Towns of Italy, which defines itself “experience makers” is the new name of the experential tour operator Florencetown founded in 2006 by Luca Perfetto and Urbano Brini which thus expands its range of action from Florence to other destinations throughout Italy.
From cooking lessons to Vespa and museum tours
The company offers authentic experiences for small groups and individuals, and is dedicated to a medium and high inbound target. From regional and Italian cooking lessons with professional chefs, to Vespa and bike tours and tours with expert guides of the main museums, from the Uffizi to the Last Supper.
"We are experience makers on a national scale," says CEO Luca Perfetto, "and this differentiates us from all the others in a highly fragmented sector that in recent years has seen the emergence of many small local operators. A sector where today, all too often, there is a lot of improvisation and little professionalism.”
Looking for local operators in Southern Italy
Towns of Italy directly and professionally produces everything it offers and therefore has direct control over its entire supply chain, thus guaranteeing authentic, local and high quality products. The company aims to be a unique operator offering experiences throughout Italy, from Florence to Milan, Rome, Venice to Sicily, and negotiations are already underway to acquire local operators, especially in Southern Italy. "For us the tourist experience means putting the traveller and the local culture at the centre, so that the induced activity generates a positive impact on the local social fabric, working directly on the territory, with respect," adds Luca Perfetto.
A partnership with Arno Travel and ItalyXP
Towns of Italy has from minivans to Piaggio Vespas, and from bicycles to vintage Fiat 500s, and also three cooking schools in Florence, Chianti and Milan, with a new opening planned in Palermo, with professional chefs as part of the team. Together with Arno Travel (its own luxury division) the newco set up the To Italy Group last May together with ItalyXP - whose founder Saverio Castilletti is now chairman of the Group - with the aim of becoming Italy’s top experiential tourism operator.
