Aura Luxury 2026, Florence, Italy

• 27 octobre 2026
  Date de l'événement :
• 29 octobre 2026
  Fin de l'événement :

À quoi s’attendre en 2026

AURA – The Luxury Travel Event, powered by TTG, will make its debut in Florence from October 27 to 29, 2026. The event is organized by Italian Exhibition Group as a dedicated international B2B platform for luxury travel, bringing together selected international buyers with high-end tourism operators. It represents the evolution of the previous Luxury Event by TTG format.

The three-day event will combine pre-scheduled B2B meetings, networking, conferences, luxury-travel trend talks, destination discovery and curated experiences around Florence and Tuscany. The programme is designed around the relationship between international demand and high-end Italian tourism supply rather than conventional public exhibition attendance.

AURA will also showcase Florence and Tuscany as a luxury destination through experiences connected with fashion, craftsmanship, art, hospitality and Italian lifestyle. Planned activities include visits to Palazzo Pucci, the Ferragamo Museum and Gucci Museum, as well as experiences involving Florentine craftsmanship and design.

Dates des événements

AURA 2026 will take place from October 27 to October 29, 2026, in Florence, Italy. The event will run for three days and is structured around professional meetings, conferences, networking and destination experiences.

• Tuesday, October 27, 2026
• Wednesday, October 28, 2026
• Thursday, October 29, 2026

The detailed daily timetable for all workshops, conferences and experiences is being released progressively by the organizers. The announced format includes more than 10 hours of B2B workshops across the event.

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Lieu et site d’exposition

AURA 2026 will be held at Fortezza da Basso in Florence. The historic exhibition and events complex will serve as the main base for the three-day luxury-travel event. Italian Exhibition Group and Firenze Fiera confirmed the venue when AURA was officially presented in March 2026.

Fortezza da Basso is located in central Florence, close to Florence Santa Maria Novella railway station and the city’s historic centre. Its location allows the event to combine a professional B2B setting with access to the cultural and hospitality environment that forms part of AURA’s destination programme.

The event is not structured as a conventional large-scale consumer exhibition with open public stands. Its core format consists of professional meeting areas, workshops, conferences, networking spaces and curated experiences.

Programme touristique complet

The AURA 2026 programme is built around three principal elements: B2B business meetings, professional content and destination discovery. More than 10 hours of workshops are planned, supported by networking opportunities, luxury-travel trend talks and experiences designed around Florence and Tuscany.

The programme includes:

• Pre-scheduled one-to-one B2B meetings
• Luxury travel workshops
• Opening conference
• Talks on high-end tourism trends
• Networking sessions
• Destination discovery activities
• Visites culturelles guidées
• Luxury hospitality experiences
• Craftsmanship and lifestyle experiences
• Pre-tour and post-tour opportunities
• Gala and networking occasions

The event’s professional content is intended to connect luxury travel advisors, ultra-luxury travel designers and international buyers with selected hotels, resorts, historic properties, DMCs, tour operators and providers of exclusive travel services.

Destinations et pays en vedette

AURA’s destination focus is centered on Italy, with particular emphasis on Florence and Tuscany as a luxury travel destination. The event is designed to demonstrate how Italian destinations can combine high-end hospitality with culture, art, fashion, craftsmanship, food and personalized experiences.

International buyer markets identified for the event include:

• North America
• South America
• Europe
• United Kingdom
• Gulf region
• India
• Southeast Asia
• Other strategic international luxury-travel markets

The event therefore functions as a meeting point between Italian luxury-travel suppliers and international travel professionals who design tailor-made journeys for high-spending clients.

Florence itself is a major part of the destination programme, with planned experiences connected with historic palaces, museums, fashion houses, artisans, luxury shopping and contemporary hospitality.

Exposants et organisations touristiques

The 2026 AURA seller list is being developed around carefully selected luxury-travel suppliers. The official event profile identifies several principal categories of sellers, including luxury hotels, historic residences, villas, castles, DMCs, tour operators and exclusive transportation and lifestyle providers.

Expected seller categories include:

• Five-star hotels
• Boutique hotels
• Spa resorts
• Historic residences
• Luxury villas
• Castles
• Luxury tour operators
• Destination management companies
• Limousine providers
• Prestige car-rental companies
• Yacht-charter companies
• Private aviation providers
• Luxury cruises
• Luxury trains
• Luxury shopping malls
• Exclusive experience providers

The previous Luxury Event by TTG format included organizations such as tourism boards, luxury hotel groups, DMCs, yacht-charter companies and destination operators. Examples from the 2025 seller list included Lake Maggiore Tourism Board, Madonna di Campiglio Tourism Board, Sina Hotels, Terme di Saturnia, Air Charter Service Italy and Amalfi Sails.

