Tuscany wedding tourism grows in 2025

Tuscany hosted more than 2,860 weddings involving foreign couples in 2025, a 4.8% increase compared with 2024. According to the annual survey presented on 13 February at Palazzo Medici Riccardi in Florence, wedding tourism generated around 178,000 arrivals and more than 514,000 overnight stays, up 10.5% year on year.

Overall turnover linked to the sector reached €213.7 million, marking a 14.1% increase. The supply chain involves more than 1,000 businesses, including venues, catering, photographers, planners and transport providers.

Fewer weddings in peak summer months

One of the most significant trends is a gradual shift away from the busiest months.

Despite overall growth, celebrations between June and September fell by 4%. At the same time, weddings increased in the first quarter of the year (+1.6%) and in the final quarter (+2%). The data suggest a more balanced distribution of events across the calendar, contributing to longer stays and helping to reduce pressure during peak summer weeks.

For Florence and other high-traffic destinations, this trend is particularly relevant as local authorities seek ways to manage visitor flows more evenly.

Beyond Florence: growth in rural Tuscany

While Florence remains a key destination, demand is increasingly spread across other parts of the region.

Among the most requested areas are the Chianti hills, the Val d’Orcia (a UNESCO-listed valley south of Siena), the Colline Senesi, Val d’Elsa, Val di Cecina, Valdera and the Isola d’Elba, as well as smaller towns in the Metropolitan City of Florence.

More than 65% of events were hosted in villages, castles, historic villas and country estates, underlining the role of rural and small-town Tuscany in the region’s tourism strategy.

Extra-European couples now over half of the market

The United States remains the leading source market for weddings in Tuscany. The United Kingdom holds second place despite a slight decline.

In 2025, couples from outside Europe accounted for more than 52% of the total market. The survey highlights positive signals from the Netherlands, Australia and Canada.

There has also been a rise in the share of events organised with the support of professional wedding planners (+1.9 percentage points), an indicator of a mature and structured market.

For 2026, researchers estimate further growth of 5.3%, with a particular increase in smaller ceremonies and elopements involving a very limited number of guests.

A strategic segment for Florence’s tourism policy

The sector has been included in the 2026 tourism “decalogue” approved by the City of Florence. According to Jacopo Vicini, Florence’s councillor for economic development and tourism, organised wedding tourism is considered a strategic segment because it focuses on quality, sustainability and qualified employment.

City officials argue that weddings allow better planning of visitor flows in both geographical and seasonal terms, aligning with broader efforts to promote a more distributed model of tourism across Florence and the wider metropolitan area.

Alongside this, Fondazione Destination Florence is promoting “The Art of Winter”, a project aimed at positioning Florence and Tuscany as a destination for romance travel during the winter months, when overall tourist numbers are lower.

❤️ Support Florence Daily News

If you liked this article, please consider supporting Florence Daily News.

We are an independent news site, free from paywalls and intrusive ads, committed to providing clear and reliable reporting on Florence and Tuscany for everyone.

Your support — whether a one-time gift or a regular contribution — helps us stay independent and keep telling the stories that matter.

Donate securely via Stripe below.