DESTINATION FLORENCE CONVENTION & VISITORS BUREAU Via Del Tiratoio 1, 50124 Florence (Italy)

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N°01 SPRING 2021 DF PLANNING FUTURE DESTINATION WEDDINGS IN TUSCANY Florence MAGAZINE BUREAU CONVENTION & VISITORS FLORENCE DESTINATION / COLOPHON DF

Issue 1 Spring 2021 Rethinking DFDestination Free issue #Florence the cradle

DESTINATION FLORENCE CONVENTION & VISITORS BUREAU Via del Tiratoio 1, 50124 Florence (Italy)

For 20+ years, Destination Florence Convention & Visitors Bureau has been the official association for promoting Florence as a destination. Our mission is to attract quality leisure tourism, MICE (meetings, incentives, conferences, events) and destination weddings.

+39 055 29881 [email protected] www.destinationflorencecvb.com

Editorial office The Florentine B’Gruppo srl - Via Valentini 10, 59100 Prato (Italy) +39 055 7093760 [email protected] www.theflorentine.net Registrazione Tribunale di Prato MAGAZINE MAGAZINE n.4 del 12/09/2006

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2 Photo by Josh Hild on Unsplash / EDITORIAL DF

It’s hard to imagine what the world will be like after the pandemic. Everything seems possible and, at the same time, unimaginable. What’s certain is that the restart will only reward those who are capable of working together, bringing together the best forces and promoting the complementary actions of the area’s stakeholders.

This is the fundamental value of organizations like Des- tination Florence Convention and Visitors Bureau: uni- fying local excellence, gathering resources and harness- ing them as a driving force for a sustainable resumption.

We have worked with this goal in mind during these months of the pandemic, consolidating relations with local stakeholders such as the City of Florence, the Chamber of Commerce, Fondazione CR Firenze, Regi- one Toscana, the University of Florence, Firenze Fiera and our 300-plus members, who believe in our project and with whom we share a vision for the future of tourism in one of the most beautiful cities in the world. Federico Barraco President, Destination Florence Convention and Visitors Bureau

Florence is one of the strongest brands in the world, a city so beautiful and alluring, whose name inspires and takes us on a journey. The city offers far more than we imagine, however, and often it provides much more than even we locals experience on a day-to-day basis.

The aim of this magazine is to begin talking about Flor- ence in all its aspects, qualities which continue to fuel the mission our bureau has pursued for more than 25 years. We have the honor of seeing the city through a wide lens, in addition to knowing details and specifics about Flor- ence given our direct contact with the local economic fabric. For this reason, we have decided to tell the world what we’re doing by spotlighting stories, facts and figures, as well as the top projects and sometimes unexpected schemes that make Florence so special.

Together, we’ll discover that Florence is very different to our expectations of this beautiful city. Together, our amazement will heighten our desire to return to this unique place we all love.

Carlotta Ferrari Director, Destination Florence Convention and Visitors Bureau 3 / FOREWORD DF

MAGAZINE MAGAZINE This time of pandemic hasn’t been a time of postponement.

In Florence, this time of pandemic In the last few months, many hasn’t been a time of postponement. investments have gone ahead, such as On the contrary, it has been a time the vast Sant’Orsola and Santa Maria of great ferment and work to lay Novella complexes. These investments the foundations for a new vision of will focus on the best training, Florence, charting new courses of innovation and sustainability as we development and establishing new encourage and support young artisans vocations for the city. and small business owners. BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 4 / FOREWORD / MAYOR OF FLORENCE DF

find culture at its liveliest. In addition to Florence’s infinite beauty, this year will be typified by celebrations marking the 700th anniversary of Dante Alighieri’s death with a busy events program, plus some outstanding exhibitions with Henry Moore at Museo Novecento and We are also continuing measures aimed at Ali Banisadr at the Bardini Museum. making our city smarter, as demonstrated Last but not least, French artist JR’s by the ICity Rank 2020, which put installation, The Wound, on the façade of Florence in first place for all of Italy. Palazzo Strozzi makes us reflect on the

closure of our cultural spaces. So, a greener, more innovative, more intelligent city lies in our future. Dario Nardella But, on their return, tourists will also Mayor of Florence

5 / MICE / NEWS DF Florence has scored the 34th ICAS Congress, beating Sydney in an Florence international bidding process. The achievement is the product of a solid secures nomination promoted by AIM Group International, Firenze Convention ICAS 2024 Bureau, Firenze Fiera and the Italian Association of Aeronautics and Astronautics.

home, especially in Leonardo Bassilichi, former such difficult times. president of Firenze Fiera. The news is a positive “Securing a global event of signal for our desti- this calibre speaks volumes nation and the entire about our central location, conference segment in the allure and versatility of Florence. We won the the premises, innovative bid thanks to intense amenities and up-to-the- A flyby over work with AIDAA and minute technology.” Florence by our members, AIM Italy’s acrobatic Group Internation- Aiming higher arrows on May al and Firenze Fiera 26, 2020, to rai- se spirits during Congress & Exhibition With an office in Flo- the pandemic. Center, showing once rence, AIM Group Ph. Alexandra more that teamwork is International is a leading Korey for The essential in obtaining company specialising in Florentine tangible results.” congresses, events and “Working with AIDAA communication with and other partners in 60 years of experience. Held at the Palazzo dei Florence to secure a Founded in 1960 by an Congressi and Palazzo degli 34th ICAS Congress congress of high scien- industry pioneer, Enzo Affari, the leading event will 9 < 13 Sept 2024 tific value at this time Buongiorno, as one of the welcome approximately Palazzo Congressi + in history with interna- first PCOs, the company 1,000 delegates from all Palazzo degli Affari tional events primarily has quickly become the