Secteurs de l’industrie du voyage

AURA covers the high-end segment of the tourism and hospitality industry, with a strong emphasis on personalized travel design and premium experiences.

Key sectors include:

• Luxury hospitality
• Five-star and luxury hotels
• Boutique accommodation
• Historic properties
• Villas and castles
• Luxury resorts and spas
• Destination management
• Luxury tour operations
• Travel advising
• Tailor-made itineraries
• Yacht and marine travel
• Private aviation
• Luxury ground transportation
• Luxury cruises
• Luxury rail travel
• Premium shopping
• Cultural experiences
• Gastronomy and wine experiences
• Italian craftsmanship
• Fashion and lifestyle tourism

The official buyer profile focuses on decision-makers with purchasing responsibility at luxury tour operators, travel agencies and luxury travel advisory businesses.

Conférences, présentations et ateliers

AURA will include professional talks focused on changing expectations within the luxury-travel market. The programme is designed to explore the evolving meaning of luxury, with attention to personalization, authenticity, culture, time, service and distinctive experiences.

More than 10 hours of B2B workshops are planned across the three-day event. These workshops are complemented by talks addressing trends in high-end tourism and by destination experiences that demonstrate how luxury travel can be connected to local culture and craftsmanship.

The destination programme includes planned visits and experiences involving:

• Palazzo Pucci
• Ferragamo Museum
• Gucci Museum
• My Mancini
• Stefano Bemer
• Il Bisonte
• La Ménagère
• Textile upcycling and regeneration activities

These experiences are intended to show international travel professionals how Florentine fashion, craftsmanship, design and cultural heritage can become components of tailor-made luxury itineraries.

Types de billets et immatriculation

AURA is a B2B event with participation based on professional accreditation and selection rather than ordinary public admission. The official format provides separate pathways for buyers and sellers.

The main participation categories are:

• Buyer accreditation: For selected luxury travel professionals and decision-makers
• Seller participation: For qualified luxury tourism and hospitality operators
• Professional meetings: Pre-scheduled one-to-one appointments
• Programme access: For accredited participants according to their role

The 2026 public ticket price has not been announced because AURA is not presented as a conventional public-ticketed tourism fair. As a previous-edition reference, the 2025 Luxury Event by TTG was a paid B2B workshop. A Tuscany regional tourism programme listed a preferential seller participation fee of approximately $3,510 plus VAT and a full rate of approximately $4,680 plus VAT, converted from the published 2025 rates using €1 = $1.17. These were 2025 rates and should not be treated as confirmed AURA 2026 prices.

Accès des visiteurs commerciaux et professionnels

AURA is specifically aimed at professionals involved in luxury travel purchasing, itinerary design and high-end hospitality supply. Buyer participation is designed for decision-makers with direct responsibility for travel procurement and luxury client relationships.

The buyer profile includes:

• Luxury tour operators
• Luxury travel agents
• Luxury travel advisors
• Ultra-luxury travel designers
• Senior travel decision-makers
• Professionals serving high-end international clients

Previous Luxury Event by TTG buyers were associated with networks including Virtuoso, Traveller Made, Serandipians by Traveller Made, Signature Travel Network, Travel Leaders Network and Ensemble Travel.

Seller applications are also subject to suitability for the event’s target audience, meaning AURA is intended to maintain a specialized professional environment rather than operate as an open-access travel marketplace.

Salles d’exposition et plan d’étage

AURA 2026 will use Fortezza da Basso as its main event venue, but a detailed public hall-by-hall floor plan has not been published. The event format is centered on B2B meeting spaces, professional content and curated experiences rather than a conventional multi-hall consumer trade fair.

The venue will accommodate meeting areas for scheduled business appointments, conference and talk spaces, networking areas and event hospitality. The exact locations of individual sellers and programme areas will be provided to registered participants through the official event information.

Because many AURA activities extend beyond the main meeting environment into Florence itself, the event experience also includes off-site destination visits and curated experiences.

Réseautage et réunions d’affaires

Business networking is one of AURA’s central functions. The event is designed around pre-arranged one-to-one appointments between selected buyers and luxury-travel sellers, supported by informal networking and social occasions.

The predecessor Luxury Event by TTG provides an indication of the meeting-focused format. Its 2025 edition brought together 80 exhibitors and 85 international buyers, while more than 1,600 business meetings were reported for the event.

AURA expands that concept into a three-day programme, adding destination discovery, conferences, trend talks and experiences around Florence. The objective is to combine scheduled commercial meetings with relationship-building and a deeper understanding of the destinations and services being presented.

Règles de l’événement et informations visiteurs

AURA operates as a specialized professional event, so participation is subject to accreditation and organizer approval according to the participant category.

