Tuscany has been outdoing itself repeatedly on the destination wedding scene in recent years. It’s not only the allure of Florence and the picturesque Tuscan towns that are attracting lovers to this varied region; it’s the nature itself in all its manifold glory. In 2018, the destination wedding segment in Tuscany brought 546,000 visitors and a turnover of more than 160 million euro, according to a report by Centro Studi Turistici. Tuscany is the market leader for destination weddings with 30.9% of all nuptials in Italy and 32.3% of the total turnover. The UK and the USA are by far the main markets, followed by Germany, Australia and the Netherlands. The pandemic has hit the sector hard with 70% of businesses declaring a loss in revenue and 45% ceasing their activities altogether. But for Francesco Palumbo, director of Tuscany’s tourism board, Toscana Promozione Turistica, destination weddings will continue to be a vital part of the region’s tourism scene.
“Weddings are a strategic product that we’ve pin- pointed for years to come. After two years of investing in this segment, international promotion will be accelerated further operationally and financially."
Most 2020 weddings have been rescheduled for 2021 with some postponed to 2022, which means that the organizational timescale has been extended from the usual 12 months to 18 or 24. As the world emerges from lockdowns and downtime, we can expect to see some wedding trends in the months ahead. Intimate ceremonies with just the bride and groom and their immediate families, something that we saw last summer, for a more personal occasion imbued with sentiment. Receptions with less than 50 guests are classed as micro weddings, which will prove a midway solution for weddings in 2021 and 2022. The long Tuscan summer provides the perfect setting for eco-friendly nuptials with its constant warm weather and gorgeous outdoor venues to avoid close contact with too many people in a closed environment. Elopements may make a comeback in the months ahead as couples organize getaway weddings to escape the potential headache and expense of downsizing caused by sudden Covid-19 restrictions. Nothing says Tuscany like the dust rising along a gravel track and the relative isolation of the region’s venues will be a saving grace for destination weddings. With safety in mind, remote locations can protect your loved ones in the most private and secluded way possible. Tuscany has a wealth of villas where events have always been held, which can be rented out for your entire wedding party: it’s a natural continuum of what could make your special day become an extra-special week or two. Indeed, extended celebrations are being predicted as one of the hot wedding trends for the year ahead as couples look for extra ways to wow their guests. A longer occasion is one means of making up for the fewer numbers. Multiple days with friends and family beside a sun-kissed pool, enjoying a leisurely barbecue and grazing on Tuscan cheeses while sipping glasses of the region’s reds, whites and rosés are definitely on the cards. Alternatively, newlyweds could differentiate, renting a delightful piece of Tuscan real estate and inviting different friends at different times, interspersed with small group tours and authentic experiences, such as truffle hunting, geocaching and even skydiving for thrill seekers!
Safety measures are part and parcel of the weddings of the future as venues and wedding planners adapt to the new normal and local legislation.
2018
- 546,000 visitors
- 2,713 events
- €160mln turnover (€59K average expense per event)
- 30.9% slice of the italian market cake
- UK+USA main markets (followed by Germany, Australia and The Netherlands)
Tuscany boasts one of the most efficient healthcare systems anywhere in the world, guaranteeing universal, public 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, testing is now easily accessible across the region as Covid-free weddings join Covid-free flights in the months ahead. 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 to regain more cash flow. What will prove vital for those working in the destination 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.
