A new entity created by the Firenze Convention and Visitors Bureau and the Municipality of Florence, Destination Florence, is focused on sustaining tourism to the capital of Italy's Tuscany region.
Destination Florence will expand, deepen, and diversify the city's experiential offerings and improve its marketing and promotional strategies. Its main goals are to encourage tourism, extend the average length of stay, expand and diversify tourist offerings, track attendance and tourism behavior, and improve the image of Florence worldwide.
A new website, destinationflorence.com, will go live in July. Florence's digital hub, the site will offer information and the ability to purchase tickets for museums, theaters, sporting events, taxis, and city tours. Booking hotels will also be a feature of the platform through WebBookingPass, an integrated online platform.
Since 1995, the Firenze Convention and Visitors Bureau has been the official partner of the Municipality of Florence, promoting the city to increase the number of events and conferences held here.