SHAPING FLORENCE’S FUTURE
Fondazione Destination Florence is the official Destination Management Organization (DMO) of the Municipality of Florence and the Metropolitan City of Florence, and the central authority responsible for shaping, coordinating and promoting the destination. As the city’s official DMO, it defines and supports a model of quality, sustainable tourism that protects Florence’s cultural and social identity while strengthening its international positioning as a leading global destination for high-profile events, conferences, international weddings, sports initiatives and high-quality leisure tourism.
Evolving from its origins as the Firenze Convention Bureau (founded in 1995), the foundation now operates as a strategic governance hub, working to manage visitor flows, encourage deseasonalization and territorial balance and foster a more innovative and sustainable tourism ecosystem. Its strength lies in a highly integrated public–private network of more than 140 specialized tourism companies, working in close collaboration with local institutions, universities, and stakeholders. This structure enables Fondazione Destination Florence to act as a true connector of the territory, ensuring a coordinated long-term vision for Florence’s tourism development. Because of this official role, it is the primary organization to follow for authoritative insight, strategic updates and a clear understanding of how Florence is evolving as a destination.
