About Towns of Italy
Rooted in local tradition and culture, we’ve been shaping experiential travel in Italy since 2006, among the very first to introduce a new way of discovering the country. From the beginning - with the first Vespa tours in Tuscany and the very first cooking class in Florence - our approach has been guided by quality, authenticity and constant innovation connecting places, people and traditions through thoughtfully crafted experiences.
We don’t simply offer tours: we design and manage every experience directly, with our own teams, activities, facilities and vehicles. Today, we are the only national operator present across Italy’s major destinations, allowing us to plan each journey with precision and keep full control from start to finish.
That’s why we are Experience Makers. And that’s why we’ve become a leading name in experiential travel in Italy.
Two Decades of Shaping Experiential Travel in Italy
Founded in 2006 in Florence as ‘Florencetown’ by Luca Perfetto and Urbano Brini, from a simple yet bold idea: to let travelers experience Italy beyond sightseeing. a: to let travelers experience Italy from within. From cooking inspired by the teachings of Italian grandmothers to exploring the Chianti hills on a Vespa, every journey immerses visitors in the culture, traditions, and authentic moments that make Italy unforgettable.
Foundation in Florence as " Florencetown"
First bike tour in Florence
First to offer a tour the Vasari Corridor in Florence
Opening of the first original cooking School in Florence
Launch of the boat tour of Arno RIver in Florence
First of many Tripadvisor's Traveller's Choice recognition
Opening of Milan Cooking School
Opening of Palermo Tourist Hub & Cooking School
Integration of Fit & Groups Department
First tour by e-car Fiat Topolino
Opening of Rome Tourist Hub and Cooking School
What We Do
Towns of Italy designs and delivers premium travel experiences across the country, combining cultural insight, local expertise, and meticulous planning rooted in Italy’s heritage and traditions. Our offerings are organized into four main divisions:
- Day Tours (Shared & Private) – Regular small group monolingual departures in Florence, Tuscany, Rome, Milan, Venice, Palermo, Taormina and Sicily.
- Multi-Day Small-Group Tours – Immersive multiday journeys linking iconic sites and hidden gems, centered on the experiences.
- FIT (Fully Independent Travelers) – Tailor-made itineraries including accommodations, private transfers, and curated experiences.
- Groups – Structured bespoke programs with seamless logistics and experience-driven design for group travelers.
Each journey is carefully organized by our dedicated teams, ensuring authenticity, quality, and innovation in every detail.
Our Mission
We make experiences that become life-long memories
Being in control, by owning key assets
The most efficient way to ensure full control over the whole supply chain is by owning crucial assets, which is why we have consistently invested in the acquisition of transportation assets and strategic locations as Tourist Hubs & Cooking Schools in Rome and Palermo and Cooking Schools in Florence and Milan.
This hands-on approach lets us create immersive experiences and original formats — from cooking classes in our own schools, led by professional chefs who bring culinary traditions to life, to Vespa tours operated with our own fleet and guided by expert tour leaders.
Our extensive track record in the experiential travel industry means we also secured privileged partnerships with art venues and museums, allowing us prime access to Italy's major cultural attractions.
Our Team of Experience Makers
Behind every experience we create is a well-structured team operating across Italy. Our organization is built around dedicated local operational teams in each office, with professional chefs forming a core part of our cooking school operations, ensuring consistency, authenticity, and hands-on expertise. Across all destinations, we work with a network of licensed guides and professional tour leaders, selected for their deep local knowledge and ability to deliver engaging, high-quality experiences. This operational foundation is reinforced by centralized teams in transportation management, booking, and customer care, together with solid corporate departments in product development, sales and marketing. With nearly 100 people across Italy, the level of quality our guests experience begins with them, our people.
