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From 27^th to 29^th October 2026, at the Fortezza da Basso, Italian Exhibition Group’s new B2B event. Companies already confirmed include Aman Venice, Mandarin Oriental, Rocco Forte Hotels, Castelfalf and Lungarno Collection. The luxury segment is driving hotel investments in Italy with 48% of total volumes and 167 new openings expected by 2029.

Florence, 29^th July 2026 – With 745 high-end facilities already operating in Italy, 167 new openings forecast by 2029 and 48% of hotel investments targeted on the luxury segment, high-end tourism is one of the national hospitality sector’s most dynamic drivers. AURA – The Luxury Travel Event, organised by Italian Exhibition Group and scheduled for 27^th to 29^th October 2026 at the Fortezza da Basso in Florence, focuses on this particular scenario.

For three days, AURA will be hosting the very best of Italy’s offer and international professionals who design bespoke trips for high-spending clients, facilitating direct dialogue between hospitality businesses, specialist operators and key players in the global tourism distribution sector.

Companies that have already confirmed their participation include Aman Venice, Mandarin Oriental, Rocco Forte Hotels, Castelfalfi and Lungarno Collection, alongside other leading names in the hotel and luxury tourism service industry.

“Our event will be business-oriented with the primary aim of concretely fostering contacts between those who develop the offer and those who take it to international markets,” says Gloria Armiri, Group Exhibition Manager of the Tourism & Hospitality Division at Italian Exhibition Group. “We acknowledged the sector’s requests and decided to create an event that would generate genuine business relationships and commercial opportunities. The response we are receiving confirms the market’s interest with high-level participation from companies and international operators.”

Early comments from key players confirm the direction the sector is taking: luxury is moving away from extravagance and becoming increasingly more focused on the quality of the experience, connection with places, and the ability to create bespoke stays.

“For Rocco Forte Hotels, luxury is first and foremost about authenticity, personalisation and a sense of place,” the renowned hotel group reports. “Through AURA, we aim to share our vision of luxury hospitality, founded on elegance, attention to detail and a deep understanding of the local area. It will be a chance to explain how the group enhances the destinations in which it operates, starting with Florence itself, by creating authentic experiences that allow guests to enjoy the best of Italy in an exclusive and contemporary manner.”

Castelfalfi, a luxury destination in Tuscany nestled amidst nature and the countryside, also interprets luxury through its connection with the local area: “In our opinion, luxury means slowing down, reconnecting with nature, enjoying authentic experiences and letting yourself be inspired by the beauty of the Tuscan landscape. A discreet form of luxury, characterised by attention to detail, sincere hospitality and respect for the local area.”

AURA’s profile is further enhanced by its partnership with the Italian Hotel Industry Association (Confindustria Alberghi), which has member establishments throughout the country and acts as a key reference point for a central component of the Italian tourism economy.

LUXURY IS DRIVING HOTEL INVESTMENTS

The growing interest in AURA comes within an economic outlook that sees the high-end segment playing an increasingly central role in the development of the Italian hotel industry.

According to a 2026 Report on the hotel facility market, compiled by Scenari Immobiliari and Castello SGR, Italy is the European country with the highest number of luxury destinations. The national hotel portfolio has reached a total value of over 173 billion euros with a 7.2% year-on-year growth.

Investment is being driven by the luxury segment which accounts for 48% of the total volume. High-end hotels across the country currently number 745 with a further 167 openings are foreseen by 2029. These figures not only demonstrate Italy’s appeal as a tourist destination, but also investors’ growing interest in high-quality assets and projects that can enhance local areas, properties and identities.

In 2025, the Italian hotel facility market reached investment volumes of €2.35 billion, up 27% on the previous year and one of the highest levels in recent years.

BUSINESS, RELATIONS AND TERRITORY

The number of registrations received by AURA – The Luxury Travel Event reflects the industry’s commitment to meeting an international demand that is increasingly focused on personalisation, authenticity and the quality of the experience.

B2B meetings and networking opportunities will be accompanied by a programme that will include several experiences based on the cultural, artisanal and creative heritage of Florence and Tuscany.

An evolution of the Luxury Event by TTG, which generated over 1,600 business meetings at its most recent edition, AURA – The Luxury Travel Event will be a standalone and highly specialised event, organised with the support and collaboration of the Region of Tuscany, Toscana Promozione Turistica, the Destination Florence Foundation, Firenze Fiera and Dreamsteam.

