Mountain tourism startup Up The Mountains, founded by mountain guides and project managers Andrei Pop and Radu Jlobniţchi, has secured European funding through the North-West Regional Program 2021–2027, managed by the North-West RDA. The project aims to digitalize operations, increase safety levels, and diversify photo-video services dedicated to hiking, according to information published by Ziarul Financiar.
The development initiative, titled “Up the Mountains – Equipped for Altitude”, has a total value of approximately €23.2 thousand, of which eligible expenses amount to roughly €19.4 thousand, with non-reimbursable financing covering up to 50% of the latter sum. The budget will be allocated for purchasing IT equipment and mobile communication and organization devices, professional photo-video gear, as well as medical and safety equipment, including an automated external defibrillator (AED). The founders emphasized that the funding targets the quality of the experience provided to the community rather than scaling business volume. Previously, the company’s development was also supported through a crowdfunding campaign. Up The Mountains began operations in October 2025 following an initial investment consisting of a €60 thousand grant for social enterprises and €15 thousand from personal funds, which were utilized to procure equipment and a minivan intended for small group transportation.
Frequently Asked Questions
Who founded the startup Up The Mountains?
Up The Mountains was founded by mountain guides and project managers Andrei Pop and Radu Jlobnițchi.
What is the value of the secured European funding?
The project has a total value of approximately €23.2 thousand, with eligible expenses of around €19.4 thousand and non-reimbursable co-financing covering up to 50%.
How will the obtained funds be used?
The budget will be invested in digitization, IT equipment, professional photo-video gear, and safety tools, including an automated external defibrillator (AED).