Fondaizone Destination Florence has been very active in promoting sustainable tourism and campaigns encouraging the exploration of Florence and its surroundings responsibly. What’s your opinion and outlook on Florence? To quote something you said, industry is the engine of GDP. However, for Florence, tourism is currently a major engine of GDP. So, there are two sides: a huge contribution to the city’s economy, but also a challenge.
Yes, absolutely. On tourism, speaking from this new role and perspective, it’s certainly a great resource for the territory, but it’s not the main contributor to GDP. It’s the most visible one for residents, with all the issues tied to tourist flows, but the area should also be described as having a strong and diverse production mix across multiple sectors. This ‘melting pot’ of industrial experiences—including tourism as an important part—needs to be enhanced.
On tourism, we need clear decisions and a decisive vision. I’d like to see the ambition to raise the quality level of tourism and position the city in a higher segment, with the courage to make a choice that has consequences: a smaller number of visitors but who spend more and leave more money locally and fewer ‘land consumers’–people who come just for the day, crowd the historic centre, and contribute little economically.
What initiatives could encourage this type of tourism?
It’s about the quality and diversification of events and also different urban planning choices that allow the city to expand beyond the historic centre. Many European cities made bold decisions years ago by investing in culture. I always say that a major contemporary art museum in a peripheral neighborhood could be a great opportunity to transform that part of the city. And then there’s infrastructure; the airport, above all. A high-quality airport – thanks to Toscana Aeroporti and its investors – could bring about 700 million euros in investment. That would provide infrastructure worthy of high-quality tourism, with better flight range and connectivity, fitting for what we want Florence to be: a European capital of culture and business. Because an airport isn’t just about tourism, it’s even more important for business, especially for a city like Florence with many multinational connections.
Right, because business travel has different needs.
Business often involves private flights, strict schedules, higher service standards, and different hospitality requirements. The VIP segment is growing rapidly both in Pisa and Florence. However, there’s great potential to grow and compete with nearby airports like Bologna. We should think of Pisa and Florence as one integrated airport system, since they’re managed by the same company, allowing differentiation between the two.
From your perspective in the hotel sector, are there new types of visitors Florence could attract?
I think we could target new billionaires, often under 30, especially from the Middle East and Asia. They’re wealthy and culturally interested, which aligns with what Florence offers: an open-air cultural system. That’s a promising segment.
Given your role covering both central Tuscany and the coast, are there synergies?
Yes, especially with ports and shipbuilding. That sector attracts major yacht owners, enthusiasts, and patrons who might buy yachts nearby and then easily visit Florence within an hour.
Another interesting point: the perception of the region as mostly small businesses, while in reality there are many multinationals.
Yes, there are multinational groups in pharmaceuticals, mechanics, fashion (even if it’s a delicate moment), and manufacturing-related industries, which are an important resource. This multidisciplinary ecosystem needs to be supported, highlighted, and better communicated. It can also attract talent.
Florence is often seen as a city of artisans.
That’s true, and artisans are a great resource. But there’s also ‘industrial craftsmanship’: small manufacturing companies with extremely high-level skills. SMEs make up 98% of Italian businesses and are a key competitive strength globally.
There’s also investment attraction—companies coming to Tuscany, bringing families, and benefiting from quality of life and local expertise.
Yes, and policies that attract talent, who choose Florence for its lifestyle, safety, and international education network.