Sponsors: Region of Tuscany; Main Partner: Toscana Promozione Turistica; Host and Destination Partner: Destination Florence Foundation; Venue Partner: Firenze Fiera; Strategic Partner: Dreamsteam; Media Partner: TTG Luxury. 

MEDIA AGENCY TTG TRAVEL EXPERIENCE

Martina Vacca: martina@mindthepop.it, mob. +39 339 748 5994; Fabrizio Raimondi: fabrizio@mindthepop.it, mob. +39 335 389 848; Benedetto Colli: benedetto@mindthepop.it, mob. 380 371 2272.

This press release contains forecast elements and estimates that reflect the management´s current opinions (´forward-looking statements´), particularly regarding future management performance, realization of investments, cash flow trends and the evolution of the financial structure. For their very nature, forward-looking statements have a component of risk and uncertainty, as they depend on the occurrence of future events. The effective results may differ (even significantly) from those announced, due to numerous factors, including, only by way of example: food service market and tourist flow trends in Italy, gold and jewellery market trends, green economy market trends; the evolution of raw material prices; general macroeconomic conditions; geopolitical factors and evolutions in the legislative framework. Moreover, the information contained in this release, does not claim to be complete, and has not been verified by independent third parties. Forecasts, estimates and objectives contained herein are based on the information available to the Company as at the date of this release.

From 27 to 29 October at the Fortezza da Basso, Italian Exhibition Group’s new event for high-end tourism. Despite a complex international scenario, the luxury segment is proving to be highly resilient: according to TTG Monitor, 46% of high-end travellers say they will be sticking to the same budget as last year for their upcoming holidays, whilst 30% foresee an increase in expenditure. The AURA programme, featuring B2B workshops, networking opportunities and chances to explore the local area, will focus on the encounter between international buyers and hotel and high-end hospitality service operators

Florence, 25 June 2026 – Luxury is no longer confined to the most exclusive suites or opulent surroundings. Nowadays, it is measured by the chance to enjoy extraordinary experiences: a museum visit outside normal opening hours, a meeting with an artist, a bespoke Michelin-starred dinner, or an itinerary that becomes a personal narrative. AURA – The Luxury Travel Event comes within this new realm of desire, an international event, organised by Italian Exhibition Group, specifically for high-end tourism, scheduled to take place from 27 to 29 October 2026 at the Fortezza da Basso in Florence.

For three days, Florence will become the meeting point for the very best of Italy’s offer and the international experts who design tailor-made trips for high-spending clients: luxury travel advisers, ultra-luxury travel designers, specialist operators and buyers selected from the main international markets, arriving from strategic regions such as North America, South America, Asia, Europe and the United Kingdom. The focus will be on dialogue with a selection of five-star hotels, luxury hotel brands, historic residences, resorts, villas, castles, high-end incoming tour operators and services linked to transport, hospitality and experiences.

AURA – The Luxury Travel Event will be a business platform as well as a dynamic observatory on the evolving language of luxury travel. The programme will feature over 10 hours of B2B workshops, networking sessions, talks on high-end tourism trends, and opportunities to explore the local area, all with the aim of connecting international demand with high-end hotels and exclusive services.

Experiences, part of the programme and a vivid account of new luxury travel, come within a business, relationship and market-oriented project. Tourism professionals will have the chance to explore Italy’s know-how, transforming places, gestures and skills into high-value travel content. The programme will include visits to Palazzo Pucci, the Ferragamo and Gucci Museums, as well as courses and workshops with organisations such as My Mancini, Stefano Bemer, Il Bisonte and La Ménagère, and a workshop on upcycling and textile regeneration. From the history of Florentine fashion houses to bespoke shoemaking, hand-crafted leather goods and the culture of hospitality.

This demand for quality, content and personalisation is driving a market that is currently undergoing a major repositioning. Luxury tourism is now one of the most dynamic segments in the Italian tourism sector. According to the Deloitte report, it accounts for over 9 billion euros in direct spending in Italian five-star hotels, equivalent to approximately 16.8% of the national hotel sector’s total turnover.

