Tuscany is one of the first places that comes to mind when dreaming of a destination wedding. Couples from all over the world romanticize its rolling vineyards, sun-drenched villas, charming villages, rich history, and, of course, incredible food and wine. But behind every breathtaking celebration in this enchanting region is a wedding planner who turns that vision into reality with expert precision and heartfelt passion.
We have chatted with Serena Ricci, a professional wedding planner and founder of Tuscan Tours and Weddings, who has spent 24 years creating exquisite celebrations in Italy’s most beautiful places. With a romantic heart, infectious enthusiasm, and a talent for blending effortless elegance with Tuscany’s natural beauty, Serena shares her insights on what makes weddings in this region so special, the secrets to seamless destination planning, and her favorite local venues. Whether you imagine saying “I do” in Tuscany or simply love behind the scenes of extraordinary weddings, this conversation will surely inspire you.
Planner: Tuscan Tours and Weddings, Photo: Erica & Manu
Serena, you impress with two decades of wedding planning experience. How did your journey begin, and how did you start Tuscan Tours and Weddings?
I started to love planning weddings in my younger years. I was the event manager at a venue in Tuscany and saw the great response of couples who loved what I did for their weddings, so I decided to start my own planning business. I wanted to switch from just being the event manager of a specific venue to an independent full-service wedding planner – the main thought behind this was to focus on quality rather than quantity and craft unique celebrations at the many breathtaking properties Tuscany is rich in.
How would you describe the Tuscan Tours and Weddings' style and approach?
Timeless and effortlessly elegant with a modern touch. I love to embrace all the new trends that come out, adapting them to the style of the venue where the wedding is happening.
What makes Tuscany such a special place for destination weddings?
Incredible landscapes, art, history, food, wines, a wide variety of historic villas, medieval castles, and ancient borgos, plus a unique atmosphere you find nowhere else.
Can you share some of the most memorable weddings you've planned in Tuscany? What made them so special?
All my weddings are special to me, no matter how big or small the celebration. If I had to choose, I’d choose Daniella & Ivan, Jennifer & Robert, and Ashley & Marty. They felt more special because of the stunning design, incredible moments during the events, and the unique details of the various happenings.
Planner: Tuscan Tours and Weddings, Photo: Emily Meing, Couple: Ashley & Marty
How do you help bring your couples' vision to life and make their weddings unique?
It all starts with finding the perfect venue, as this sets the tone of the whole event. Identifying the property closest to each couple’s vision, style, and budget is crucial. Once the venue is locked in, I listen to couples’ thoughts and look through all the visual material they share with me, to start working on their specific design and identify the vendors that are the perfect match – so important to ensure the desired vision comes to life.
What are some of the most stunning wedding venues you've worked with in Tuscany?
There are so many amazing wedding venues around here, but I really love working at Castello di Celsa, Villa di Maiano, and Borgo di Pietrafitta, to name a few.
Planner: Tuscan Tours and Weddings, Photo: Matteo Crescentini, Venue: Villa di Maiano
I offer a boutique-style service, forming deep connections with each couple and curating unforgettable celebrations in my beautiful homeland. I put all my care and dedication into every wedding as if it were my own.
Planner: Tuscan Tours and Weddings, Photo: Irene Fucci, Venue: Castello di Celsa
In your opinion, what are the most common mistakes couples make when planning their wedding? How do you help couples steer clear of these mistakes?
Trusting your planner is crucial for stress-free planning and a flawless celebration. A common mistake is to start planning before hiring a wedding planner – with the abundance of information online, it’s easy to get caught by the whirlwind of emotions and lose track of realistic things, like venue size, logistics, and costs, or be unaware of local regulations and requirements. Another is wanting to reproduce the exact wedding they have seen online – what one couple did for their wedding may not work for another. Most of all, each couple deserves a unique celebration rather than a copy of somebody else’s.
Clear and open communication is key to successful celebrations: I am straightforward, transparent, and honest. I explain to all my couples what they should be aware of for a successful destination wedding in Tuscany and the potential differences between their expectations and the reality if need be.
Planner: Tuscan Tours and Weddings, Photo: Erica & Manu
How do you pick the best vendors for any couple's wedding?
I work with a curated list of trusted local vendors. The starting point is the couples’ indications about the vision and style they wish to achieve. From there, I identify the most aligned vendors and talk through it all in detail with my couples. I am always searching for emerging talents and open to discussing options with clients to facilitate decisions and ensure the desired design and budget are respected.
You're a passionate ambassador of Tuscany for destination weddings. How do you incorporate local culture, food, and traditions into your couples' weddings?
This is a top priority for me, as being a native Italian born and raised in Tuscany (from a historic Florentine family of silk artisans), professionally educated on Tuscan culture, food, and traditions, I always add a special Tuscan touch to every part of the celebrations, be it amazing food, unique activities, and memorable guests’ experiences.
Planner: Tuscan Tours and Weddings, Photo: Erica & Manu
What advice would you give couples dreaming of a destination wedding in Tuscany to make their dream a reality?
To hire a local planner who has deep experience with international destination weddings in Tuscany is familiar with the needs and expectations of foreign couples, and has a broad portfolio of hidden gems that only locals know about – and who will be doing the best as if each wedding is theirs. Trust your planner and do things step by step, following the planner’s advice, even if minor adjustments are needed to achieve the desired vision.
Planner: Tuscan Tours and Weddings, Photo: Emily Meing
See more of Tuscan Tours and Weddings’ work through their website, Instagram, or on The WedVibes Directory.
