In a world where luxury is often synonymous with stillness the plush suite, the infinity pool, the vineyard estate there’s a new breed of indulgence that demands movement. It winds through the snow-capped Alps, roars across the Côte d’Azur, and echoes along the ancient motorways of Tuscany. It is called Ultimate Driving Tours.
Founded by Anthony Moss and Julie Hunter, Ultimate Driving Tours is not just a travel company. It is a love letter to the open road. Based between Melbourne and Europe, the duo have crafted a global lifestyle brand that redefines what it means to take the scenic route. Their guests do not merely visit beautiful places. They become part of a cinematic journey behind the wheel of the world’s most coveted supercars.
Where Passion Meets the Pavement
More than a decade ago, Anthony and Julie were just two car enthusiasts with an audacious idea to share the thrill of driving the best machines in the world on the most breathtaking roads ever built. What began as a modest passion project has evolved into a multi-million dollar enterprise, with over 100 events hosted across 200,000 kilometers of road in more than a dozen countries.
Their formula is simple and irresistible. Picture a fleet of Ferraris and Lamborghinis purring outside a château in Champagne. A convoy of McLarens curling through the Dolomites. Afternoons spent sipping Brunello in Montalcino, followed by evenings of fine dining under Venetian chandeliers. At Ultimate Driving Tours, speed is only part of the story. The rest is told in rare vintages, world-class hospitality, and the unexpected bonds that form when strangers become co-drivers.
Crafting the Ultimate Experience
Luxury travel has long been about the curated experience, but Ultimate Driving Tours takes that principle to exhilarating new heights. Every detail is meticulously orchestrated by Julie and Anthony themselves. From roadbook logistics to bespoke dining experiences, they oversee each tour with the precision of a Formula 1 team and the warmth of seasoned hosts.
No two tours are exactly alike, but the emotional architecture remains constant. Anticipation builds as guests arrive. Awe follows as engines fire and mountain passes open wide. There is laughter and camaraderie. There are moments of awe hairpin turns that lead to sweeping views and evenings filled with vintage wine and shared stories. By the end, there is often a sense of transformation.
“It’s more than a holiday,” one past guest shared. “It’s a memory that lives on long after the rubber has left the road.”
The Road Ahead for Experiential Travel
The luxury travel industry has seen significant shifts in the post-pandemic era. Discerning travelers now crave more than five-star accommodations or first-class flights. They seek meaningful experiences, rooted in authenticity, emotion, and connection. Ultimate Driving Tours has been perfectly positioned to meet this demand, offering something immersive and unforgettable.
Their model blends bespoke adventure with high-end comfort. Whether it’s tracing the route of the Monaco Grand Prix or ending a driving day with a Michelin-starred meal, every detail is designed to deliver not just a service but a story. In 2025, their calendar includes everything from the Amalfi Coast to the Scottish Highlands, along with private drive events and even jet tours for those who prefer the sky to the road.
And as the company scales, the focus remains on quality over quantity. “We’re not interested in being the biggest,” says Anthony. “We want to be the best the most memorable, the most personal, the most exciting.”
Challenging the Status Quo
Julie Hunter brings something vital to the wheelhouse of Ultimate Driving Tours a fresh perspective. In an industry historically dominated by male voices, Julie leads with clarity, creativity, and compassion. She sees the road not just as a thrill but as a platform for inclusivity.
“There’s this perception that supercar experiences are just for the boys,” she notes. “But our tours are designed for everyone. Women come with their partners or solo, and they thrive in this environment. It’s empowering.”
Julie’s leadership style blends operational rigor with emotional intelligence. She ensures each guest, regardless of background or driving experience, feels both welcomed and wowed. Her influence has helped build a loyal community that returns year after year, often with friends in tow.
A World Designed by the Guest
Perhaps the most remarkable feature of Ultimate Driving Tours is its guest-led ethos. While many luxury travel companies create packages around destinations, Anthony and Julie begin with people. Who are they? What do they crave? What makes them feel alive?
This commitment to personalization means no two itineraries are ever quite the same. Whether someone dreams of driving a Bugatti through the Black Forest or cruising an Aston Martin past lavender fields in Provence, the team makes it happen.
Even more impressive is their ability to weave moments of stillness into the momentum. A morning spa visit at a five-star wellness retreat. A slow lunch in an olive grove. A private champagne tasting at a family-owned vineyard. These pauses elevate the pace, giving each journey a natural rhythm that feels both indulgent and intimate.
Driving Toward the Future
With continued growth forecast in 2025, Ultimate Driving Tours is set to expand its offerings to new territories, new vehicle marques, and even more immersive formats. Yacht and jet charters, extended Grand Tours, and exclusive collaborations with luxury brands are already in motion.
Yet what will never change is the soul of the business the pursuit of pure driving pleasure, wrapped in the world’s finest experiences. For Anthony and Julie, the real luxury isn’t in the horsepower or the hotel suite. It’s in the freedom of the road, the sound of engines echoing through the valleys, and the lifelong friendships formed between fellow explorers.
In their world, the journey is the destination. And it is nothing short of extraordinary.
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