Florence Town reviews: Florence tour tickets and day-trip prices

Florence Town is the trading brand of Towns of Italy SRL, an Italian company licensed as a travel business in Tuscany since 2007, with offices at Via de’ Lamberti 1. It is a member of ETOA (the European Tourism Association) and the Virtuoso travel network. Phone: +39 055 281103. It runs city walking tours, Accademia visits and Tuscany day trips, in direct competition with Walkabout and others.

Our verdict. A Tripadvisor score of 4.8/5 from 11,982 reviews, and the #1 ranking in its Outdoor Activities category, point to a strong operator for day trips and outdoor experiences; the Accademia walk at €82 (up to 20 people) is a mid-sized group, not a small one. The downsides: conflicting cancellation terms (24 hours on the product, 48 hours in the general terms) and no Trustpilot presence. A good choice if you want an established local operator, as long as you get the real cancellation window confirmed in writing.

Fact sheet

What it sells and at what price

The typical range: walking tours of the centre, guided visits to the Accademia and Uffizi, and day trips to Pisa, Siena, San Gimignano and Chianti. The Accademia walking tour costs €82 with a maximum of 20 participants: not a private tour, and not a LivTours-style group of six.

The #1 Outdoor Activities ranking on Tripadvisor reflects mainly its experiences outside the city. Always compare what is included (museum tickets, lunch, tastings): an €82 Accademia walk cannot be compared with the official €20 + €4 entry ticket alone. You are paying for the guide and the group logistics, not a “secret entrance”.

The ETOA and Virtuoso memberships show an operator well connected to the travel trade. That matters to agencies; independent travellers should care more about price, group size and a clear cancellation policy.

How booking works

1. Choose an experience on the Florence Town site or on a partner booking platform.
2. Check the meeting point, language and maximum group size (20 on the Accademia walk).
3. Ask for written confirmation of whether cancellation is 24 or 48 hours.
4. Bring your voucher and ID; for museum visits, check whether entry is already included.
5. Support: +39 055 281103.

On multi-stop day trips the pace is the same as other large operators: little time in each town, a lot of time on the road. If you want to see one hill town properly, a half-day or private tour is a better choice than the big loop; on the classic Pisa–Siena–San Gimignano trip, weigh the real time on the ground and the luggage and food rules.

Cancellation, refunds, support

The key point of this review: the product page often says 24-hour cancellation, while the general terms say 48 hours. That is not a quibble: it can move your refund deadline by a full day. Get written confirmation of which rule applies before paying. If customer service confirms 24 hours, plan around that; if the 48-hour terms apply, you need to decide a day earlier. Don’t find out on the morning of departure. After the deadline, penalties or loss of the full price apply according to the terms.

Phone support: +39 055 281103. With no Trustpilot page, disputes go through the company directly or through the booking platform you used.

What the reviews say

Tripadvisor: 4.8/5 from 11,982 reviews, with the #1 ranking in Outdoor Activities. That is fewer reviews than Walkabout, but still a large number. Without Trustpilot there is no second independent source, so Tripadvisor is the main reference: filter the reviews for “Accademia”, “bus” or “cancel”, depending on what you are buying.

Pros and cons

Pros: high Tripadvisor score and #1 Outdoor Activities ranking; licensed local operator; ETOA and Virtuoso memberships; a Florence phone line.

Cons: conflicting 24h/48h cancellation terms; groups of up to 20 on the Accademia walk; no Trustpilot presence; large-group day trips.

Florence Town or Walkabout?

Commercially, Florence Town is closer to Walkabout than to LivTours: mid-sized groups, outdoor day trips and a strong Tripadvisor presence. It has fewer reviews than Walkabout, but its Outdoor Activities ranking steers it towards experiences outside the city walls. If you are buying the €82 Accademia walk, the deciding factors are group size (20) and whether entry is included. A company with a Tuscan licence, a street address and a local phone number is traceable, which is an advantage over brands with no Italian registration, but not an automatic guarantee of a premium small-group experience.

Verdict

Editorial score: 4.0/5 as an outdoor and day-trip operator; 3.2/5 on the clarity of its terms. (1) A good fit for day trips if a coach format suits you. (2) Get the 24- vs 48-hour cancellation rule confirmed in writing. (3) For basic Accademia entry, the official channel is cheaper. See also Walkabout and official Accademia.

We are an independent guide. If you book through our Tiqets or GetYourGuide links we may earn a commission; the price you pay does not change. If the product page and the general terms disagree, don’t book until you have a confirmation email.