Conceived by Urbano Brini, Chief of Luxury Travel at Arno Travel (part of the Towns of Italy group), together with Lorenzo Maraviglia, General Manager of Collegio alla Querce, Auberge Collection, and supported by Fondazione Destination Florence as the host destination partner, Eccellenze was created with the ambition of becoming an annual event at which Florence is not only celebrated for its past but becomes a protagonist in the future of luxury travel.

The program opened with an engaging roundtable moderated by Helen Farrell, Editor-in-Chief of The Florentine. When asked, “What forms of excellence does Florence represent for you?”, responses revealed a mosaic of values: the city’s authenticity and identity, the charms of the countryside and the pleasures of off-season travel. Challenges also emerged: the lack of direct flights, the difficulty of promoting Florence as its own destination beyond Brand Tuscany and the classic “three-city” itinerary, and the need to expand offerings beyond the most famous masterpieces. One concept in particular sparked imagination: travelling for happiness, guided by art and beauty.

The culmination of the program was the “A Sky Full of Stars” Gala at Collegio alla Querce, Auberge Collection, featuring contemporary cuisine by chef Nicola Zamperetti, dancers and music until midnight. Valentina De Santis (Grand Hotel Tremezzo) and Claudio Meli (The Place) were awarded as Florentine Eccellenze, while Carolina Perez (DUCO) and Albert Herrera (Internova Travel Group) received the title of Ambassadors of Florence for their role in promoting the city on the international luxury travel scene.