For a striking 80% of Italians, art cities are the preferred destinations, with mobility reported as a key factor for 88%. The study highlights how rail is a key facilitator for accessing cultural heritage, with Florence reporting particularly poignant findings, namely that nearly one in two visitors choose to arrive at the station. The evidence indicates that trains are the preference for younger generations, with 76% of Gen Z and 57% of Millennials choosing rail to reach Florence, peaking at 91% among Gen Xers. The reasons are clear: for 57% of travelers, choosing the train means, first and foremost, avoiding the stress of traffic and finding parking. For 51%, the convenience of arriving directly in the heart of the city is crucial, while a significant 42% choose it to relax and enjoy the scenery. In turn, overall satisfaction with visiting Florence is very high (84%), with the cultural offerings receiving an 87% appreciation rate.

Andrea Saviane, Trainline’s Country Manager for Italy, elaborated:

“Our technology was created to simplify access to Italy’s cultural and business heritage, making train travel the smartest and most sustainable way to experience art cities like Florence. This data confirms that we’re on the right track. By offering a simple and intuitive platform, we’re not only addressing a need for convenience but also actively promoting a more modern and environmentally friendly tourism model, transforming the way people access and enjoy the wonders of our country.”

Laura Masi, President of Fondazione Destination Florence, commented:

“Florence needs tourism that is increasingly aware and sustainable, and for this reason, it is essential to build a hospitality system that encourages and leads to this type of approach and experience. In this sense, partnerships like the one with Trainline, created to spread the shared values of the #enjoyrespectfirenze campaign and consolidated in recent months, demonstrate the value of collaboration between institutions and private partners. Combining different skills and visions allows us to achieve a common goal: the development of a tourism model that generates quality for both those visiting the city and those who live there.”

Jacopo Vicini, Councillor for Tourism for the City of Florence, outlined the importance of rail for Florence:

“Collaboration with partners like Trainline, along with other international OTAs, is fundamental to our strategies aimed at better managing tourist flows. Using the train allows us to promote sustainable accessibility to our UNESCO site, improving the quality of the visitor experience and easing pressure on the city. Working together to enhance the use of the rail system means investing in the future of Florence, ensuring a balance between the needs of the tourism sector and the protection of our city’s extraordinary heritage.”