Florence, Italy, has been recognised as a best practice by the Sustainable EU Tourism project for effectively addressing visitor congestion and protecting residents’ quality of life.

To manage increasing tourism pressures, Florence adopted a multi-level, cross-sectoral tourism strategy coordinated by a local steering board of public and private stakeholders. Measures included the Urban Mobility Plan, designed to enhance public transport and reduce congestion, and the #EnjoyRespectFirenze campaign, encouraging respectful and conscious visitor behaviour.

Digital tools such as the FeelFlorence app and its companion website help monitor real-time crowding and redirect tourists to less-visited but culturally rich areas. Complementary initiatives focused on managing attraction opening hours and regulating commercial activity to maintain the character of the historic centre.

Florence’s experience demonstrates how coordinated governance, data-driven tools, and public awareness campaigns can help destinations harmonise tourism growth with local well-being and heritage preservation.

For more details on the challenges the destination has faced and the solutions implemented to address them, please refer to the attached document.