About us

Our signature cooking classes in Florence, Italy, are created and handled by Florencetown and Diadema Cooking School, both assets of WHS - Worlding Hospitality Solutions - the Italian hospitality group founded by Luca Perfetto and Urbano Brini in 2006 and joined in 2012 by Patrizio Montevecchi as partner and backer.
Florencetown Tour Operator specializes in creating and planning tours, activities, events and customized experiences in Florence and Tuscany. Offering an extensive variety of top-notch experiential activities and visits scheduled on a regular basis for each day of the year Florencetown was the first Italian Tour Operator to provide unique hands-on cooking classes in Florence and the Chianti hills and found its own Cooking School, today the Diadema Cooking School, back in 2008.

Creators of the most beloved on all cooking classes in Italy - the popular “Wanna Be Italiano” - and owners of two cooking studios in downtown Florence and one in the countryside, the WHS group also comprises the exquisite Relais Villa Olmo food&wine resort and Diadema winery in the Chianti hills. Offering a wide selection of entertaining ways to explore the cradle of the Renaissance and the Tuscan countryside, Florencetown and Diadema Cooking School specialize in providing memorable food&wine experiences and superb hands-on cooking classes in downtown Florence and in Chianti. Sip the best wines in the world in a boutique cellar, and learn to make traditional Tuscan recipes!
Authentic Tuscan hospitality, heavenly food & wine experiences, professional expertise and world-class service. That’s what the Diadema Cooking School and Florencetown are all about.

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our team

patrizio montevecchi
Patrizio Montevecchi
President Investor

I am Patrizio and my friends say that I know how to enjoy the good things in life. This might explain my love affair with aperitivo, motorcycles and Italian living!

luca perfetto
Luca Perfetto
Co Founder CEO

My name is Luca. At Florencetown I've made the right mix of my passions for Tuscany, hospitality, travel and business and I couldn't ask for anything more..Beware of my deputy, Bart, he acts like a dog sometimes.. ;-)

urbano brini
Urbano Brini
Co Founder Marketing Director

I am Urbano. I travel the world to look for new happy clients for Florencetown. I am a spicy person, love rock'n roll and I die for coconut.

edoardo giacometti
Edoardo Giacometti
REGULAR TOURS - BOOKING OFFICE MANAGER

Studied mechanical engineering. Travelled the world. Lived in the USA. Quit everything for the passion of promoting Tuscany and Florencetown

elena ferri
Elena Ferri
F.I.T. & SPECIAL EVENTS - HOSPITALITY MANAGER

Buongiorno from Florence! This is Elena, Hospitality Manager at Florencetown. I am here to ensure each moment you spend with us is fabulous and becomes a cherished souvenir you can treasure forever.

carlotta santi
carlotta santi
ACCOUNTING AND FINANCIAL DEPT. MANAGER

Hi, I'm Carlotta, Accounting Department Manager. My life is a challenge between my 2 passions: family and work. They call me: Wonder Woman!

marusca innocenti
marusca Innocenti
MARKETING MANAGER

Hi I am Marusca, multitasking worker and mum. I travelled a lot and met so many people who made me open minded. Tourism is the best way to enjoy and respect the world and I try everyday to spread my passion for it.

maurizio danti
maurizio Danti
CHIANTI DEPT & TRANSPORTATION MANAGER

I'm Maurizio, in charge of the Transportation dept. I love my work and hope never go into retirement.I like Germany, I believe I'd been German in a past life!

Ilaria Di Rigo

PRIVATE TRAVEL AND EVENT MANAGER

Federica Lupi

BOOKING OFFICE MANAGER

Martina Biagiotti

ACCOUNTING AND FINANCIAL DPT PERSONNEL

Sandra Tosi

ACCOUNTING PERSONNEL

Elena Fiaschi

PRIVATE TRAVEL AND EVENT Dpt SUPERVISOR

Antonella Fabiano

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Jessica Sarti

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Silvia Penagoli

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Letizia Bardi

PRIVATE TRAVEL AND EVENT Dpt PERSONNEL

Elisa di Tomaso

BOOKING PERSONNEL

Claudio Giorgi

BOOKING PERSONNEL

Francesco Zinone

BOOKING PERSONNEL

Anita Formato

BOOKING PERSONNEL

Lucia Morelli

ARNO TRAVEL PERSONNEL

Sofia Ristori

ARNO TRAVEL PERSONNEL

Beatrice Fois

ARNO TRAVEL PERSONNEL

Laura Cimino

ARNO TRAVEL PERSONNEL

ANTONIO COPPOLA

SALES ASSISTANT

Marco

SENIOR CHEF INSTRUCTOR

Giuseppe

SENIOR CHEF INSTRUCTOR

Claudia

CHIANTI TOUR LEADER

Andrea

CHIANTI TOUR LEADER

Matteo

CHIANTI TOUR LEADER

Mauro

CHIANTI TOUR LEADER

Giuseppe

CHIANTI TOUR LEADER

Marta

CHIANTI TOUR LEADER

Eleonora

CHIANTI TOUR LEADER

Grazia

CHIANTI TOUR LEADER

Veronica

CHIANTI TOUR LEADER

Alessio

CHIANTI TOUR LEADER

Giulia

CHIANTI TOUR LEADER

Paola

CHIANTI TOUR LEADER

Zamir

DRIVER

Marco

CHIANTI TOUR LEADER

Stefano

DRIVER

Aniko

FLORENCE TOUR GUIDE

Giada

FLORENCE TOUR GUIDE

Mariogesu

FLORENCE TOUR GUIDE

Eleonora

FLORENCE TOUR GUIDE

Michele

FLORENCE TOUR GUIDE

Daniela

FLORENCE TOUR GUIDE

Fabio

FLORENCE TOUR GUIDE

Ivana

FLORENCE TOUR GUIDE

Lisa

FLORENCE TOUR GUIDE

Marzia

FLORENCE TOUR GUIDE

Martina

FLORENCE TOUR GUIDE

Riccardo

FLORENCE TOUR GUIDE

Eleonora

FLORENCE TOUR GUIDE

Veronika

FLORENCE TOUR GUIDE

Sibilla

FLORENCE TOUR GUIDE

Giulia

FLORENCE TOUR GUIDE

Giulia

FLORENCE TOUR GUIDE

Caterina

FLORENCE TOUR GUIDE

Valeria

FLORENCE TOUR GUIDE

Giacinta

FLORENCE TOUR GUIDE

Marta

FLORENCE TOUR GUIDE

Sara

FLORENCE TOUR GUIDE

Laura

FLORENCE TOUR GUIDE

Sara

FLORENCE TOUR GUIDE

Valentina

FLORENCE TOUR GUIDE

Francesca

FLORENCE TOUR GUIDE

Federica

FLORENCE TOUR GUIDE

Valentina

FLORENCE TOUR GUIDE

Francesca

FLORENCE TOUR GUIDE

Alberto

IT MANAGER AND DEVELOPER

Why choose Florencetown?

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48-Hours
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