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DF
N°01 SPRING 2021
FLY / FLORENCE AIRPORT REOPENS WITH A HIGH-
Destination PERFORMANCE RUNWAY BE.LONG / PLANS ANNOUNCED
Florence TO INCENTIVIZE LONG STAYS IN FLORENCE JUST SAY YES /
PLANNING FUTURE DESTINATION WEDDINGS IN TUSCANY
MAGAZINE
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
DF / COLOPHON
DFDestination
#Florence
Issue 1
Spring 2021
Free issue
Rethinking
the cradle
DESTINATION FLORENCE
CONVENTION & VISITORS BUREAU
Via del Tiratoio 1, 50124 Florence (Italy)
For 20+ years, Destination Florence Convention &
Visitors Bureau has been the official association for
promoting Florence as a destination. Our mission is
to attract quality leisure tourism, MICE (meetings,
incentives, conferences, events) and destination weddings.
+39 055 29881
firenze@conventionbureau.it
www.destinationflorencecvb.com
Editorial office
The Florentine
B’Gruppo srl - Via Valentini 10,
59100 Prato (Italy) +39 055 7093760
MAGAZINE
redazione@theflorentine.net
www.theflorentine.net
Registrazione Tribunale di Prato
n.4 del 12/09/2006
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This magazine was produced thanks
to public funding from the Comune di Firenze.
2 Photo by Josh Hild on Unsplash
DF / EDITORIAL
It’s hard to imagine what the world will be like after the
pandemic. Everything seems possible and, at the same
time, unimaginable. What’s certain is that the restart will
only reward those who are capable of working togeth-
er, bringing together the best forces and promoting the
complementary actions of the area’s stakeholders.
This is the fundamental value of organizations like Des-
tination Florence Convention and Visitors Bureau: uni-
fying local excellence, gathering resources and harness-
ing them as a driving force for a sustainable resumption.
We have worked with this goal in mind during these
months of the pandemic, consolidating relations with
local stakeholders such as the City of Florence, the
Chamber of Commerce, Fondazione CR Firenze, Regi-
one Toscana, the University of Florence, Firenze Fiera
and our 300-plus members, who believe in our project
and with whom we share a vision for the future of tour-
ism in one of the most beautiful cities in the world.
Federico Barraco
President, Destination Florence
Convention and Visitors Bureau
Florence is one of the strongest brands in the world, a city
so beautiful and alluring, whose name inspires and takes
us on a journey. The city offers far more than we imagine,
however, and often it provides much more than even we
locals experience on a day-to-day basis.
The aim of this magazine is to begin talking about Flor-
ence in all its aspects, qualities which continue to fuel the
mission our bureau has pursued for more than 25 years.
We have the honor of seeing the city through a wide lens,
in addition to knowing details and specifics about Flor-
ence given our direct contact with the local economic
fabric. For this reason, we have decided to tell the world
what we’re doing by spotlighting stories, facts and figures,
as well as the top projects and sometimes unexpected
schemes that make Florence so special.
Together, we’ll discover that Florence is very different
to our expectations of this beautiful city. Together, our
amazement will heighten our desire to return to this
unique place we all love.
Carlotta Ferrari
Director, Destination Florence
Convention and Visitors Bureau
3
DF
MAGAZINE
/ FOREWORD
This time
of pandemic
hasn’t been
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
a time of
postponement.
In Florence, this time of pandemic In the last few months, many
hasn’t been a time of postponement. investments have gone ahead, such as
On the contrary, it has been a time the vast Sant’Orsola and Santa Maria
of great ferment and work to lay Novella complexes. These investments
the foundations for a new vision of will focus on the best training,
Florence, charting new courses of innovation and sustainability as we
development and establishing new encourage and support young artisans
vocations for the city. and small business owners.
4
DF / FOREWORD / MAYOR OF FLORENCE
find culture at its liveliest. In addition to
Florence’s infinite beauty, this year will
be typified by celebrations marking the
700th anniversary of Dante Alighieri’s
death with a busy events program, plus
some outstanding exhibitions with
Henry Moore at Museo Novecento and
We are also continuing measures aimed at
Ali Banisadr at the Bardini Museum.
making our city smarter, as demonstrated
Last but not least, French artist JR’s
by the ICity Rank 2020, which put
installation, The Wound, on the façade of
Florence in first place for all of Italy.
Palazzo Strozzi makes us reflect on the
closure of our cultural spaces.
So, a greener, more innovative, more
intelligent city lies in our future. Dario Nardella
But, on their return, tourists will also Mayor of Florence
5
DF / MICE / NEWS
Florence has scored the 34th ICAS
Florence
Congress, beating Sydney in an
international bidding process. The
secures
achievement is the product of a solid
nomination promoted by AIM Group
International, Firenze Convention
ICAS 2024 Bureau, Firenze Fiera and the Italian
Association of Aeronautics and
Astronautics.
home, especially in Leonardo Bassilichi, former
such difficult times. president of Firenze Fiera.
The news is a positive “Securing a global event of
signal for our desti- this calibre speaks volumes
nation and the entire about our central location,
conference segment in the allure and versatility of
Florence. We won the the premises, innovative
bid thanks to intense amenities and up-to-the-
A flyby over work with AIDAA and minute technology.”
Florence by our members, AIM
Italy’s acrobatic Group Internation- Aiming higher
arrows on May al and Firenze Fiera
26, 2020, to rai-
se spirits during Congress & Exhibition With an office in Flo-
the pandemic. Center, showing once rence, AIM Group
Ph. Alexandra more that teamwork is International is a leading
Korey for The essential in obtaining company specialising in
Florentine
tangible results.” congresses, events and
“Working with AIDAA communication with
and other partners in 60 years of experience.