Les considérations importantes pour les visiteurs incluent :

• Professional accreditation is required.
• Buyer participation is reserved for qualified travel professionals.
• Seller applications are evaluated against the event’s target profile.
• B2B appointments are scheduled in advance.
• Programme access may vary according to buyer or seller status.
• Some destination experiences may require separate registration or confirmation.
• Gala and networking activities are intended for accredited participants and invited guests.

The previous Luxury Event by TTG format required seller applications to be assessed by the organizer, while the AURA website similarly separates participation into buyer and seller pathways.

Comment y arriver

AURA 2026 will take place at Fortezza da Basso in central Florence. The venue is positioned close to Florence’s historic centre and Santa Maria Novella railway station, making it convenient for professionals arriving by train.

Florence is connected by high-speed rail with major Italian cities including Rome, Milan and Bologna. Florence Airport is the city’s main international airport, while Pisa International Airport provides an additional option for some international visitors.

The central location of Fortezza da Basso also makes it practical for participants staying in Florence’s central hotel districts, particularly around Santa Maria Novella, San Lorenzo and the historic centre.

Transports en commun et stationnement

Fortezza da Basso is accessible from Florence Santa Maria Novella railway station by walking and local public transport. The central location means that many participants staying near the station or historic centre can reach the venue without a private vehicle.

Florence’s urban bus and tram network provides additional connections from different parts of the city. Visitors arriving by air can use public transport, taxi or other airport transfer services to reach the city centre.

Parking in central Florence can be restricted because of the city’s traffic-control zones. Visitors driving to AURA should check current ZTL restrictions and use authorized parking facilities rather than attempting to drive directly into restricted historic-centre streets.

Zones d’hébergement

The Santa Maria Novella area is one of the most practical accommodation districts for AURA participants because it is close to Fortezza da Basso and Florence’s main railway station. It also offers a wide range of hotels, restaurants and transport connections.

The San Lorenzo and central historic-centre districts provide another convenient base, particularly for professionals who want to combine meetings with Florence’s cultural and shopping areas.

Luxury travellers and delegates seeking higher-end accommodation can also consider the areas around Piazza della Repubblica, the Duomo, Via de’ Tornabuoni and the Arno. Florence’s luxury hospitality offering is itself an important part of the destination environment showcased by AURA.

Accessibilité

AURA will take place at Fortezza da Basso, an established events venue in central Florence. Participants requiring accessibility assistance should contact the organizers or venue in advance so that current arrangements can be confirmed.

Because AURA combines indoor B2B activities with destination visits and off-site experiences, accessibility requirements may differ between individual programme activities. The organizers should be informed of specific mobility or assistance requirements when arranging participation.

The official AURA event is supported by Firenze Fiera, Toscana Promozione Turistica and Fondazione Destination Florence, with the event organized by Italian Exhibition Group.

Faits marquants de l’année précédente

AURA is a new 2026 event, so it does not have a previous AURA edition. Its immediate predecessor is Luxury Event by TTG, the B2B luxury-travel format that ran in Rimini before AURA was introduced.

The 2025 Luxury Event by TTG brought together 80 sellers and 85 international buyers and generated more than 1,600 business meetings. The event included high-end hotels, tourism organizations, DMCs, luxury transportation providers and specialist experience companies.

The 2024 edition recorded 1,300 confirmed business appointments involving more than 200 buyers and sellers. It concluded with a destination-focused dinner experience at the Museo del Sale in Cervia, demonstrating the predecessor event’s combination of B2B meetings and experiential networking.

AURA builds on that established B2B format but expands it into a three-day event in Florence with more workshops, conferences, networking and destination discovery.

Billets officiels et inscription

AURA 2026 is designed for accredited luxury-travel professionals rather than general public visitors. The official event website provides separate participation routes for buyers and sellers, with buyer applications and seller participation handled through the organizer’s professional registration process.

The official AURA information confirms:

• Dates: October 27–29, 2026
• City: Florence, Italy
• Venue: Fortezza da Basso
• Format: B2B luxury-travel event
• Buyer profile: Luxury travel advisors, agents and ultra-luxury travel designers
• Seller profile: Luxury hotels, resorts, DMCs, tour operators and exclusive-service providers
• Programme: B2B workshops, talks, networking and destination experiences

No standard public admission ticket has been announced for AURA. Previous Luxury Event by TTG participation was paid for sellers, with the 2025 Tuscany preferential rate at approximately $3,510 plus VAT and full rate at approximately $4,680 plus VAT; these are historical reference prices only and are not confirmed AURA 2026 rates.

The official AURA website should be used for the current buyer application, seller participation, programme updates and confirmed access arrangements.

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