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Destination Florence: the new official marketing and promotional project of the city of Florence

Firenze Convention and Visitors Bureau presented the new Destination Florence, a project realized in partnership with the Municipality of Florence that will allow to redefine a future model for the governance and sustenance of Florence tourism, an undertaking that has the potential to become a benchmark for the entire country.
The Destination Florence project has been presented in Florence on January 18th by the Major of Florence, Dario Nardella during the press conference in Palazzo Vecchio in Florence.
Destination Florence will allow to track tourism flow, to expand, deepen and diversify the experiential offerings and to improve the marketing and promotional strategies for Florence. 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.
Firenze Convention & Visitors Bureau is the official partner of the Municipality of Florence operating since 1995 as destination promoter of the city with the aim to increase quantity, quality and scientific importance of events, conferences and international weddings held in the city. The numerous partnerships and premium relationships with hotels, conference facilities, local professional organizers, locations and event suppliers, allow FCVB to offer the most efficient and incisive action. FCVB is capable of sourcing the best existing rates for all the venues and any kind of service.  Although, it provides unique contracting facilitations thanks to the collaboration with event planners with a vast array of cost and time-effective solutions.
The Destination Florence project also includes an important and strategic instrument for the promotion and sale of the city of Florence: the portal www.destinationflorence.com, which will be the digital hub of Florence’s tourism. This unique website will be focused on the easy obtainment of information for all those who stay in 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.
WebBookingPass® is an integrated online platform, realized by WinTrade with the aim to collect and manage all the bookings from the different online channels. A digital marketing strategy has been launched in order to develop booking transactions and to promote the destination. Thanks to a circuit and operator logic, the platform supports the increasing of commercial relations of the territory.
The main advantages of WebBookingPass® are the connection between Destination Florence and the main OTAs, a virtuous circle of investment in web marketing activities, the increase of the visibility of the destination and the accommodation, a high reduction of commissions on bookings and benefits on group sales.
The Destination Florence platform will also develop a technological system that allows to monitor the travelers presence, their habits and access to the most frequently used services. It will also permit to get deep knowledge about travelers origins and behaviors. For instance, these tools will help understand new methods and strategies for museum booking, methods of operators certification, management of prices according to demand and how to encourage the return of visitors.
This will be achieved with the collaboration of Travel Appeal, the startup founded by Mirko Lalli and backed by H-FARM. The Artificial Intelligence system, proprietary by Travel Appeal, is able to monitor, integrate and process all travel related data in real time. Travel Appeal evaluates reviews, comments and all types of contents about any subject: operators, territories, destinations and returns actionable insights and strategic advice.
Travel Appeal’s software will allow to gather and analyze perception, reputation and communication of the destination by understanding its tourism dynamics.
Destinationflorence.com will be online on July 2017.


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