MAGAZINE MAGAZINE over the world from 9 to 13 Florence postponed was even preferred partner for September, 2024. 1,000+ delegates more invigorating for scientific associations and Florence prevailed over us,” Flaminia Roberti, pharmaceutical compa- strong competition from global sales director of nies for a wide range of Sydney due to the outstand- the entire Italian aeronauti- AIM Group Interna- events. Thanks to a suc- ing reputation of Italy’s entire cal industry—manufactur- tional, comments. “We are cessful global expansion aeronautical community and ing, universities, research convinced that new hybrid strategy, the group now the Association of Aero- centres and districts—to and digital events will be an boasts a 350-strong mul- nautics and Astronautics show the products made and essential part of future meet- tilingual team, working (AIDAA); the quality of the the research conducted in ings, with a different defini- out of 17 offices around technical visits proposed; the our country to the world’s tion of the customer journey the world, offering an steadfast support of the city top stakeholders. … We and experiences that also extraordinary breadth of council, institutions and in- all now have the duty and tap into new technologies experiences, including dustry; the financial viability responsibility to fulfil the to broaden networking and virtual and hybrid events of the project; and a convinc- proposal by doing our best engagement opportunities and the digital mar-com ing dossier, which included a over the next four years to for all event users.” projects curated by the motivational video presented make sure that ICAS 2024 “While we are preparing to brand-new communi- in the final stages of the bid- becomes a successful event resume the events industry cation hub, AIM Com- ding process. for the Italian and global in total safety, which is a munication. Innovation “ICAS is the most important aeronautics sector.” key economic driver for the and quality are the main aeronautics congress in the Carlotta Ferrari, director area, securing the 34th ICAS drivers of the group, world,” Professor Erasmo of Destination Florence Congress is an important which maintains the Carrera, president of AIDAA, Convention and Visitors addition to the international tailor-made approach for explains. “Florence 2024 will Bureau: “We are delighted to events scheduled to be held every client. be a unique opportunity for BUREAU CONVENTION & VISITORS FLORENCE DESTINATION bring this important victory on our premises,” stated aimgroupinternational.com 6 / MICE / INTERVIEW / FLORENCE AMBASSADOR DF How much

is a city’s Interview with Marco Bindi intellectual Vice-President for National and International Research of the capital University of Florence. worth?

One of the main features of activities of is one of university lecturers and learning and research a top-class conference city is professors must – can have a greater the deep-seated intellectual be assessed economic impact commitment of local leaders. in terms of compared to a similar the ability city without higher To date, Florence Convention to organize education institutions. & Visitors Bureau has scientific events The economic impact successfully involved these locally, which might prove broader translates as and of higher quality leaders in international congresses compared with mass congresses. Now, Florence aims attracting tourism. to engage these individuals thousands of people – further, which means delegates are often accompanied by seeking out leaders with family members – and the constant Where is the room for improvement? international reputations, as flow of persons involved in meetings. The intellectual capital index strives to Florence is positioned well in Europe. well as developing programs express this whole world that moves It could be positioned even better if it aimed at expanding the city’s according to the intellectual capacity of were to resolve a few habits that derive scientific base and commercial universities and research centers. from mass tourism. Florence is a tourist destination and its pulling power is potential. How do we turn our attention to the unquestionable. When Florence is economic worth of intellect? chosen, very few objections are voiced, What is the Intellectual Capital Index but at times organizers find it hard to and what does it express? Our area is famous all over the world find rentals at affordable prices. It’s the for its history, art and literature. It’s clear same for students. Florence is a university The index allows us to assess the that these aspects are associated with city, but it could offer more competitive contribution made by all the activities Florence, the cradle of the Renaissance. amenities and prices, plus a more associated with knowledge, research This drives international tourism with structured offering. Before the pandemic, and technology transfer, which are values that result economically clearer the city’s administration had started to highlighted less with other indicators, but than those promoted by university solve problems affecting students and which have repercussions on the local research. The University of Florence researchers, so that they feel at ease fabric in material, cultural and social is general in its approach as it has on moving to Florence. Destination terms. The added value determined by interests in all fields, from medicine Florence Convention & Visitors Bureau is the activities of universities and research to engineering, agriculture, the developing a student orientation section centers is represented by Italian and environment and the humanities. The on their website and is taking a proactive international students who move to types of people who move around on the approach on spreading awareness about Florence to study, who – in addition to basis of these interests represent a certain these issues. the rent they pay and the city’s allure level of value, or evolved tourism, which for their friends and family – represent the local area recognizes better as it an invaluable intercultural value with makes use of several aspects. Hence, this a significant social impact and long- allows us to understand how this higher term relations. On the other hand, the level in Florence – because the situation 7 / MICE / NETWORK DF Florence, Gothenburg, Ljubljana, Lyon, Rotterdam, Salzburg and Valencia are sharing knowledge, experiences and best practices to promote their Strength potential as MICE destinations. The network’s first joint event took place in numbers in Brussels in March 2020, attracting great interest among Brussels-based association representatives.