Held at the Palazzo dei
34th ICAS Congress Florence to secure a Founded in 1960 by an
Congressi and Palazzo degli
9 < 13 Sept 2024 congress of high scien- industry pioneer, Enzo
MAGAZINE
Affari, the leading event will
tific value at this time Buongiorno, as one of the
welcome approximately Palazzo Congressi + in history with interna- first PCOs, the company
1,000 delegates from all Palazzo degli Affari tional events primarily has quickly become the
over the world from 9 to 13 Florence postponed was even preferred partner for
September, 2024.
Florence prevailed over
1,000+ delegates more invigorating for scientific associations and
us,” Flaminia Roberti, pharmaceutical compa-
strong competition from
global sales director of nies for a wide range of
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
Sydney due to the outstand- the entire Italian aeronauti- AIM Group Interna- events. Thanks to a suc-
ing reputation of Italy’s entire cal industry—manufactur- tional, comments. “We are cessful global expansion
aeronautical community and ing, universities, research convinced that new hybrid strategy, the group now
the Association of Aero- centres and districts—to and digital events will be an boasts a 350-strong mul-
nautics and Astronautics show the products made and essential part of future meet- tilingual team, working
(AIDAA); the quality of the the research conducted in ings, with a different defini- out of 17 offices around
technical visits proposed; the our country to the world’s tion of the customer journey the world, offering an
steadfast support of the city top stakeholders. … We and experiences that also extraordinary breadth of
council, institutions and in- all now have the duty and tap into new technologies experiences, including
dustry; the financial viability responsibility to fulfil the to broaden networking and virtual and hybrid events
of the project; and a convinc- proposal by doing our best engagement opportunities and the digital mar-com
ing dossier, which included a over the next four years to for all event users.” projects curated by the
motivational video presented make sure that ICAS 2024 “While we are preparing to brand-new communi-
in the final stages of the bid- becomes a successful event resume the events industry cation hub, AIM Com-
ding process. for the Italian and global in total safety, which is a munication. Innovation
“ICAS is the most important aeronautics sector.” key economic driver for the and quality are the main
aeronautics congress in the Carlotta Ferrari, director area, securing the 34th ICAS drivers of the group,
world,” Professor Erasmo of Destination Florence Congress is an important which maintains the
Carrera, president of AIDAA, Convention and Visitors addition to the international tailor-made approach for
explains. “Florence 2024 will Bureau: “We are delighted to events scheduled to be held every client.
be a unique opportunity for bring this important victory on our premises,” stated aimgroupinternational.com
6
DF / MICE / INTERVIEW / FLORENCE AMBASSADOR
How much
is a city’s Interview with
intellectual Marco Bindi
Vice-President for National and
capital
International Research of the
University of Florence.
worth?
One of the main features of activities of is one of university
lecturers and learning and research
a top-class conference city is professors must – can have a greater
the deep-seated intellectual be assessed economic impact
commitment of local leaders. in terms of compared to a similar
the ability city without higher
To date, Florence Convention to organize education institutions.
& Visitors Bureau has scientific events The economic impact
successfully involved these locally, which might prove broader
translates as and of higher quality
leaders in international congresses compared with mass
congresses. Now, Florence aims attracting tourism.
to engage these individuals thousands
of people –
further, which means delegates are often accompanied by
seeking out leaders with family members – and the constant Where is the room for improvement?
international reputations, as flow of persons involved in meetings.
The intellectual capital index strives to Florence is positioned well in Europe.
well as developing programs express this whole world that moves It could be positioned even better if it
aimed at expanding the city’s according to the intellectual capacity of were to resolve a few habits that derive
scientific base and commercial universities and research centers. from mass tourism. Florence is a tourist
destination and its pulling power is
potential. How do we turn our attention to the unquestionable. When Florence is
economic worth of intellect? chosen, very few objections are voiced,
What is the Intellectual Capital Index
but at times organizers find it hard to
and what does it express? Our area is famous all over the world find rentals at affordable prices. It’s the
for its history, art and literature. It’s clear same for students. Florence is a university
The index allows us to assess the that these aspects are associated with city, but it could offer more competitive
contribution made by all the activities Florence, the cradle of the Renaissance. amenities and prices, plus a more
associated with knowledge, research This drives international tourism with structured offering. Before the pandemic,
and technology transfer, which are values that result economically clearer the city’s administration had started to
highlighted less with other indicators, but than those promoted by university solve problems affecting students and
which have repercussions on the local research. The University of Florence researchers, so that they feel at ease
fabric in material, cultural and social is general in its approach as it has on moving to Florence. Destination
terms. The added value determined by interests in all fields, from medicine Florence Convention & Visitors Bureau is
the activities of universities and research to engineering, agriculture, the developing a student orientation section
centers is represented by Italian and environment and the humanities. The on their website and is taking a proactive
international students who move to types of people who move around on the approach on spreading awareness about
Florence to study, who – in addition to basis of these interests represent a certain these issues.
the rent they pay and the city’s allure level of value, or evolved tourism, which
for their friends and family – represent the local area recognizes better as it
an invaluable intercultural value with makes use of several aspects. Hence, this
a significant social impact and long- allows us to understand how this higher
term relations. On the other hand, the level in Florence – because the situation
7
DF / MICE / NETWORK
Florence, Gothenburg, Ljubljana, Lyon,
Rotterdam, Salzburg and Valencia
are sharing knowledge, experiences
Strength and best practices to promote their
potential as MICE destinations. The
in numbers network’s first joint event took place
in Brussels in March 2020, attracting
great interest among Brussels-based
association representatives.
