Data from previous editions highlights a broad and diverse international presence, with audiences from over 50 countries and a strong presence from European markets. The United Kingdom, Germany, France, Spain and Switzerland consistently represent the main audiences, accounting for over 60%-65% of international attendance on some days. This is complemented by significant numbers from the United States, Northern Europe, and, increasingly, non-European markets. This geographic mix confirms the festival’s position as one of Europe’s leading pop-rock destinations, capturing European and intercontinental music tourism flows with direct benefits for the local economy.

The festival is not solely a musical event but rather a strategic opportunity to position the city. Florence has proven to be an organized and conscious destination, capable of accommodating the significant influx of visitors with a focus on sustainability and the quality of the experience. Music becomes an opportunity to experience and discover the city in all its facets, both cultural and museum-based. To this end, the City Council of Florence, together with PromoFirenze, an agency of the Florence Chamber of Commerce, and Fondazione Destination Florence, has developed a dedicated welcome programme for participants. The initiative integrates the messages of the #EnjoyRespectFirenze campaign with a live music theme, with services and local support designed to support audiences before and during their stay in the city. A support platform will also be available, with dedicated information on sustainable transport and suggestions for cultural experiences and discovery of the area, both before and after the concerts.

The campaign titled “Rock the stage, respect the city” aims to strengthen Florence’s brand reputation nationally and internationally as a city capable of hosting major contemporary events in a responsible and structured manner, reinforcing the positive impact these events can have on the destination. The coordinated approach strengthens the image of Florence as an organized and informed destination.

The operational objectives are multiple: reach out to ticket holders before their arrival to welcome and inform them; increase the use of public transportation on event days; effectively spread the messages of the #EnjoyRespectFirenze campaign; encourage visits to civic museums or the areas of the Metropolitan City; and generate national media coverage.

An installation in the centre curated by Le Nozze di Figaro acts as the main local information point for Firenze Rocks participants. The Florence Welcome Center displays the festival video with a dedicated desk for participants, and other entities in the city also distribute materials.