SALZBURG VALENCIA FLORENCE

“The EU CVB Network is an excellent collaborative network based on trust between its members and the idea of building support to enable us to efficiently work towards our common goals. We are well aware of the power of partnership marketing and its ability to boost destination —Elisabeth Kassanits-Pfoess, awareness, but we believe that —Ilenia Pasi, Sales Manager, Sales & Marketing Manager, Destination Florence Deputy Director, Salzburg Convention & Visitors Bureau Convention Bureau

“The EU CVB network is way more than a promotion and “Florence is really proud of sales platform, but at the same being part of the EU CVB time even more valuable, it Network and one of its represents a great knowledge founding members. Everything

MAGAZINE MAGAZINE hub for all of us. By sharing started a couple of years ago knowledge, experiences, best with a coffee and some chats practice and even business —Manuel Ferrís, Head of during the main networking leads, we strongly benefit from València Convention Bureau events of the meeting industry, each other and, in the long with our respective directors term, our clients profit too. We talking about the importance have access to a large pool of of cooperating to highlight ideas and inspiration, which building strong partnerships our shared characteristics and helps every single destination to should be an ongoing activity, values. Then we made this grow. As we all share common rather than just a single event concept bloom! We combined characteristics, like a focus on driven strategy (like the one we our marketing power to create sustainability and innovation, did in Brussels a year ago and our network identity and as well as a personal approach was the starting point of the organize dedicated events within the destination, we network). Instead of seeing each both in person and virtually complement each other well and other only as competitors, we (a must in these times) to you always find colleagues to decided to join forces to bring introduce to our clients all exchange with on a similar level. attention to what we have to the shared benefits they could Especially in the disruptive offer (our ideas, goals, values, profit from rotating among our times that we are facing now, etc.), also introducing ourselves destinations or creating multi- a network like ours is very to new audiences and enhancing hub solutions. The EU CVB supportive and increases your our brand visibility. Awareness Network wants to be a bridge stability in the market. We is a key ingredient in success to seven destinations, a bridge set ourselves high targets to and by working together we will which allows clients to cross make sure we can get the best make our destinations more our cities and reach their goals, outcome of the network, for us known to potential clients and more easily saving time, costs and our future clients.” on the international scene.” and energy.” BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 8

/ MICE / RE:START DF Florence: We speak with Lorenzo a magnet Becattini, president of Firenze Fiera, about the way ahead for trade shows for meetings, incentives, conferences and exhibitions and conferences in Florence. MAGAZINE MAGAZINE How do you plan and manage events in What can we expect from trade shows in particular for conferences, to work the midst of all this uncertainty? in the future? with important testimonials who can connect online. We have used technology to accomplish We’re faced with a stimulating time of online what we’ve always done in person. change. The post-Covid era in particular How has your organization adapted to The first digital trade show, Firenze introduces a change in vision and the current challenge? Home TexStyle, was held in January, technology, in which digital is the tool for which allowed exhibitors and buyers to the new vision. There’s no doubt that we The clearest answer is the way in meet on the platform. The timescale is will go back to holding in-person events. which we have converted the “green as new as the technology. We decided We must be prepared to accompany room”, where we held conferences with to extend the running time to 22 June, traditional trade shows with online combined desks and chairs facing the beyond the usual four days of the fair, preparation, which will prove crucial in speaker, into a television set! It’s one way allowing new connections every day growing in-person events. Even when that sparks interest in future potential: for everyone wanting to do business. In we resume in-person events, there will remodulated physical spaces that define a March, the fourth edition of Didacta was be a change in attendance with fewer new scenario. inaugurated by the new Italian education people, but we must deliver the original minister, Patrizio Bianchi. The busy offering, and technology can play a part What events have been confirmed for line-up will focus on schools, teaching in accomplishing this. When somebody 2021 and 2022? methods and new distance learning walks into a certain type of trade show, techniques. such as fashion and textiles, buyers need The resumption of Pitti Immagine is to have a physical reaction; they need to pivotal. We are all waiting to know if it touch the products. When it comes to will be possible to hold the event in June crafts, buyers need to be able to evaluate and July, perhaps with a few adjustments, the piece. However, there are possibilities, but it’s hard to make any predictions. BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 10 / MICE DF There’s a strong demand to resume I wanted to bring back some art to Villa bookings with new future conferences Vittoria. The villa was once a museum – and events that already want to set dates the pieces are now at the Uffizi. I’ve asked in September and October 2021. There’s some Tuscan artists to loan their art in a thirst to savor live events again before order to have a decor that is fitting with going ahead and planning better for 2022 contemporaneity, such as Giò Ponti’s and 2023. We’ll talk about this again in desk designed for Contini Bonaccossi the second half of the year, saving what saved from the oblivion of a warehouse. works and readjusting this based on the Beautiful things like that will be kept on new Firenza Fiera scenario. display. Style is style.

How are the renovations progressing? Florence isn’t at a standstill then?

We started work on the Palazzo degli Last April, we signed a new agreement Affari exhibition hall in January, with a between Firenze Fiera and Florence Con- completion date scheduled for November. vention Bureau to substantiate the fact It’s a new aesthetic that will be worthy that Florence has a strong competitive of the building designed by Pierluigi edge as far as conferences are concerned. Spadolini. The renovation includes new We have to be good at winning and spaces that will be configured in a flexible managing them, and excel at customer way with movable walls, which we will satisfaction. If we ask a hundred peo- be able to modulate based on requests. ple where they would like to go for a We’re talking about a tailor-made outfit conference, it’s likely that 90 of them will for small, high-quality trade shows and say Florence. The beauty of our art helps, conferences. Beautiful things require but we cannot limit ourselves in only complementary situations, which is why saying Florence in our portfolio. We have Piazza Adua, in agreement with the city to pamper visitors with experiences and council, must go back to being a worthy tours, with stories that can be told along- access point from the station and the side culture. In that way, Firenze Fiera tram system. Plans are also in the works must also become a small-scale producer to renovate the Fortezza da Basso. Also, of culture.

