Conference Tourism: Florence Strengthens its Position in 2025, a 31.8% Increase in Events and 9.5% in Occupancy are Expected
Florence, July 31st, 2025 – A city that is increasingly attractive, a destination investing in quality and a supply chain in constant evolution. The year 2024 marks a turning point for conference and event tourism in Florence, which not only confirms its strategic importance on the national scene but also raises the bar in terms of quality and economic impact. This is the key finding from the latest OICE Report – Italian Observatory on Conferences and Events, a national research initiative promoted by Federcongressi&Eventi, the Italian meetings industry association, and conducted by ASERI – Graduate School of Economics and International Relations at the Catholic University of the Sacred Heart. The report includes a dedicated focus on the Metropolitan City of Florence, supported by the Destination Florence Foundation.
According to 2024 data, in the 191 venues surveyed 10,938 events were held, showing a slight decrease compared to 2023 (-6.5%). However, other key indicators are on the rise: the number of participants increased by 3.3%, reaching 834,517, and attendance also grew by 8.9% compared to 2023, totaling 1,316,989. The average event duration also increased, reaching 1.4 days compared to 1.35 in 2023, as did the average number of participants, which rose to 76.3 from 69.1 in 2023. Another positive trend is the growing impact of conferences and conventions on total hotel tourism stays: in 2024, they accounted for 14% of total hotel stays, compared to 11.6% in 2023 (+20.69%). This is clear evidence that Florence is strongly focusing on high-quality events, attracting gatherings of greater significance, sustainability and strategic value for the entire region.
Particularly noteworthy is the sharp increase in the association segment: events organized by associations rose from 9.7% in 2023 to 18.6% in 2024, nearly doubling their share. This figure highlights the strengthening of Florence’s positioning as a leading destination for knowledge and research-based tourism.
NEW CONGRESSES AND OPPORTUNITIES – In 2024, the Metropolitan City of Florence hosted approximately 11% of all conference events in Central Italy and 3% at the national level, while in terms of attendance, it accounted for 12% of the total in Central Italy. This centrality reflects not only the numbers, but also the perceived quality of service, attractiveness and the international reputation of the destination.
It is no coincidence that last year, thanks to the joint efforts of Destination Florence and Firenze Fiera, the city of Florence secured 17 successful bids for events scheduled to take place by 2028, with an estimated economic impact of €38 million (+17% compared to 2023) and an attendance of around 16,000 expected delegates. Moreover, in the first six months of the year, Florence has already secured 5 high-profile international congresses, expected to bring in over 3,550 participants and generate an economic impact exceeding €6 million.
“The data from the OICE Report confirm that conference tourism is one of the most strategic drivers of economic development for our city,” stated Jacopo Vicini, Councillor for Economic Development, Tourism, Exhibitions and Conferences of the City of Florence. “Florence is making visionary investments in quality, innovation and sustainability, establishing itself as an international reference point for knowledge-based tourism.
The synergistic collaboration between institutions, industry professionals, and the academic world enables us to attract high-value events that generate widespread economic, cultural and employment impact across the entire region”.
“The figures from the OICE research confirm that Florence is a key destination for conference tourism, but it is also leading a cultural shift focused on sustainability, innovation and the enhancement of local identity,” said Laura Masi, President of the Destination Florence Foundation. “Investing in high-quality events means generating widespread value and promoting a model of tourism that is in balance with the life of the city.”
“2024 has been an outstanding year for our company in terms of conference activity,” commented Lorenzo Becattini, President of Firenze Fiera. “We recorded a 38% increase in revenue compared to the previous year (€10.7 million versus €7.7 million in 2023), a result achieved thanks to the hosting of larger congresses, both in terms of duration and number of participants. Thanks to the synergy with the Destination Florence Foundation, the City of Florence, and all other relevant institutions and organizations, along with the offer of cutting-edge and competitive spaces and services, our business volume has grown significantly,” concluded Becattini, “bringing positive economic impact to both Florence and the wider Tuscany region”.