Luca Perfetto

CEO & Co-founder Florence Town

Luca is a serial entrepreneur in the hospitality field with more than 20 years of experience; studied at Florence University, NYU and has a Master in Hospitality at Cornell University.

In 2006, after years spent in luxury hotel chains, together with his college mate Urbano Brini, cofounded Florencetown tour operator, the first Florentine company specialized in experiential tours and activities and nowadays market leader; the very first company in Italy to offer vespa tours, daily bike tours, special museum experiences and daily cooking classes. As of today Florencetown operates in 4 Italian destinations – including a newly opened Cooking School in Milan – and has an expansion plan towards the south of Italy;

Luca’s philosophy (and his companies’ ) is to professionally provide the highest quality, local and authentic experiences for guests visiting Italy, delivered through the respect for territories culture and traditions (sustainability), a pinch of innovation and an obsession for details.

Besides Florencetown, Luca and Urbano run a luxury DMC (Arno Travel) and a boutique Resort in Tuscany, Relais Villa Olmo with an awarded restaurant.

He sits in the board of Destination Florence Convention & Visitors Bureau and of the Center for Touristic Studies, and is a passionate lecturer at Florence University and at different Hotel Schools.