HOW THE IDEA WAS BORN
Velo Service was founded in 2008 from an entrepreneurial idea by Paco Ricchiuti, a young man from Apulia deeply convinced that the bicycle can change the world and make it a better place.
In perfect harmony with the regional public program “Principi Attivi – Bollenti Spiriti”, which aimed to support projects promoting social and territorial value, the initiative received a €25,000 non-repayable grant during its start-up phase, allowing the activities to take shape.
The ambitious project was launched by an “informal group” whose members shared both technical expertise and a common passion for travel.
From the very beginning, the goal was clear: to create and manage a new alternative and eco-friendly tourism service for the city of Bari, designed to be easily replicated in other cities as well.
With the help of modern bike rickshaws, visitors become the true protagonists of their own sightseeing experience.
Paco Ricchiuti coordinates the activities as an “Expert in Tourism Promotion”.
After living abroad for three years between England and the United States, he returned to Apulia and became actively involved in various non-profit movements such as Critical Mass and Couchsurfing, bringing international inspiration and a spirit of sustainable travel back home.
THE START-UP PHASE
Velo Service was born in an inspiring time, when the generative policies promoted by Guglielmo Minervini, an enlightened politician and one of the great men of our time, sparked a gentle revolution that led to the creation of hundreds of innovative business ideas throughout Apulia.
The first operational headquarters of Velo Service was located in the San Pasquale district of Bari, at 42 Via De Nittis, in a space that had once hosted the historic Anarres Association.
Spread over two levels, the venue was shared with Bari Bici Express srl (led by French entrepreneur Alain Sabatier) and the Cultural Association Ruotalibera Bari, with the goal of reducing costs and building a collaborative network.
Within this shared environment, the team worked on refining the tourism product, sourcing the first equipment and materials, and navigating the challenges of bureaucratic procedures.
The co-working model proved invaluable. It allowed the team to test early management strategies and develop complementary activities. Over time, this office-workshop-lab became a true hub for cycling culture in Bari.
Operational activities officially took to the streets in 2009, when the first clients commissioned rickshaw-based advertising services, often for institutional campaigns.
The first genuine touristic bike ride took place in March 2010, when, stationed near the port area during the arrival of cruise ships, Velo Service began to welcome travelers from all over the world.
Alongside Paco Ricchiuti, Adriano and many other volunteer friends contributed enthusiastically. Each, even if only for short periods, played a vital and lasting role.
Among them were Belgian designer Cosima Roheden, who created the first logo symbolizing the energy of an atom enclosed within a bicycle wheel, photographer Assunta Simone, who captured the early spirit of the project through several photo shoots, and Gaetano Pascolla and Cristina Navarra, who later became skilled cycle tour guides, among others.
However, the financial results were often discouraging, forcing the team to seek better positioning within the port area. This required more complex and costly permits but granted access to the cruise ship docks.
By combining rickshaw services, bike tours, and bike rentals, the team finally achieved economic sustainability, paving the way to form the first true “Velo Team.”
TEN YEARS OF RESULTS
During 2011 and 2012, the visibility gained in the most central and tourist-frequented areas quickly brought credibility and market growth. The operational headquarters was therefore moved to the heart of Bari’s old town, at Via Vallisa 81.
Here, new projects were developed and tested. In 2013, at the Port of Bari, an old grocery store was acquired and transformed into a Bike Station as part of the Adrimob Project promoted by the Port Authority.
The Bike Station became a pilot initiative designed to improve traffic flow and bike-to-ship intermodality, serving as an operational base for tourist information, hospitality, and cycling activities.
In the field of urban mobility, a project called “Velo Città Multiservizi Ciclabili” was designed and implemented to promote cycling in the cities of Bari, Lecce, and Foggia, focusing on training programs and the exchange of best practices.
In the tourism sector, the company continued to grow by improving its cultural offerings and investing in diversification and seasonality management.
Even though Bari lost some key cruise ship stops from MSC Cruises and Royal Caribbean compared to previous years, Velo Service’s business volume continued to increase. This was also due to important partnerships with Pugliapromozione (the Regional Tourism Agency) and other strategic collaborators.
Among the most notable projects of the year were “Discovering Puglia”, featuring excursions in nature and cultural events across the city, and “Buy Puglia”, the region’s most important B2B tourism event involving international buyers.
The excellent customer reviews multiplied quickly on online platforms, boosting both the company’s visibility and its media reputation. As a result, Velo Service became, according to Tripadvisor’s algorithm, the number one “thing to do in Puglia”. National TV networks also featured reports on the project, including PIXEL (the sustainable technology segment on TG3) and Sereno Variabile, a historic Italian travel program hosted by Osvaldo Bevilacqua.
Ultimately, 2013 was an extraordinary year that concluded with the opening of a new office in Lecce, in the heart of the old town at Via Palmieri 32, managed by the trusted and skilled collaborator Sonia Ligorio.
In 2014, Velo Service began an important collaboration with the creative agency FF3300, led by professionals and friends Alessandro Tartaglia and Niccolò Loprieno, to enhance the communication strategy starting from a clear and distinctive brand identity.
The design process produced 15 unique icons in four colors, representing the tire marks symbolizing the journey already taken up to that time. With this new recognizable visual identity, Velo Service was ready to shape its future.
The connection with the Regional Tourism Agency grew stronger. Beyond managing “open days,” the team launched a dynamic advertising campaign using bikes and rickshaws to promote Puglia’s image among tourists choosing it as a destination.
The company’s client portfolio began to include major brands such as Costa Cruises, MSC Cruises, and numerous international tour operators who incorporated Velo Service experiences into their travel packages. Independent travelers often found the company featured in leading travel guides such as Lonely Planet and Le Routard.
