About us

Our signature bike tours in Florence, Italy, are created and handled by Florencetown, an asset 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 is the creator of the most popular and beloved Florence bike tour.

Offering a wide selection of entertaining ways to explore the cradle of the Renaissance, Florencetown specializes in providing memorable experiences in downtown Florence and in Chianti, including signature itineraries carefully designed to offer our clients an authentic taste of the best in Tuscany. Bike across Florence’s bridges, along the vineyards; taste the best wines in the world in a boutique cellar, and catch magnificent views!

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our team

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

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

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

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

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

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

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

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!