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Andrea Moradei

Europe, Italy, Tuscany

Andrea Moradei

Guided wine tasting in the best Florentine enotecas, cooking lessons in historical buildings and guided visits to the best Tuscan wine makers

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Tourism was once an adjunct of knowledge. People travelled to satisfy their intellectual curiosity, to find out about different cultures and religions and visit new, little known territories. Today we can no longer be explorers and enjoy that moment of discovery, unless we move to another planet but we can enjoy the luxury and pleasure of choosing at the moment of planning our trip.

The big tour operators offer stereotypes appealing to the masses where there is no room for deciding how, when or what to see. Today’s tourism is made up for the most part of corroboration Most tourists’ reason for travel is to see for themselves the image which the media has given of a region and confirm their views. Who is without a ready mental image of Italy or India, the United States or Namibia? Standard tourist packages satisfy this need and offer fake worlds, like those we have already seen on television or at the cinema and passively consumed. My intention is to restore the possibility of choice to my customers, to satisfy their curiosity and offer them the excitement of discovering something interesting, everywhere.

My project was born on 1980. Just after a master in Philosophy, I founded in collaboration with other teachers the Italian language and culture centre for foreigners Koinè. This was the starting date for all our Italian language and culture programs. In 1996 I opened the Enoteca de’ Giraldi, offering a cultural approach to Tuscan wine and food. The Enoteca was from the first moment both a wine restaurant then a point of meeting for people interested in wine tasting, cooking lessons and wine tours. In 2003 I opened the wine and food services agency Vinarium, with the aim of offering the best of our wine and food culture, and at the same time guaranteeing amusement and professionalism to my clients. Today Vinarium offers guided wine tasting in the best Florentine enotecas, cooking lessons in historical buildings or wineries and guided visits to the best Tuscan wine makers.

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