Prior to the pandemic, the international trade show sector showed constant growth, hitting record highs in 2019, according to the Country & City Rankings 2019 produced by ICCA – International Congress and Convention Association. Italy was in sixth place for the number of meetings held in 2019, after the US, Germany, France, Spain and the UK. Figures released by OICE – Italian Observatory of Conferences and Events – saw Florence burst ahead with a 3.9% increase in the number of delegates in 2019 compared with the previous year and against +2.6% for the whole of Italy. In economic terms, events and conferences accounted for 10% of overnight stays in Florence’s hotels in 2019.

11 / DESTINATION FLORENCE DF

Destination Florence: an ethical choice

DestinationFlorence.com is the official marketplace of the City of Florence. It’s the first port of call for tourist amenities, such as hotel reservations, museum tickets, theatre performances, tours and much more.

Travelling has always meant more than a personal gift. More than anything else, it’s a tribute to the destination. 5 reasons to use From the moment when you book, a deep love develops DestinationFlorence.com between the traveller and the journey’s end. These adren- aline-fuelled days involve DestinationFlorence.com is all about local, ethical and sustainable travel. butterflies in the stomach as future visitors decide the 1/ We support Florence and local businesses. why-when-how of their travel plans. 2/ We care about Florence as a UNESCO World Heritage site.

Many of today’s tourists are 3/ We promote the whole of Florence and its surroundings, treating the main fully independent. They plan attractions and little-known gems with the same respect. MAGAZINE MAGAZINE and book their vacations using a whole host of tools, 4/ Our official partnership with the city council means that you can rely on the from the traditional to the quality of the information and services. various established digital platforms. Contemporary 5/ Selling everything on a single platform, which is simple, fast and convenient, travellers choose the expe- means that the money goes straight from our official platform to the operators, hence riences they crave and tailor helping Florence and the local economy. them according to their personal tastes. DestinationFlorence.com to create their own packages We choose our partners The purpose of puts Florence first independently and purchase according to a code of ethics DestinationFlorence.com them in a single transaction. that reflects the vision of is to provide travellers with DestinationFlorence.com Plus, the prices you find Florence that we want to everything they need to was created in 2017 in on Destination Florence offer: absolute respect for make informed choices. partnership with Florence are market prices, which the law; local suppliers only; It’s a way of ensuring that City Council. It is the only means visitors to the city quality standards met; and Florence ticks all the boxes official e-commerce that never spend more than they in-depth knowledge of the while focusing on sustainable encompasses the entirety of should. local area. This means that tourism in the future. what Florence has to offer: The products and services quality is always guaranteed hotels, restaurants, exhibi- sold on DestinationFlorence. whenever travellers book a tions, museums, tours and com are all certified and hotel or purchase a tour on experiences. supplied by a network of DestinationFlorence.com. It has a unique shopping 300-plus local, specialized

BUREAU CONVENTION & VISITORS FLORENCE DESTINATION cart, which allows travellers and qualified operators. 12 “In the last few years, we have worked For this reason, as the city councillor for hard to promote tourism that is more tourism, last year we launched a publicity sustainable and respectful. Florence is campaign aimed at creating an alli- a place of extraordinary beauty, which ance between the City of Florence, tour is precisely why the number of tourists guides and tour operators to “relaunch has increased, including mass tourism sustainable tourism in the city” through in which inattentive visitors have taken awarding the “Feel Florence!” mark of most of a set of services and take part advantage of the city without fully quality to everyone who works according in the annual Quality Tourism Awards, experiencing or respecting it. to certain standards. In addition to help- promoted by our partner Destination ing us combat unregulated activity, a phe- Florence Convention & Visitors Bureau. Sustainable tourism, which we encourage nomenon that “damages” citizens, visitors All these actions are being implemented with strategic partners like Destination and, more generally, the image of our city, so that we can welcome back everyone Florence, is attentive to our community the Feel Florence recognition allows us to who chooses Florence for their next and the city’s heritage. This is a more cu- develop a stronger bond between public journey in the best and most sustainable rious form of tourism that does not stop and private sectors, sharing a vision ways.” with the better-known attractions, but focused on the diversification of tourism pushes beyond the boundaries of the his- experiences, decentralizing visitor flows, toric center. These travelers buy from the informed tourism that respects the city botteghe of our craftspeople and explore and its residents, and protects jobs. established stores as well as everything that the Made in Florence culture has The tour guides and tour operators to offer. This tourism stays longer in the who obtain this stamp, as well as being Cecilia del Re city and ventures out to the metropolitan promoted on the Feel Florence website 5 reasons to use area, for the leafy suburbs in search of (www.feelflorence.it), can make the city councillor DestinationFlorence.com lesser-known sights. for tourism MUGELLO CIRCUIT A Tuscan Jewel

More info: www.mugellocircuit.com @MugelloCircuit @MugelloCircuit @MugelloCircuit / DESTINATION FLORENCE DF Off to a flying (re)start

