Italy for Weddings – THE EVENT Chooses Florence for its Fourth Edition

The heart of the wedding industry beats in Tuscany: Italy for Weddings – The Event, the highly anticipated national summit for the Wedding & Destination Wedding industry, returns for its fourth edition and has chosen an iconic destination for 2026: Florence.

From February 18 to 21, 2026, the capital of Italian art and elegance will welcome industry professionals from all over the world for four days of meetings, immersive experiences, and high-profile networking.

A Strategic Partnership

The 2026 edition takes on an even more significant resonance, thanks to the fundamental commitment of Toscana Promozione Turistica and the Fondazione Destination Florence. These 2 institutional bodies have always believed in the Tuscany for Weddings project, sharing a common vision with Convention Bureau Italia: Promoting the Tuscan territory not only as a place of great beauty, but as the living soul of international Destination Weddings.

This strategic collaboration, launched in 2015, has resulted in a structured partnership that today involves over 100 local members, capable of offering wedding planners from around the world exclusive access to breathtaking locations, top-tier vendors, and tailor-made solutions for unforgettable events.

Italy for Weddings – THE EVENT

The Event, which has grown edition after edition, is today an undisputed point of reference for Destination Weddings in Italy. It is an international and highly specialized platform that offers operators and, in particular, the host destination, a unique opportunity for strategic valorization.

Through a program that includes, in addition to invaluable B2B meetings, immersive experiences, exclusive visits to iconic locations, and targeted networking sessions, Italy for Weddings – THE EVENT allows participants to discover the authentic charm of the host territory from a 360° perspective. It is a concrete opportunity for promotion and positioning in international markets, reinforcing Italy's reputation as a leading destination for high-end weddings.

The Format: Quality, Meetings, and International Vision

4-Day Event: A meticulously curated agenda designed to maximize meeting and collaboration opportunities between the sector's main players.
Over 100 Destination Wedding Planners: Coming from key markets and strategic countries.
More than 40 Selected Italian Suppliers: Including venues, accommodation facilities, and wedding services.
Networking and Training: Sessions and educational panels with industry experts dedicated to trends, market analysis, and innovation.

Destination Weddings in Italy: Numbers and Trends of a Growing Sector

Couples arrive mainly from the USA and the UK, but long-haul markets such as Japan, Canada, India, and the United Arab Emirates are also growing. Foreign couples choosing Italy to celebrate their wedding in 2024 are increasingly demanding: they desire authentic and engaging experiences and prefer unusual locations such as vineyards, beaches, small villages (borghi), and historic villas, especially in Central Italy and Sicily.

They primarily choose the summer months, bring numerous guests, and are willing to invest significantly, with a particular focus on food quality and the personalization of events. According to the Destination Wedding Observatory promoted by Convention Bureau Italia and Italy for Weddings, over 15,100 foreign weddings were celebrated in 2024 (+11.4% compared to 2023), for a total value of nearly one billion euros. The sector is thus confirmed as a strategic asset for Italian tourism, capable of generating employment, enhancing lesser-known areas, and strengthening the "Brand Italy" worldwide.

Tuscany: The Capital of Destination Weddings

In this context of strong national and international expansion, Tuscany confirms its position at the forefront of the national ranking for destination weddings in 2024. Florence represents the beating heart of the regional offer, with 14.1% of weddings celebrated and over 50% of the turnover generated.

Elegance, history, artistic heritage, and a high-level selection of locations make Florence a symbol of Italian attractiveness in the wedding world, capable of combining charm and quality in an unparalleled experience. With its timeless beauty, Florence is today one of the world capitals of weddings, seducing couples from every continent looking for authenticity and unique atmospheres.

For this edition, industry leaders will be welcomed in some of the city's most iconic locations: historic residences, noble palaces, and exclusive spaces that tell the story of the most authentic Florence, transforming into perfect settings for dream weddings.

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A Great Opportunity for Italy and the Industry

The goal of Convention Bureau Italia, through its Italy for Weddings division, is clear: to support Italian destinations and professionals so they can become ambassadors of "Made in Italy" in international markets. Hosting Italy for Weddings – THE EVENT is a confirmation for Florence of its role as a destination of excellence and a strategic opportunity to showcase the best of its offer to the world's most influential global players.

"We are happy and proud to bring the fourth edition of Italy for Weddings – THE EVENT to Florence," declares Tobia Salvadori, Director of Convention Bureau Italia. "This city embodies elegance, history, and romance—elements that make Italy the number one wedding destination in the world. The event will be a precious opportunity to consolidate relationships and look to the future of the sector with shared tools and vision."

"Italy for Weddings – THE EVENT," adds Laura D’Ambrosio, Division Manager of Italy for Weddings, "is much more than a B2B event. It is an immersive experience, a concrete opportunity for Italian destinations to show themselves to the world in their authenticity. Florence will be the beating heart of this vision."

"Tuscany confirms itself as one of the most romantic destinations internationally. The results obtained in the destination wedding segment testify to the effectiveness of the promotional strategies implemented," concludes Francesco Tapinassi, Director of Toscana Promozione Turistica. "These successes are the result of shared work with institutional partners and local operators who have known how to enhance Tuscan hospitality, creating unforgettable experiences."

With THE EVENT, we want to build an international ecosystem that values Italian quality and fosters lasting relationships between high-profile professionals. We look forward to seeing you in Florence, from February 18 to 21, 2026, to experience the heart of the Italian destination wedding industry.

View these beautiful Arab destination weddings held in Tuscany:

Media Partnership with Arabia Weddings

Arabia Weddings is proud to announce its third consecutive year of partnership with The Event. As Italy, and specifically the breathtaking region of Tuscany, remains one of the most coveted destinations for Arab couples seeking a luxury destination wedding experience abroad, our collaboration continues to bridge the gap between Middle Eastern planners and couples and the finest Italian venues and vendors. We are honored to support the fourth edition of this prestigious gathering in Florence and look forward to fostering even deeper connections within this exquisite destination.

Arabia Weddings at The Event