Luxury Italy, Minus the Middleman — All Heart, No Bots

NATIONWIDE - AUGUST 2025 - (USAnews.com) — And “luxury”? That’s your call. For some, it’s a five-star suite. For others, it’s sharing wine in the kitchen of a vineyard owner’s home. For us, it’s crafting a journey that feels effortless, personal, and unforgettable where every detail reflects what you value most. In other words, a trip designed in perfect harmony with you.

At the heart of Italy’s breathtaking landscapes, rich history, and culinary wonders, there’s a company that doesn’t just offer vacations, it offers transformative experiences. Ana Serra, founder of Selected Tours Italy, has spent over two decades ensuring that travelers to Italy are more than just visitors,  they become part of the story. In a world where algorithms and automation dominate, Ana’s philosophy remains simple: real connections, no outsourcing, just people.

A Journey from Guide to Founder

In 2002, Ana Serra stepped into the travel world as a passionate tour guide, quickly falling in love with Italy’s intricate beauty, culture, and authenticity. Her tours became known for their depth, warmth, and meticulous attention to detail. From the very beginning, Ana’s guiding philosophy was clear: Italy is a living tapestry of experiences, and every traveler becomes part of its weave.

She would often tell her guests that many travelers underestimate the impact they have when they journey through a place. You meet locals. You share your stories, your customs, your laughter. You exchange energy, often without even realizing it. That connection can change someone’s day, shape their view of the world, or inspire them in ways you may never know. The impact is extraordinary, both for the traveler and for the people they encounter. Every journey leaves a mark, and in return, every traveler takes a piece of Italy home in their heart.

By 2008, Ana transitioned from guiding to designing travel experiences, setting the stage for what would become Selected Tours Italy. Her growing network of loyal clients quickly recognized the rare, personal touch she offered tours tailored not just to what was popular, but to what was meaningful. However, it wasn’t until 2018, when Ana founded Selected Tours Italy, that she was able to realize her true vision: to create travel that felt more like an intimate connection than a mass-market itinerary.

But it was the pandemic that reshaped everything. While many in the industry struggled, Ana and her team used the pause to rethink the core of their business. In partnership with Laura Lapi and Chiara Felici, they took Selected Tours Italy in a bold new direction, focusing on sustainable, immersive, and authentic travel. Their mantra was clear: the world didn’t need more mass tourism; it needed more meaningful, personalized experiences.

Commitment to Human Connections

What makes Selected Tours Italy stand out from the crowd of travel companies? It’s simple: the human touch. While many companies rely on digital systems or outsourced services, Selected Tours Italy ensures that every traveler has access to real-time, personal support. “We don’t believe in outsourcing care,” Ana explains. “When our travelers call, a human answers. When they write, a human responds.” This unwavering commitment to direct, personal communication has been the foundation of trust and loyalty with their clients for over 20 years.

Unlike companies that prioritize automation, Ana’s team prides itself on cultivating deep, real-time connections with each traveler. Each client receives a personal WhatsApp connection to the team days before their arrival in Italy, ensuring seamless, responsive communication every step of the way. The result? A unique, tailored journey shaped by genuine human interaction. It’s no wonder that Selected Tours Italy has built a community of repeat clients, agents, and travel advisors who return year after year.

Rewriting the Narrative: Women at the Helm

What’s remarkable about Selected Tours Italy is its leadership. The team running the company is exceptional, talented, dedicated, and deeply committed to the vision. And yes, they all happen to be women. The truth is there was never a plan to make it that way. It simply evolved naturally by choosing the best people for the job and not caring about gender or age, just Talent, passion, and vision came first, and the fact that the entire leadership is female is just a happy coincidence. Tutto qui.

The leadership team’s approach is rooted in empathy, strategic vision, and an unwavering commitment to cultural integrity. As Ana points out, leadership within the travel industry often overlooks the power of collaboration, compassion, and care. At Selected Tours Italy, these values drive the company forward.

In an industry where women make up the majority of the workforce but rarely hold leadership positions, the story of Selected Tours Italy is one of breaking barriers, leading with empathy, and showing that leadership built on collaboration, care, and shared purpose is not only possible, it's transformative.

Crafting Authentic, Sustainable Journeys

For Ana and her team, travel is not about checking off a list of monuments or ticking boxes on a tourist itinerary. It’s about creating an immersive experience that respects local cultures and celebrates the nuances that make Italy unique. Whether designing heritage tours for travelers seeking to reconnect with their Italian roots, curating romantic honeymoons, or crafting high-end group travel, Selected Tours Italy always emphasizes cultural appreciation and community support.

One of the company's key values is sustainability ensuring that the local communities are supported and that the impact on the environment is minimized. With each carefully planned itinerary, travelers are encouraged to step off the beaten path, discovering hidden gems that most tourists never encounter. From remote coastal towns to family-run vineyards in Tuscany, these journeys reflect the richness of Italy’s cultural tapestry, not just its famous landmarks.

The true beauty of Italy is not just in its monuments and landmarks,” Ana says. “It’s in its people, its food, its traditions, and its landscapes. We want our travelers to see that beauty, to feel it, and to take it home with them.”

Looking to the Future: A New Era of Travel

As Selected Tours Italy continues to grow, Ana and her team remain focused on their mission: to redefine luxury travel. While the company expands globally, the essence of what they offer remains rooted in personal connection and cultural authenticity. Their future lies in embracing the evolving travel landscape, where people long for meaningful, human-centered experiences that leave a lasting impact.

“We’ve built a brand that’s grounded in relationships, trust, and cultural appreciation,” Ana says. “The future of travel is human. It’s about meaningful connections, sustainability, and making sure that every traveler leaves with a deeper understanding of Italy.”

For Ana and her team, the journey is far from over. As they lead the charge in transforming the luxury travel experience, one thing is clear: they are a company rooted in heart, human connection, and a deep love for Italy.

Ready to experience Italy through the eyes of those who know it best? With personalized, sustainable, and culturally immersive travel experiences, Selected Tours Italy invites you to embark on a journey that goes beyond the ordinary. Book your unforgettable adventure today and feel the difference of a travel experience led by passion and authenticity.

To plan your next unforgettable journey, visit Selected Tours Italy’s website or connect with them on Instagram and Facebook. For reviews, visit Tripadvisor or Google.