Florence (Firenze), the birthplace of the Renaissance, remains one of the most admired cultural destinations in the world.
Known for its world-class museums, historic architecture, and Tuscan lifestyle, the city attracts millions of art lovers, couples, and cultural travelers every year.
In 2024, Florence welcomed an estimated 16.2 million visitors, surpassing pre-pandemic tourism levels and reaffirming its status as one of Italy’s most visited cities.
Key stats: Florence Tourism
- About 5.3 million visitors in 2023 – Florence is recovering strongly, with a mix of domestic and international guests.
- Over 15 million overnight stays in 2019 in Florence’s historic centre – showing just how high the volume was pre-pandemic.
- Airbnb stays: ~6 days average stay between Oct 2023–Sep 2024, spending roughly $343 per guest – the short-stay segment is strong.
- Passenger traffic exceeded 2019 levels by ~7% by end of 2023 – the city’s tourism infrastructure is bouncing back.
- 7.8 million visitors in first nine months of 2024 alone – pointing toward a likely full-year total well above previous years.
- In Tuscany (including Florence) overnight stays hit 52 million in 2023, up nearly 9% from 2022 – the region is riding a wave of tourism growth.
- Domestic tourism in Tuscany fell ~3.4% in 2023-24 while international tourism rose – Florence is increasingly reliant on foreign visitors.
How Many Tourists Visit Florence Each Year?
Florence welcomed around 16.2 million visitors in 2024.
| Year | Total Visitors | Notes |
|---|---|---|
| 2019 (pre-pandemic) | ~16.5M | Peak before lockdowns |
| 2020 | ~3.2M | COVID impact |
| 2021 | ~6.1M | Restart begins |
| 2022 | ~12.3M | Recovery accelerates |
| 2023 | ~15.1M | Strong return |
| 2024 | ~16.2M | Fully recovered |
| 2025 (forecast) | ~16.8M | Continued growth |
Florence is consistently one of the top 3 most visited Italian cities, alongside Rome and Milan.
How Many Tourists Visit Florence Each Day?
Florence receives an average of ~44,000 visitors per day.
On peak summer days, the number can exceed 80,000, especially around the historic core (Duomo → Piazza della Signoria → Ponte Vecchio).
How Much Do Visitors Spend in Florence?
Tourists spend approximately €5.2 billion annually in Florence.
- Average spend per day (overnight visitors): ~€230
- Day-trippers: €60–€90
- Top spending categories:
- Accommodation (41%)
- Food & wine (31%)
- Museums / attractions (18%)
- Shopping (10%)
Florence also benefits strongly from luxury retail tourism, especially leather goods, jewelry, and high-fashion boutiques.
Which Countries Visit Florence the Most?
Florence attracts a balanced mix of North American, European, and Asian travelers.
| Country | Visitors (2024 est.) | Share |
|---|---|---|
| 🇺🇸 United States | ~2.8M | ~17% |
| 🇮🇹 Italy (domestic) | ~3.4M | ~21% |
| 🇬🇧 United Kingdom | ~1.2M | ~7% |
| 🇫🇷 France | ~1.1M | ~7% |
| 🇩🇪 Germany | ~1.0M | ~6% |
| 🇨🇳 China | ~800K | ~5% |
| 🇪🇸 Spain | ~700K | ~4% |
| 🇯🇵 Japan | ~550K | ~3% |
| 🇳🇱 Netherlands | ~350K | ~2% |
| 🇨🇦 Canada | ~300K | ~2% |
The United States remains the largest international market for Florence.
What Are the Most Visited Attractions in Florence?
| Attraction | Annual Visitors (est.) | Notes |
|---|---|---|
| Florence Cathedral (Duomo) | ~5M | City symbol |
| Uffizi Gallery | ~2.7M | Renaissance masterpieces |
| Accademia Gallery (David) | ~2.1M | Michelangelo’s David |
| Ponte Vecchio | ~10M (walk-by) | Famous medieval bridge |
| Palazzo Pitti & Boboli Gardens | ~1.7M | Medici palace + gardens |
| Palazzo Vecchio | ~1.3M | Civic history & tower |
| Santa Croce Basilica | ~700K | Tombs of Italian geniuses |
| Piazzale Michelangelo | ~8M (walk-by) | Iconic viewpoint |
| Basilica of Santa Maria Novella | ~500K | Gothic architecture |
| Mercato Centrale | ~6M (visitors) | Food & artisan market |
When Is the Best Time to Visit Florence? (Seasonality)
| Season | Trend | Notes |
|---|---|---|
| Spring (Mar–May) | High | Best weather, strong crowds |
| Summer (Jun–Aug) | Very High | Peak tourism; hot temps |
| Autumn (Sep–Oct) | High | Wine harvest season |
| Winter (Nov–Feb) | Low | Fewer crowds; museums easy |
Florence has very noticeable crowd peaks — especially mid-day in historic areas.
What Are the Biggest Events Attracting Tourists to Florence?
| Event | Visitors (est.) | Notes |
|---|---|---|
| Scoppio del Carro (Easter) | ~50K | Historic Easter explosion ritual |
| Calcio Storico (June) | ~30K | Medieval football tournament |
| Pitti Uomo (Jan & Jun) | ~35K per edition | Global fashion industry fair |
| Florence Biennale (Oct) | ~15K | Contemporary art |
| Maggio Musicale Fiorentino (Apr–Jun) | ~100K | Classical opera festival |
How Much Money Does Florence Make From Tourism?
Tourism accounts for over 60% of Florence’s local economy.
- Direct spend: ~€5.2B annually
- Jobs supported: ~110,000 jobs in hospitality, cultural services & retail
- Florence has one of the highest tourist densities per square km in Europe
How Busy Are Florence Hotels?
| Indicator (2024) | Value |
|---|---|
| Average occupancy | ~82% |
| Summer occupancy | ~92% |
| Average rate | €185/night |
| Hotel rooms in city | ~26,000 |
Which Neighborhoods in Florence Are Most Popular With Tourists?
- Centro Storico (Historic Center): Duomo, Uffizi, Ponte Vecchio
- Oltrarno / Santo Spirito: Artisan studios, local restaurants, nightlife
- Santa Croce: Historic basilica + boutique shops
- San Lorenzo: Markets + leather boutiques
- Fiesole: Scenic hilltop alternative overlooking Florence
FAQ – Florence Tourism Insights
How many tourists visit Florence yearly?
Around 16.2M in 2024.
Which country sends the most tourists?
The U.S. is the top international market.
What is Florence’s busiest attraction?
The Duomo and Ponte Vecchio.
When is the best time to visit?
Spring and autumn.
How much does Florence earn from tourism?
Around €5.2B annually.
Is Florence crowded?
Yes — especially between 10:00–17:00 in the historic center.
Sources
- Statista – Tuscany & Florence Tourism Data
- ENIT – Italian Tourism Statistics
- Comune di Firenze – Visitor Statistics & Culture Reports
- OECD Tourism Outlook – Italy
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