Florence Amerigo Vespucci Airport carry out the maintenance to want to congratulate Toscana make good use of the winter Aeroporti on its decision to reopens on April 2 with a newly paved, downtime in air traffic. “We press ahead with the resur- high-performance runway. have taken advantage of this facing of the runway, which timeframe caused by the will make Florence Airport pandemic, so that we won’t more efficient.” Heavy-duty lorries are runway is being resurfaced have to close the airport in The newly paved runway has driving one in, one out with an enhanced asphalt the years to come,” remarked not been extended or repo- through the border police that will vastly improve Marco Carrai, president of sitioned, but the masterplan barriers at Peretola. A hive of landing and takeoff at Flor- Toscana Aeroporti. “We are for the longer 2,400-me- activity for a port of call that ence Airport. The operation making a huge effort, so tre strip is expected to be is currently grounded, the also extends to the safety that we will be ready for the presented in May. It will take city’s international hub has area and horizontal mark- hoped-for resumption of at least five more years for embarked on what Rober- ings, in compliance with air traffic in the spring and these plans to become reality. to Naldi, CEO of Toscana the standards set by the summer.” In the meantime, the current Aeroporti, remarked as being European Union Aviation “This work is a signal of a 40-day maintenance plan “probably the largest con- Safety Agency. Advanced city that never stops,” Dario continues apace, working struction site at the moment light-emitting diode lighting Nardella, Mayor of Florence, 24 hours a day, seven days a in Tuscany”. Tar permeates replaces the former halogen commented in a photo call week, providing employment the air as journalists ride the system, in addition to a in front of the resurfacing to more than 100 people. airport bus, in a flashback to monitoring system that will campaign. “During the An Air France flight from journeys past, to the edge of inform the control tower Covid emergency while Paris is scheduled to be the the 1,700-meter-long runway. immediately even if just one international borders are first flight to touch down on Having closed for mainte- light were to malfunction. closed and airports are ex- the fresh tarmac when the nance on February 1, the The decision was made to periencing minimal traffic, I airport reopens on April 2. MAGAZINE MAGAZINE

Check before you fly. For updated information about traveling to Italy from abroad, see the Italian Ministry for Foreign Affairs website. www.esteri.it/mae/en/ BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 14 Florence, the birthplace of Dante Alighieri, pays tribute to its illustrious son in 2021 during the 700th anniversary of his death. #700Dante: events + experiences Travelling further

of Florence with a (and slower) documentary exhibition “This epic 245-mile network of trails is on Dante’s human and the ultimate slow journey with a literary political story (October twist. Inspired by Dante’s journey, this trail 2021-January 2022); in can only be accessed by foot or bike and the cloisters of Santa is broken up into 20 stages from Ravenna Maria Novella, a Dante to Florence and back. Guests can rest exhibition as a preview of their heads in local lodges and embrace the upcoming Museum the wilderness of the Apennines along the of the Italian Language w a y.” by the Accademia -Lonely Planet della Crusca; and at the Central National, The Roads of Dante trail was the only Riccardiana and Italian attraction to score a place in Laurentian Libraries for Lonely Planet’s Best in Travel 2021 a three-venue exhibition Sustainability awards in the “Best Walks” in partnership with section. The hike offers an opportunity Società Dantesca Italiana to retrace Dante’s steps between Florence on Dante and his time and Ravenna, his birthplace and the city in Florence’s libraries where he died. This slow travel experi- (September 2021-January ence through Emilia Romagna and Tus- 2022). cany, crossing the Apennine mountains, The Teatro del Maggio allows nature lovers to immerse them- Musicale Fiorentino selves in culture where time comes to a Foundation is working on standstill following in the footsteps of three projects: a reading Dante Alighieri, from his birth, career as of the ‘Divine Comedy’ a poet and politician in Florence, his sub- at Teatro Goldoni, a sequent downfall and ultimate exile be- concert tour conducted fore dying in Ravenna, where his remains by Riccardo Muti held and tomb still remain today. The main in Ravenna, Verona and route, Dante’s Way (Cammino di Dante), Florence (September covers a distance of 395 kilometres, but 13 for the Florence performance), and there are more manageable options. Cy- the commission of a piece by Luca Events in Florence clists might like to tackle the historic Via Francesconi, conducted by Zubin Mehta Faentina, while another highlight is the on the occasion of the inauguration of Florence hopes to reconcile with its Dante Train, which connects Faenza and the New Auditorium. exiled son with an array of cultural events Florence via Marradi, travelling through The Casa di Dante Museum has this year. the Mugello and Sieve valleys. Exhibitions are planned at the Bargello embraced the anniversary to modernize Museum: Honorable and Historic Citizen the medieval space with displays in of Florence (April-July 2021) and The Italian and English (reopening in June). Book your Dante experiences on Admirable Vision - Dante and Comedy On May 14, the date used in 1865 to destinationflorence.com: in the Symbolist Imagination (September mark the 600th anniversary of the poet’s bit.ly/700danteexperiences 2021-January 2022); the Uffizi, with Trees birthday, when flagbearers paraded to Find out more about the events In-Verses, a show dedicated to Giuseppe piazza Santa Croce, the City of Florence being held in Florence: Penone with a tree-shaped installation in is hoping to organize a similar historical https://www.700dantefirenze.it piazza della Signoria; the State Archives reconstruction of the solemn procession. 15 / DESTINATION FLORENCE / LONG STAY DF

BE.LONG Florence for students, startuppers, home workers + temporary citizens.

Florence now boasts a new service for the city’s temporary citizens. Be.Long, a project developed by Destination Florence in partnership with the City of Florence, aims to repopulate the historic centre with the next generation of residents and medium- to long-term rentals. Be.Long is equally primed to become the touchstone for help

MAGAZINE MAGAZINE and support aimed at students and startuppers as well as an useful tool for universities and study-abroad programs.

