Those in love with Italy dream to see Florence

Travel Trade Exhibition

February 3-4, 2026

Palazzo Borghese, Florence, Italy

Registration Authorization

About the Event

The idea to create the event Terra Italia was born as a synergy of our vision of the current travel trends, our experience and our motivation to reintroduce Italy to the travel agencies in a different way. We will take the best from the other luxury travel shows making the event interactive and easygoing, with deepening into Italian atmosphere and culture providing local activities.

But it will be informative at the same time, scheduling the way all exhibitors will meet all buyers. In spite of the fact that we work with a variety of markets, Terra Italia will target the ones, which are quite abandoned now but feed us with high quality bookings and volumes: Eastern Europe.

You'll have a chance to enjoy communication with buyers during 2 days of workshop, welcome reception, lunches, gala-dinner and inviting them to the tailor-made post-tour to your hotel to experience it after the show.

Venue

Palazzo Borghese, Florence

www.palazzoborghese.it

Participants

Hotels, Tourism board of Toscana.

Hosted Buyers

TO, TA, Concierge companies representing Eastern Europe, Middle East, LATAM markets.

Program

Day 1 | Monday, 02 February

Arrival: Sellers and Buyers arrive in Florence; hotel check-in.

Day 2 | Tuesday, 03 February

  • 09:30 | Arrival to Palazzo Borghese, coffee-break
  • 10:00 – 17:30 | B2B Appointments

Location: Palazzo Borghese.

13:00 – 14:30 | Lunch: Salotto Portinari at Palazzo Portinari Salviati (4 min walk).

  • 20:00 | The Immersive Night

Location: Santo Stefano al Ponte.

Concept: Frida Kahlo: Life in Color.

Dress Code: Vivid & Arty Cocktail. Embrace the bold palette of Mexico: deep reds, cobalt blues and vibrant yellows.

Ladies: Expressive colors, floral accents, or statement jewelry. Mid-length dresses or elegant separates are ideal for a night of movement.
Gentlemen: Creative smart casual. Unstructured blazers, rich textures (velvet/linen) and a touch of color.

Day 3 | Wednesday, 04 February

  • 09:30 | Arrival to Palazzo Borghese, coffee-break
  • 10:00 – 17:30 | B2B Appointments

Location: Palazzo Borghese.

13:00 – 14:30 | Lunch: Salotto Portinari at Palazzo Portinari Salviati (4 min walk).

  • 20:00 | The Grand Gala

Location: Salone dei Cinquecento, Palazzo Vecchio.

Concept: Florentine Excellence.

Dress Code: Black Tie — Florentine Night. Celebrate elegance in the heart of the Renaissance.

Ladies: Floor-length evening gowns. Think delicate lace and intricate embroidery (inspired by Ermanno Scervino).
Gentlemen: Classic tuxedo or a dark formal suit with a bow tie.

Day 4 | Thursday, 05 February

Departure: Buyer check-out and commencement of post-tours.

*The program is subject to change; we will keep you updated.

Registration

Participants

Maison Boissière, BARNES Residences, Paris

Palazzo delle Pietre

Hotel El Palace Barcelona

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Organizers

LTP is a Luxury DMC whose mission is to introduce the beauty of “Bel Paese” to upscale travelers from all over the world.

Thanks to warm and long-term relationships with the most prestigious Italian hotels we have all keys in our hands. The team of expert guides and drivers, together with a wide selection of exclusive experiences will make the visit of our guests to Italy well organized and unforgettable.

Our web platform manages dynamic agreements with a variety of hotels and is able to offer other services such as wine tastings, cooking classes, museum and railway tickets, transfers, boat rentals, helicopter and jet rentals, rent a car service etc.

Our team of Travel Advisors currently consists of over 20 multilingual professionals operating on different markets with over twenty years of experience in the luxury travel industry. We are able to satisfy the requests of the most demanding customers willing to come to Italy.

Pioneer in CIS travel industry with launching international brands and National Tourism Boards.

Co-owner and organiser of Luxury Travel Mart exhibitions in CIS.

Provider of wide range of services: marketing, pr-support, workshops, coordination of hosted buyers’ delegations at international trade fairs.

Biggest database of travel companies in CIS (16 000 contacts).

Contact

Discover Tuscany with LTP and Travel Media
BTS Group Italy srl.

Via Faentina 171, Florence, Italy, 50133
P.I. 06738150488