From Florence, a new model of development for conferences: Italy’s first Association Center is born, to attract and welcome associations from all over the world.

Florence, June 11, 2025 – Florence takes a decisive step toward the future of the meeting industry and launches a new development model for the conference sector. The Florence Association Centre, an innovative hub and the first of its kind in Italy, is taking its first steps today. It was created to attract Italian and international associations to open an operational headquarters in the area with the aim of facilitating the organization of events in Florence and the Metropolitan City and the development and growth of local scientific communities. Promoted by the Destination Florence Foundation together with the Municipality of Florence and the Metropolitan City, it will offer associations wishing to establish themselves in the municipality a range of benefits, advanced services, and a high-level relational ecosystem to promote their development and growth.

The Florence Association Centre will provide interested organizations with a one-time contribution for the development of their activities and communication projects. In addition to these benefits, there is operational support (dedicated assistance team, business development activities, and access to an incentive plan for events, use of spaces at Firenze Fiera), the development of institutional relationships, in particular with the University of Florence and local research centers and hospitals, as well as training programs and collaboration with the city’s Advisory Board, which brings together prominent Florentine leaders and prominent figures at the local institutional level, who act as ‘ambassadors’ for the destination, providing their expertise to position Florence within international association networks. This is an opportunity that is currently unprecedented in Italy and is based on the city of Florence’s high capacity to engage its academic and scientific community to attract international conferences, with a conversion rate of 90%.

CONGRESS NUMBERS – With almost 11,700 congress events held in the Florence area in 2023, involving over 800,000 participants, last year, thanks to the joint efforts of Destination Florence and Firenze Fiera, the city of Florence won 17 bids for events to be held by 2028, with an estimated economic impact of €38 million (+17% compared to 2023) and approximately 16,000 delegates expected to attend. These figures help to understand how much the meeting industry represents a strategic sector not only for the economic growth of the city, but also for the development of a true scientific hub of excellence that affirms Florence as the ideal destination for the entire sector.

With the Florence Association Center, Florence consolidates its international vocation and equips itself with a strategic tool to attract knowledge, innovation, and networks of excellence.

comments Jacopo Vicini, Councilor for Tourism, Trade Fairs, and Conferences for the City of Florence.

- The City strongly believes in the value of conference tourism, which not only brings economic benefits to the area, but also leaves behind skills, relationships, and lasting opportunities for our community. This project stems from a shared vision: that of a city that invests in knowledge and collaboration between institutions, universities, research, and businesses. It is a step forward towards a Florence that is increasingly connected, attractive, and at the forefront of the global challenges of the future.

“With the establishment of the Florence Association Centre, our Foundation is creating a pioneering program in Europe that further strengthens Florence's position as a crossroads of culture and knowledge -

adds Laura Masi, president of Fondazione Destination Florence.

- Thanks to our in-depth knowledge of the local context, constant dialogue with public and private stakeholders, and extensive network of international relations, our Foundation is a privileged observatory. It is the best starting point for devising and/or facilitating initiatives, programs, and projects that highlight and promote the unique characteristics of Florence and its territory. The Florence Association Centre is part of this role. Through this initiative, we attract and welcome national and international associations of excellence. Our goal is to build a dynamic ecosystem that brings together skills, institutions, and communities. Florence thus becomes a laboratory of innovation and knowledge, open to the world. A strategic and concrete step towards high-quality tourism with high added value.

For years, Fondazione Destination Florence has been investing in conferences to promote a model of sustainable, qualified, and conscious tourism.

says Carlotta Ferrari, General Manager of Fondazione Destination Florence.

- These are programmable, manageable flows, because their characteristics are known in advance, and they respect the city. At the same time, conference tourism represents an extraordinary opportunity for Florence to enhance its scientific, academic, and cultural capital, but also the possibility of changing the paradigm of promoting the city, from the cradle of art and culture to a destination for knowledge and learning. Congress tourism is, in fact, the sector that most closely links science and business, and it is also a driving force for important local research projects and, more generally, for academic growth. With projects such as the Florence Association Centre, we want to focus on legacy initiatives and on acquiring conferences in line with the city's development, thanks to synergistic work with all stakeholders, from the University of Florence to hospitals and research institutes. We hope to have strong support and stakeholders willing to invest in order to enhance it even further."

“The Florence Association Center marks a historic step for Florence and Italy, offering an innovative model to attract associations from around the world –

concludes Duccio Cavalieri, Full Professor at the University of Florence and President of AISL.

– I am honored to be the first to join this project with the International Association for Yeast Genetics and Molecular Biology Research (AISL), the most important and longest-standing scientific community studying the microbiology, cell biology, and genetics of yeast. This decision strengthens Florence's role as an international hub for microbiology, allowing the most advanced research in the wine, agri-food, and vaccine sectors, which are very well represented in Tuscany, to be transferred to the region's manufacturing sector, helping to create a high-tech economic spin-off in Tuscany.