Welcome to Florence, a city rich in history, art, and culture, recognised as a UNESCO World Heritage Site since 1982.

Every day, thousands of visitors choose to come to Florence to admire its extraordinary artistic and cultural heritage.However, Florence is not just an open-air museum: Florence is alive!

Discover how to enjoy an authentic experience while respecting such a precious treasure!


Some of the city's most iconic figures will reveal the secrets to enjoying a unique experience.

The campaign "Florence is Alive. Treat it with Care" was created to raise tourists' awareness about the importance of respectful and sustainable behaviour during their stay. Promoted by the ministerial project for major Italian destinations for sustainable tourism and implemented by the City of Florence in collaboration with the Destination Florence Foundation, this initiative aims to inform visitors on how to reduce their impact on the city.