Tourism is one of the most powerful industries in the world. It has the potential to generate wealth, jobs, and cultural exchange, but only if it is managed within a framework of rules and sustainability. Without regulation, the system slides into disorder: low-quality services, unfair competition, and communities overwhelmed by the pressures of unmanaged growth.
The term overtourism has become fashionable, but it is misleading. The real challenge is not just numbers; it is how tourism is organized, who provides the services, and under what conditions.
In recent years, new players have flooded the market. Non-professional operators now sell tours, rent rooms, and even offer packages, often via major online platforms. At the same time, the expansion of low-cost airlines has reshaped demand, pushing destinations to cope with high volumes at lower margins. These unregulated operators usually escape taxes and compliance costs, creating an uneven playing field against established businesses.
The effect has been a surge of small, fragmented providers. Micro “tour companies” and casual rentals now dominate parts of the market, reducing quality and weakening Tuscany’s international image. Fragmentation also makes it harder to coordinate strategies and invest in innovation.
The numbers behind the shift
Italy’s new National Identification Code (CIN) for accommodation has revealed the scale of the issue. In Tuscany, as of July 2025, only 25% of CIN registrations belong to professional businesses. The remaining 75% are linked to non-professional operators, such as casual landlords and hobby-style B&Bs.
The imbalance is even greater in tours and packages. Estimates suggest that more than half the market is in the hands of unlicensed operators, many operating under the umbrella of global booking platforms. While precise numbers are elusive, the phenomenon is too large to ignore.
Why it matters
This dominance of non-professional activity carries serious consequences: It undercuts legitimate businesses, which face higher costs for compliance, staff, and safety standards, slows innovation, since fragmented actors rarely invest in technology or training. It lowers service quality, risking visitor trust and satisfaction and weakens local economies, as much of the revenue flows abroad or into untaxed channels.
The way forward
The choice is clear: Italy must treat tourism as an industry, not as a form of casual side income. Only professional businesses—backed by expertise, investment, and organization—can ensure stable jobs, tax revenue, and sustainable growth.
That requires a strategic governance pact between businesses and public institutions: shared rules, long-term planning, and the involvement of local communities. Tourism cannot be left to improvisation.
Tuscany, like the rest of Italy, stands at a crossroads. Accept a fragmented model based on informal rentals and unlicensed tours—or embrace a professional, competitive, and sustainable vision. The decision will shape not only the health of the industry but also the quality of life in our communities and the experience of millions of visitors in the years ahead.
Fiavet, the Association of Travel Agents intends to delve deeper into each of these issues with a series of articles, exploring their impact and discussing actionable solutions. Together, we can ensure that Florence remains a jewel of global heritage, a city where history and modernity coexist harmoniously.