The endgoal is to offer the city’s higher education institutions with a one-stop portal for all the additional amenities that they have managed independently to date, which is no easy task given the many addenda to their core business. With Be.Long, powered by Destination Florence Convention & Visitors Bureau, all universities and international schools will be able to access the information needed to help their students when it comes to housing, transfers, family vacations and obtaining visas, plus much more.

Developed on DestinationFlorence.com in partnership with the City of Florence and championed by tourism councillor Cecilia del Re in particular, the project aims to make life easier for visitors as they put their roots down in Florence, integrate, belong

BUREAU CONVENTION & VISITORS FLORENCE DESTINATION and thrive. The initiative will also act as a 16 Every year, Florence welcomes around 36,500 people into study abroad data gathering exercise to monitor the programs. Be.Long will make this a thing of the rental market in the city centre. past. Each person stays As its name suggests, Be.Long is designed in the city for The website will contain a wealth of to help users integrate into the city and an practical information for temporary citi- settle in for a medium to long-term stay. average of 80 to zens looking to move to Florence. These Although overseas students form a con- future citizens can find out details about siderable segment of the target audience, 90 days. healthcare and all matters pertaining to the platform has also been conceived as bureaucracy and administration, in addi- a tool applicable to start-uppers, medical tion to a gold mine of invaluable infor- tourists and temporary citizens, workers In a normal year, Florence welcomes mation about everyday life in the Tuscan who come to the city for a finite length tens of thousands of medium- to long- capital. A number of services pertaining of time. It is also aimed at smart workers term residents, and though it is unlikely to Florence will be promoted and sold and digital nomads. Surveys suggest that that this summer will see them return in through the platform, such as tours, visits the possibilities afforded by remote work- their typical numbers, the city hopes for and various other experiences. ing have prompted 37% of the world’s a certain percentage of its usual arrivals workforce to consider moving location. before the end of 2021, whether for study Whether reaching out to businesses Destination Florence is keen to promote abroad programs or for remote working or private individuals, the aim of Florence as a destination for these new opportunities. Newcomers to Florence Destination Florence remains the same: mobile breeds of employee. It is in the have traditionally been left to fend for to promote Florence as an innovative city’s interests to attract new talent and themselves when it comes to finding destination through the strength of an start-up enterprises. accommodation and navigating their ever-developing network. way through bureaucratic requirements. / TUSCANY FOR WEDDINGS DF Love in the time of Covid-19 We look at the wedding trends for 2021 and 2022 and how Tuscany is perfectly placed to deliver the destination wedding of people’s dreams.

Tuscany has been outdoing itself Most 2020 weddings have been locations can protect your loved ones repeatedly on the destination wedding rescheduled for 2021 with some in the most private and secluded way scene in recent years. It’s not only the postponed to 2022, which means that possible. Tuscany has a wealth of villas allure of Florence and the picturesque the organizational timescale has been where events have always been held, Tuscan towns that are attracting lovers to extended from the usual 12 months to which can be rented out for your entire this varied region; it’s the nature itself in 18 or 24. As the world emerges from wedding party: it’s a natural continuum all its manifold glory. lockdowns and downtime, we can of what could make your special day

MAGAZINE MAGAZINE expect to see some wedding trends in become an extra-special week or two. In 2018, the destination wedding segment the months ahead. Intimate ceremonies Indeed, extended celebrations are being in Tuscany brought 546,000 visitors and a with just the bride and groom and their predicted as one of the hot wedding turnover of more than 160 million euro, immediate families, something that we trends for the year ahead as couples look according to a report by Centro Studi saw last summer, for a more personal for extra ways to wow their guests. A Turistici. Tuscany is the market leader occasion imbued with sentiment. longer occasion is one means of making for destination weddings with 30.9% of Receptions with less than 50 guests are up for the fewer numbers. Multiple all nuptials in Italy and 32.3% of the total classed as micro weddings, which will days with friends and family beside a turnover. The UK and the USA are by far prove a midway solution for weddings sun-kissed pool, enjoying a leisurely the main markets, followed by Germany, in 2021 and 2022. The long Tuscan barbecue and grazing on Tuscan cheeses Australia and the Netherlands. summer provides the perfect setting for while sipping glasses of the region’s reds, eco-friendly nuptials with its constant whites and rosés are definitely on the The pandemic has hit the sector hard warm weather and gorgeous outdoor cards. Alternatively, newlyweds could with 70% of businesses declaring a loss in venues to avoid close contact with too differentiate, renting a delightful piece of revenue and 45% ceasing their activities many people in a closed environment. Tuscan real estate and inviting different altogether. But for Francesco Palumbo, Elopements may make a comeback in friends at different times, interspersed director of Tuscany’s tourism board, To- the months ahead as couples organize with small group tours and authentic scana Promozione Turistica, destination getaway weddings to escape the potential experiences, such as truffle hunting, weddings will continue to be a vital part headache and expense of downsizing geocaching and even skydiving for thrill of the region’s tourism scene. “Weddings caused by sudden Covid-19 restrictions. seekers! are a strategic product that we’ve pin- Nothing says Tuscany like the dust pointed for years to come. After two years rising along a gravel track and the Safety measures are part and parcel of of investing in this segment, international relative isolation of the region’s venues the weddings of the future as venues promotion will be accelerated further will be a saving grace for destination and wedding planners adapt to the operationally and financially.” weddings. With safety in mind, remote new normal and local legislation. BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 18 2018 Summer is the preferred season for Destination Weddings and 546,000 the most requested visitors months are September 2,713 and June. events €160mln Tuscany boasts one of the most efficient turnover (€59K average healthcare systems anywhere in the world, guaranteeing universal, public expense per event) and free healthcare to all. Hygiene and containment measures already play a major role across all venues and businesses with strict implementation of physical distancing applied to planning and seating arrangements. Hand % sanitizers and masks reassure guests 30.9 as they are welcomed to the occasion, making them feel safe and cared for. Plus, slice of the italian testing is now easily accessible across the region as Covid-free weddings join market cake Covid-free flights in the months ahead.

