# Turismo Hospitality **Source:** https://shm.studio/en/web-agency/toscana/turismo-hospitality **Language:** English --- [ ](https://shm.studio/wp-content/uploads/2025/12/VIDEO_1.mp4) Home > Web Agency > Web agency in Tuscany > Tourism marketing in Tuscany # Tourism marketing in Tuscany ## Our services Three core AI solutions designed to help businesses grow faster, work smarter, and achieve concrete results. #### Intelligence artificial AI – integration of artificial intelligence into business processes: tailor-made solutions for SMEs and innovation. discover #### Web Web – development of custom websites, e-commerce, and web apps to increase visibility, conversions, and digital presence. discover #### Digital Marketing Digital Marketing – high-performing, data-driven campaigns and strategic creativity to maximize ROI and visibility. discover #### Branding Strategic Branding – we define a powerful visual identity that distinguishes the brand and converts the audience. discover #### for agencies Agency Services – SHM Studio supports web and marketing agencies with white-label projects and strategic partnerships. discover #### SEO SEO – Tailored strategies to climb search engines and increase organic traffic and conversions. discover #### Social Strategic Social Media Marketing – Boost your brand with content, engagement, and measurable campaigns. discover #### Training Training – Practical courses on AI, automation, LinkedIn Sales Navigator, and AI adoption in agencies and SMEs. discover ## What they say about us Discover what people and companies who have chosen us say about us. Their experiences tell the value of our work, every day. ![Paolo](https://shm.studio/wp-content/uploads/2025/12/Paolo.png) #### P. Colamussi CEO Mobidoc Digital professionals who work hard, ranging from web marketing to the development of incredible web portals. Always available and ready to take on new challenges. I couldn't recommend them more! ![Riccardo](https://shm.studio/wp-content/uploads/2025/12/Riccardo.png) #### R. Zampetti CEO Flex Arena I have been collaborating with the guys for about two years for the creation of graphics, brochures and, last but not least, for my company's new website. Davide and the guys offer a 100% serious and professional service. They respect delivery times, know how to organize and tastefully modify the content provided, and offer complete assistance once the work is delivered. Competition is high in this market and I have worked with several agencies, but I assure you it is not at all easy to find partners like them. I absolutely recommend them. ![Davide](https://shm.studio/wp-content/uploads/2025/12/Davide.png) #### D. Bricco Co-founder of the Qqubo agency We collaborate with them for various projects, especially when our clients come to us with very specific requests. With them you can always count on a super precise, competent and professional partner for your agency. ![Alessia A](https://shm.studio/wp-content/uploads/2025/12/Alessia-A.png) #### Alessia Agazzi Every time I have a doubt, the SHM Studio team is always available and ready to answer. Even after the site delivery, Davide followed me (and still follows me) with patience and professionalism. I feel truly supported! Highly recommended for those looking for continuous and reliable assistance. ![Matteo](https://shm.studio/wp-content/uploads/2025/12/Matteo.png) #### Matteo Rinaldi When I decided to renew my company's image, I was full of doubts. SHM Studio followed me patiently, listening to every need and proposing innovative solutions. The new website has received compliments from all our clients. A truly positive experience! ![Riccardo b](https://shm.studio/wp-content/uploads/2025/12/Riccardo-b.png) #### Riccardo Boschi Our company was practically invisible on Google, despite our efforts. With the SEO consultancy from Davide and SHM Studio, we finally understood where we were going wrong. After a few months, thanks to constant and transparent work, we reached the first page for our keywords. Highly recommended for those who want concrete results! ![ChatGPT Image Apr 2, 2026, 14_00_27](https://shm.studio/wp-content/uploads/2026/04/ChatGPT-Image-2-apr.-2026-14_00_27.png) #### 5 Minute Studio Our logistics company needed to modernize its digital approach to stay competitive. A trusted contact recommended SHM Studio, a web agency in Milan, and after an initial consultation, we decided to proceed. Their team provided a comprehensive digital audit, redesigned our website to improve usability, and implemented an SEO strategy that quickly improved our search engine rankings. They also set up analytics tools to allow us to monitor the results. The improvements in our online visibility and lead generation were evident and measurable. I recommend SHM Studio to any company looking for expert digital guidance and concrete results. [ ](https://shm.studio/wp-content/uploads/2025/11/VIDEO_002.webm) Tourism marketing in Tuscany starts with a paradox: the region almost sells itself, but it also sells itself through portals, short-term rentals, and anyone who can intercept the guest before you do. If you manage a hotel, an organized farmhouse, a campsite, or a group with multiple facilities, the point isn't to get known in general: it's to get chosen when the traveler is deciding where to stay, and to get them to book on your site instead of an intermediary's. Every booking that comes through the direct channel means one less commission and a contact that remains yours, to be re-contacted for the following season. We support properties and groups that already have an organization in place and want a direct