DESTINATION FLORENCE RUNS WITH THE ESTRA FIRENZE MARATHON FOR A WIDESPREAD AND SUSTAINABLE TOURISM
The Foundation is the destination partner of the event and will handle the reception and hospitality of the runners, while also promoting cultural itineraries throughout the territory.
Promoting a model of sustainable, high-quality, and widespread tourism that goes beyond the concept of seasonality.
With this goal, Fondazione Destination Florence inaugurates its partnership with the Estra Firenze Marathon, the running event scheduled for next November 30, 2025, which every year attracts thousands of participants from all over the world.
According to the agreement, Destination Florence will take care of the reception and hospitality of marathon runners, VIPs, and guests of the marathon, thanks to specific packages and agreements with hotel operators, which will include, in addition to accommodation, the race bib registration and other benefits, available in the dedicated section of the Foundation’s website.
Special agreements are also planned with civic museums and local partners, to promote Florence’s cultural heritage and offer visitors a complete experience.
“The opportunity to manage the hospitality for participants of the Estra Firenze is the result of our ability to network with the local system and our privileged relationships with hoteliers,” adds Carlotta Ferrari, Director of Fondazione Destination Florence. “This event is a unique opportunity to enhance not only the historic center, but also the more authentic and lesser-known Florence, allowing us to propose alternative itineraries to participants and their families for a sustainable and widespread tourism. Finally, it is important to underline that this event traditionally takes place in the low season and fits perfectly with the goal of de-seasonalizing tourist flows, which is one of the objectives pursued by Destination Florence to distribute visitor presence more evenly and contribute to a sustainable development of the sector.”
“We are very pleased with the birth of this collaboration. We believe that the Marathon is not only a major sporting event, but above all a major tourism event capable of attracting enthusiasts from all over the world,” concludes Diego Petrini, Director of Firenze Marathon. “That’s why our future goal is to grow the presence of international runners. Destination Florence will definitely help us with this, thanks to its vast experience in the tourism sector and in the international promotion of our city.”
According to the World Tourism Organization, between 12 and 15 million foreigners visit Italy each year for sports-related reasons, representing 20% of total tourist presence in the country. These are visitors with higher-than-average spending capacity, mainly benefiting the hospitality and restaurant sectors (52%) and, to a significant extent (24%), recreational, cultural, and entertainment activities (source: Centro Studi Turistici).
The Estra Florence Marathon is among the top three Italian marathons in terms of number of participants and boasts a unique route that touches the most iconic places in the city – from the Duomo to Ponte Vecchio, passing through Piazza della Signoria and the Lungarno – offering runners a truly evocative and immersive experience.
The partnership with Destination Florence marks a concrete step toward making Florence increasingly attractive for international sports tourism, in line with the strategic guidelines outlined by the Foundation and already tested with the arrival of the Tour de France in the city.