Couples might decide to tighten their belts in 2022 and 2023, but this thriftiness creates opportunities to promote off-season weddings and promote quality products at accessible prices. + Encouraging bookings for the years UK USA ahead at lower prices will allow operators main markets (followed by Germany, to regain more cash flow. What will prove vital for those working in the destination Australia and The Netherlands) wedding segment will be the creation of packages that address the needs of potential customers and developing a marketing strategy aimed at the right target to win market shares.

19 / TUSCANY FOR WEDDINGS / INTERVIEW / TUSCANY AMBASSADOR DF Tuscany is undoubtedly one of Italy’s most romantic regions. With myriad memorable villages, towns and cities, all while surrounded by bucolic nature, the options of where to marry are endless. Helping couples create the ideal wedding for them is the enthusiastic and joyful wedding planner, Wayne Gurnick of Mo- ments by Wayne. His role as ambassador for Tuscany for Weddings sees him share his passion with couples in the United States for the fairytale-like wedding loca- Wedding tions and charming gems to be found all over the region. planner Wayne From his base in Los Angeles, Wayne promotes Tuscany as a destination wedding venue, guiding couples in their plan- Gurnick shares ning from start to finish. But beyond his own key role in crafting the perfect day, Wayne is keen to share his admiration for the everlasting the team he finds in Tuscany. “Tuscany is such an incredible region. romance of My wife and I have travelled extensive- ly throughout Tuscany. Then I had the opportunity to experience Florence and Tuscany Tuscany professionally and I found that everything I loved on a personal level was available there on a professional level also. You have the beauty of the region along with the wealth of so many different opportunities for ways to make a wedding – or any type of celebration – so personal. People are drawn to everything that the region has to offer, from the incredible food to the amazing people, who

MAGAZINE MAGAZINE are just like most of us in the wedding industry: we’re pleasers. I’ve made so many friends over the years and the team has constantly impressed me by how caring and talented they are. I’ve also had opportunities to talk to others about what it is that makes Tuscany so special and I’ve only heard people tell me the incredible, wonderful experiences that they’ve had while being in Tuscany.”

Wayne was selected as a guest speaker for the Destination Wedding Planner Congress in 2016, an occasion that brings together top professionals from all over the world to share their expertise. “On a business level, I’m very particular about where I put my name, not for any other reason than that I set really high standards for myself. I want to make sure that the people I work with are able to produce both the products and services that the client wants and I know that most people in our industry are looking for people to be very pleased with the BUREAU CONVENTION & VISITORS FLORENCE DESTINATION 20 “People are drawn to everything that the region has to offer, from the incredible food to the amazing people, who are just like most of us in the wedding industry: we’re pleasers.”

work that we do. When I was contacted a number of different business owners people make decisions to choose things about the congress, I was very impressed and property owners when I toured 27 that are more important to them. You can with the work that they do to promote different locations within a five-six day find a wonderful corner of the world in not only their organization that brings excursion in Tuscany, interviewing as Tuscany where everything is so beauti- members of the wedding organization to- many different places that are members ful; whether it’s rustic or refined, there’s gether, but also by how they do it. They’ve of Tuscany for Weddings as I could – it an amazing beauty. I beam when I talk done amazing things for all sectors, both was an amazing experience. I’ve conduct- about it because it’s such a special place. public and within the industry, to pro- ed many property tours and site visits in I’ve travelled all over, I’ve been to many mote the region and to bring together the the past and this was really world-class. places in the world, and my wife and I best resources that are available, whether We were travelling all over the region have talked quite frequently over the last it’s an incredible location such as a Relais and the driver knew every backroad and year about how much we miss Italy and & Châteaux, a historic private property, a shortcut to ensure we tacked in as many we miss Tuscany.” large city hotel or a small boutique hotel; different locations as possible. I don’t they really have everything that a couple speak Italian, and often times I hear peo- Given that your wedding day is one of the could imagine.” ple say, ‘But how can I do this if I don’t most remarkable and memorable days of speak Italian.’ I’ve never found it to be a your life, knowing that professionals like Another intriguing venture by Wayne is problem as people always try their best Wayne conduct their work with endless his wedding radio section on his web- and there was always a way to facilitate passion and dedication assures couples site: “Wedding Words of Wisdom is an communication.” that all the pieces will come together to online radio programme, something that create an incredible day. I started a number of years ago. I find out “Weddings are going to be more import- what people in the industry are interested ant than ever once the pandemic has in and what they do within the wedding been taken care of. I think that people world, and I always finish off with their will travel more and that they will not wedding words of wisdom. This industry necessarily have larger celebrations, but Find out more about is a joy and a pleasure, it’s a lot of hard I think that celebrations will happen work, but it’s so inspirational to provide differently. It’s going to be more import- Wayne Gurnick at a couple with their most special day. I ant to select those people that they want www.momentsbywayne.com had the opportunity to interview quite to celebrate with. When things are scarce,

