Community for travellers and creators focused on slow tourism and local experiences, INDI has launched its first brand campaign.
The start-up unveiled the campaign ‘Be You’ in an era in which trends often push people to conform to lifestyles that don’t always match their true selves, while INDI encourages individuals to explore the world by celebrating its most authentic aspects.
While it was launched in 2022 and is now across more than 50 countries, including Italy, Germany, Japan, the US, Spain, and Indonesia, it’s hopes to expand further.
INDI facilitates authentic meetings between people with shared passions, aiming to explore the world beyond the typical tourist paths.
It uses an advanced matchmaking system to analyse the entire platform and suggest guides that best match the interests of explorers.
Once the most compatible Indi – the local guide with the strongest affinities – is identified, users can book visits with an expert and highly compatible guide who will enhance the experience in a way only a true local can.
Part of what it aims to achieve is to promote responsible tourism, echoing concepts such as slow tourism and social tourism.
“During a business trip, I realised how challenging it was to truly connect with locals and experience authenticity beyond the usual tourist paths,” Luca Di Pierro, CEO and co-founder of INDI.
“When I shared my idea with Fabio De Martino, Stefania Ingannamorte, and Luca Bernasconi, their enthusiasm and expertise gave the project even more strength and clarity.”
In 2025, INDI will embark on its first international roadshow, bringing its vision of travel as self-expression and cultural discovery to major European cities.
Following its debut in Italy, with stops in Naples and Milan this February, the roadshow will go on to London, Paris and Barcelona.
At each stop, INDI will host exclusive gatherings where local communities can connect, share experiences, and discover the app firsthand.
These events will offer a glimpse into a new way of exploring the world, one that embraces individuality, spontaneity and meaningful connections.
Di Pierro added: “We believe that travel opens doors to infinite possibilities. We are convinced that only by exploring alongside locals we can truly understand the world around us.
“Through this type of journey, each of us can embark on a personal growth path that enriches and offers new perspectives and horizons.
“But it’s not just that: travel also satisfies our innate desire for knowledge and curiosity, allowing us to meet others, exchange experiences, build authentic connections, and rediscover the essence of things.
“On this journey, we learn to slow down, open ourselves to the opportunities each city offers, and embrace the richness of every encounter.”
