Discover how Selected Tours Italy, a women-led company, offers personalized, luxury travel experiences through deep connections, human support, and a love for Italy.
In a world where digital algorithms often replace human interactions, Ana Serra and her team at Selected Tours Italy are redefining what it means to travel with authenticity. For over two decades, Ana’s love for Italy, her passion for crafting meaningful travel experiences, and her unwavering belief in the power of human connection have made Selected Tours Italy a trusted name among discerning travelers worldwide. But what truly sets the company apart is not just its insider expertise or exceptional itineraries, it’s the commitment to ensuring that every client feels like a valued individual, not just a traveler. With a personalized touch that’s rare in today’s travel landscape, Ana and her all-women team are rewriting the rulebook on luxury travel.
From Tour Guide to Founder of a Global, Women-Led Company
Ana Serra’s journey into the world of travel began in 2002 as a tour guide, where she honed her deep love and knowledge of Italy. As a local with an intimate understanding of the country’s rich history, culture, and hidden gems, she was able to provide travelers with experiences that went beyond the standard tourist attractions. By 2008, Ana transitioned into travel design, building a base of loyal clients who appreciated her attention to detail, personal touch, and authentic experiences.
The creation of Selected Tours Italy in 2018 marked a pivotal moment in Ana’s journey. However, it was the aftermath of the pandemic that catalyzed a complete reimagining of the company. In partnership with Laura Lapi and Chiara Felici, Ana transformed Selected Tours Italy into a company dedicated to sustainable, authentic, and deeply personalized travel experiences. The shift was intentional: to move away from mass tourism and instead focus on creating journeys that foster cultural appreciation and human connections.
“As a company, we’ve always been driven by our values,” Ana says. “We wish to show people an Italy that’s authentic, sustainable, and meaningful. Our goal is to create memories, not just itineraries.”
Human Connection at the Core
There are many things that set Selected Tours Italy apart from other luxury travel companies. First and foremost, they understand that what luxury means to one traveler may be entirely different for another and this is why every journey is shaped by an unwavering commitment to human connection. With Ana and her all-women team at the helm, travelers enjoy personalized experiences and real-time support from start to finish.
“We don’t believe in outsourcing care. When our travelers call, a human answers. When they write, a human responds, someone who knows their story,” says Ana. “This is how we’ve built trust for over 20 years, and it’s a philosophy that will never change.”
With a lean, efficient operation powered by technology and guided by empathy, Selected Tours Italy is able to deliver personalized service without the friction of automated systems. Every traveler is given a direct WhatsApp connection to our team just days before arrival, ensuring a seamless, customized experience from start to finish.
This hands-on approach has earned Selected Tours Italy a dedicated following of Agents, Travel Advisors, repeat clients and referrals, who appreciate not only the exceptional itineraries but also the feeling that they are part of a travel family. The company’s all-women leadership team has made it a rare and powerful example of female entrepreneurship in an industry dominated by larger, male-led organizations.
Authentic Journeys, Cultural Appreciation, and Local Support
Selected Tours Italy is built on the belief that travel should do more than check boxes on a travelers list. It should be a transformative experience that builds deeper connections, respects local cultures, and supports communities. In a country where tourism often leans heavily on mass-market experiences, Ana and her team are committed to curating journeys that are intimate, educational, and sustainable.
From leisure Travel to personalized heritage tours, to unforgettable Honeymoons and anniversaries, to high-end groups, Selected Tours Italy creates tailored experiences that cover all 20 regions of Italy, not just the landmarks, but the hidden gems that most travelers never see. Whether it’s a solo traveler, a family with children, families reconnecting with their Italian roots, a couple looking for a romantic getaway, or a multi-generational family seeking to make lasting memories, Selected Tours Italy crafts journeys with soul and precision.
“The true beauty of Italy is not just in its monuments and landmarks,” Ana explains. “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.”
The Women Behind the Company: Redefining Leadership in Travel
The all-women leadership team is a powerful symbol of resilience, excellence, and purpose in an industry where women are often underrepresented in leadership roles. Ana’s story is a testament to what can be accomplished with grit, passion, and a strong sense of community, qualities that are infused into every aspect of the company’s operations.
“We are proud to be changing the narrative in an industry where women make up the 80% of the workforce, yet leadership roles remain predominantly male,” Ana says. “At Selected Tours Italy, every key decision-maker is a woman, and let me add, this team came together organically. These are simply the people who applied. There has never been any distinction or preference on my part. My team doesn’t just execute, they lead. They take ownership, anticipate challenges, and drive the company forward with vision and purpose. They combine strategic thinking with empathy, proving that leadership built on collaboration, courage, and care is not only possible, it’s powerful.” they just happen to be women.. tutto qui!
The Future of Sustainable, Human-Centered Travel
As Selected Tours Italy continues to grow, Ana and her team remain steadfast in their mission to redefine luxury travel. They are focused on expanding their global reach while maintaining the authenticity and personal connections that have made them successful.
“We’ve built a brand that’s grounded in relationships, trust, and cultural appreciation,” says Ana. “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 just beginning. The future is bright, and with their unwavering commitment to service, sustainability, and cultural integrity, Selected Tours Italy is poised to lead the way in reshaping the future of travel.
Join the Journey
If you’re looking for a travel experience that goes beyond the ordinary, Selected Tours Italy offers a unique opportunity to explore Italy through the eyes of those who know it best. With personalized, high-touch service and a commitment to cultural appreciation, Ana Serra and her all-women team are transforming the way we experience travel.
To plan your next unforgettable journey, visit Selected Tours Italy’s website or connect with them on Instagram, Facebook, and TikTok. For reviews, visit Trustpilot.