21 / TUSCANY FOR WEDDINGS / VENUES DF

Love in Florence in Tuscany: Make yourself at home in the 15th- hand-picked century hand-restored villa of Il Salviatino (www.salviatino.com), offering spectacular views of the destination surrounding nature and beauty. Located just 15 minutes outside the city center, it vaunts original frescoes, lush gardens wedding venues and a vast yet cozy terrace with vistas of the Duomo. From truffle hunting on the property grounds to private winery tours Let your passion and family-style Tuscan dinners, you can tailor-make your Tuscan wedding

MAGAZINE MAGAZINE package, choosing from different take wings locations in the villa or the private parkland to cater to your every desire.

with these top Set in the hills above Florence with swoonworthy views over the city, Belmond Villa San Michele (www. destination belmond.com) rivals any museum or gallery with its historic frescoes, cutting-edge art and façade attributed to wedding venues Michelangelo. Formerly a 15th-century monastery, the Italian gardens are luxuriant with the alluring scent of lemon in Florence and trees and roses, ideal for a romantic stroll with your spouse. Only 15 minutes from the centre of Florence, the unique Tuscany. location with its picturesque views is a sensational site for weddings. With rolling hills dotted with vineyards, cypress trees and centuries-old villas, Tuscany draws couples from all over the world, given its wealth of cultural Nestled in the green hills between and natural heritage set in a landscape that has inspired some of the greatest Fiesole and Florence, Villa and Fattoria artists in the world. With full circle wedding planning services at your dispo- di Maiano (www.villadimaiano.it) is a sal, a picture-perfect wedding day is ensured. Here we take you through some stunning setting for a remarkable event. of the most breathtaking venues in Florence and Tuscany for your destination Originally built in 1400, the estate is only

BUREAU CONVENTION & VISITORS FLORENCE DESTINATION wedding. five kilometers from Florence, yet it feels 22 like you’re deep in the countryside. With And in Tuscany… rooms in typically Tuscan style as well a swimming pool and even an olive oil as cottages on the grounds. A chapel, mill, there’s plenty to explore and enjoy. swimming pool and spa mean your every Seek solace in the tranquil countryside, The private sitting room of Elisabetta need is catered to for both your ceremony declaring your love in a simply magical Corsini is home to a collection of antique and pre- and post-party. The on-site venue where time seems to stand still. dolls and valuable tomes collected by Sir restaurant is the only Michelin-star Castello di Casole (www.belmond. John Temple Leader reside in the library, restaurant in the Arezzo area, ensuring com) is a 10th-century estate where making this venue endlessly desirable. only the highest quality food and estate you can enjoy the best of rural Tuscany, wine is served to your guests. 30 minutes from Siena. Spread across One of the last Medici residences, 4,200 acres, spot wildlife, hunt for Villa Corsini in Mezzomonte (www. Returning to the land of Chianti wines, truffles and then retire for a fine dining villacorsini.com) is a grand and elegant cornfields, chestnut groves and cypress experience. The on-site San Tommaso setting for your special occasion. trees synonymous with Tuscany, the Church is picture perfect for an intimate Dating back to medieval times, the villa 11th-century Castel Monastero (www. ceremony of up to 30 guests, or for a features frescoes from the 1630s and was castelmonastero.com) is nestled in larger gathering, declare your vows in the inherited by the Corsini family in 1644. these paradise-like surroundings, a gorgeous vineyards. Located in the municipality of Impruneta beautifully restored medieval village and a mere seven kilometres from Florence, monastery, 23 kilometers from Siena. The world-renowned wine region the venue offers guests mesmerizing Two restaurants, rustic chic guestrooms of Chianti Classico is home to Villa views of the Chianti hills and centuries of and a villa, this is a luxurious and Mangiacane (www.mangiacane.com), history that will enthral all. typically Tuscan retreat with spa facilities, a 15th-century property built by the a charming church, and medieval and Machiavelli family with works by Another noted venue is Villa Cora renaissance buildings for a sophisticated Michelangelo, who redesigned the villa (www.villacora.it), an exquisite and celebration. for an important wedding. 750 acres of exclusive aristocratic premises set within vineyards, olive groves and forest fill a centuries-old park and overlooking The 5-star Hermitage Hotel (www. the estate, meaning there are plenty of the much-admired Boboli Gardens. The hotelhermitage.it) overlooks Biodola fantastic backdrops for capturing your lavishly decorated Moresque Room is Beach and is composed of several villas occasion on camera. The terrace offers a particularly charming, with its eclectic scattered among the hills on the island view of Brunelleschi’s Dome and you’re taste typical of the villa, also evidenced of Elba. Say your vows in front of the just 12 kilometres south of Florence yet in the Mirror Room, which was once crystal-clear waters in the beautiful bay have all the charm and beauty of the considered the most beautiful ballroom before relaxing with the vast array of famous rolling hills. in Florence, drawing illustrious guests facilities that means your guests will have such as Princess Eugenia, wife of plenty to entertain themselves. Tennis Owned by the Baracchi family, the Napoleon III, and the renowned Russian courts, seawater pools and even a golf 17th-century villa of Il Falconiere & composer Tchaikovsky. course and diving center: the facilities are Spa (www.ilfalconiere.it) provides 34 truly top class. 23 Ethical Sustainable Local

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