Florence Unveils 2026 Ten-Point Plan for Sustainable Tourism

Florence has offered a ten-point motion plan for 2026 aimed toward managing tourism extra sustainably and sustaining a steadiness between the wants of residents and guests. The measures, launched by Mayor Sara Funaro and tourism councillor Jacopo Vicini, broaden on insurance policies launched in 2025 to deal with overtourism, digital regulation and concrete high quality.

One of the principle priorities is to replace the native regulation for hire-with-driver transport (NCC), unchanged since 1997. The new guidelines are supposed to higher management entry to the historic centre and align transport companies with the town’s environmental and mobility objectives.

The municipality will even proceed to monitor the results of short-term leases, following the introduction of latest guidelines in 2025. A analysis report by the University of Florence is anticipated to supply information on how the phenomenon is evolving and whether or not measures taken up to now have helped restore a steadiness between tourism and housing availability.

A brand new give attention to digital legality will sort out irregularities within the on-line market, resembling duplicated identification codes for vacationer lodging and faux pages imitating cultural establishments. The intention is to guard each guests and the town’s picture on-line.

To handle rising numbers of day-trippers, the town will strengthen governance of vacationer buses and one-day guests, which in 2025 totalled round 60,000 automobiles. A joint working group with transport firms, cruise operators and native authorities will discover methods to cut back congestion and distribute arrivals extra evenly.

From January 2026, Destination Florence will change into the town’s single official tourism platform. It will change separate web sites and undertake a unified model identification for digital communication, social media and customer data supplies. The objective is to make Florence’s on-line presence clearer and extra environment friendly in guiding and managing customer flows.

The metropolis’s public Wi-Fi community will even be used extra actively. Around 16,000 customers linked in October alone, leaving contact particulars that can assist the municipality collect suggestions from residents and guests, promote lesser-known areas and construct loyalty amongst returning travellers.

To diversify tourism past peak months, Florence will proceed to advertise its sturdy place within the MICE (Meetings, Incentives, Conferences and Exhibitions) and marriage ceremony sectors, working with the Destination Florence basis and the town’s commerce honest centre.

A brand new initiative referred to as “Florence Reward” will recognise sustainable customer behaviour, providing incentives for eco-friendly decisions resembling utilizing public transport or visiting off-peak areas.

Finally, the plan features a programme to renovate key vacationer markets — together with San Lorenzo, Piazzale Michelangelo and Piazza Santa Croce — as a part of the town’s commerce plan. The objective is to enhance public house, defend the historic surroundings and steadiness the wants of companies and residents.

Together, these ten measures mirror Florence’s effort to take care of a livable metropolis for its residents whereas supporting a tourism mannequin based mostly on sustainability, legality and high quality somewhat than quantity.

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