channel capable of holding its own even outside the high season and far from the most popular destinations. We were founded in Milan over ten years ago, we work with companies all over Italy, and for every project you have a senior point of contact, from strategy all the way to the final campaign. ![Artificial intelligence](https://shm.studio/wp-content/uploads/2026/05/intelligenza-artificiale.png) Florence Grosseto LivorLucca Massa Pisa Pistoia Prato Siena Arezzo ## What we offer to companies looking for tourism marketing ### Markets and seasonality Before producing any content, we analyze where your guests come from, during which months the property remains empty, and how much the OTAs impact your sold nights. The result is a tourism web marketing plan with clear priorities: which countries to target, in which languages, with what budget, and with measurable goals for each season, not just a checklist of tasks. ### A hotel website that completes the booking We design Websites fast and multilingual where every page leads directly to the hotel booking engine, with detours. Rooms, services, local area, and direct terms are clearly presented, because a guest comparing multiple properties needs to find a concrete reason with you not to go back to the OTA. ### Hotel SEO beyond the most famous areas Those looking for a holiday in Tuscany often start from an experience, not the name of your location: a village, a wine road, a less crowded stretch of coast. With a SEO Strategy built on this research, it brings your area into travelers' queries, even if you are not right next to an art city. ### Presence in AI assistant responses More and more people are asking an assistant to suggest where to sleep or what to see in an area. We work on SEO for AI so that your property has clear, verifiable and well-structured content, which is the material these tools use when they compose an answer and cite a source. ### Campaigns in the markets that matter The google ads campaigns they monitor searches for your name and the destination, so anyone already looking for you doesn't end up on an OTA. The Meta campaigns instead, they reach those who are still dreaming of their trip, with different messages based on language and country of origin. ### Local storytelling and community An agriturismo in Chianti and a coastal resort have different audiences and timing. With the management of social media we build a continuous story of the property and its surroundings, which keeps the relationship alive with those who have already stayed with you and prepares their return, or word of mouth to new guests. ## Tourism in Tuscany in 2025: strong demand, but concentrated Tourism is one of the sectors upon which the Region has built a regional technological district dedicated to tourism, commerce, and services , and the numbers show why. According to the press release from the Tuscany Region dated 05/21/2026 , in 2025 accommodation facilities recorded over 15 million arrivals and almost 46 million overnight stays. Significant numbers, but with a catch: flows remained essentially stable and still about 5% below the 2018-2019 average. over 15 million Tourist arrivals in Tuscany (accommodation facilities), 2025 Tuscany Region almost 46 million Tourist nights in Tuscany (accommodation facilities), 2025 Tuscany Region 25%Share of arrivals in the Florence area out of the regional total, 2025 Tuscany Region 8,5%US share of total tourist nights, 2025 Tuscany Region The factor that weighs most heavily on marketing choices is concentration. The Tuscany Region summary report on 2025 it shows that art cities and seaside towns gather over 76% of arrivals and stays, and that the Florence area alone accounts for 25% of regional stays. In the same year, 83 municipalities, including Orbetello and Viareggio, finished with negative numbers. If your property is outside the strongest hubs, demand doesn't just show up on its own: you have to build it. On top of this, there's competition from vacation rentals, which according to the same report bring in about 2 million more arrivals and 9.7 million more stays. For a hotel or hotel group, this means competing with a massive supply that lives almost entirely on platforms. Traditional accommodation is also very diverse, as shown in the chart on the share of stays by property type in 2025: Tuscany 2025: share of arrivals by accommodation type % tourist nights, 2025 Campsites and tourist villages (almost 22%)  22% 4-star hotels  21% 3-star hotels  15% Farmhouses  11% Source: Tuscany Region Campgrounds and holiday villages, high-end hotels, mid-range hotels, and farm stays speak to different audiences with different booking timelines: a one-size-fits-all strategy doesn't work. Then there's the topic of foreign markets. The regional report attributes growth mainly to international visitors and points to the United States as the top market, accounting for 8.5% of stays. Communicating well in English is the bare minimum; groups working with multiple countries need content and campaigns tailored language by language. What does this mean, concretely, for your marketing? If you work in an art city or on the coast, demand exists but competition is very high, and the game is played on the direct channel and brand recognition. If, on the other hand, you are in the hinterland, in a village, or in a location that lost guests in 2025, you must first create interest in the area and then for the facility: content about the territory, searches related to experiences and itineraries, campaigns that anticipate the choice. In both cases, regional data serves as a framework; decisions must be