The ecosystems of tourism and culture: for a tourist who is more aware, slower and more sustainable

Applying this concept to the management of tourist flows in a city like Florence implies a 360-degree action of which promotion is the tip of the iceberg. Building sustainable tourism products means having first analyzed the data regarding the flow, knowing where, when and what visitors are asking for and expecting from the city.

The visitor is increasingly demanding and cognizant of what he/she wants, he/she seeks authenticity and it is his/her search that needs to be answered promptly, completely and thoroughly. The virtuous matching of culture, tourism, environment, craftsmanship, viability, and digital transition today becomes essential for a city like Florence which, in order to be at the forefront, must present itself as a single experiential heritage accessible to all.

First spring and then summer 2022 gave its former look back to Florence.

The streets, squares, museums resound with different languages, are populated by faces from the four corners of the world, in a new beginning that is there for all to see.

This is exactly what the city of Florence wants to be and represent: a welcoming and inclusive place ready to offer and offer itself to all those who have shown that they have an overwhelming desire to get back on the road.

Our tourists choose to immerse themselves in the Renaissance atmosphere, in the Florence of the Medici, but then they discover how the city is a multifaceted and polycentric destination: for its hills, for its masterpieces hidden in the most out-of-the-way areas, for the lively panorama of cultural, artistic and sporting events. The urban regeneration that has invested a large part of the city, also and above all in the decentralized areas, has created new metamorphic spaces, cultural and innovative poles of an international scope. In recent times, new forms of art and culture have flourished such as the great works of street art, all located in areas that are not traditionally tourist destinations, but which sustainable mobility has made more accessible thanks to the development of new forms of sharing favored by young people.

In terms of sustainable and outdoor tourism, the spiritual and non-spiritual routes have been rediscovered, which find in Florence the destination or starting point of a journey, a journey which then unfolds all around, in a rich and varied territory, ready to welcome the slow and knowing traveler.

Renewed attention has been paid to the green spaces, to the villas and gardens hidden within the cloisters, to the surrounding hilly area which offers great potential and which can be developed in a sustainable manner, thus lightening the pressure of tourism on a historic center which needs to be preserved, so that it remains the heritage of all humanity.