The Future of High-End Travel in Florence: What’s Next?

We had a quick but insightful conversation with Jacopo Vicini, Tourism Councillor of the City of Florence, about how the city is evolving in response to a new wave of international travelers. Here’s what he told us.

Q. Hi Jacopo, and thank you for your time! We’re seeing some real shifts in tourism here in the city. From your point of view, how is the international traveler who visits Florence changing?

Definitely, the international traveler is becoming more demanding and increasingly looking for authentic experiences. We’re seeing a rise in visitors from emerging markets such as Asia and Latin America, alongside our more traditional guests from Europe and North America.

These are high-profile travelers who are not only interested in museums and iconic landmarks but want to live the city more deeply: exploring local artisans, lesser-known neighborhoods, cultural events, and food and wine experiences. Florence is already responding with a more diverse, sustainable, and contemporary offering – and we must keep moving in this direction.

Q. What initiatives is the city promoting to attract this kind of traveler, especially during the off-season?

The city is working to make Florence an all-year-round destination. In autumn and winter, we focus on promoting our rich cultural and culinary scene, along with events like exhibitions, festivals, and conferences.

With Destination Florence, we launch targeted campaigns to promote off-season travel and offer themed, authentic experiences for those who want to enjoy a calmer, more intimate side of Florence – a great way to travel to Florence in autumn or winter.

One project I’m particularly fond of is Art of Winter, part of Tuscany for Weddings, which aims to create a tailored offering for winter months. It’s a response to market demands and insights from the local tourism industry. We want to show that Florence off season is not only beautiful – it's magical. No crowds, a more intimate atmosphere, and plenty of opportunities to discover the city in a slower, more meaningful way.

Florence, the timeless city of art, is moving with the times – and waiting to welcome you, all year round. Whether it’s autumn, winter, or any moment in between, the best time to experience Florence might just be… now!

Q. What are the prospects for luxury tourism in Florence in the coming years?

The outlook for luxury tourism in Florence is extremely promising. It’s a key pillar of our tourism strategy. Our goal isn’t just to increase visitor numbers, but to raise the overall quality of the travel experience.

We’re aiming to attract high-profile travelers who are not just here for the postcard view, but for exclusive trips built around culture, heritage, and refinement. That means going beyond the classic 5-star hotel stay. Think private visits to museums and artisan workshops, custom wine and food journeys, and hosting top-tier events in extraordinary venues.

Florence has what it takes to become a global luxury travel brand – discreet, elegant, rooted in art, history, and craftsmanship. We’re working to elevate that vision and turn it into reality.

Q. We love hearing that! One last question: Have you ever been to House of Nine?

Yes! I’ve been a couple of times and I really like it. It’s definitely something fresh and different in Florence. I even brought a friend there – and he had a great time (and he usually doesn’t dance…).

Actually, he was Batistuta – I thought it was too good of an opportunity not to bring Florence’s iconic no.9 to House of Nine!