SALZBURG VALENCIA FLORENCE
“The EU CVB Network is an
excellent collaborative network
based on trust between its
members and the idea of
building support to enable us
to efficiently work towards
our common goals. We are
well aware of the power of
partnership marketing and
its ability to boost destination
—Elisabeth Kassanits-Pfoess, awareness, but we believe that —Ilenia Pasi, Sales Manager,
Sales & Marketing Manager, Destination Florence
Deputy Director, Salzburg Convention & Visitors Bureau
Convention Bureau
“The EU CVB network is way
more than a promotion and “Florence is really proud of
MAGAZINE
sales platform, but at the same being part of the EU CVB
time even more valuable, it Network and one of its
represents a great knowledge founding members. Everything
hub for all of us. By sharing started a couple of years ago
knowledge, experiences, best with a coffee and some chats
practice and even business —Manuel Ferrís, Head of during the main networking
leads, we strongly benefit from València Convention Bureau events of the meeting industry,
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
each other and, in the long with our respective directors
term, our clients profit too. We talking about the importance
have access to a large pool of of cooperating to highlight
ideas and inspiration, which building strong partnerships our shared characteristics and
helps every single destination to should be an ongoing activity, values. Then we made this
grow. As we all share common rather than just a single event concept bloom! We combined
characteristics, like a focus on driven strategy (like the one we our marketing power to create
sustainability and innovation, did in Brussels a year ago and our network identity and
as well as a personal approach was the starting point of the organize dedicated events
within the destination, we network). Instead of seeing each both in person and virtually
complement each other well and other only as competitors, we (a must in these times) to
you always find colleagues to decided to join forces to bring introduce to our clients all
exchange with on a similar level. attention to what we have to the shared benefits they could
Especially in the disruptive offer (our ideas, goals, values, profit from rotating among our
times that we are facing now, etc.), also introducing ourselves destinations or creating multi-
a network like ours is very to new audiences and enhancing hub solutions. The EU CVB
supportive and increases your our brand visibility. Awareness Network wants to be a bridge
stability in the market. We is a key ingredient in success to seven destinations, a bridge
set ourselves high targets to and by working together we will which allows clients to cross
make sure we can get the best make our destinations more our cities and reach their goals,
outcome of the network, for us known to potential clients and more easily saving time, costs
and our future clients.” on the international scene.” and energy.”
8
DF / MICE / RE:START
Florence:
a magnet We speak with Lorenzo
Becattini, president of Firenze
for trade shows Fiera, about the way ahead
for meetings, incentives,
and conferences conferences and exhibitions
in Florence.
MAGAZINE
How do you plan and manage events in What can we expect from trade shows in particular for conferences, to work
the midst of all this uncertainty? in the future? with important testimonials who can
connect online.
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
We have used technology to accomplish We’re faced with a stimulating time of
online what we’ve always done in person. change. The post-Covid era in particular How has your organization adapted to
The first digital trade show, Firenze introduces a change in vision and the current challenge?
Home TexStyle, was held in January, technology, in which digital is the tool for
which allowed exhibitors and buyers to the new vision. There’s no doubt that we The clearest answer is the way in
meet on the platform. The timescale is will go back to holding in-person events. which we have converted the “green
as new as the technology. We decided We must be prepared to accompany room”, where we held conferences with
to extend the running time to 22 June, traditional trade shows with online combined desks and chairs facing the
beyond the usual four days of the fair, preparation, which will prove crucial in speaker, into a television set! It’s one way
allowing new connections every day growing in-person events. Even when that sparks interest in future potential:
for everyone wanting to do business. In we resume in-person events, there will remodulated physical spaces that define a
March, the fourth edition of Didacta was be a change in attendance with fewer new scenario.
inaugurated by the new Italian education people, but we must deliver the original
minister, Patrizio Bianchi. The busy offering, and technology can play a part What events have been confirmed for
line-up will focus on schools, teaching in accomplishing this. When somebody 2021 and 2022?
methods and new distance learning walks into a certain type of trade show,
techniques. such as fashion and textiles, buyers need The resumption of Pitti Immagine is
to have a physical reaction; they need to pivotal. We are all waiting to know if it
touch the products. When it comes to will be possible to hold the event in June
crafts, buyers need to be able to evaluate and July, perhaps with a few adjustments,
the piece. However, there are possibilities, but it’s hard to make any predictions.
10DF / MICE
There’s a strong demand to resume I wanted to bring back some art to Villa
bookings with new future conferences Vittoria. The villa was once a museum –
and events that already want to set dates the pieces are now at the Uffizi. I’ve asked
in September and October 2021. There’s some Tuscan artists to loan their art in
a thirst to savor live events again before order to have a decor that is fitting with
going ahead and planning better for 2022 contemporaneity, such as Giò Ponti’s
and 2023. We’ll talk about this again in desk designed for Contini Bonaccossi
the second half of the year, saving what saved from the oblivion of a warehouse.
works and readjusting this based on the Beautiful things like that will be kept on
new Firenza Fiera scenario. display. Style is style.
How are the renovations progressing? Florence isn’t at a standstill then?
We started work on the Palazzo degli Last April, we signed a new agreement
Affari exhibition hall in January, with a between Firenze Fiera and Florence Con-
completion date scheduled for November. vention Bureau to substantiate the fact
It’s a new aesthetic that will be worthy that Florence has a strong competitive
of the building designed by Pierluigi edge as far as conferences are concerned.
Spadolini. The renovation includes new We have to be good at winning and
spaces that will be configured in a flexible managing them, and excel at customer
way with movable walls, which we will satisfaction. If we ask a hundred peo-
be able to modulate based on requests. ple where they would like to go for a
We’re talking about a tailor-made outfit conference, it’s likely that 90 of them will
for small, high-quality trade shows and say Florence. The beauty of our art helps,
conferences. Beautiful things require but we cannot limit ourselves in only
complementary situations, which is why saying Florence in our portfolio. We have
Piazza Adua, in agreement with the city to pamper visitors with experiences and
council, must go back to being a worthy tours, with stories that can be told along-
access point from the station and the side culture. In that way, Firenze Fiera
tram system. Plans are also in the works must also become a small-scale producer
to renovate the Fortezza da Basso. Also, of culture.
