Destination Florence’s president Laura Masi says they are working alongside the city regarding the high concentration of visitors and the urgent challenges this poses.
What is the current state of tourist flows in Florence? Has anything changed?
“Florence remains one of the most magnetic destinations globally, and the priority is no longer simply to welcome visitors, but to guide balanced tourism policies. We are working with the City Council to enhance monitoring tools to map day-trip tourism and manage flows in real time.”
What measures are you adopting in the historic centre?
“Our role is to support institutions and operators by providing useful tools. We are focusing on segments such as conferences and destination weddings and using awareness campaigns such as #enjoyrespectfirenze. We also manage critical issues, focusing on legality and the balance between hospitality and the daily lives of residents.”
How are you redistributing visitor flows away from the centre?
“We are highlighting villages, nature trails and artisanal excellence beyond the historic centre, and we are working with local authorities to encourage focusing on alternative itineraries.”
What is the role of operators and what are your future goals?
“Operators are the driving force behind this transformation. We promote the sharing of expertise and joint projects, focusing on segments that generate value for the local area and that contribute to the well-being of the community.”
What kind of authentic experiences do you suggest for return visitors?
“Florence is made up of neighbourhoods, gardens and artisan workshops, such as the Oltrarno area, and then there are our villas and landscapes. We also promote them to international students, encouraging a slower approach that fosters a genuine connection with the city.”
