Florence is experiencing a record number of visitors this season, but the growing trend of short stays appears to be affecting the popularity of the FirenzeCard, the city’s official museum pass. The issue was raised during a recent session of the Florence City Council, where it was noted that sales of the card have dropped by around 60% compared to 2019.
The FirenzeCard, introduced in 2010, grants admission to around 70 museums and cultural sites across the city. Valid for 72 hours from its first use, the card costs €85 and includes access to temporary exhibitions, free admission for visitors under 18, and a free 48-hour extension. It can be purchased online or at local visitor centers.
The card saw its highest popularity in 2018, with 127,000 units sold. However, sales declined sharply the following year, when the price increased from €72 to €85 and key attractions like the Duomo complex left the program. In 2019, only 76,856 cards were sold. The COVID-19 pandemic further impacted the program, leading to its suspension from March 2020 to October 2022.
Since its relaunch, sales have been recovering slowly. In 2024, 51,064 FirenzeCards were sold, with approximately 9,000 users taking advantage of the 48-hour extension option known as “Restart.” Preliminary figures for 2025 suggest a continued positive trend.
One major factor cited in the decline is the reduced average length of stay for tourists in Florence — a broader trend observed across Italy post-pandemic. Before COVID-19, visitors typically stayed around three nights, aligning well with the card’s 72-hour validity. Now, shorter visits may make the pass less appealing to travelers.
During a council session, suggestions were made to revitalize the FirenzeCard, such as reintroducing public transport access, which was included in the past through a partnership with Ataf, Florence’s former transit provider. That agreement expired, but the city is currently in talks with the new provider, Autolinee Toscane, to explore renewed collaboration.
Council members also raised the possibility of creating price tiers based on age or length of stay and extending the card to include attractions in neighboring municipalities. This could help relieve pressure on Florence’s historic center and encourage exploration of the wider area.
Florence’s cultural department has acknowledged the challenges and is open to adjustments. While no immediate changes have been announced, city officials confirmed they are evaluating the performance of the card during the first half of 2025. They are also studying how similar tourist passes are structured in other cities, including options for variable durations and integrated transport access.
The FirenzeCard continues to be promoted through multiple channels, including the city’s own tourism offices, online advertising, newsletters, and the Destination Florence platform.
City officials say they will assess upcoming data to decide whether and how to update the FirenzeCard offering — with the aim of better adapting it to new visitor habits and ensuring it remains a valuable tool for exploring Florence’s cultural heritage.
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There has been so much about Florence trying to reduce tourist numbers it has backfired and people have short stays and move on where they are more welcome Florence is my favourite city in Italy. I hope the numbers increase.