Prior to the pandemic, the
international trade show sector
showed constant growth, hitting
record highs in 2019, according
to the Country & City Rankings
2019 produced by ICCA –
International Congress and
Convention Association. Italy
was in sixth place for the number
of meetings held in 2019, after
the US, Germany, France, Spain
and the UK. Figures released by
OICE – Italian Observatory of
Conferences and Events – saw
Florence burst ahead with a
3.9% increase in the number of
delegates in 2019 compared with
the previous year and against
+2.6% for the whole of Italy.
In economic terms, events and
conferences accounted for 10%
of overnight stays in Florence’s
hotels in 2019.
11DF / DESTINATION FLORENCE
Destination Florence:
an ethical choice
DestinationFlorence.com
is the official marketplace of
the City of Florence. It’s the
first port of call for tourist
amenities, such as hotel
reservations, museum tickets,
theatre performances, tours
and much more.
Travelling has always meant
more than a personal gift.
More than anything else, it’s a
tribute to the destination.
5 reasons to use
From the moment when you
book, a deep love develops
between the traveller and the
DestinationFlorence.com
journey’s end. These adren-
aline-fuelled days involve DestinationFlorence.com is all about local, ethical and sustainable travel.
butterflies in the stomach
as future visitors decide the 1/ We support Florence and local businesses.
why-when-how of their
travel plans. 2/ We care about Florence as a UNESCO World Heritage site.
MAGAZINE
Many of today’s tourists are 3/ We promote the whole of Florence and its surroundings, treating the main
fully independent. They plan attractions and little-known gems with the same respect.
and book their vacations
using a whole host of tools, 4/ Our official partnership with the city council means that you can rely on the
from the traditional to the quality of the information and services.
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
various established digital
platforms. Contemporary 5/ Selling everything on a single platform, which is simple, fast and convenient,
travellers choose the expe- means that the money goes straight from our official platform to the operators, hence
riences they crave and tailor helping Florence and the local economy.
them according to their
personal tastes.
The purpose of
DestinationFlorence.com to create their own packages We choose our partners
DestinationFlorence.com
puts Florence first independently and purchase according to a code of ethics
them in a single transaction. that reflects the vision of
is to provide travellers with
DestinationFlorence.com Plus, the prices you find Florence that we want to
everything they need to
was created in 2017 in on Destination Florence offer: absolute respect for
make informed choices.
partnership with Florence are market prices, which the law; local suppliers only;
It’s a way of ensuring that
City Council. It is the only means visitors to the city quality standards met; and
Florence ticks all the boxes
official e-commerce that never spend more than they in-depth knowledge of the
while focusing on sustainable
encompasses the entirety of should. local area. This means that
tourism in the future.
what Florence has to offer: The products and services quality is always guaranteed
hotels, restaurants, exhibi- sold on DestinationFlorence. whenever travellers book a
tions, museums, tours and com are all certified and hotel or purchase a tour on
experiences. supplied by a network of DestinationFlorence.com.
It has a unique shopping 300-plus local, specialized
cart, which allows travellers and qualified operators.
12“In the last few years, we have worked For this reason, as the city councillor for
hard to promote tourism that is more tourism, last year we launched a publicity
sustainable and respectful. Florence is campaign aimed at creating an alli-
a place of extraordinary beauty, which ance between the City of Florence, tour
is precisely why the number of tourists guides and tour operators to “relaunch
has increased, including mass tourism sustainable tourism in the city” through
in which inattentive visitors have taken awarding the “Feel Florence!” mark of most of a set of services and take part
advantage of the city without fully quality to everyone who works according in the annual Quality Tourism Awards,
experiencing or respecting it. to certain standards. In addition to help- promoted by our partner Destination
ing us combat unregulated activity, a phe- Florence Convention & Visitors Bureau.
Sustainable tourism, which we encourage nomenon that “damages” citizens, visitors All these actions are being implemented
with strategic partners like Destination and, more generally, the image of our city, so that we can welcome back everyone
Florence, is attentive to our community the Feel Florence recognition allows us to who chooses Florence for their next
and the city’s heritage. This is a more cu- develop a stronger bond between public journey in the best and most sustainable
rious form of tourism that does not stop and private sectors, sharing a vision ways.”
with the better-known attractions, but focused on the diversification of tourism
pushes beyond the boundaries of the his- experiences, decentralizing visitor flows,
toric center. These travelers buy from the informed tourism that respects the city
botteghe of our craftspeople and explore and its residents, and protects jobs.
established stores as well as everything
that the Made in Florence culture has The tour guides and tour operators
to offer. This tourism stays longer in the who obtain this stamp, as well as being
city and ventures out to the metropolitan promoted on the Feel Florence website
Cecilia del Re
area, for the leafy suburbs in search of (www.feelflorence.it), can make the city councillor
lesser-known sights. for tourism
MUGELLO CIRCUIT
n Jewel A Tusca
More info: www.mugellocircuit.com @MugelloCircuit @MugelloCircuit @MugelloCircuitDF / DESTINATION FLORENCE
Off to a flying (re)start
Florence Amerigo Vespucci Airport carry out the maintenance to want to congratulate Toscana
make good use of the winter Aeroporti on its decision to
reopens on April 2 with a newly paved, downtime in air traffic. “We press ahead with the resur-
high-performance runway. have taken advantage of this facing of the runway, which
timeframe caused by the will make Florence Airport
pandemic, so that we won’t more efficient.”
