Three days of B2B business meetings, unique experiences, high-level networking, conferences and discovery of the Italian territory will be held in the heart of Florence, organized by the Italian Exhibition Group. The event sees the participation of companies such as 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.”
The growing interest in AURA comes against the backdrop of an economic outlook in which the high-end market is expected to play an increasingly central role in the development of Italy’s 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 highlight Italy’s enduring appeal as a tourist destination, but also reflect investors’ growing interest in high-quality assets and projects that contribute to the enhancement of local areas.
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. Sponsored by the Region of Tuscany, the main partner is Toscana Promozione Turistica, with host destination partner Fondazione Destination Florence, venue partner Firenze Fiera, strategic partner Dreamsteam and media partner TTG Luxury.
Gloria Armiri elaborates:
“AURA’s ambition is to establish a key international hub in Italy for contemporary luxury travel—an event designed to capture market evolution, connect key players, and turn professional dialogue into new business opportunities… The luxury sector is undergoing a profound transformation. It’s increasingly moving away from mere materiality or ostentation and toward the quality of time, access, personalization and authentic experiences. AURA was born precisely in this space: where hospitality excellence meets the professionals who shape and guide the desires of a highly sophisticated international clientele. Data from TTG Monitor confirms this shift: for 72% of buyers, luxury is increasingly associated with exclusive, personal experiences that hold deep emotional value. …Florence’s creative and artisanal heritage becomes an authentic part of the experience itself: it opens doors, fosters encounters and allows international professionals to connect directly with the craftsmanship that defines the very essence of Italian luxury. I would like AURA’s legacy to be defined above all by the quality and longevity of the relationships we manage to build. An event naturally generates an immediate impact by bringing industry players, buyers, businesses and professionals to the city. However, the most interesting challenge begins once the event concludes: ensuring those encounters evolve into lasting relationships, new collaborative opportunities and an even stronger presence for the destination within the strategies of major international operators. In my view, this is where the true value of a project like AURA lies.”
