Envisioning a new kind of luxury tourism that puts the uniqueness of the experience first—and there's a new bespoke event to make it happen.
Three days devoted to high-end tourism. From 27 to 29 October 2026, at the Fortezza da Basso in Florence, the first edition of Aura gets under way—an international event dedicated to the luxury travel segment and organised by IEG (Italian Exhibition Group).
The event grew out of a format IEG had already run at the Rimini exhibition centre, which had brought together operators and buyers specialising in luxury tourism. Aura now sets itself the goal of developing a more international and immersive platform, promising direct contact between Italy’s high-end offering and the professionals who design trips for big-spending international clienteles.
Around 110 international buyers are expected at the event, joined by as many national sellers. The buyers include travel designers specialising in ultra-luxury, luxury travel consultants, and travel agents specialising in the luxury segment—all from noteworthy international backgrounds. Among them: Virtuoso, Traveller Made, Serandipians, Signature Travel Network, Travel Leaders Network, and Ensemble Travel. On the supply side, there will be representatives for five-star hotels, boutique hotels, resorts, historic residences, villas and castles, as well as DMCs, tour operators, and companies specialising in exclusive services and experiences.
The programme features in-person meetings, conferences, and networking moments. The formula IEG has chosen for Aura goes beyond the traditional trade-fair model, with the aim of turning the destination itself into part of the professional experience.
At the heart of the event, too, is the transformation of demand. In the new luxury tourism, according to the figures cited by the organisers, the value of a trip no longer necessarily coincides with opulence, but with the chance to enjoy personalised, rare, and hard-to-replicate experiences. Private visits, encounters with artisans and artists, exclusive access to cultural sites, and bespoke gastronomic itineraries are some of the elements set to define the market.
Italy starts from an advantageous position. High-end tourism is a growing segment, and the country continues to attract hotel investment thanks to its combination of cultural heritage, landscape, cuisine, and historic buildings that can be converted into luxury hotels and resorts. According to the data presented at Aura’s launch conference, more than a hundred new branded luxury properties are expected in Italy in the coming years.
Florence, then, as an international showcase for the Italian model of hospitality and bespoke experience—where a new meeting point is born between those who create the luxury trip and those who choose it.
Redazione Italy Travel Experience