Florence Unveils 2026 Ten-Point Plan for Sustainable Tourism

Florence has presented a ten-point action plan for 2026 aimed at managing tourism more sustainably and maintaining a balance between the needs of residents and visitors. The measures, introduced by Mayor Sara Funaro and tourism councillor Jacopo Vicini, expand on policies launched in 2025 to address overtourism, digital regulation and urban quality.

One of the main priorities is to update the local regulation for hire-with-driver transport (NCC), unchanged since 1997. The new rules are intended to better control access to the historic centre and align transport services with the city’s environmental and mobility goals.

The municipality will also continue to monitor the effects of short-term rentals, following the introduction of new rules in 2025. A research report by the University of Florence is expected to provide data on how the phenomenon is evolving and whether measures taken so far have helped restore a balance between tourism and housing availability.

A new focus on digital legality will tackle irregularities in the online market, such as duplicated identification codes for tourist accommodation and fake pages imitating cultural institutions. The aim is to protect both visitors and the city’s image online.

To manage growing numbers of day-trippers, the city will strengthen governance of tourist buses and one-day visitors, which in 2025 totalled around 60,000 vehicles. A joint working group with transport companies, cruise operators and local authorities will explore ways to reduce congestion and distribute arrivals more evenly.

From January 2026, Destination Florence will become the city’s single official tourism platform. It will replace separate websites and adopt a unified brand identity for digital communication, social media and visitor information materials. The goal is to make Florence’s online presence clearer and more efficient in guiding and managing visitor flows.

The city’s public Wi-Fi network will also be used more actively. Around 16,000 users connected in October alone, leaving contact details that will help the municipality gather feedback from residents and visitors, promote lesser-known areas and build loyalty among returning travellers.

To diversify tourism beyond peak months, Florence will continue to promote its strong position in the MICE (Meetings, Incentives, Conferences and Exhibitions) and wedding sectors, working with the Destination Florence foundation and the city’s trade fair centre.

A new initiative called “Florence Reward” will recognise sustainable visitor behaviour, offering incentives for eco-friendly choices such as using public transport or visiting off-peak areas.

Finally, the plan includes a programme to renovate key tourist markets — including San Lorenzo, Piazzale Michelangelo and Piazza Santa Croce — as part of the city’s commerce plan. The goal is to improve public space, protect the historic environment and balance the needs of businesses and residents.

Together, these ten measures reflect Florence’s effort to maintain a livable city for its residents while supporting a tourism model based on sustainability, legality and quality rather than volume.

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