Tuscan weddings encourage longer stays, enhance the region and help distribute tourist flows throughout the year. In 2025, the region hosted over 2,860 weddings of foreign couples, marking a 4.8% increase compared to 2024 and a 10.5% increase in attendance. The seasonal adjustment remains significant: despite the increase in attendance, a slight decline was recorded in the busiest months between June and September (-4%), while weddings increased in the first quarter (+1.6%) and the last quarter (+2%), with a more balanced distribution of tourist flows and longer stays.
In 2025, destination weddings generated approximately 178,000 arrivals and more than 514,000 tourist stays (+10.5%), with a total turnover of 213.7 million euros (+14.1%). The supply chain involved is broad and widespread, with over 1,000 businesses, including direct and indirect services. The share of events organized with the assistance of a wedding planner also increased (+1.9%), indicative of a mature and highly professionalized market. In terms of source markets, the United States remains the leading country for weddings in Tuscany, followed by the United Kingdom, which, despite a slight decline, maintains second place. The share of couples from non-European countries is also growing, representing over 52% of the market in 2025, with positive signs from growing markets such as the Netherlands, Australia, and Canada. For 2026, a 5.3% increase is estimated, with a particular increase in small events and elopements where there’s a desire for more intimate events with a much smaller number of guests. The diversifying and deseasonalizing of weddings are included as one of Florence’s key tourism strategies, developed in collaboration with Fondazione Destination Florence, highlighting the segment’s strategic role for the destination. Initiatives dedicated to this aim include The Art of Winter, a project promoted by Fondazione Destination Florence to promote Florence and Tuscany as a romantic and elegant destination even in the winter months.
"Weddings are now one of the most structured and manageable segments of Tuscan tourism. -
explains Laura Masi, president of Fondazione Destination Florence
- A sector that generates economic value and qualified flows, strengthening the widespread destination model. This sector, more than any other, creates a lasting bond between visitors and the region and encourages repeat visits over time, including anniversaries and romance-related travel experiences. This is why we launched the Tuscany For Weddings division and a dedicated observatory over ten years ago, so we can contribute to tourism governance, particularly within the Municipality of Florence and the Metropolitan City, based on structured and up-to-date data.”
“For a decade, the Florence Tourism Research Center has been analyzing the wedding sector in Tuscany, and the results of the 2025 survey confirm the unique vitality of this market segment, -
states Alessandro Tortelli, director of the Centro Studi Turistici di Firenze.
- In addition to the growth in events and revenue, the sector’s strategic ability to facilitate the deseasonalization of demand is evident, thanks to the increase in winter celebrations amid a decline during peak tourist periods. Therefore, Tuscany is consolidating its position as a top-notch destination at the national level, with a strong appeal for the non-European market, enhancing not only its art cities but the entire region."
“We are seeing particularly positive data for wedding-related attendance in Florence and throughout Tuscany within a report that’s useful for monitoring and analyzing data in the valuable and important wedding sector, for which we thank Fondazione Destination Florence and the Tourism Research Center, -
commented Jacopo Vicini, City Councilor for Economic Development and Tourism.
- Organized wedding tourism is strategic for us, as it focuses on quality and sustainability and activates local employment with qualified workforces and professionals. Investing in this sector allows us to plan and manage visitor flows according to the principles of territorial and temporal distribution of arrivals. For this reason, investment in wedding tourism is an integral part of the 2026 Tourism Guidelines.”
2025 weddings in numbers
- 213.7 million in revenue
- 10.5% increase in wedding-releated attendance
- 14.1% increse in releated activities
- over 2,860 weddings of foreign couples
- over half of couples from non-European countries
- 178,000 arrivals
- 514,000 tourist stays
- 1.9% increase in use of wedding planner
