La grande scommessa. Turismo e pandemia a Firenze.

Abstract

This paper is centred on the analysis of some recent developments of the touristic system in the italian city of Firenze. The COVID-19 pandemic hit hard the urban economic system of the city, which is increasingly dependent on tourism. We analyze how the pandemic has been exploited by some local actors to develop their own narrative of the touristic future of the city, in light of a rebranding attempt meant to position it as an «elite» touristic destination. We explore the contradictions between different ideas of how tourism should affect the urban fabric.