Florence takes a decisive step toward a more responsible and high-quality model of tourism. The city is the first in Italy to sign a Memorandum of Understanding (MoU) with GetYourGuide, the international leading platform for travel experiences.
Promoted by the City of Florence in collaboration with Fondazione Destination Florence, the agreement is part of the strategic plan “Sustainable Tourism & Livable City”, aiming to balance visitor experiences with the quality of life for residents.
Key initiatives under the collaboration include:
• Promotion of the #EnjoyRespectFirenze campaign, raising awareness among citizens and tourists about respectful and responsible behavior;
• Highlighting authentic and sustainable experiences connected to Florence’s cultural heritage and local traditions;
• Removal of tourist offers on the platform that promote alcohol consumption, which are inconsistent with a high-quality tourism vision;
• Sharing of aggregated data to support the City of Florence in managing tourist flows and governance policies.
With this agreement, Florence confirms its role as a pioneering city in Italy and an international reference point for those committed to tourism that combines quality, awareness, and sustainability.
