Photo Credit: Destination Florence CVB

The Florence Municipality, The Florentine Chamber of Commerce and The University of Florence signed an agreement to outline new and effective strategies in the tourism field, relying on the governence of tourism and the ability to directly foster agreements between institutions and individuals, while defining and clarifying the roles of various on-site actors.

The agreement is dedicated specifically to the MICE tourism and to better the quality of tourism in all the Florenctine territories and it has the aim of choosing a partner to develop activities and strategies.

Thanks to the winning of a competition notice, Destination Florence Convention and Visitors Bureau has been selected as the unique partner of the City of Florence and its partners to promote the destination all over the world and acquire more conferences and events. To develop the activities, the Municipality of Florence allocated 320.000 Euros per year for a total period of three years, to be renewed for two more years.

Destination Florence CVB presented a project to better the tourism within the city of Florence thanks to specific activities and with two main goals: acquire more conferences and events and attract a qualified tourism.


  • Increase the number of winning bid and conferences to be held in the city
  • Presence at primary Fairs and Events of the sector (ILTM Cannes, ATM Dubai…)
  • Augment number of tourists with a qualified profile and high spending capacity
  • Increase the average duration of stay within the territory
  • Expand and diversify the range of services, products, and experiences
  • Qualitatively enhance the image of Florence worldwide
  • Promote qualified and certified tourist services in the city, including the greater metropolitan area, to include lesser-known concepts of great touristic value

Carlotta Ferrari, Director of Destination Florence CVB said: “Florence is one of the most attractive destination of the world; in fact, it is in the top five cities to host conferences and events. We will continue to promote Florence to acquire more conferences and events each year.” She added that thanks to the Destination Florence project, they will develop and promote tourism offerings, proposing a benchmark for a single, potential national model. “We are working with the most innovative technology, as our new chatbot will be present in the next months; and we are also opening our official account on WeChat to promote Florence in the Chinese market,” concluded Ferrari.