Destination Florence delights the city

On May 31 at the Teatro del Maggio Musicale Fiorentino, Destination Florence, the official one-stop-shop marketplace of the City of Florence, delighted an audience of over 1,200 people with a surprise presentation of the platform’s new promotional video, which aims to show a less-discovered side of Florence and highlight a city brought to life by local personalities. The video was screened just ahead of the first act of Giuseppe Verdi’s La Battaglia di Legnano, and was met with enthusiastic applause from the project partners, journalists, institutions and members of the general public in attendance.

At intermission, attendees enjoyed an additional surprise: the foyer was decked out in Destination Florence-themed lighting and music designed by JD Events, and event sponsor Biscottificio Antonio Mattei of Prato provided complimentary cookies to all guests. Those who were present will also enjoy discounts and promotions on the Destination Florence platform for the rest of the year, taking advantage of DF’s expansive catalog of performances, events, activities, products and experiences.

The video itself is geared not only at tourists, aiming to show them a side of Florence beyond the main attractions, but also at Florence’s community members – the latter are indeed the stars of the show. Set against a soundtrack of Giacomo Puccini’s iconic “Nessun Dorma” from Turandot, the video took three months to produce and involved over 60 individuals who participated in video shooting across 16 locations. Partner organizations who made the production possible and whose representatives appear in the video include Circolo Canottieri, Cantina Antinori, Golf Club Ugolino, Locale Firenze, Mercato Centrale, Teatro del Maggio Musicale Fiorentino, The Medici Dynasty Show, Mu.Se, Museo Ferragamo, Firenze Rafting Toscana, Antico Setificio Fiorentino of Stefano Ricci, Grand Hotel Minerva, and the Opera del Duomo Museum.

To explore Florence’s offerings and city tourism services, and to learn more about the mission of Destination Florence, visit www.destinationflorence.com. Watch the video here.