Heavy-duty lorries are runway is being resurfaced have to close the airport in The newly paved runway has
driving one in, one out with an enhanced asphalt the years to come,” remarked not been extended or repo-
through the border police that will vastly improve Marco Carrai, president of sitioned, but the masterplan
barriers at Peretola. A hive of landing and takeoff at Flor- Toscana Aeroporti. “We are for the longer 2,400-me-
activity for a port of call that ence Airport. The operation making a huge effort, so tre strip is expected to be
is currently grounded, the also extends to the safety that we will be ready for the presented in May. It will take
city’s international hub has area and horizontal mark- hoped-for resumption of at least five more years for
embarked on what Rober- ings, in compliance with air traffic in the spring and these plans to become reality.
to Naldi, CEO of Toscana the standards set by the summer.” In the meantime, the current
Aeroporti, remarked as being European Union Aviation “This work is a signal of a 40-day maintenance plan
“probably the largest con- Safety Agency. Advanced city that never stops,” Dario continues apace, working
struction site at the moment light-emitting diode lighting Nardella, Mayor of Florence, 24 hours a day, seven days a
in Tuscany”. Tar permeates replaces the former halogen commented in a photo call week, providing employment
the air as journalists ride the system, in addition to a in front of the resurfacing to more than 100 people.
airport bus, in a flashback to monitoring system that will campaign. “During the An Air France flight from
journeys past, to the edge of inform the control tower Covid emergency while Paris is scheduled to be the
the 1,700-meter-long runway. immediately even if just one international borders are first flight to touch down on
Having closed for mainte- light were to malfunction. closed and airports are ex- the fresh tarmac when the
nance on February 1, the The decision was made to periencing minimal traffic, I airport reopens on April 2.
MAGAZINE
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
Check before you fly.
For updated
information about
traveling to Italy from
abroad, see the Italian
Ministry for Foreign
Affairs website.
www.esteri.it/mae/en/
14Florence, the birthplace of Dante Alighieri,
pays tribute to its illustrious son in 2021 during
the 700th anniversary of his death.
#700Dante:
events
+ experiences
Travelling further
of Florence with a
(and slower)
documentary exhibition
“This epic 245-mile network of trails is
on Dante’s human and
the ultimate slow journey with a literary
political story (October
twist. Inspired by Dante’s journey, this trail
2021-January 2022); in
can only be accessed by foot or bike and
the cloisters of Santa
is broken up into 20 stages from Ravenna
Maria Novella, a Dante
to Florence and back. Guests can rest
exhibition as a preview of
their heads in local lodges and embrace
the upcoming Museum
the wilderness of the Apennines along the
of the Italian Language
way.”
by the Accademia
-Lonely Planet
della Crusca; and at
the Central National,
The Roads of Dante trail was the only
Riccardiana and
Italian attraction to score a place in
Laurentian Libraries for
Lonely Planet’s Best in Travel 2021
a three-venue exhibition
Sustainability awards in the “Best Walks”
in partnership with
section. The hike offers an opportunity
Società Dantesca Italiana
to retrace Dante’s steps between Florence
on Dante and his time
and Ravenna, his birthplace and the city
in Florence’s libraries
where he died. This slow travel experi-
(September 2021-January
ence through Emilia Romagna and Tus-
2022).
cany, crossing the Apennine mountains,
The Teatro del Maggio
allows nature lovers to immerse them-
Musicale Fiorentino
selves in culture where time comes to a
Foundation is working on
standstill following in the footsteps of
three projects: a reading
Dante Alighieri, from his birth, career as
of the ‘Divine Comedy’
a poet and politician in Florence, his sub-
at Teatro Goldoni, a
sequent downfall and ultimate exile be-
concert tour conducted
fore dying in Ravenna, where his remains
by Riccardo Muti held
and tomb still remain today. The main
in Ravenna, Verona and
route, Dante’s Way (Cammino di Dante),
Florence (September
covers a distance of 395 kilometres, but
13 for the Florence performance), and
there are more manageable options. Cy-
Events in Florence the commission of a piece by Luca
clists might like to tackle the historic Via
Francesconi, conducted by Zubin Mehta
Faentina, while another highlight is the
Florence hopes to reconcile with its on the occasion of the inauguration of
Dante Train, which connects Faenza and
exiled son with an array of cultural events the New Auditorium.
Florence via Marradi, travelling through
this year. The Casa di Dante Museum has
the Mugello and Sieve valleys.
Exhibitions are planned at the Bargello embraced the anniversary to modernize
Museum: Honorable and Historic Citizen the medieval space with displays in
of Florence (April-July 2021) and The Italian and English (reopening in June). Book your Dante experiences on
Admirable Vision - Dante and Comedy On May 14, the date used in 1865 to destinationflorence.com:
in the Symbolist Imagination (September mark the 600th anniversary of the poet’s bit.ly/700danteexperiences
2021-January 2022); the Uffizi, with Trees birthday, when flagbearers paraded to
Find out more about the events
In-Verses, a show dedicated to Giuseppe piazza Santa Croce, the City of Florence being held in Florence:
Penone with a tree-shaped installation in is hoping to organize a similar historical https://www.700dantefirenze.it
piazza della Signoria; the State Archives reconstruction of the solemn procession.
15DF / DESTINATION FLORENCE / LONG STAY
BE.LONG
Florence
for students,
startuppers,
home workers
+ temporary
citizens.
Florence now boasts a new service for the
city’s temporary citizens. Be.Long, a project
developed by Destination Florence in
partnership with the City of Florence, aims
to repopulate the historic centre with the
MAGAZINE
next generation of residents and medium-
to long-term rentals. Be.Long is equally
primed to become the touchstone for help
and support aimed at students and startup-
pers as well as an useful tool for universi-
ties and study-abroad programs.
