Florence, a globally renowned city of art, is witnessing a notable increase in visits by foreign tourists, with an emphasis particular about visitors coming from the United States.
The estimates for 2024 indicate a significant increase in bookings, a trend confirmed by a recent round table organized by Federalberghi Firenze.
This phenomenon is accompanied by a growth in hotel prices, which however remains lower than the national average. Furthermore, you can also find interesting prices online for cities of art and various dedicated offers, for example on hotel.it there are several hotels in Florence with their best prices for those who want to make a reservation.
In this guide, we see in detail what the prospects are for 2024 in terms of tourist flow in Florence.
Florence: more and more foreign tourists in the city
According to data presented by Firenze Federalberghi, 79% of hotel stays in Florence is attributable to foreign tourists, a number that places the city on par with destinations like Barcelona and just below Venice.
This popularity is due not only to priceless works of art and the history deeply rooted in the city, but also the ease of access and the availability of services that make Florence an ideal holiday destination.
One of the emerging trends is the notable increase in bookings by American tourists, known for their “good wallet” and tendency to plan trips well in advance, often up to six months before departure.
This market segment contributes significantly to the city’s tourism economy, thanks also to a growing interest in luxury accommodation and reservations made via online platforms.
Despite the increase in hotel rates, which stands at around 5-6%, Florence has recorded an increase in bookings. However, there has been a decline in Italian attendance, mainly due to rising costs.
In response to this dynamic, the local authorities and tourist operators they are trying to revive domestic demand and diversify their reference markets, including not only the United States and Asia, but also less traditional markets.
The summer of 2023 saw a marked contrast between Italian and foreign presences: while tourists Italians numbered around 387 thousand, foreign ones exceeded three million, with longer stays on average. This highlighted a preference among international visitors for extended stays, probably attracted by the affluent cultural and recreational offer of the city.
The Renaissance Ring project: for routes in the Florentine area
In order to increase the presence of tourists in 2024 also Italians, as well as foreigners, the new local strategy is not limited to the promotion of the historic center, but also extends to the surrounding municipalities.
Initiatives such as the renewal of the agreement for the coordinated exercise of tourist reception and information functions aim to promote a broader and more integrated tourist offer.
This approach is supported by the trail project “Renaissance Ring“, which connects several municipalities in the Florentine area and which has recently been mapped and inserted on Google Maps, making it more accessible to tourists.
This commitment to more sustainable and distributed tourism is particularly relevant for Florence, a city that has often had to manage the impact of mass tourism on its historical and cultural heritage.
Promoting lesser-known areas and integrating natural and cultural attractions are seen as key for a balanced and responsible tourism future.
Currently, the tourist panorama of Florence is in full evolution, with a substantial increase in foreign visitors, especially Americans, who are attracted not only by the historical-artistic beauties, but also by the growing ease of access and improvements in hospitality.
The city’s ambition is to continue be a global point of reference for cultural tourism, while maintaining an eye for sustainability and integration of surrounding territory.
