About Us

About Florencetown/Towns of Italy

Long-standing expertise and creativity, deep knowledge of our destinations and, above all, 100% reliability. That’s what Florencetown is all about. Since 2006 Florencetown is synonymous of high quality tours: our diversity from other companies lies in our distinct originality and top quality standards. Florencetown was a trailblazer for many activities that, at the time, had never been done before, including:

  • First to offer a regular bike tour of Florence (2007)
  • First to open the world famous “Vasari Corridor” tour to the general public (2007)
  • First Vespa tours in Tuscany (2009)
  • First to offer regular cooking classes in Florence (2008) and in Tuscany (2012)
  • First Italian Tour Operator to found its own Cooking School, in 2008. The school
    is today a flourishing enterprise and counts 2 locations in Florence and 1 in Milan
  • First to offer regular boat tours on the Arno River (2010)
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From our expertise as a tour operator in Florence and Tuscany, we decided to extend our model nationwide, embracing all the major Italian destinations in our offer and we do it as Towns of Italy, starting from 2022!

As all activities are designed and produced by us, they are under constant evaluation and evolution and nowadays we offer a wide range of experiences departing from Florence, Milan, Venice, Rome, Palermo and Catania. Specialized in creating and managing regularly scheduled small-group and private tours and hands-on activities. Daily departure is guaranteed regardless of the number of participants. All experiences are skilfully managed by our booking office which is our main meeting point in Florence and is open all year round and 7/7. We also manage our locations all over Italy, from Milan to Sicily, including four cooking schools in Florence, Chianti, Milan and Palermo in 2023. We provide a full range of products focusing on special interests, such as our Vespa and bike tours, visits to exclusive art collections, amazing day trips, cooking classes, wine experiences and classic Historical City tours, just to mention a few. Florencetown /Towns of Italy offers a genuine insider’s view of Italy and unfailingly delivers seamless logistics, five-star service, meticulous undivided attention to each and every guest and trustworthiness, at all times.

Florencetown/Towns of Italy is an asset of To Italy Group – The Italian Experience, the first group of experiential travel in Italy, formed of a set of well-established companies based in all major Italian destinations with local long-standing expertise in the firsthand production of experiences and the highest level of innovation on processes, services and technology development. To Italy Group includes ItalyXp, Italian marketplace of experiences and:

Florencetown

Florencetown/Towns of Italy

Arno travel

Arno

Luxury Division

Relais Villa Olmo

Relais Villa Olmo

Affiliate

Once upon a time… Florencetown was founded by Luca Perfetto and Urbano Brini— college friends and travel enthusiasts—with the desire to offer unique experiences in Florence and Tuscany. After a warm Spanish winter studying the evolution of the tourism industry (and drinking quite a few sangria), Urbano and Luca dreamt up their own project. Together they developed innovative ideas to explore Italian culture in a brand new way, introducing exclusive itineraries and a different approach to tourist services with a focus on quality.

It would take a few years to make this happen as both were successfully pursuing their own careers in hospitality. In summer 2006, Luca and Urbano met again, this time more mature and even more convinced of their ability to start a great company. Quitting their jobs, they moved into an apartment with a tiny office (that used to serve as laundry and ironing station) and got to work on their dreams. Florencetown was created. And it was a quick success. To be continued… All over Italy!

Nice to meet you

The Florencetown team makes the difference. We strongly believe in Human Resources and growing together. Our staff often participates in educational seminars to visit the most important 5 star hotels of the country as well as training sessions with Michelin-star chefs or wine tasting at the world known cellars in Italy. The heart of our company is made up of the best professionals we can hire and we cooperate with only official tour guides and fully licensed tour drivers.

Luca Perfetto
Co Founder CEO

My name is Luca. At Florencetown I've made the right mix of my passions for Tuscany, hospitality, travel and business and I couldn't ask for anything more.

Patrizio Montevecchi
President Investor

I am Patrizio and my friends say that I know how to enjoy the good things in life. This might explain my love affair with aperitivo, motorcycles and Italian living!

Urbano Brini
Co Founder Marketing Director

I am Urbano. I travel the world to look for new happy clients for Florencetown. I am a spicy person, love rock'n roll and I die for coconut.

Our Board of Directors

elena ferri
Elena Ferri
Director of Custom Tours and
Events Dpt

Buongiorno from Florence! This is Elena, Hospitality Manager at Florencetown. I am here to ensure each moment you spend with us is fabulous and becomes a cherished souvenir you can treasure forever.

marusca innocenti
marusca Innocenti
Director of Sales

Hi I am Marusca, multitasking worker and mum. I travelled a lot and met so many people who made me open minded. Tourism is the best way to enjoy and respect the world and I try everyday to spread my passion for it.

Gabriele Scarpellini
Gabriele Scarpellini
Director of Operations

Hi, I’m Gabriele, I've been working and studying art, culture and tourism since teenage and i am grateful to life to have the opportunity to show Italy to worldwide friends. Travelling is my passion and everyday is a new chance to learn more together with our guests.

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