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
The endgoal is to offer the city’s higher
education institutions with a one-stop
portal for all the additional amenities
that they have managed independently
to date, which is no easy task given the
many addenda to their core business. With
Be.Long, powered by Destination Florence
Convention & Visitors Bureau, all univer-
sities and international schools will be able
to access the information needed to help
their students when it comes to housing,
transfers, family vacations and obtaining
visas, plus much more.
Developed on DestinationFlorence.com in
partnership with the City of Florence and
championed by tourism councillor Cecilia
del Re in particular, the project aims to
make life easier for visitors as they put their
roots down in Florence, integrate, belong
and thrive. The initiative will also act as a
16Every year, Florence
welcomes around
36,500 people
into study abroad
data gathering exercise to monitor the programs. Be.Long will make this a thing of the
rental market in the city centre. past.
Each person stays
As its name suggests, Be.Long is designed The website will contain a wealth of
to help users integrate into the city and
in the city for an practical information for temporary citi-
settle in for a medium to long-term stay. average of 80 to zens looking to move to Florence. These
Although overseas students form a con- future citizens can find out details about
siderable segment of the target audience, 90 days. healthcare and all matters pertaining to
the platform has also been conceived as bureaucracy and administration, in addi-
a tool applicable to start-uppers, medical tion to a gold mine of invaluable infor-
tourists and temporary citizens, workers In a normal year, Florence welcomes mation about everyday life in the Tuscan
who come to the city for a finite length tens of thousands of medium- to long- capital. A number of services pertaining
of time. It is also aimed at smart workers term residents, and though it is unlikely to Florence will be promoted and sold
and digital nomads. Surveys suggest that that this summer will see them return in through the platform, such as tours, visits
the possibilities afforded by remote work- their typical numbers, the city hopes for and various other experiences.
ing have prompted 37% of the world’s a certain percentage of its usual arrivals
workforce to consider moving location. before the end of 2021, whether for study Whether reaching out to businesses
Destination Florence is keen to promote abroad programs or for remote working or private individuals, the aim of
Florence as a destination for these new opportunities. Newcomers to Florence Destination Florence remains the same:
mobile breeds of employee. It is in the have traditionally been left to fend for to promote Florence as an innovative
city’s interests to attract new talent and themselves when it comes to finding destination through the strength of an
start-up enterprises. accommodation and navigating their ever-developing network.
way through bureaucratic requirements.DF / TUSCANY FOR WEDDINGS
Love
in the time
of Covid-19
We look at the
wedding trends for
2021 and 2022 and how
Tuscany is perfectly
placed to deliver the
destination wedding
of people’s dreams.
Tuscany has been outdoing itself Most 2020 weddings have been locations can protect your loved ones
repeatedly on the destination wedding rescheduled for 2021 with some in the most private and secluded way
scene in recent years. It’s not only the postponed to 2022, which means that possible. Tuscany has a wealth of villas
allure of Florence and the picturesque the organizational timescale has been where events have always been held,
MAGAZINE
Tuscan towns that are attracting lovers to extended from the usual 12 months to which can be rented out for your entire
this varied region; it’s the nature itself in 18 or 24. As the world emerges from wedding party: it’s a natural continuum
all its manifold glory. lockdowns and downtime, we can of what could make your special day
expect to see some wedding trends in become an extra-special week or two.
In 2018, the destination wedding segment the months ahead. Intimate ceremonies Indeed, extended celebrations are being
in Tuscany brought 546,000 visitors and a with just the bride and groom and their predicted as one of the hot wedding
turnover of more than 160 million euro, immediate families, something that we trends for the year ahead as couples look
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
according to a report by Centro Studi saw last summer, for a more personal for extra ways to wow their guests. A
Turistici. Tuscany is the market leader occasion imbued with sentiment. longer occasion is one means of making
for destination weddings with 30.9% of Receptions with less than 50 guests are up for the fewer numbers. Multiple
all nuptials in Italy and 32.3% of the total classed as micro weddings, which will days with friends and family beside a
turnover. The UK and the USA are by far prove a midway solution for weddings sun-kissed pool, enjoying a leisurely
the main markets, followed by Germany, in 2021 and 2022. The long Tuscan barbecue and grazing on Tuscan cheeses
Australia and the Netherlands. summer provides the perfect setting for while sipping glasses of the region’s reds,
eco-friendly nuptials with its constant whites and rosés are definitely on the
The pandemic has hit the sector hard warm weather and gorgeous outdoor cards. Alternatively, newlyweds could
with 70% of businesses declaring a loss in venues to avoid close contact with too differentiate, renting a delightful piece of
revenue and 45% ceasing their activities many people in a closed environment. Tuscan real estate and inviting different
altogether. But for Francesco Palumbo, Elopements may make a comeback in friends at different times, interspersed
director of Tuscany’s tourism board, To- the months ahead as couples organize with small group tours and authentic
scana Promozione Turistica, destination getaway weddings to escape the potential experiences, such as truffle hunting,
weddings will continue to be a vital part headache and expense of downsizing geocaching and even skydiving for thrill
of the region’s tourism scene. “Weddings caused by sudden Covid-19 restrictions. seekers!
are a strategic product that we’ve pin- Nothing says Tuscany like the dust
pointed for years to come. After two years rising along a gravel track and the Safety measures are part and parcel of
of investing in this segment, international relative isolation of the region’s venues the weddings of the future as venues
promotion will be accelerated further will be a saving grace for destination and wedding planners adapt to the
operationally and financially.” weddings. With safety in mind, remote new normal and local legislation.
