Tuscany comes out on top in 2023’s wedding industry boom, with even greater growth predicted for 2024

During 2023, more international couples than ever before chose Tuscany as the location for the happiest days of their lives. Among the many romantic options boasted by the region are the historic villas and castles, with their stunning backdrops making Tuscany a dream location for couples from all over the world. The number of couples from abroad getting married in Italy has increased by 22% in just one year, and Tuscany hosts more international weddings than any other region across the country, with an increase of 12.5% in 2023 alone.

Villas, historic residences and agritourism destinations are the most popular venues for the wedding of international couples, who come predominantly from the USA and the UK. Tuscany’s wealth of choice in these types of settings is part of the reason for this increase. With their historic value, reputation for luxury, and lush surroundings of the rolling Tuscan hills, it is easy to see why these venues are growing in popularity, helped of course by the global fame of Tuscan cuisine and the finest selection of local wines.

All of these factors attract more than just the newlyweds, however. The guests of international couples are also contributing to the value of the destination wedding sector. In 2023, more than 496,000 tourists came to Tuscany in connection with a wedding, and each spent an average of 3.2 nights in the region, seeking experiences from city breaks to spa retreats, and making the nuptials of a loved one in Tuscany a significant pull towards everything else the region has to offer. The winding lanes through the countryside and the enchanting towns dotted along them are an irresistible attraction for those who join the happy couples in their pursuit of Tuscany’s innate charm.

As is appreciated by many of these couples, a wedding is the time to spare no expense. This mantra is followed by those seeking the most refined ceremonies and receptions, spending an average of 65,000 euro, which is an increase of 15.3% on 2022 figures, and 6,000 euro higher than the national average. As such, the value of the destination wedding sector across the country has rocketed to 803 million euros, a growth of over 200 million euros from the previous year. Even more impressively, this growth has occurred in spite of rising inflation, which records show has not affected the patterns of international couples, and in Tuscany specifically, overall turnover is up by 29.5%. In fact, experts predict further growth of 9.1% for 2024. Almost a third of the budget is spent on food and beverages, and with local, seasonal produce and an expert selection of courses, the menus speak for themselves.

The number of international couples that choose Tuscany for their wedding destinations continues to outnumber the number of couples from other regions in Italy, showing that Tuscany’s appeal is expanding geographically, and is attracting people from farther and wider. Connected to this is the growing role of the wedding planner, as 48% of couples from abroad employ an expert in the field to help construct their perfect day. Their knowledge of the surroundings and local traditions makes them a valuable resource, and promotes the importance of the wedding industry for the wider economy, as an increasing proportion of couples seek their help in obtaining the best in the business. This figure, again, is higher in Tuscany than the national average, making Tuscany a hotspot for the industry.

The facts and figures barely do justice to the beauty of a wedding in Tuscany, but accurately demonstrate the full extent of the ever-growing popularity of the region. The picturesque countryside, speckled with quaint, intimate venues, join the region’s reputation for fine food and hospitality to make Tuscany an obvious choice for any couple who hopes to live happily ever after.

“The data on weddings in our region is a testament to the quality of the work carried out in recent years”

explains Jacopo Vicini, president of Destination Florence.

“Even in 2015, we were the first Convention Bureau to create a division dedicated to the wedding sector, to promote Tuscany’s offerings in Italy and abroad in an organic, coherent and structured way, and the constant increase in figures demonstrates our foresight and the rewards of our efforts”.

The remarkable results are the conclusion of the three-year tender in which Tuscany for Weddings promoted the region as a destination on behalf of Toscana Promozione Turistica. The success of the collaboration has led to an extension to the conference sector as well as weddings.