Our story

Luminata is a unique meeting point of Nordic and Italian cultures, people and lifestyles, brought to life by its founders, team and international partner network, always well-informed about the area of expertise and destinations that we are focusing on. Your travel planner and programme designer. Ultimately, we create and deliver memorable Italy experiences, tours, workshops, courses and travel guides for our customers, rooted in authentic localness. Restaurants, bars & pizzerias, agriturismos, cantinas & wine producers, farms, cooking classes, creative courses, culture tours, and anything else that our guests are experiencing, are the most genuine ones of the chosen area, quite often belonging to family businesses where several generations are active, and with whom we have long lasting relationships. In that way we are giving our contribution to preserving the authentic traditions and cultural heritage of Italy through a sustainable tourism, whilst being able to offer the absolute best for our customers, difficult to find on your own.

Evelin Ojamets, Founder of Luminata

"After almost 20 years of writing about it and experiencing it, Luminata was born in 2021 from a lifelong passion and love for Italy, and from a family heritage of our Nordic-Italian family. We are helping our guests to discover the Italy of locals, immersed into its history and culture, tasting the most authentic food and wine that this amazing country has to offer, and enriching your journeys with some interesting and well-tested experiences and travel programmes, be it a cooking class, tasting, culture tour, relaxing spa day or learning a creative skill.  We are a family business, headquartered in Naples and Tallinn, but covering also Amalfi Coast, Capri and Procida islands. Recently our network has also expanded into Tuscany, allowing our guests to experience Florence and the charming wine towns of Tuscany."  

Evelin Ojamets, Founder of Luminata

Our values

Mediterranean spirit

We look into the life itself for constant inspiration and see value in simple, everyday things. We value experiences and people over things – it doesn’t matter what you have or were born with, it matters what you do and how you do it. We value happy encounters with people and an outstanding friendliness towards everyone.


We get things done in the Nordic down-to-earth way – being effective, organized, honest and straightforward in our doings and communication towards everyone. We don’t overpromise and always deliver. At the same time we believe in the value and promotion of the Nordic well-being, caring and healthy lifestyle in terms of our own people, customers and wider public.


We never stop learning and exploring ourselves, as that is the only way we can deliver meaningful experiences and expert consultancy to our customers. We love what we do and want to impact a positive lasting change for our customers, both on their business and private lives. We learn from mistakes and are always looking for new, improved ways to do things while staying true to our core values and to our purpose.


Everything we do, we do with class and integrity. We just don’t show the way, we take the customers all the way where they want to go. We create and deliver memorable and impactful experiences to private and business customers with attention to details, “can-do” attitude and that final elegant touch that makes all the difference. We prefer simple beauty and timeless design in everything over flash.