Florence launches €10 annual card for unlimited civic museum access

Florence has introduced the Card del Fiorentino, a €10 annual pass granting residents of the metropolitan area unlimited access to the city's civic museums starting October 1. Approved by the city council on August 12 on the proposal of culture councillor Tommaso Sacchi, the initiative aims to encourage locals to engage with the city's artistic heritage. The card includes three free guided tours led by the Associazione Mus.e, which manages visitor services for the municipality. The pass is valid for 365 days and covers entry to Palazzo Vecchio (including the archaeological path, Arnolfo's Tower, and the Arazzi exhibition in the Salone de' Dugento), Museo di Santa Maria Novella, Museo Novecento, Museo Stefano Bardini, Cappella Brancacci, Fondazione Salvatore Romano, Forte di Belvedere, and several towers and gates of the former city walls (Torre San Niccolò, Torre della Zecca, Porta Romana, Baluardo San Giorgio). It also includes free-entry museums such as the Memoriale di Auschwitz, Museo del ciclismo Gino Bartali, and Museo del Bigallo. Sacchi stated that the card is intended to broaden the cultural audience, particularly targeting families and residents who have not yet visited the museums. The initiative aligns with audience development strategies, making access easy and affordable.