Green Graffiti Appear in Florence to Promote Respectful Tourism

From Dante Alighieri to Leonardo da Vinci, from the Electress Palatine to the humble city pigeon — they’ve all taken to the streets of Florence in a new campaign aimed at encouraging more respectful behavior from both locals and tourists.

These iconic figures are part of the “Green Graffiti” initiative, a creative and sustainable public art project that uses completely natural, food-grade materials to deliver visually striking messages directly onto sidewalks and squares throughout the historic center. The biodegradable graffiti will remain in place until the end of July and can be removed using nothing more than water.

The project is part of the wider campaign #EnjoyRespectFirenze, promoted by the City of Florence and Fondazione Destination Florence, which aims to raise awareness about responsible tourism and civic pride.

“Discovering the most authentic treasures of Florence means fully enjoying the beauty of the city — and at the same time, respecting it,” said Jacopo Vicini, the city’s tourism councilor. “Through the foundation Destination Florence, we’re sending a clear message: an invitation to get to know the city deeply and respectfully.”

The campaign uses innovative, attention-catching communication tools to reach as many people as possible in Florence during peak tourist season. The Green Graffiti have been installed at 37 key locations across the city center, each featuring a unique design that blends historical characters with messages about local heritage and sustainability.

Far from being simple slogans, the graffiti are designed as urban art pieces, with strong visual and emotional impact. One example is Dante Alighieri, accompanied by the message: “Get to know Florence’s artisan shops. Discover the real Florence.” This ties into the broader effort to support local craftsmanship, particularly through the Adopt a Workshop initiative, which invites visitors to explore traditional artisan stores — places that keep the city’s culture and identity alive.

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