Edinburgh cultural guide builds slow-travel project with Business Gateway support
An Edinburgh-based tour operator is turning a personal storytelling project into a sustainable tourism activity thanks to tailored guidance from Business Gateway.
Un Italiano ad Edimburgo (An Italian in Edinburgh), founded by Andrea Moretti, offers private walking tours of Edinburgh, bespoke car tours across Scotland and personalised itineraries, all delivered entirely in Italian. Andrea combines the knowledge of a local guide with the flexibility of a personal tour leader, ensuring visitors experience Scotland authentically and at their own pace.
Having moved to Scotland from Italy six years ago, Andrea’s passion for Scotland led him to author The Slowness of the Thistle: A Journey into the Soul of Scotland, a book encouraging travellers to explore the country with curiosity and attention to detail. Sharing his travels across Scotland on his Facebook page, Andrea gradually built a community of followers. Step by step, he realised visitors were not only looking for a guide, but for help interpreting the country, which led him to formalise the project as a business.
The business champions slow, responsible tourism through small, private tours that offer visitors an authentic and meaningful connection to Scotland’s people, landscapes and culture. Since starting last year, Andrea has expanded his offering to include multi-day experiences and collaborations with local producers, giving Italian travellers a truly immersive Scottish journey. Tours are designed to be accessible for everyone, including families with children, travellers with pets, or those with mobility or sensory needs. Every experience is tailor-made, combining history, curiosity and local stories.
Business Gateway has helped Andrea structure and formalise the project as a recognised tourism activity. Adviser Lee Briggs provided one-to-one guidance through the early stages, from business planning and registration to defining clear offers for individual travellers, families and travel agencies. Andrea also received expert support on marketing strategy, digital presence, SEO, social media planning and client communication, alongside workshops and webinars to strengthen his business knowledge.
Thanks to this support, Andrea launched an official website for Un Italiano ad Edimburgo, building a strong online presence to support its social platforms. The business also became officially listed on VisitScotland.com and Forever Edinburgh as a registered tour operator, marking a significant achievement for a small independent business.
Andrea Moretti said: “At the beginning, the project An Italian in Edinburgh was just a way to share my experiences with friends – a diary of photos, stories and tips born out of passion. Step by step, post by post, the community grew, and so did my role: from enthusiast to guide for many Italian travellers.
“As a new Scot, I’ve been amazed at the level of support available. Business Gateway helped me structure the idea, refine my offer and gain the confidence to make the project sustainable without losing its original purpose: helping visitors understand Scotland rather than simply see it. Lee’s guidance and support in accessing funding have made a real difference, giving me the foundation and tools to grow and show visitors a side of Scotland they might never see otherwise.”
Lee Briggs, Business Gateway adviser, said: “Andrea’s passion for Scotland is infectious. Our guidance helped him take a personal idea and turn it into a real, sustainable business, with a clear identity and strong online presence.
“Supporting him as he brought Un Italiano ad Edimburgo to life has been a pleasure, and I look forward to seeing how he continues to grow his tours and expand his experiences in the years ahead.”