Tourism in Florence Rises Again in 2025 with 9.7 Million Overnight Stays

Florence recorded strong tourism growth in 2025, according to new data from the Centro Studi Turistici (CST) presented during the “Destination Florence 2026” conference. Between January and October, the city registered over 4 million arrivals and 9.7 million overnight stays, marking increases of 7.1% and 8.5% compared to the same period in 2024.

The increase involved both Italian and international visitors, with around 96,000 more domestic stays and 666,000 more from abroad. The busiest months were April and May, while July was the only one to show a slight decline (-1.6%).

Alongside longer stays, the number of day visitors also grew significantly. Based on Vodafone mobile network data, Florence hosted around 8 million day-trippers over the past year. From January to October 2025, more than 50,000 tourist buses entered the city—up 45% from 2024. Most were day visits (about 83% of total permits), while roughly 8,000 buses carried groups staying overnight.

Tourism councillor Jacopo Vicini said the data confirmed Florence’s strong international appeal but also underscored the need to manage visitor flows more carefully. He pointed to the city’s ongoing work on transport regulation, rental monitoring and local area promotion as key steps towards a more sustainable model.

Accommodation figures show a moderate rise for hotels (+25,000 stays), a larger increase for non-hotel accommodation (+274,000), and a strong surge in short-term rentals (+463,000).

In terms of markets, the United States accounted for 29% of all foreign stays, confirming its position as Florence’s top international source. Among Italian regions, Lombardy, Lazio and Campania remained the leading domestic markets.

Visitor satisfaction also improved: online reviews gave Florence an average rating of 9 out of 10, with higher scores for hospitality, attractions and dining. Only short-term rentals showed a slight decline in sentiment.

According to CST director Alessandro Tortelli, the figures reflect both the post-pandemic recovery and the need to continue balancing tourism growth with the city’s livability.

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