Florence, March 30, 2026. The new international event dedicated to high-end tourism was presented today at the headquarters of the Tuscany Region: AURA – The Luxury Travel Event, which will take place at the Fortezza da Basso in Florence from October 27 to 29, 2026, and aims to become one of Europe’s leading events for the luxury segment. The event is conceived and organized by Italian Exhibition Group.

The event is promoted with the support of the Tuscany Region and is the result of a collaborative effort involving Toscana Promozione Turistica, Fondazione Destination Florence, and Firenze Fiera, which worked closely with the organizers to bring the event to Florence and make it possible.

AURA represents the evolution of the Luxury Event by TTG format, which in recent years has brought together international high-end tourism operators and is now taking a significant step forward with a new platform entirely dedicated to the luxury segment.

Three days of B2B meetings, workshops, local experiences, and international networking will connect selected buyers from key foreign markets with exhibitors from across Italy, representing the excellence of the country’s hospitality sector. The event thus serves as a showcase for Italian hospitality as a whole, capable of enhancing the entire national tourism system.

Luxury tourism is currently one of the most dynamic segments of the global market, with a value in Italy exceeding €9 billion in direct spending in five-star hotels, accounting for approximately 16.8% of the total revenue of the national hotel industry.

Previous editions of the Luxury Event by TTG, from which AURA originates, have achieved significant results, with over 1,600 business meetings between international operators, confirming the growing demand for high-end and personalized travel experiences.

The choice of Florence as the host city for the first edition represents recognition of the role that the city and Tuscany play in the international luxury tourism landscape. Hosting such an event in Italy for the first time helps to confirm Florence as a premier destination for the luxury segment and as a benchmark for excellence in hospitality.

The presence of the event in the city also strengthens development opportunities for the regional and national tourism sector, fostering new connections between international operators and Italian businesses and contributing to the growth of an increasingly strategic sector for the country’s economy.

“With the launch of AURA, the new trade fair dedicated to luxury tourism that will take place at the Fortezza da Basso from October 27 to 29, 2026, Firenze Fiera confirms its role as a key platform for high value-added trade fair events, capable of attracting investments, expertise, and international flows,” said Lorenzo Becattini, President of Firenze Fiera. “The event, in which Toscana Promozione Turistica and Fondazione Destination Florence are also involved, is the result of a synergistic agreement between our company and IEG, two leading players in the national and international exhibition landscape. This agreement is aimed at developing over the years a highly qualified joint project, where Firenze Fiera provides the prestige of the location and its experience in organizing high-quality events, while IEG contributes its know-how in B2B formats and in managing large-scale international events.”