Interview with Giovanni Cali, Director General of Tourism at Toscana Promozione, Tuscany's economic development agency

Florence and Tuscany are two of Italy's top destinations. What do they have to offer?

Giovanni Cali - These are destinations of great historical, artistic and cultural importance. It's also a region with excellent cuisine and renowned wines. Here, the people have a real sense of hospitality and have managed to preserve a Tuscan way of life that, in the collective imagination, arouses stimulation and curiosity.

What are the most popular activities?

G. C. - The market has changed significantly. The interest in and approach to cultural offerings are no longer the same. Over the last few years, there has been a sharp increase in themed products that meet the expectations of companies: wine and gastronomy, cookery courses, cycle tourism, golf, nature and the environment, shopping, garden visits, and so on.

What seaside operations are you offering?

G. C. - The Tuscan coast is perceived as a fragmented product and not yet as a destination in its own right, with the exception of Versilia and its beaches. The seaside is still seen as an added value. On the other hand, the Tuscan archipelago, especially the island of Elba on the occasion of Napoleon's bicentenary, has been relaunched on the European markets with new cultural offerings.

How is the French market performing?

G. C. - Over the last five years, the increase has been more or less constant. In 2014, we welcomed 555,226 French people for 1,764,042 overnight stays. Compared with 2013, arrivals rose by +5.7 % and overnight stays by +6.8 %.