“In a complex international landscape, the luxury segment continues to show considerably strong resilience,” says Gloria Armiri, Group Exhibition Manager of IEG’s Tourism & Hospitality Division. “Luxury is a key driver of growth for Italy. The buyers surveyed for our TTG Monitor confirm that 46% of customers are willing to spend as much as last year and 30% foresee increasing their budget. But the most interesting finding concerns the shift in perspective: high-spending tourists choose Italy for the quality of its services and experiences, prioritising authentic sensations over budget. According to 72% of those surveyed, luxury no longer equates to ostentation, but to exclusive, personalised experiences with high emotional value. Bookings for the coming months do not appear to be affected by international tensions, and long-haul markets continue to put our country at the centre of their wish-list. The ‘Italy’ brand is solid and the increase in international investment in high-end assets is the tangible proof.”

Aura – The Luxury Travel Event originates from Italian Exhibition Group’s expertise in tourism and its presence in professional markets. AURA is, in fact, an evolution of the Luxury Event by TTG format, which, at its most recent edition, facilitated over 1,600 business meetings between international operators. This process is now taking a further step forward with an event entirely dedicated to the luxury segment that aims to provide the Italian tourism sector with a specialised, international B2B platform built around the quality of relationships.

Furthermore, the choice of Florence is no coincidence. The city offers AURA a setting in which art, fashion, craftsmanship, manufacturing and hospitality have gone hand in hand for centuries, making the transition from luxury as a status symbol to luxury as an experience a natural one. AURA was launched with the support and collaboration of the Region of Tuscany, alongside Toscana Promozione Turistica, the Destination Florence Foundation and Firenze Fiera.

Institutional partners: Region of Tuscany; Main Partner: Toscana Promozione Turistica; Host and Destination Partner: Destination Florence Foundation; Venue Partner: Firenze Fiera; Media Partner: TTG Luxury.

MEDIA AGENCY TTG TRAVEL EXPERIENCE

Martina Vacca: martina@mindthepop.it, mob. +39 339 748 5994; Fabrizio Raimondi: fabrizio@mindthepop.it, mob. +39 335 389 848; Benedetto Colli: benedetto@mindthepop.it, mob. 380 371 2272.

This press release contains forecast elements and estimates that reflect the management´s current opinions (´forward-looking statements´), particularly regarding future management performance, realization of investments, cash flow trends and the evolution of the financial structure. For their very nature, forward-looking statements have a component of risk and uncertainty, as they depend on the occurrence of future events. The effective results may differ (even significantly) from those announced, due to numerous factors, including, only by way of example: food service market and tourist flow trends in Italy, gold and jewellery market trends, green economy market trends; the evolution of raw material prices; general macroeconomic conditions; geopolitical factors and evolutions in the legislative framework. Moreover, the information contained in this release, does not claim to be complete, and has not been verified by independent third parties. Forecasts, estimates and objectives contained herein are based on the information available to the Company as at the date of this release.

Today’s press conference launches Italian Exhibition Group’s luxury tourism event.

The Deloitte report: over 100 new luxury hotels and about 9,600 rooms will be available in Italy in the coming years with a growth that will support undertourism.

Florence, 30^th March 2026 – AURA – The Luxury Travel Event, the international event entirely dedicated to luxury tourism, conceived and organised by Italian Exhibition Group (IEG), was presented in Florence today at Palazzo Guadagni Strozzi Sacrati during an official press conference.

The AURA event was created with the support and collaboration of the Region of Tuscany, alongside Toscana Promozione Turistica, the Destination Florence Foundation and Firenze Fiera, confirming a shared vision for positioning Italy within the high-end segment. A project that marks an important milestone for the national tourism sector. This international B2B initiative specifically for the luxury segment was, in fact, devised by an Italian player with an in-depth knowledge of the market, with the aim of establishing a direct link between the excellence of Italy’s offerings and leading global buyers.

The event will take place from 27^th to 29^th October 2026 at the Fortezza da Basso in Florence, which, for three days, will become the international reference point for high-end tourism.

THE ECONOMIC OUTLOOK AND THE DELOITTE REPORT

Luxury tourism is now one of the global market’s most dynamic segments with direct spending on five-star hotels in Italy exceeding 9 billion euros, accounting for approximately 16.8% of the national hotel sector’s total turnover.

