Ambassadors of Florence project launched to promote civic pride

Florence is introducing a new civic initiative called the Ambassadors of Florence, a group of trained citizens who will act as a link between locals and visitors, promoting respect, hospitality and care for the city. The project is supported by Fondazione CR Firenze, which has allocated €100,000, and developed in partnership with the Fondazione Angeli del Bello, known for its volunteer work in maintaining urban decorum.

The call for applications is now open. Residents interested in joining the initiative can email ambasciatoridifirenze@angelidelbello.org. The programme is open to volunteers, students and retirees, and will gradually include people completing community service, those in integration programmes and others engaged in social reintegration paths.

The Ambassadors will be organised into five two-person teams, working half-day shifts in key areas of the city such as train stations, the airport, park-and-ride car parks and major landmarks. Wearing distinctive vests and badges, they will provide information to visitors about local rules and good practices, while offering basic assistance when needed. All activities will be coordinated by the Fondazione Angeli del Bello.

The first teams are expected to begin their work between spring and summer 2026, operating as mobile units across the historic centre. The foundation will also organise public flash mobs for removing graffiti, cleaning small public spaces and restoring urban decorum, encouraging both residents and tourists to take part in caring for the city.

According to Bernabò Bocca, president of Fondazione CR Firenze, the initiative aims “to find a balance between welcoming visitors and safeguarding the everyday life of local communities”, and to “promote beauty without consuming it”. Giorgio Moretti, president of Fondazione Angeli del Bello, said the Ambassadors will “encourage responsible behaviour and foster a more sustainable way of enjoying Florence”.

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