Tourism, from neuroscience to astronomy: Florence honors its “Ambassadors”

Florence, 30 October 2025 – From neuroscience to astronomy, from developmental and educational psychology to animal science. These are just some of the fields represented by the 15 “Ambassadors of Florentine Excellence” honored this afternoon in the Salone dei Cinquecento of Palazzo Vecchio during the ninth edition of the Florence Ambassador Award. The ceremony celebrated their contribution to attracting high-profile events to the city.

The event, promoted by the Municipality of Florence in collaboration with Fondazione Destination Florence and Firenze Fiera, drew a large audience this year, paying tribute to those who, through their professional work, have strengthened Florence’s role as an international hub for the meetings industry. This remarkable human capital contributed to securing 17 successful bids for major international events scheduled through 2028, with an estimated economic impact of 38 million euros (+17% compared to the previous year). These bids were developed jointly by Fondazione Destination Florence and Firenze Fiera.

Prospects for 2025—according to data from OICE (the Italian Observatory on Congresses and Events)—indicate growth across the sector, with 31.8% of venues expecting an increase in the number of events, 40.9% forecasting revenue growth, and a 9.5% rise in employment.

THE AWARD RECIPIENTS – This year’s edition recognized 15 outstanding individuals across academic, scientific, congress-related, and cultural fields, along with two lifetime achievement awards. Among the honorees was Joyce Acciaioli Rudge, who relocated from the United States to Florence and founded the Splendor of Florence Festival in 1999, an event celebrating the city’s artistic and artisanal heritage.

Alessia Bonafede and Michele Migliore from CNR – IBF were acknowledged for organizing the Computational Neurosciences – OCNS 2025 conference, while Roberto Brighenti received recognition for bringing the European Mechanics of Materials Conference – EMMC20 – 2026 to Florence.

In the veterinary and animal science sector, Elena Canelli was honored for the European Symposium of Porcine Health Management – ESPHM-ECPHM – 2026, and Mariangela Caroprese received an award for the European Veterinary Immunology Workshop – EVIW 2027. Astronomy was represented by Paolo D’Avanzo of the Brera Astronomical Observatory (INAF), promoter of the SWIFT Discoveries 2025 conference.

Developmental and educational psychology also took center stage, with professors Ersilia Menesini and Annalaura Nocentini of the University of Florence recognized for the European Association of Development Psychology – ECDP 2027.

Five awards were presented for the European Society for Blood and Marrow Transplantation – EBMT 2025: to Chiara Nozzoli, head of the transplant program at the Hematology Department of Careggi University Hospital, and to professors Raffaella Greco, Annalisa Ruggeri, Claudia Boglione and Fabio Ciceri. Meanwhile, Franco Trabalzini, Director of the Otorhinolaryngology Department at Meyer Children’s Hospital, received an award for the International Congress of the European Society of Pediatric Otorhinolaryngology – ESPO 2029.

LIFETIME ACHIEVEMENT AWARDS – The ceremony concluded with two prestigious lifetime achievement recognitions: the first to Gianna and Andrea Barocchi, whose family business Baspi—active since 1923—remains a leading provider of chauffeur services in Tuscany and across Italy; and the second to Federico Isola, whose family founded the FH55 hotel group 70 years ago, now a benchmark in Florence’s hospitality sector.

THE COMMENTS

“Florence continues to distinguish itself as one of Europe’s leading capitals for congress tourism and international events -

declares Jacopo Vicini, Councillor for Tourism and Economic Development of the Municipality of Florence.

– a sector that serves as a strategic engine for the city’s economy and an extraordinary opportunity for cultural and professional growth. The ability to attract high-profile events reflects the quality of the city’s offerings, expertise, and infrastructure developed over recent years. Florence has always been a place for meetings and the exchange of ideas: today, this vocation is renewed through an integrated, sustainable, and innovation-driven network, capable of fully enhancing the connection between tourism, knowledge, and development.”

“The Florence Ambassador Award celebrates professionals who, through their prestige and international networks, have promoted Florence as a venue for globally significant events -

adds Laura Masi, President of Fondazione Destination Florence.

– Thanks to the synergistic work between the City Administration and Fondazione Destination Florence, our city confirms its status as an outstanding destination for congress tourism, capable of generating significant economic impact and strengthening its position on the international stage. We will continue to invest in the quality of our offerings and in international relationships to consolidate Florence as a European point of reference.

“The growing trend of congress tourism in Florence is not solely the result of teamwork between Firenze Fiera, Destination Florence, the Municipality of Florence, the University of Florence, and other relevant institutions -

declares Lorenzo Becattini, President of Firenze Fiera.

– but also the result of the commitment of all of you who have believed in the value and potential of Florence and its trade fair and congress facilities as the ideal venue for your events. In a global context where competition with major international congress cities is increasingly intense, the role of Ambassadors is strategic: you are the bridge between the scientific, academic, and professional world and our city. You are at the forefront, promoters of relationships, culture, and innovation, acting as Florence’s ‘envoys’ to the world. Within this prestigious context, Firenze Fiera has recognized Ms. Joyce Acciaioli Rudge for having established over time a significant connection between Florence and the United States through four editions of the Splendor of Florence Festival.”