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)

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 Taormina. 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, 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 the leading company of 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. Towns of Italy Group includes ItalyXp, Italian marketplace of experiences and:


Florencetown/Towns of Italy

Arno travel


Luxury Division

Relais Villa Olmo

Relais Villa Olmo


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 stands out by emphasizing the significance of Human Resources and collective growth. We have a firm belief in the value of our staff: at the core of our company, we have assembled a team of top-notch professionals, and we exclusively collaborate with officially certified tour guides and fully licensed tour drivers.

Luca Perfetto
Co Founder CEO
Saverio Castilletti
Patrizio Montevecchi
Past President
Urbano Brini
Co founder

Our Board of Directors

elena ferri
Edoardo Giacometti
General Manager
marusca innocenti
Marusca Innocenti
Director of Sales
Gabriele Scarpellini
Gabriele Scarpellini
Product Development Director
Progetto internazionalizzazione 2022

Dive into the Italian Experience!
Sign up to enjoy 10% off your next tours and receive exclusive promotions and essential tips for your Italian trip.

Book online now!