The World Tourism Organization gauges that between 12 and 15 million foreigners visit Italy every year for sport-related reasons, representing 20% of the total number of tourists nationally, with a higher-than-average spending power (Centro Studi Turistici). The collaboration with Fondazione Destination Florence marks a concrete step toward building an increasingly attractive Florence for international sports tourism, in line with the strategic guidelines outlined by the foundation and already witness with the success of Grand Départ of the Tour de France in 2024.
Carlotta Ferrari, director of Fondazione Destination Florence, elaborates:
"The opportunity to cater to Firenze Marathon participants is the result of our ability to network with the local system and our privileged relationships with hoteliers. This event represents a unique opportunity to enhance not only the historic centre but also the more authentic and lesser-known Florence, offering us the opportunity to provide participants and their families with alternative itineraries for sustainable and widespread tourism. Finally, it's important to emphasize that this event traditionally takes place in the low season and fits perfectly with the aim of deseasonalizing tourist flows, which is one of the objectives pursued by Fondazione Destination Florence to distribute attendance more evenly and contribute to the sustainable development of the sector."
"We are very pleased with the birth of this collaboration. We believe that the marathon is not only a major sporting event but above all a major tourism event, capable of attracting enthusiasts from all over the world,"
concludes Diego Petrini, director of Firenze Marathon.
"This is why our future goal is to increase the presence of foreign runners. Fondazione Destination Florence will certainly help us in this, thanks to its extensive experience in the tourism sector and in the international promotion of our city."