Among the most significant findings of the Deloitte report presented in Florence is a sharp acceleration in investment: over the three-year period 2026–2029, more than 100 new luxury-branded hotels and around 9,600 rooms are expected to become available in Italy. However, the most significant fact concerns the structural shift in the market: luxury is no longer confined exclusively to major cities, but is increasingly expanding towards emerging destinations and areas with strong appeal. As a result, numerous locations are becoming more popular: from coastal destinations to lakes, mountain areas and inland villages.

Investment in high-end tourism is increasingly driven by strategic considerations: priority is given to destinations that combine scenic beauty, cultural identity and good infrastructure. Factors that make Italy particularly attractive for new luxury projects include its cultural and scenic heritage, its food and wine offerings, and the chance to convert historic buildings into high-end hotels. It is no coincidence that almost 60% of investors cite Italy as the most promising European market for the development of new luxury hotels over the next three years.

AURA AND IEG’S VISION: THE ITALIAN EXPERIENCE AT THE HEART OF GLOBAL LUXURY TOURISM

“AURA stems from a deep understanding of the market and extensive experience in building international platforms,” said Corrado Peraboni, Chief Executive Officer of Italian Exhibition Group. “A know-how that also derives from our track record in tourism with TTG Travel Experience, the leading event that has been anticipating and interpreting developments in the sector for over 60 years. With this project, we aim to provide the Italian tourism sector with a practical tool to compete at the highest level of global tourism by creating valuable connections between operators and buyers.”

“Rather than just an event, AURA is a business platform that focuses on quality and experience,” added Gloria Armiri, Group Exhibition Manager of IEG’s Tourism & Hospitality Division. “The figures presented today tell us that the luxury sector is changing. It is opening up to new destinations, new forms of travel and a demand that is increasingly oriented towards authenticity. Italy holds all the cards for leading this evolution.”

By showcasing both iconic and emerging destinations in an increasingly competitive international landscape, AURA aims to be a strategic initiative designed to strengthen Italy’s position in the high-end tourism sector. The event will bring Italian excellence — five-star hotels, historic residences, bespoke experiences and exclusive services — into direct contact with international operators that have a tangible impact on high-end tourism flows. Three days of B2B meetings and international networking, as well as an immersive experience: alongside meetings, the format will include opportunities to discover Italy, its culture and Italian savoir faire, elements that are becoming more and more central to the new concept of luxury. AURA was created to fill a gap in the system by offering the Italian market a robust, internationally-scaled platform, conceived and developed by Italian professionals and built on a direct understanding of the sector and its dynamics, capable of driving growth across the entire supply chain.

AURA is, in fact, an evolution of the Luxury Event by TTG format, which, at its most recent edition, amassed over 1,600 business meetings between international industry professionals, confirming the growing demand for high-end, customised tourism experiences. It is now taking a further step forward with a project entirely dedicated to the luxury segment.

Institutional partners: Region of Tuscany; Main Partner: Toscana Promozione; Host and Destination Partner: Destination Florence Foundation; Venue Partner: Firenze Fiera; Media Partner: TTG Luxury.

MEDIA AGENCY TTG TRAVEL EXPERIENCE

Martina Vacca: martina@mindthepop.it, mob. +39 339 748 5994; Fabrizio Raimondi: fabrizio@mindthepop.it, mob. +39 335 389 848; Benedetto Colli: benedetto@mindthepop.it, mob. 380 371 2272; Stefano Chiossi: stefano@mindthepop.it, mob. + 39 388 739 4358.

This press release contains forecast elements and estimates that reflect the management´s current opinions (´forward-looking statements´), particularly regarding future management performance, realization of investments, cash flow trends and the evolution of the financial structure. For their very nature, forward-looking statements have a component of risk and uncertainty, as they depend on the occurrence of future events. The effective results may differ (even significantly) from those announced, due to numerous factors, including, only by way of example: food service market and tourist flow trends in Italy, gold and jewellery market trends, green economy market trends; the evolution of raw material prices; general macroeconomic conditions; geopolitical factors and evolutions in the legislative framework. Moreover, the information contained in this release, does not claim to be complete, and has not been verified by independent third parties. Forecasts, estimates and objectives contained herein are based on the information available to the Company as at the date of this release.