Florence

The Florence event of the WIM Tour 2026, hosted at Villa Corsini a Mezzomonte, concluded a journey that began in January and developed through national and international appointments, meetings with operators, dialogue with territories and the collection of contributions from the Private Events Industry.

Florence was not merely the final date on the calendar. For WIM, it is the place where the project first took shape, the territory in which the idea of a system dedicated to private events began to structure itself. Returning to Villa Corsini a Mezzomonte, where WIM was first presented, therefore gave the day a special meaning: closing the Tour by returning to its origin, but with a much broader and more consolidated vision.

Produced by Corsini.Events, the event brought together more than 150 professionals, including wedding planners, event designers, venues, hospitality operators, specialized suppliers and companies connected to event production. The strong attendance confirmed the sector’s interest in opportunities for exchange capable of going beyond occasional networking.

The institutional participation strengthened the relevance of the appointment. Speakers included Jacopo Vicini, Councillor for Economic Development, Tourism, Fairs and Congresses of the Municipality of Florence, and Daniela Burroni for Toscana Promozione Turistica. Their presence reaffirmed how the Private Events Industry is increasingly seen as a field capable of generating impact on tourism, culture, the local economy, hospitality and territorial promotion.

Tuscany, in this sense, represents a particularly mature context. Its cultural heritage, quality of offer, widespread expertise and already articulated supply chain make the territory one of the clearest references for understanding the economic and strategic value of private events.

The round-table discussions focused on several crucial themes for the future of the sector. The first concerns the ability to communicate the value of professional work correctly, at a time when clients’ decision-making processes are changing rapidly.

Word of mouth and reviews continue to matter, but they are no longer the only tools through which clients build trust. Digital systems, online search and artificial intelligence are beginning to influence the ways services are selected, compared and evaluated. For operators, this means understanding these tools, adapting language and content, and managing their positioning more consciously.

Connected to this is the issue of misleading or poorly informed communication. Unrealistic promises, oversimplified messages and unclear narratives risk damaging not only individual professionals, but the perception of the entire sector. Communicating correctly means helping clients understand skills, responsibilities, timing, complexity and service quality.

Training was seen as an essential condition for addressing this transformation. Not only technical skills, but the ability to read the market, use new tools, interpret client behaviors and build a presence consistent with one’s professional identity.

Florence also brought attention back to the need for more qualified moments of exchange. The sector needs selected, useful and professional spaces where relationships can generate knowledge, collaboration and new opportunities for development.

A further topic concerned the management of processes and operational hierarchies. Private events involve many figures and different responsibilities; for this reason, clearer roles, orderly workflows and a better definition of responsibilities can make collaboration more effective and protect the quality of the final experience.

The Florence event therefore became a moment of overall restitution. After months of discussion across different territories and markets, the Tour brought back to the center the themes that run through the entire supply chain: value, communication, digital tools, training, professional relationships, data and recognition.

The contributions collected will feed into the work of WIM Insights, the observatory developed under the scientific direction of the University of Siena, which will now process the material gathered throughout the journey and transform it into useful tools for the sector.

Special thanks go to the partners of the Florence event: Corsini.Events, PR and production of the day; Villa Corsini a Mezzomonte, event location; Il Sorriso for catering; Ribas Eventi for service; Mainardi for the installations; Arianna Borriello Wedding Studio for photo and video storytelling; and Alma 24/7 for entertainment.

Florence does not simply close the WIM Tour 2026. It gathers its work, gives it structure and opens the next phase: one in which listening, data, relationships and visions can become concrete tools to support the growth of the Private Events Industry and strengthen its strategic role within territories.