A new brand and digital platform has been launched in Florence to promote the Italian city’s tourism offering.

Called ‘Destination Florence’, the project was revealed by the Firenze Convention and Visitors Bureau in partnership with the Municipality of Florence.

Destination Florence will be able to track tourism flow and to expand, deepen and diversify the experiential offerings. The main goals are to encourage incoming tourists with a high spending profile, to extend the average length of stay, to expand and diversify tourist offerings, to track attendances and tourism behavior and, overall, to improve the image of Florence worldwide.

The project also includes the www.destinationflorence.com portal, an important and strategic instrument for promotion and the digital hub of the city. The online platform will allow the cross selling of all the services of Florence, ranging from tickets for museums, theatres, sporting events, taxis, and city tours. Booking hotels will also be a feature of the platform through WebBookingPass, an integrated online platform.

Going fully live in July, the Destination Florence platform will also develop a system that allows to monitor the travellers’ presence, their habits and access to the most frequently used services. It will also allow to get deep knowledge about travellers origins and behaviors. For instance, these tools will help understand new methods and strategies for bookings, methods of operators certification, management of prices according to demand and how to encourage the return of visitors.