Two months after this success, the new sports commission of Fondazione Destination Florence was launched to bring together public administrations, private entities and the sport’s world with the intention of attracting national and international sporting events and competitions capable of enhancing the suburbs and deseasonalizing tourist flows.
The positive impact for both the city and metropolitan area of the Tour de France laid the foundations for the division that works to systematically bring top-tier events to the city and beyond. It aims to develop a diversified offering that’s capable of responding to the sector’s specific requirements, capable of meeting the needs of large numbers. The commission’s timeliness is further evidenced by the fact that between 12 and 15 million foreigners visit Italy every year for reasons related to sport (source: UNWTO), with an estimated growth over the next few years to reach around 20% of the total tourism in the national territory. A higher spending capacity is reported for this sector, which reaches hospitality and catering businesses (52%), with 24% spent in recreational, cultural and entertainment activities (Centro Studi Turistici).
The success of the large-scale Grand Départ indicated the city’s readiness to welcome sports tourism at this level. In addition to its ability to host cycling events, marathons, and other road-races, Florence is also home to a variety of innovative sporting venues, such as Palazzo Wanny, Stadio Artemio Franchi, Viola Park and the Canottieri, which is not only a rowing club but also an extraordinary events’ venue.
