Florence, November 19, 2025 – Lit candles illuminating historic living rooms, precious velvets, steaming porcelain cups, and the soft light of the Tuscan winter transforming every corner into a picturesque scene. This is the face with which Florence and its territory rewrite the magic of winter through “The Art of Winter,” the new project by Fondazione Destination Florence to celebrate weddings, anniversaries, or private events outside the high season, enhancing the authentic and intimate charm of the city when the large crowds thin out and its more discreet elegance returns to the forefront.
The initiative aims to position Florence and its metropolitan area as a prime destination for winter romance travel, offering wedding planners, agencies, and end customers a renewed image of Tuscany during the quietest time of the year. A season that, thanks to its soft light, slower pace, and the charm of historic residences, becomes the ideal setting for weddings, romantic proposals, birthdays, and anniversaries to be celebrated in exclusive settings.
The project was created with a clear objective: to deseasonalize tourist flows, promoting the winter months as a privileged opportunity to experience the city and its territory in a more authentic way and to gain easier access to locations and services that are generally in high demand during the summer months.
“The Art of Winter” unfolds through powerful visual and emotional storytelling, featuring content that highlights places, artisans, local professionals, and atmospheres inspired by timeless elegance. An aesthetic philosophy that nods to the “old money” style: velvets, dimly lit living rooms, handcrafted details, and refined settings that portray the Florentine winter as a season of great charm.
Among the planned activities is a program of traveling micro-events designed to promote the project’s partner locations—villas, villages, relais, etc.—through breakfasts, guided tours, and networking opportunities aimed at wedding planners and industry professionals. The goal is to create a stable and coordinated network of collaboration capable of strengthening the region’s appeal even in winter.
The official presentation of the project will take place this afternoon at WIM – We Inspire Memories, the international event dedicated to the private events industry.
With The Art of Winter, the Destination Florence Foundation takes another step towards a more balanced, sustainable model of tourism spread throughout the year.
explains Laura Masi, president of Fondazione Destination Florence.
- A winter tale that becomes an invitation: discover Florence with new eyes, in a suspended moment of beauty, silence, and authenticity.
“The aim is to promote our region during a season that is often underestimated, but which has enormous potential.”
adds Chiara Gheri, project manager.
- showing how winter can offer a new perspective on the city, rediscovering, through slower rhythms, an intimate and authentic atmosphere of the area, the perfect setting for anniversaries, birthdays, marriage proposals, and romance travel as a whole. The Art of Winter is therefore an inspirational storytelling project that combines beauty, territory, and craftsmanship through high-quality content and a network of local partners who together contribute to extending the seasonality of romantic tourism in our area.
To follow The Art of Winter closely and get a sneak peek at new content, videos, and updates on the project, you can follow the social media channels of the Destination Florence Foundation and Tuscany for Weddings, where all the latest news and milestones will be shared.
