Autumn in Tuscany: Florence in the Spotlight with Strong Demand for the November Break

By Michela Ciccarelli, Destination Data Specialist at Lybra

For a region like Tuscany, the period from the end of August to mid-November is always very special: it is a period in which the regional tourism market undergoes a sort of reshuffling of the cards, where the popularity of seaside destinations give way to cities, filled with art and culture. Similarly, domestic tourism gives way for international tourism, which takes on a more important role in the shoulder season, as demand becomes more sensitive to festivities and events.

An analysis of tourist searches made for accommodation establishments, during the period of 17 August to 17 October, clearly shows this change: at the end of August, the market was still linked to low-season, seaside tourism and demand was concentrated especially in the Maremma Toscana and Costa degli Etruschi areas. The tourists most interested in overnight stays were mainly Italian, although the share of international travelers was beginning to increase. During September, interest began to grow in the inland destinations of Chianti, Val d’Elsa, Val d’Orcia and Val di Chiana, while seaside destinations took a backseat; in this case, foreign demand was more significant, but the domestic market was still the predominant one (Italians were 57% of the total). For Florence and the Florentine area, the pressure of demand increased with the arrival of Autumn: searches for overnight stays increased for both the domestic market and for the international market – although the latter had a more important share than the other Tuscan destinations (Italians made up 46%; foreigners made up 54%).


Despite these changes, the good summer performance of seaside destinations and that the artistic cities have been the hardest hit destinations during the pandemic, Florence has consistently been the leading destination for Tuscan tourism. As many as 69% of all the beds searched in the last two months are for Florence and its surroundings; more than two thirds of the tourists who want to visit Tuscany choose it as a base for overnight stays, and demand grows as Autumn progresses. This is a very significant fact because of the great concentration of demand in a single area, giving the city almost a monopoly on tourism in the region. This is good news for the destinations surrounding the city, albeit less so for those concerned about excessive tourism.


When it comes to arrival dates, demand is also very concentrated: considering future dates (i.e., October 19-31), the most popular period is the November 1st holiday. Tourists are looking for overnight stays primarily on Friday, October 29 and Saturday, October 30 (this is the peak date), with an average stay of 2.6 nights.

This trend is confirmed in all Tuscan destinations, even the seaside ones. Searches come mainly from Italian tourists, who account for 79.6% of the total, while foreigners account for 20.4%. For the Florentine area, the share of foreign tourists is slightly higher (23.3%).

It is interesting to note that after the holiday weekend, demand drops considerably; for the following weekends, the demand for overnight stays is considerably lower and remains so for the whole month of November.

About Destination

Destination is a market intelligence project created by Lybra – developers of the most complete, machine learning, data-centric Revenue Management System (RMS) available on the market – to share real-time, region-specific statistics, information and trends in the world of tourism.

Every day, Lybra analyzes millions of datasets – data collected from thousands of hotels’ PMS and flight search data from a leading metasearch booking engine – to help hoteliers “look ahead to better understand the present;” in other words, Lybra helps hoteliers understand the upcoming demand for their destination and gives them the revenue management tools and actionable insights necessary, to maximize bookings and revenue.

The aim of Destination is to give hoteliers and DMOs a more expansive view of tourism news and trends in different regions around the world. Destination produces weekly Travel Demand Reports, which share tourism developments for a specific country/region and analyze how the region’s travel news has impacted tourist demand. Follow Destination on LinkedIn to gain access to the upcoming Travel Demand Reports, which are published every Tuesday.

Lybra Destination powered by Zucchetti Travel Data Lake

The Travel Data Lake of Zucchetti Group collects and manages millions of overnight searches every day, thanks to which it is possible to have a statistically relevant overview on tourists’ future demand and extrapolate valuable information about travelers’ profile. The system collects anonymously stay searches carried out by travellers through the CRS of the Zucchetti group, providing an accurate forecast of hotel demand (period, destination,
duration of stay, etc.). Zucchetti is the largest Italian software house: with over 40 years of experience, in 2021 it has more than 700,000 customers, revenues of over 1.3 billion euros and a group of over 8,000 people. Thanks to its Hospitality division, which provides digital tools to over 50% of accommodation facilities in Italy, in 2020 Zucchetti developed the Travel Data Lake, the largest forecasting hub in Italy, with the aim of centralizing forecast data from the group’s Booking Engine.
The data is processed by Destination, the market intelligence platform of Lybra Tech, a Zucchetti Group company specialising in technologies for tourism and data analysis. Lybra Destination is a multi-source dashboard that helps Decision Makers exploit the power of future data: it is the only tool that can manage all data available in the territory by simultaneously analyzing multiple sources. Leveraging the power of AI and machine learning, Lybra Destination helps tourist destinations guide decision making and monitor the impact of their promotional activities.

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Destination was created to empower destinations to actively act on the future and move away from passive analysis of historical data.

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