182018
Summer
is the preferred
546,000
season for
Destination
Weddings and
the most requested
visitors months are
2,713
September
and June.
events
€ 160mln
turnover (€59K average Tuscany boasts one of the most efficient
healthcare systems anywhere in the
expense per event) world, guaranteeing universal, public
30.9%
and free healthcare to all. Hygiene
and containment measures already
play a major role across all venues and
businesses with strict implementation of
physical distancing applied to planning
and seating arrangements. Hand
sanitizers and masks reassure guests
as they are welcomed to the occasion,
making them feel safe and cared for. Plus,
slice of the italian testing is now easily accessible across
the region as Covid-free weddings join
market cake Covid-free flights in the months ahead.
UK+USA
Couples might decide to tighten their
belts in 2022 and 2023, but this thriftiness
creates opportunities to promote
off-season weddings and promote
quality products at accessible prices.
Encouraging bookings for the years
ahead at lower prices will allow operators
main markets (followed by Germany, to regain more cash flow. What will prove
vital for those working in the destination
Australia and The Netherlands) wedding segment will be the creation
of packages that address the needs of
potential customers and developing a
marketing strategy aimed at the right
target to win market shares.
19DF / TUSCANY FOR WEDDINGS / INTERVIEW / TUSCANY AMBASSADOR
Tuscany is undoubtedly one of Italy’s
most romantic regions. With myriad
memorable villages, towns and cities, all
while surrounded by bucolic nature, the
options of where to marry are endless.
Helping couples create the ideal wedding
for them is the enthusiastic and joyful
wedding planner, Wayne Gurnick of Mo-
ments by Wayne. His role as ambassador
for Tuscany for Weddings sees him share
Wedding
his passion with couples in the United
States for the fairytale-like wedding loca-
tions and charming gems to be found all
planner Wayne
over the region.
From his base in Los Angeles, Wayne
Gurnick shares
promotes Tuscany as a destination wed-
ding venue, guiding couples in their plan-
ning from start to finish. But beyond his
the everlasting
own key role in crafting the perfect day,
Wayne is keen to share his admiration for
the team he finds in Tuscany.
romance of “Tuscany is such an incredible region.
My wife and I have travelled extensive-
Tuscany
ly throughout Tuscany. Then I had the
opportunity to experience Florence and
Tuscany professionally and I found that
everything I loved on a personal level
was available there on a professional level
also. You have the beauty of the region
along with the wealth of so many dif-
ferent opportunities for ways to make a
wedding – or any type of celebration – so
MAGAZINE
personal. People are drawn to everything
that the region has to offer, from the in-
credible food to the amazing people, who
are just like most of us in the wedding in-
dustry: we’re pleasers. I’ve made so many
friends over the years and the team has
constantly impressed me by how caring
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
and talented they are. I’ve also had op-
portunities to talk to others about what it
is that makes Tuscany so special and I’ve
only heard people tell me the incredible,
wonderful experiences that they’ve had
while being in Tuscany.”
Wayne was selected as a guest speaker
for the Destination Wedding Planner
Congress in 2016, an occasion that brings
together top professionals from all over
the world to share their expertise. “On a
business level, I’m very particular about
where I put my name, not for any other
reason than that I set really high stan-
dards for myself. I want to make sure
that the people I work with are able to
produce both the products and services
that the client wants and I know that
most people in our industry are looking
for people to be very pleased with the
20“People are drawn to
everything that the
region has to offer,
from the incredible
food to the amazing
people, who are just
like most of us in the
wedding industry:
we’re pleasers.”
work that we do. When I was contacted a number of different business owners people make decisions to choose things
about the congress, I was very impressed and property owners when I toured 27 that are more important to them. You can
with the work that they do to promote different locations within a five-six day find a wonderful corner of the world in
not only their organization that brings excursion in Tuscany, interviewing as Tuscany where everything is so beauti-
members of the wedding organization to- many different places that are members ful; whether it’s rustic or refined, there’s
gether, but also by how they do it. They’ve of Tuscany for Weddings as I could – it an amazing beauty. I beam when I talk
done amazing things for all sectors, both was an amazing experience. I’ve conduct- about it because it’s such a special place.
public and within the industry, to pro- ed many property tours and site visits in I’ve travelled all over, I’ve been to many
mote the region and to bring together the the past and this was really world-class. places in the world, and my wife and I
best resources that are available, whether We were travelling all over the region have talked quite frequently over the last
it’s an incredible location such as a Relais and the driver knew every backroad and year about how much we miss Italy and
& Châteaux, a historic private property, a shortcut to ensure we tacked in as many we miss Tuscany.”
large city hotel or a small boutique hotel; different locations as possible. I don’t
they really have everything that a couple speak Italian, and often times I hear peo- Given that your wedding day is one of the
could imagine.” ple say, ‘But how can I do this if I don’t most remarkable and memorable days of
speak Italian.’ I’ve never found it to be a your life, knowing that professionals like
Another intriguing venture by Wayne is problem as people always try their best Wayne conduct their work with endless
his wedding radio section on his web- and there was always a way to facilitate passion and dedication assures couples
site: “Wedding Words of Wisdom is an communication.” that all the pieces will come together to
online radio programme, something that create an incredible day.
