Italy’s first association centre for the conference industry

Spearheaded by Fondazione Destination Florence alongside the City Council and Municipality of Florence, it’s designed to attract both Italian and international associations by offering them the chance to establish local offices in Florence, enabling the better facilitation of event planning while fostering the growth of local scientific and academic communities. Launched in June 2025, operational support is at the heart of the project, with dedicated teams and event incentives, as well as access to Firenze Fiera. Interested organizations will be provided with a one-time grant for business development and communication projects. These benefits are complemented by the development of institutional relationships, particularly with the University of Florence and local research centres and hospitals, as well as training programmes and collaboration with the city’s Advisory Board, composed of leading local figures who act as ambassadors.

This opportunity is currently unprecedented in Italy and seeks to enhance Florence’s global standing in the meetings and knowledge industry. With a 90% conversion rate in attracting international conferences, Florence is already a strong player. In 2023, nearly 11,700 events brought in over 800,000 participants, thanks to the efforts of Fondazione Destination Florence and Firenze Fiera, with 17 future events expected to generate €38 million and attract 16,000 delegates by 2028, an increase of 17% compared to 2023.

Florence aims to transition from a traditional tourism model to a sustainable, knowledge-driven destination, connecting science, academia, business, and culture. The first association to join the initiative is AISL, the International Association for Research on Genetics and Molecular Biology of Yeast, which will help integrate advanced research into Tuscany’s key industries like agri-food and biotech.

The strategic, future-facing move to attract innovation, build international networks, and support high-value, manageable tourism, marks a historic and strategic development for the city and Italy that aligns economic, scientific, and cultural growth through conference tourism.

Laura Masi, President of Fondazione Destination Florence, elaborates:

"Thanks to our in-depth knowledge of the local context, constant dialogue with public and private stakeholders, and our vast network of international relations, our foundation has a privileged viewpoint. It is the best starting point for designing and/or facilitating initiatives, programmes, and projects that can highlight and enhance the unique qualities of Florence and its surrounding area. The Florence Association Centre is part of this role. Through this initiative, we attract and welcome outstanding national and international associations. Our goal is to build a dynamic ecosystem that connects expertise, institutions, and communities. Florence thus becomes a hub of innovation and knowledge that’s open to the world. It’s a strategic and concrete step towards high-quality tourism with high added value."

Florence as a key destination for conference tourism

A notable increase in both the number and quality of events has been reported by OICE, the Italian Observatory of Congresses and Events. In 2024, the city hosted 10,938 events, attracting over 1.3 million attendees, marking growth in attendance (+8.9%) and the average number of participants per event. The association sector, which focuses on knowledge and research, has seen significant growth, with events from associations nearly doubling in share.

Investment in sustainability, digital transition, and staff training is also strong, with 91% of venues investing in 2024 and 78% planning further investments in 2025.

In terms of infrastructure, 86.9% of venues were active in 2024, with conference hotels, unconventional spaces, and historic residences leading the way. The Firenze Fiera exhibition centre remains a key location for large-scale events. The economic outlook for 2025 is positive, with a projected 31.8% increase in events and 9.5% growth in employment.

Florence continues to attract prestigious international conferences, generating significant economic impact. By 2028, the city expects to host 17 major events, bringing an estimated 38 million euros in revenue.