About Florencetown

This experiences, tours and activities are provided by FLORENCETOWN Tour Operator
FLORENCETOWN is your partner for your trip to Florence and Tuscany. Regular and private tours and special programs for your unique stay in the most beautiful Italian region. Unusual and fun new ways to explore the cradle of the Renaissance, the wonderful rolling hills of Chianti region, sipping the best wines of the world in an ancient cellar of a Villa or a Castle, and learning traditional Tuscan recipes! Florencetown produces its own tours, and this allows us to have full control on the quality and the overall organization of the experiences.

Florencetown is an asset of WHS - Worlding Hospitality Solutions - the Italian hospitality group founded by Luca Perfetto and Urbano Brini in 2006 and joined in 2012 by Patrizio Montevecchi as partner and backer.  As of today WHS comprises four brands: Florencetown, Arno Travel, Relais Villa Olmo and Diadema Winery.

Florencetown, Tour Operator, specializes in creating and planning visits, activities, events and customized experiences in Florence and Tuscany. Offering an extensive variety of top-notch experiential activities and visits scheduled on a regular basis for each day of the year, including guided visits to Museums, vespa and bike tours both in the city center and in the countryside, Florencetown was also the first Italian Tour Operator to found its own Cooking School, in 2008. The school is today a flourishing enterprise which yearly hosts thousands of tourists desirous to enjoy an insider’s view of the Tuscan food&wine heritage and experience it hands-on. Deeply tied to the city of Florence and its surroundings Florencetown also creates tailor-made customized experiences and sojourns, special-interest itineraries, private events and celebrations.

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our team

patrizio montevecchi
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!

luca perfetto
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..Beware of my deputy, Bart, he acts like a dog sometimes.. ;-)

urbano brini
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.

benedetta borri
Benedetta Borri
CHIEF OPERATING OFFICER

Hey there, I'm Bene! Passionate about tourism, I love challenges and trips and I'm extremely curious. Basketball, friends & job addicted. Smiling is my trademark :)

edoardo giacometti
Edoardo Giacometti
REGULAR TOURS - BOOKING OFFICE MANAGER

Studied mechanical engineering. Travelled the world. Lived in the USA. Quit everything for the passion of promoting Tuscany and Florencetown

elena ferri
Elena Ferri
F.I.T. & SPECIAL EVENTS - HOSPITALITY MANAGER

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.

carlotta santi
carlotta santi
ACCOUNTING AND FINANCIAL DEPT. MANAGER

Hi, I'm Carlotta, Accounting Department Manager. My life is a challenge between my 2 passions: family and work. They call me: Wonder Woman!

marusca innocenti
marusca Innocenti
MARKETING MANAGER

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.

alain liggia
Alain Liggia
CHIEF COOKING INSTRUCTOR

My Life is all about cooking, travels and playing basketball. I'm always searching for good spices and beautiful places. My Job here? Teaching you fundamentals of Italian cooking and having fun all together!

maurizio danti
maurizio Danti
CHIANTI DEPT & TRANSPORTATION MANAGER

I'm Maurizio, in charge of the Transportation dept. I love my work and hope never go into retirement.I like Germany, I believe I'd been German in a past life!

Ilaria Di Rigo

PRIVATE TRAVEL AND EVENT MANAGER

Federica Lupi

BOOKING OFFICE MANAGER

Martina Biagiotti

ACCOUNTING AND FINANCIAL DPT PERSONNEL

Sandra Tosi

ACCOUNTING PERSONNEL

Elena Fiaschi

PRIVATE TRAVEL AND EVENT Dpt SUPERVISOR

Antonella Fabiano

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Jessica Sarti

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Silvia Penagoli

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Letizia Bardi

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Elisa di Tomaso

BOOKING PERSONNEL

Claudio Giorgi

BOOKING PERSONNEL

Francesco Zinone

BOOKING PERSONNEL

Anita Formato

BOOKING PERSONNEL

Lucia Morelli

ARNO TRAVEL PERSONNEL

Sofia Ristori

ARNO TRAVEL PERSONNEL

Beatrice Fois

ARNO TRAVEL PERSONNEL

Laura Cimino

ARNO TRAVEL PERSONNEL

ANTONIO COPPOLA

SALES ASSISTANT

Marco

SENIOR CHEF INSTRUCTOR

Giuseppe

SENIOR CHEF INSTRUCTOR

Claudia

CHIANTI TOUR LEADER

Andrea

CHIANTI TOUR LEADER

Matteo

CHIANTI TOUR LEADER

Mauro

CHIANTI TOUR LEADER

Giuseppe

CHIANTI TOUR LEADER

Marta

CHIANTI TOUR LEADER

Eleonora

CHIANTI TOUR LEADER

Grazia

CHIANTI TOUR LEADER

Veronica

CHIANTI TOUR LEADER

Alessio

CHIANTI TOUR LEADER

Giulia

CHIANTI TOUR LEADER

Paola

CHIANTI TOUR LEADER

Zamir

DRIVER

Marco

CHIANTI TOUR LEADER

Stefano

DRIVER

Aniko

FLORENCE TOUR GUIDE

Giada

FLORENCE TOUR GUIDE

Mariogesu

FLORENCE TOUR GUIDE

Eleonora

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Michele

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Daniela

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Fabio

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Ivana

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Lisa

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Marzia

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Martina

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Riccardo

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Eleonora

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Veronika

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Sibilla

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Giulia

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Giulia

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Caterina

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Valeria

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Giacinta

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Marta

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Sara

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Laura

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Sara

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Valentina

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Francesca

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Federica

FLORENCE TOUR GUIDE

Valentina

FLORENCE TOUR GUIDE

Francesca

FLORENCE TOUR GUIDE

Alberto

IT MANAGER AND DEVELOPER

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