I started a number of years ago. I find out “Weddings are going to be more import-
what people in the industry are interested ant than ever once the pandemic has
in and what they do within the wedding been taken care of. I think that people
world, and I always finish off with their will travel more and that they will not
wedding words of wisdom. This industry necessarily have larger celebrations, but
is a joy and a pleasure, it’s a lot of hard I think that celebrations will happen
Find out more about
work, but it’s so inspirational to provide differently. It’s going to be more import- Wayne Gurnick at
a couple with their most special day. I ant to select those people that they want www.momentsbywayne.com
had the opportunity to interview quite to celebrate with. When things are scarce,
21DF / TUSCANY FOR WEDDINGS / VENUES
Love
in Florence
in Tuscany:
hand-picked Make yourself at home in the 15th-
century hand-restored villa of Il
Salviatino (www.salviatino.com),
destination offering spectacular views of the
surrounding nature and beauty. Located
just 15 minutes outside the city center,
wedding venues it vaunts original frescoes, lush gardens
and a vast yet cozy terrace with vistas of
the Duomo. From truffle hunting on the
Let your passion
MAGAZINE
property grounds to private winery tours
and family-style Tuscan dinners, you
can tailor-make your Tuscan wedding
take wings package, choosing from different
locations in the villa or the private
parkland to cater to your every desire.
with these top
DESTINATION FLORENCE CONVENTION & VISITORS BUREAU
Set in the hills above Florence with
swoonworthy views over the city,
destination Belmond Villa San Michele (www.
belmond.com) rivals any museum
or gallery with its historic frescoes,
wedding venues cutting-edge art and façade attributed to
Michelangelo. Formerly a 15th-century
monastery, the Italian gardens are
in Florence and luxuriant with the alluring scent of lemon
trees and roses, ideal for a romantic
stroll with your spouse. Only 15 minutes
Tuscany. from the centre of Florence, the unique
location with its picturesque views is a
sensational site for weddings.
With rolling hills dotted with vineyards, cypress trees and centuries-old villas,
Tuscany draws couples from all over the world, given its wealth of cultural Nestled in the green hills between
and natural heritage set in a landscape that has inspired some of the greatest Fiesole and Florence, Villa and Fattoria
artists in the world. With full circle wedding planning services at your dispo- di Maiano (www.villadimaiano.it) is a
sal, a picture-perfect wedding day is ensured. Here we take you through some stunning setting for a remarkable event.
of the most breathtaking venues in Florence and Tuscany for your destination Originally built in 1400, the estate is only
wedding. five kilometers from Florence, yet it feels
22like you’re deep in the countryside. With
a swimming pool and even an olive oil
And in Tuscany… rooms in typically Tuscan style as well
as cottages on the grounds. A chapel,
mill, there’s plenty to explore and enjoy. swimming pool and spa mean your every
Seek solace in the tranquil countryside,
The private sitting room of Elisabetta need is catered to for both your ceremony
declaring your love in a simply magical
Corsini is home to a collection of antique and pre- and post-party. The on-site
venue where time seems to stand still.
dolls and valuable tomes collected by Sir restaurant is the only Michelin-star
Castello di Casole (www.belmond.
John Temple Leader reside in the library, restaurant in the Arezzo area, ensuring
com) is a 10th-century estate where
making this venue endlessly desirable. only the highest quality food and estate
you can enjoy the best of rural Tuscany,
wine is served to your guests.
30 minutes from Siena. Spread across
One of the last Medici residences,
4,200 acres, spot wildlife, hunt for
Villa Corsini in Mezzomonte (www. Returning to the land of Chianti wines,
truffles and then retire for a fine dining
villacorsini.com) is a grand and elegant cornfields, chestnut groves and cypress
experience. The on-site San Tommaso
setting for your special occasion. trees synonymous with Tuscany, the
Church is picture perfect for an intimate
Dating back to medieval times, the villa 11th-century Castel Monastero (www.
ceremony of up to 30 guests, or for a
features frescoes from the 1630s and was castelmonastero.com) is nestled in
larger gathering, declare your vows in the
inherited by the Corsini family in 1644. these paradise-like surroundings, a
gorgeous vineyards.
Located in the municipality of Impruneta beautifully restored medieval village and
a mere seven kilometres from Florence, monastery, 23 kilometers from Siena.
The world-renowned wine region
the venue offers guests mesmerizing Two restaurants, rustic chic guestrooms
of Chianti Classico is home to Villa
views of the Chianti hills and centuries of and a villa, this is a luxurious and
Mangiacane (www.mangiacane.com),
history that will enthral all. typically Tuscan retreat with spa facilities,
a 15th-century property built by the
a charming church, and medieval and
Machiavelli family with works by
Another noted venue is Villa Cora renaissance buildings for a sophisticated
Michelangelo, who redesigned the villa
(www.villacora.it), an exquisite and celebration.
for an important wedding. 750 acres of
exclusive aristocratic premises set within
vineyards, olive groves and forest fill
a centuries-old park and overlooking The 5-star Hermitage Hotel (www.
the estate, meaning there are plenty of
the much-admired Boboli Gardens. The hotelhermitage.it) overlooks Biodola
fantastic backdrops for capturing your
lavishly decorated Moresque Room is Beach and is composed of several villas
occasion on camera. The terrace offers a
particularly charming, with its eclectic scattered among the hills on the island
view of Brunelleschi’s Dome and you’re
taste typical of the villa, also evidenced of Elba. Say your vows in front of the
just 12 kilometres south of Florence yet
in the Mirror Room, which was once crystal-clear waters in the beautiful bay
have all the charm and beauty of the
considered the most beautiful ballroom before relaxing with the vast array of
famous rolling hills.
in Florence, drawing illustrious guests facilities that means your guests will have
such as Princess Eugenia, wife of plenty to entertain themselves. Tennis
Owned by the Baracchi family, the
Napoleon III, and the renowned Russian courts, seawater pools and even a golf
17th-century villa of Il Falconiere &
composer Tchaikovsky. course and diving center: the facilities are
Spa (www.ilfalconiere.it) provides 34
truly top class.
23Ethical
Sustainable
Local
Choose Destination Florence,
the official tourist marketplace
of the city of Florence,
the first and only place
where you can purchase the city’s
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guided tours & much more.
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