Florence, Tuscany Florence, Tuscany

Tuscany: More than food and wine

Images of rolling hills, delicious wine and authentic, rustic cuisine come to mind when one thinks of Tuscany. However, there’s more to this famous Italian region, according to Marta Javarone, events and b2b executive, Toscana Promozione.


‘A challenge for us is to educate the industry about everything Tuscany has to offer. Yes our food and wine offering is fantastic but there’s much more to us than that,’ she says. Lesia Mykhailenko, also Toscana Promozione, agrees, and says the image people have of Tuscany is rolling hills and countryside, and they may not realise there are other areas, like the seaside.


She says a big objective for the organisation is promoting the region as an adventure sport destination. ‘We really want to give people a 360 degree view of Tuscany. We have so much nature here where people can hike, rock climb, go out on the the sea, snorkel. We’ve got 52 adventure products alone we can offer visitors,’ she says. Javarone says getting tourists out of the main centres is also a challenge. ‘We have a real problem with overcrowding in the high season. In Florence and other areas, it is too crowded. We want to show people other areas of Tuscany they can visit.’ Javarone was recently in New Zealand to meet with trade and promote the region. ‘New Zealanders are really professional and easy to work with. They have a good understanding of Italy and our organisation is really happy to work with Kiwis.’

- Shannon Williams