Florence hosts Aura, a new luxury tourism trade fair

The Aura luxury tourism trade fair is debuting at the Fortezza da Basso in Florence from October 27 to 29. Organized by Italian Exhibition Group, the event will host 100 Italian companies to showcase high-end travel opportunities, focusing on wellness and multi-city itineraries.

Industry data from Virtuoso indicates significant growth in the luxury sector, with Italian autumn bookings up 59% and European bookings up 49%. The fair aims to address the 'city-maxxing' trend, where travelers combine multiple destinations, frequently including Italian cities like Florence, Rome, and Venice.

In addition to the trade fair, the luxury hospitality landscape in Florence is expanding with new offerings such as Borgo Pignano Florence. Located near the city center, this retreat features extensive gardens and a 30-meter heated pool, emphasizing Tuscan farm-to-table gastronomy and wellness services.