The OICE Focus report on Florence and its Metropolitan City highlights a sector increasingly focused on quality: attendance is rising, with total attendance up 10.2% over three years to more than 1.3 million in 2025; multi-day events are becoming more common, as is the average size of events; and conference tourism is playing an ever-greater role in the destination’s economy.
Promoted nationally by Federcongressi&Eventi and produced by Aseri (Graduate School of Economics and International Relations at the Catholic University) on behalf of Fondazione Destination Florence, the analysis provides a detailed look at the destination’s positioning, the characteristics of the events hosted, and the impact the sector has on the local area.
The Florence area accounts for 12.2% of events and 12.1% of participants in Central Italy; in terms of overnight stays, it represents 12.1% of the Central Italy total and 3.1% of the national figure.
Geographically, 42.2% of the events are national in scope, while 19.2% are international. Among the participants, the international share has risen to 22.8%, confirming Florence’s growing ability to attract congresses and conventions from abroad.
The outlook remains positive: 30.4% of the venues surveyed anticipate an increase in the number of events over the coming year, and 47.8% project growth in MICE revenue, confirming the sector’s resilience and its potential for development.
2025 in numbers
- 10,590 events
- 834,159 participants
- 1,332,311 total attendance
- +13.9% overnight stays generated
