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Lonely Planet

  • Future
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A project born from the territory

Hu openair, the brand of Human Company that represents the ecosystem of its open-air destinations, has launched a special project with Lonely Planet and the publishing house EDT: “Territori da scoprire” (“Territories to Discover”). An initiative that brings together hospitality and exploration, created to enhance the regions that host the Group’s villages and camping in town sites by telling the authentic story of their natural, cultural and gastronomic treasures.

Mini-guides for authentic travel

The project has led to the creation of eight exclusive Lonely Planet mini-guides, each dedicated to a hidden gem among the destinations where hu openair operates: from Valdarno to Montescudaio, from San Vincenzo and the Etruscan Coast to the Garda hinterland and Larochette in Luxembourg. These are lesser-known areas, rich in experiences and atmosphere, explored first-hand by Lonely Planet authors who stayed in hu openair properties to uncover and share the most genuine itineraries.

Sustainable journeys and connection with local communities

Each guide offers routes and insights to inspire slow, conscious travel — from the hilltop villages of Chianti to the beaches of Rimigliano, from the Balze cliffs of Valdarno to the Sigurtà Garden Park, and along the ancient trails of Ostia Antica. The goal is to encourage guests to experience every stay as a starting point for authentic discovery, deeply connected to nature and local communities.

A partnership dedicated to promoting authentic and sustainable travel.

8 exclusive Lonely Planet guides

Dedicated to the destinations where hu openair operates, from Tuscany to Luxembourg, highlighting lesser-known areas rich in culture, nature and local traditions.

+40 destinations featured

Each guide explores the surroundings of hu openair villages and camping in town sites — from Valdarno and San Vincenzo to Montescudaio and the Garda hinterland — highlighting over 40 natural, cultural and gastronomic points of interest.

100% digital and locally distributed

Available online for all hu openair guests, the guides are also offered in print form at selected destinations, with proceeds donated to support local community and tourism development projects.

A story that unites hospitality and discovery

As Valentina Fioravanti, Chief Marketing Officer of Human Company, explains: “We wanted a project that would strengthen the bond between our properties and the surrounding areas, celebrating their uniqueness while giving back value to the communities that welcome us.” With “Territories to Discover”, Human Company and Lonely Planet have created a collaboration that celebrates travel as an experience of connection, learning and respect for places — shaping a new way to live the open air: authentic, conscious and deeply human.