Florence welcomed 16.2 million visitors in 2024, marking a complete recovery from pandemic disruptions and surpassing pre-2019 levels. The Tuscan capital generated €5.2 billion in tourist spending while its Uffizi Galleries ranked as Italy’s second-most visited museum with 5.3 million annual visitors. The city collected €76.9 million in tourist tax revenue, exceeding both Milan and Venice to claim the top position nationally.
Florence Statistics Key Insights
- Florence recorded 16.2 million total visitors in 2024 with 3.8 million international arrivals and 9.8 million international overnight stays
- The city’s population stands at 362,353 residents while the metropolitan province houses 989,460 people as of 2025
- Tourism contributes €5.2 billion annually to Florence’s economy, representing over 60% of the local economic output
- The Uffizi Galleries attracted 5.3 million visitors in 2024, ranking second nationally behind Rome’s Colosseum which recorded 14.7 million visitors
- Florence collected €76.9 million in tourist tax revenue during 2024, surpassing Milan (€76.5 million) and Venice (€40 million) to lead Italian cities
Florence Tourism Statistics Overview
The concentrated historic center of Florence spans just 5 square kilometers yet absorbs 95% of total tourism flows. Daily visitor counts average 44,000 throughout the year, surging to over 80,000 during peak summer months.
International visitors accounted for 9.8 million overnight stays in 2024. The United States represents the largest source market with approximately 900,000 annual arrivals, significantly exceeding pre-pandemic 2019 figures.
| Tourism Metric | 2024-2025 Data |
|---|---|
| Total Annual Visitors | 16.2 million |
| International Arrivals | 3.8 million+ |
| International Overnight Stays | 9.8 million |
| Average Daily Visitors | 44,000 |
| Peak Summer Daily Visitors | 80,000+ |
Florence Population Statistics and Demographics
Florence ranks as Italy’s eighth-largest city with 362,353 residents in the city proper. The metropolitan province encompasses 989,460 people while the broader metro area reached 714,000 inhabitants in 2025.
During peak tourism seasons, the effective population within the metropolitan area swells to 1.5 million due to visitor influx. The annual population growth rate registers at 0.14%, reflecting relatively stable demographic trends.
| Population Metric | 2025 Data |
|---|---|
| City Population | 362,353 |
| Metropolitan Province | 989,460 |
| Metro Area Population | 714,000 |
| Peak Season Population | 1.5 million |
Florence Museum Attendance Statistics
Italy’s top cultural sites drew more than 60 million paying visitors in 2024, surpassing the country’s population of 59 million for the first time. The Uffizi Gallery secured second place nationally with 5.3 million visitors, trailing only Rome’s Colosseum.
The Galleria dell’Accademia, housing Michelangelo’s David sculpture, recorded over 2.1 million visitors and generated €17.1 million in gross revenue. Tourists from Italy and abroad contributed more than €382 million in revenue to Italian state museums during 2024.
Museum Performance Comparison
| Museum | 2024 Visitors | National Rank |
|---|---|---|
| Uffizi Galleries | 5.3 million | 2nd |
| Galleria dell’Accademia | 2.1+ million | 5th |
| Colosseum (Rome) | 14.7 million | 1st |
Florence Economic Impact and Revenue
Tourism serves as the economic backbone of Florence, accounting for over 60% of the local economy. This exceptional dependence on international visitor flows makes the city particularly sensitive to global travel trends and economic conditions.
Overnight visitors spend an average of €230 per day, contributing to the substantial annual tourist spending figure. The city collected €76.9 million in tourist tax revenue during 2024, representing a 10% increase from 2023 and a remarkable 69% surge from the €45.5 million collected in 2022.
Florence ranked first among Italian cities for tourist tax collections, surpassing Milan at €76.5 million and Venice at €40 million. The national total of tourist tax revenues reached €760 million in 2024.
| Economic Metric | 2024-2025 Value |
|---|---|
| Annual Tourist Spending | €5.2 billion |
| Tourist Tax Revenue | €76.9 million |
| Tourism Share of Economy | 60%+ |
| Average Daily Visitor Spend | €230 |
International Visitor Statistics by Country
The United States maintains its position as the largest international source market with nearly 900,000 American arrivals. American visitors typically demonstrate higher per-capita spending patterns, particularly in luxury retail sectors including leather goods, jewelry, and high-fashion boutiques.
Germany, France, and Spain each contributed over 200,000 arrivals to Florence’s international visitor mix. Florence serves as a home base for exploring the broader Tuscany region, where overnight stays reached 52 million in 2023, marking a nearly 9% increase from 2022.
Florence Airbnb and Accommodation Market
Florence hosts over 10,977 active Airbnb listings as of June 2025, with entire homes or apartments comprising 86.1% of available properties. The market demonstrates strong demand through a 75% median occupancy rate.
The average daily rate stands at €152 ($164), generating approximately €40,769 ($43,838) in annual revenue per listing. International visitors comprise 83.71% of Airbnb guests, with travelers from the United States representing the largest nationality group.
| Airbnb Metric | 2025 Data |
|---|---|
| Active Listings | 10,977+ |
| Median Occupancy Rate | 75% |
| Average Daily Rate | €152 ($164) |
| Average Annual Revenue | €40,769 ($43,838) |
| International Guests | 83.71% |
Hotel Industry Performance
Florence accommodates visitors through over 500 hotel establishments, with three-star properties comprising the majority. Approximately 5,200 non-hotel accommodation establishments operate throughout the city.
Luxury hotels achieved an Average Daily Rate of €466 in 2024, representing strong year-over-year growth. Revenue Per Available Room exceeded 2019 figures by 64%, driven by strong demand from U.S. travelers.
Tourist Tax Rates and Regulations
Tourist tax rates in Florence range from €4.50 to €8.00 per person per night, depending on accommodation classification and central location. The tax applies for a maximum of 7 consecutive nights.
Budget accommodations charge €4.50 per night while luxury hotels in central locations reach €8.00 per night. Exemptions include children under 12 and individuals with severe disabilities who have caregivers.
| Accommodation Type | Tax Rate Per Night |
|---|---|
| Budget Accommodations | €4.50 |
| Mid-Range Hotels | €5.50 – €6.50 |
| Luxury Hotels (Central) | €8.00 |
| Airbnb/B&B (Cap) | €5.50 |
FAQ
How many tourists visit Florence annually?
Florence welcomed approximately 16.2 million visitors in 2024, with around 3.8 million international arrivals and 9.8 million international overnight stays, marking a complete recovery from pandemic-era disruptions.
What is Florence’s population in 2025?
The city population is 362,353, while the metropolitan province houses 989,460 residents. During peak tourism seasons, the effective population swells to 1.5 million including visitors.
How much do tourists spend in Florence?
Annual tourist spending reaches €5.2 billion, with overnight visitors spending an average of €230 per day. Tourism accounts for over 60% of Florence’s local economy.
Which Florence museum attracts the most visitors?
The Uffizi Galleries welcomed 5.3 million visitors in 2024, ranking second nationally behind Rome’s Colosseum. The Galleria dell’Accademia recorded over 2.1 million visitors.
What is the tourist tax in Florence?
Rates range from €4.50 to €8.00 per person per night for up to 7 consecutive nights, generating €76.9 million in municipal revenue in 2024.
