Italy's New Hotels and Experiences Enhance Tuscany's Appeal

On a recent trip to Florence, the city’s stunning Renaissance streets felt even more enchanting with fewer tourists. Yet, it was evident that hotels, restaurants, museums, and shops were yearning for visitors.

I attended the DUCO Travel Summit in July, where 200 luxury travel advisors gathered with premier Italian hotels and destinations after 18 months of virtual meetings. “We can now prioritize quality over quantity,” stated DUCO founder Carolina Perez during her opening remarks, highlighting the shift in visitor dynamics post-pandemic. “However, the country still relies on a certain level of tourism.”

During the summit, Sir Rocco Forte, owner of Rocco Forte Hotels, noted that the crisis has underscored the vital role of tourism in Florence and Italy's economy. “For the first time in 30 years, Italy has a minister of tourism. People are beginning to understand the value of visitors who contribute financially. I hope this resonates with politicians, encouraging them to appreciate Florence's beauty without the crowds and manage tourism more effectively,” he expressed.

A great way to achieve this is by exploring areas outside Florence. Here’s what’s new in Florence and the stunning Tuscan hills that await you.

New Hotels in Florence

During my stay at The Place, I got a sneak peek at two significant hotel reopenings in Florence.

The 89-room Helvetia & Bristol boasts a unique charm, housed in a 19th-century townhouse just a three-minute stroll from Piazza della Repubblica, the city's heart. After a comprehensive five-year renovation that concludes this year, it features the luxurious 1,000-square-foot two-bedroom Presidential Suite Bristol, adorned with four-poster beds and exquisite bronze lamps, sculptures, and antique mirrors. Designer Anouska Hempel, renowned for Blakes Hotel in South Kensington, London, collaborated with local artisans to achieve an authentic Florentine palazzo ambiance. A highlight is the new Cibrèo Caffè, a casual counterpart to the celebrated fine-dining restaurant Cibrèo near Mercato di Sant’Ambrogio. Additionally, a new spa is set to open by the end of summer, featuring original Roman thermal baths visible through pool panels, along with a Finnish sauna, hammam, gym, and relaxation areas.

Il Tornabuoni, set in a historic 13th-century palazzo near the Arno River, is set to reopen on September 10 after a comprehensive renovation by Milan-based architect Andrea Auletta. The hotel offers 66 vibrant rooms featuring playful animal-themed art and striking black-and-yellow chevron wallpaper. Families will appreciate the rooms equipped with two queen-size beds, a rarity in any city. With five dining options, including Il Magnifico Restaurant and La Cave cellar, it’s sure to become a local favorite.

Accommodation Options in Tuscany

Finding charming villas in Tuscany with fewer than five or six bedrooms can be difficult. That’s why the new Borgo-69, featuring 12 villas ranging from one to three bedrooms, is noteworthy. This sister property to Villa Fontelunga, opened in 2000 by founders Paolo Kastelec and Philip Robinson, emphasizes “informal luxury.” Each villa, crafted from neutral woods and marble with reclaimed materials from the original 200-year-old structure, includes a kitchen, dishwasher, and washing machine, plus a private terrace or garden. The on-site restaurant, Emporio di Ines, named after Kastelec’s mother, features a deli and shop with fresh produce from the garden. Guests can also enjoy amenities at Villa Fontelunga, including tennis courts and bicycles.

At Borgo Santo Pietro, a luxurious 22-room resort in Tuscany, the 300-acre organic garden has finally been completed after two decades of effort, now featuring a new vegetable garden that supplies the Michelin-starred restaurant Meo Modo. Sustainability is a core commitment: a new fermentation lab teaches guests how to enhance vitamins and nutrients, a herb house utilizes river water to create essential oils, and local employment is prioritized. Additionally, Satori, the yacht owned by Borgo Santo Pietro, has partnered with Massimo Bottura for an unparalleled luxury experience. The Michelin-starred chef will join guests on board to craft a personalized seven-course tasting menu while sailing the Mediterranean in summer and Turkey in winter. Two trips have already sold out.

Rosewood Castiglion del Bosco, established by Massimo and Chiara Ferragamo, introduced 19 new suites on August 1. These suites are situated in a new complex within the expansive 5,000-acre estate, each featuring private outdoor spaces and stunning views of the Val d’Orcia Natural and Cultural Park and the Tuscan town of Montalcino. The resort also includes 23 original suites and 11 standalone villas.

Trending Adventure Experiences in Tuscany

While Tuscany often conjures images of pasta, wine, and beautiful landscapes, it is increasingly becoming a destination for adventure travel. Recent years have seen a rise in adventure-themed trips as travelers seek to reconnect with nature. Activities range from traditional horseback riding, hiking, and cycling to surfing, kayaking, windsurfing, and sailing in the lesser-known coastal towns.

Canyoning—traversing water pathways through narrow gorges by jumping, sliding, hiking, and using ropes—is also gaining traction. Popular spots include the deep Orrido di Botri canyon, famously inspiring the writer Dante, and the Rio Selvano canyon, both located near the picturesque walled town of Lucca.

The Tuscan archipelago, located in the Mediterranean, is often overlooked during vacations but lies just off the Tuscan coast, near major cities like Lucca, Pisa, and Florence. Each island offers adventure activities such as snorkeling, diving, and biking. While luxury resorts are absent from the seven islands, comfortable three-star accommodations can be found. The largest island, Elba, is renowned for its stunning beaches and its history as Napoleon's place of exile. The other islands include Giglio; Giannutri, featuring the ruins of an ancient Roman villa; the volcanic island of Capraia, known for its dramatic cliffs; Montecristo; Pianosa, famous for diving; and the smallest, Gorgona.

The Via Francigena in Tuscany is a historic pilgrimage trail that was traversed by Sigeric, the Archbishop of Canterbury, on his way to Rome in the year 900. Today, it spans approximately 236 miles from north to south, winding through local villages, past churches, and over mountain passes.

Coming Soon

The Uffizi Gallery in Florence is launching the Lands of Uffizi project, which will enable masterpieces currently in storage to travel across Tuscany, making them accessible to more local residents. The exhibits will commence this summer and continue for the next five years. For instance, if you're staying at one of the Borgo-69 villas, you can view the St. Francis of Assisi exhibit at Castiglion Fiorentino in Arezzo, just a 15-minute drive away. Discover current exhibitions here.