In 2015, part of the Velo Service staff began supporting the management of Bari’s Tourist Info Point, located in Piazza del Ferrarese. New projects were developed in collaboration with the local administration, including “Bari per Mare”, a tourist boat tour designed to admire the city’s skyline from unique and evocative perspectives.
As Apulia’s tourism industry continued to grow and attract more visitors, an important international recognition arrived: the UNWTO (United Nations World Tourism Organization) featured Paco Ricchiuti’s story among the top 25 best experiences worldwide in the field of responsible tourism, highlighting his contribution to improving local communities and territories.
In March 2016, everything was ready for a new adventure: the Central Bike Station of Bari, the first of its kind in southern Italy, developed with the Regional Department of Transport and the Ferrovie Appulo Lucane.
Defined as the “house of the bicycle”, it offered over 120 bike parking spaces to support local public transport through bike-train intermodality. The interior design, curated by the talented designer Vittorio Palumbo, embodied a poetic concept inspired by the bicycle as a symbol of freedom.
The Central Bike Station of Bari immediately gained media attention and received the Legambiente Puglia Award in 2018 for being the best urban best practice.
Located at Corso Italia 64, 66, and 68, in spaces that once hosted old artisan workshops, the Bike Station became a regional case study and a source of pride, even attracting an official visit from Transport Minister Graziano Delrio, who expressed his commitment to replicate similar initiatives across Italy.
Market forecasts were not favorable in 2017, so the strategic focus shifted to consolidating market presence and optimizing resources across the production process.
The first external technicians joined the team, and the few targeted investments focused on improving working conditions, digital marketing, and internal staff training. Thanks to a cohesive and determined team, the company achieved an impressive result: the year closed with positive growth compared to the previous one.
Velo Service also participated in the “InPuglia365” program with the project “Mi Gusto l’Autunno”, held between November and December, which successfully tested new tourism packages and celebrated another year of achievements.
As every year, 2018 began with a training program in collaboration with art historian Paola Di Marzo at the Civic Museum. The basic modules were designed for new cultural animators, while returning staff participated in more advanced training sessions.
Velo Service dedicated great attention to the development of cultural animators and territorial players, often young people from the Faculty of Languages and first-time workers. Every year, the company built diverse and harmonious teams in an environment of collaboration and growth.
Between Bari and Lecce, more than 300 employees and collaborators became part of the Velo Family. Many of them have since become recognized professionals in the tourism industry.
The acquisition of new spaces allowed for a complete restyling of the agency, entrusted to Faber Design Lab. The new headquarters became a reference point for local tourist entertainment, where visitors could feel welcomed and plan their active travel experiences in Puglia.
In 2019, Velo Service achieved its most prestigious recognitions, thanks to the perseverance, dedication, and passion of everyone who contributed over the years:
- Velo Service was featured in a Lonely Planet article naming Bari among the Top 10 Destinations to Visit that year, crediting the company with contributing to the city’s cultural revival.
- Tripadvisor inducted Velo Service into its Hall of Fame for being ranked #1 for five consecutive years, with over 2,000 excellent reviews.
- Legambiente recognized the company as the Best Practice in Tourism for the Apulia Region.
- The City of Bari chose Velo Service to guide the mayors of Italy’s metropolitan cities during their official visit to the regional capital.
THE PANDEMIC AND THE RELAUNCH
The year 2020 marked the global pandemic, during which the company protected its structure with its own resources and limited government support.
During this challenging time for the entire tourism industry, the core team stayed strong and took the opportunity to strengthen the value of the local network, giving voice to the only neighborhood tour operator.
This period marked the beginning of a new and exciting partnership with Developing.it, aimed at serving the city of Monopoli through a public-private consortium.
In Lecce, a larger and more functional office was opened at Vico De Argenteris 16A, confirming the company’s determination to keep growing despite the global crisis.
In 2021, significant organizational restructuring improved every stage of the production process.
Luca Marinelli and Teresa Arborea joined the management team to support the company through the rapid recovery of tourist flows, which resumed strongly despite the challenges caused by COVID-19.
The Bike Station in Corso Italia was closed following the end of the regional project’s term, and all efforts were redirected toward tourism entertainment and hospitality.
The end-of-year event, “Turisti per Bari”, became a joyful celebration of the city’s intangible heritage, bringing together artists, guides, jugglers, musicians, and restaurateurs in the streets to honor Bari’s vibrant identity.
The new challenge in 2022 was the management of the Tourist Info Point in the center of Bari.
Under the coordination of Maria Luisa Mauro, the project envisioned the creation of “La Casa del Turista”, a hub designed to give a voice to all local operators while promoting and marketing regional products and services.
The spirit remained the same as that of the young pioneers who started it all.
THE FUTURE IS HERE
From 2023 to 2025, Velo Service continues to implement targeted initiatives to improve and diversify its cultural and tourism offerings.
At the heart of its mission lies the quality of life — both for guests who choose its tours and experiences, and for the team members who embrace the project wholeheartedly.
To refine every detail, the company not only modernizes its fleet but also renovates its main headquarters, creating a dedicated space for luggage storage, a bike wash station, and a courtesy room for cyclists and travelers.
Significant investments have also been made in the creation of the VS Lab, a space for small-group experiences, as well as in the development of tuk-tuk tours and day trips outside the city. Today, Velo Service relies on around 20 permanent collaborators and more than 25 seasonal staff members.
The company participates year-round in professional training and certification programs, firmly believing that every person involved plays a vital role in building happy communities that contribute to the growth and sustainability of the destination.
