Florence to host new international tourism event AURA in October 2026

Florence will host a new international event dedicated to luxury tourism this autumn, as AURA – The Luxury Travel Event is set to take place at the Fortezza da Basso from October 27 to 29, 2026.

The event was presented on March 30 at the headquarters of the Tuscany Region and is organised by Italian Exhibition Group, with the support of regional institutions and local tourism bodies. It marks the first time that a format of this kind, entirely focused on high-end tourism, is being held in Italy.

AURA builds on the experience of the “Luxury Event by TTG”, a format that has already connected international buyers and top-tier tourism operators. The new initiative is designed as a standalone platform fully dedicated to the luxury segment, with a stronger international scope and a focus on curated business meetings.

A growing segment of the tourism market

According to the organisers, luxury tourism is one of the fastest-growing sectors globally. In Italy, direct spending in five-star hotels exceeds €9 billion, accounting for around 16.8% of total hotel industry revenue.

Previous editions of the TTG luxury format recorded more than 1,600 business meetings between international operators, reflecting increasing demand for personalised and high-end travel experiences.

The Florence event is expected to follow a similar structure, with three days of B2B meetings, workshops, networking opportunities and curated local experiences. Selected buyers from key international markets will meet Italian exhibitors representing different areas of the hospitality sector.

Why Florence and Tuscany

The choice of Florence as the host city reflects the role of Tuscany in the global luxury tourism landscape. The region is already a major destination for high-spending travellers, thanks to its combination of cultural heritage, countryside tourism and high-end accommodation.

Bringing the event to Florence is also seen as a way to strengthen connections between international operators and Italian businesses, while promoting the country’s tourism offer as a whole.

Local institutions, including Toscana Promozione Turistica (the regional tourism promotion agency), Fondazione Destination Florence and Firenze Fiera (the company managing the Fortezza da Basso exhibition centre), collaborated with the organisers to secure the event.

Expected impact

Organisers and local stakeholders expect AURA to contribute to the international positioning of Florence as a destination for high-value tourism, while also generating new business opportunities for the regional and national tourism sectors.

The event is also part of a broader strategy to attract international trade fairs and professional gatherings to Florence, particularly those with high economic impact and global reach.

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