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Florence: the blooming city of the Lily

Among the most visited Italian cities, Florence is a major destination for cultural tourism and offers millions of travellers a dive into history.

An artistic cradle, birthplace of masters such as Michelangelo and Leonardo Da Vinci, Florence has naturally established itself as a major tourist destination in Italy. With an economy built around cultural activities and events, the city benefits from strong international demand. Tuscany, the region to which Florence is attached, is also one of the most visited regions, with a rich cultural, viticultural, urban and coastal heritage.

Florence airport recorded more than 2.6 million passengers in 2017, up 5.7%, and has grown steadily over the past decade.

The local government has launched several projects to renovate its most touristed squares (Vittorio Veneto in particular), allowing better accessibility by public transport and greater fluidity in the use of tourist districts and their local area; the project should be completed in 2018.

With 3,494 rooms on January 1, 2018, the Florentine chain supply recorded a rebound by almost 250 rooms (+7.6%) following 3 consecutive years of decline. The hotel chain supply in the City of the Lily thus seems to be recovering, even if the boom in boutique-hotels and collaborative accommodations remains significant, as in the rest of the country.

In 2016, the city's RevPAR started to rise again with an 8.9% increase to 110.2€. This increase in RevPAR can be attributed both to the rise in occupancy rate (+3.5 points to 75.4%) and to the average daily rate, which is accelerating its rise (146.1€, an increase of 3.9%). Florentine performances were above the national average, which suffered a loss of RevPAR in Rome, concentrating most of the Italian chain supply.

Find all the analyses relating to Italy, supply variations by range, as well as the performance analyses in the European Hospitality Report Italy 2018


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