strong and scalable brand.”