Florence has been involved in the EU CVB Network since its early stages. How did the idea of this network come about, and why did Florence believe in it from the beginning?
The EU CVB Network started from a simple but honest reflection among a few European destinations facing similar challenges in the association market. We were medium-sized cities with strong knowledge bases and infrastructure but often competing with larger destinations in terms of visibility. Florence was among the cities that helped shape the idea, asking a key question: what if collaboration could be a strategic advantage rather than a limitation? We also knew that many European and international congresses rotate between cities and rarely return in the short term. Collaboration became essential. By working together, destinations could stay visible, build trust with associations across multiple cycles, and increase the chances of hosting these rotating events.
The EU CVB Network is often described as a network of people rather than just destinations. What does this mean in practice?
Calling the EU CVB Network a network of people is more than a slogan; it reflects a true “people-first” philosophy. Behind every destination are professionals who share experiences, exchange insights, and align strategies. For Florence, this human-centered approach is a major advantage. It allows us to discuss association needs in real time, learn from other cities, and strengthen our strategies collectively. Over time, it has built trust, understanding, and collaboration that go far beyond typical frameworks.
How has being part of the EU CVB Network concretely benefited Florence in terms of visibility, lead generation, and securing association events?
The impact has been very tangible. On a practical level, the network has allowed us to nurture relationships in memorable ways. A creative example was a joint virtual happy hour during the Covid period: boxes of local products were sent to PCOs and association contacts across Europe. Participants opened them together online, sharing a toast and creating a moment of genuine connection that went beyond traditional networking. The network has also opened doors to decision-makers that would have been hard to reach individually. Through shared events, client workshops, and introductions, we have secured congresses and international meetings aligned with Florence’s strengths, such as the ESSO Congress in 2023. Visibility is another key benefit. During the ICCA Congress in Porto, the network organized a dedicated session showcasing member destinations, giving Florence direct exposure to associations within a context of shared credibility. Looking ahead, we are piloting the first EU CVB Network Client/Supplier Workshop, hosted by Lyon. I proposed this idea within the network, and together with other members, we developed it into a structured yet informal format to engage associations.
How does Florence leverage its participation in the EU CVB Network to support initiatives like the Florence Association Centre (FAC) and attract international associations?
Florence’s participation in the network directly complements initiatives like the Florence Association Centre. The FAC was designed as a hub to engage associations more deeply, offering a space for connection, collaboration, and long-term projects. Being part of the network allows Florence to introduce the FAC to a broader circle of association decision-makers in a trusted, collaborative environment. It is presented not just as a venue but as a partner in knowledge, innovation, and legacy creation.
