Welcome to Frui

We’re a creative bunch, passionate about food, wine, art, ideas and authentic travel experiences. For the past five years we’ve been shaping our creative learning holidays and courses with one goal in mind: to offer you sophisticated and unsurpassed creative experiences that take you right to the heart and soul of a destination.

We believe that the best way to experience a place is to respond to it creatively, whether it’s through photography, painting, drawing, cooking or simply meeting and getting drunk with the locals. Our eclectic team of inspirational guides and tutors are there to encourage and support you along the way. Our tutors don’t use technical jargon but rather communicate their passion in a way that is accessible, entertaining and engaging. But they’re not just there to teach, they’re also your hosts, butlers, interpreters, cultural attachés and sommeliers.

Frui doesn’t do big group tours. We couldn’t think of anything worse. Our holidays consist of around eight to fifteen like-minded people, who enjoy being creative, learning new things, eating, drinking and generally letting their hair down. And it’s thanks to our fantastic guests, who make each holiday so unique, that no two holidays are ever the same. That said, on a Frui holiday everything is meticulously planned to the finest detail, from beginning to end, so you don’t have to worry about a thing.

So whichever Frui holiday you choose and whenever you decide to come away with us, rest assured you’ve made the right choice.

Looking forward to meeting you soon.

Henry & James

Founders of Frui

A few more things about Frui:

Outstanding value holidays with no pesky single supplement

We don’t think it’s fair that those who like travelling on their own should pay extra to enjoy the privacy and comfort of their own en suite room. This is why we never charge a single supplement on any of our holidays. In fact, we’re delighted to tell you that our guests consistently give us five out of five for value for money. But most rewarding of all is that over 45% of our guests choose to book with us again. Yeah, yeah, of course we’ll say that! But don’t take our word for it, click here to read some warts ‘n’ all feedback. (We apologise for the messy handwriting of past guests, they’re a creative crowd).

We’re nothing without our team

Our tutors wear many hats and look good in them all! Acclaimed practitioners in their own creative fields, they’re also your hosts, butlers, interpreters, cultural attachés and sommeliers. They’re your people in the know. On all our holidays you’ll have at least two tutors with you from the UK and one local guide. Wonderfully eclectic: as well as being established painters, photographers, chefs and writers, alter egos include archaeologists, astronomers, surgeons, musicians and DJs. They’re fun—the kind of fun you want to sit next to at dinner. They’re spontaneous, passionate and massively well informed about their subject areas. They also know every café, restaurant, bar and secret truffle spot in the local area. Meet some of the team here.

Great hotels are at the heart of our holidays

You know that feeling. The one you get when you walk into a great hotel. Often you can’t put your finger on why you feel so at home. Is it the warm welcome from the friendly local staff, the attention to detail, the smell of slow cooked local food, or all of the above? Whether a luxurious Moroccan riad, a rustic mountain auberge, a charming six hundred year old Damascas guesthouse or a boutique Istanbul town house, all our hotels capture the essence and magic of a region. Each of our hotels offers something unique, something special. To stay anywhere else would be to miss an essential part of where you are.

Local food is always the best

Long dinners with lots of courses and big glasses of wine are a daily ritual with Frui. It’s something you’ll just have to accept! We could wax lyrical about world-class chefs, vintage wines and Michelin Stars, but that would miss the point. The best food is always local. We find the very best a region has to offer and celebrate it. And by celebrate we mean savour the flavours, learn the recipes, meet the farmers, the truffle hunters, the vintners and the honey makers. As for wine, well you won’t find it back home. We sniff out the very best locally grown wines a region has to offer and bring them right to your table, hilltop refugio, or Bedouin tent, or wherever else we might be eating that night.