Palazzo Strozzi's strategy against overtourism in Florence

Mass tourism and gentrification are profoundly transforming Florence, putting pressure on infrastructure, mobility, environment, and housing, with real estate speculation and the disappearance of traditional shops. The Covid blackout between 2020 and 2021 may have amplified these dynamics. Arturo Galansino, director of Fondazione Palazzo Strozzi, argues that cultural institutions must play a key role in addressing these challenges. Palazzo Strozzi has been organizing international exhibitions that enhance artistic heritage (Donatello, Verrocchio) alongside site-specific projects with contemporary artists like Olafur Eliasson, JR, Tomás Saraceno, and soon Anish Kapoor, focusing on current social and cultural issues. The foundation aims to promote quality, slow, and conscious tourism that seeks authenticity, while also engaging local and under-30 audiences through targeted programs and pricing policies. Galansino stresses the need for a broad, long-term political vision that balances economic growth with social sustainability and preserves cultural identity. Quality, innovation, and accessibility are the guiding values to make a cultural institution relevant and an active protagonist in transforming contemporary society.