made on the numbers of your facility, which we analyze together at the beginning of the project. ## Incentives for tourism marketing in Tuscany in 2026 As of 06/10/2026 we found open regional tourism grants. Two measures by the Florence Chamber of Commerce are currently OPEN, but they are only valid for micro, small, and medium-sized enterprises in the metropolitan city of Florence. | Tool | Status | Period | What it covers | | --- | --- | --- | --- | | Support measure for the sustainable transition of micro, small, and medium-sized tourism enterprises in the Metropolitan City of Florence year 2026 Florence Chamber of Commerce | Open | from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026 | Only tourism MSMEs and only investments in goods (charging stations, e-bikes, efficient lighting, water saving): 50%, maximum 3,000 euros. It does not cover marketing, consulting or digital services. | | Support measure for the internationalization of micro, small, and medium-sized enterprises in the Metropolitan City of Florence year 2026 Florence Chamber of Commerce | Open | from 11:00 AM on 09/24/2026 to 4:00 PM on 12/31/2026, subject to availability of funds | Micro, small and medium enterprises of the metropolitan city of Florence: 50% of expenses, maximum 7,000 euros, for trade fairs in Italy and abroad and services, including foreign language digital marketing campaigns, digital export managers and consulting. | Status verified on 10/06/2026 (updated on 10/09/2026). Before spending any money, always check the requirements and eligible expenses in the call for proposals text. The two measures should be read carefully. The one for the sustainable transition of tourism businesses only finances goods and investments, such as charging stations, e-bikes, efficient lighting, or water saving: it covers 50% up to 3,000 euros and does not cover marketing, consulting, or digital services. The one for internationalization is closer to our work, because among the eligible services it mentions digital marketing campaigns in a foreign language, with a cap of 2,500 euros for that line. If your facility is outside the metropolitan city of Florence, neither of them concerns you. In any case, the eligibility of an expense is decided by the text of the call for proposals, not by us: verify it before planning. A call for proposals, when available, can lighten a part of the expense; it should never be the reason why you choose a strategy. ## Case study: Spaesati, a tourism project in Tuscany Spaesati is a Tuscan tourism project for which we handled editorial design, keyword research, SEO, social media, and community management. The goal was to give the content a structure that reflects how people look for a place to discover: by themes, experiences, and areas, rather than just by location name. We don't have published numerical results for this project, so we aren't showing any. Instead, we'll tell you why this method is useful for a Tuscan accommodation: starting from real traveler searches, organizing content by areas and interests, and keeping a community alive that keeps coming back and recommending it. It's the same approach needed by those who work outside the most crowded hubs: first make the area desirable, then present the property as the best way to experience it. For a hotel or farmhouse, this means pages dedicated to the surroundings, itineraries, off-season travel, and an editorial calendar that works year-round, not just in peak months. You can find the project in our portfolio: Disoriented . Want to figure out how many bookings you could shift from OTAs to your own website? Book a free 30-minute audit with a senior team member of ours. ## FAQ The FAQ section was created to offer clear and concrete answers to those who, hearing about web agencies, might wonder what benefits they can truly gain from a team of professionals. ### It includes analyzing the markets your guests come from, a multilingual hotel website connected to the booking engine, SEO for destination and experience-related searches, presence in AI assistant answers, Google and Meta campaigns for different markets and seasons, and social media management. Not everything needs to be launched right away: for a hotel outside the strongest hubs, for example, it's best to start with local content before investing in campaigns. ### Three conditions are needed together: getting found before the guest opens an OTA, giving them a solid reason on your website to book directly with you, and making the booking process smooth even on smartphones. Basically, we work on searches related to your name and area, clear direct perks, and a booking journey without unnecessary steps. OTAs are still useful for discovery; the goal is to make sure they don't become the only way people reach your property. ### It depends on your guests, not on a fixed rule. English is a must-have: the Tuscany Region report on 2025 it points to the United States as the top market, with 8.5% of stays. Besides English, let's start with your property's data to figure out which other languages bring in actual bookings. It's better to have a few well-crafted languages, with content and SEO tailored for that market, than many automatically translated versions that are never updated. ### As of 10/06/2026, there are open regional calls for tourism. Two measures by the Florence Chamber of Commerce are OPEN, exclusively for MSMEs in the metropolitan area: the sustainable transition for tourism businesses (from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026), which only covers goods and not marketing, and internationalization (from 11:00 AM on 09/24/2026 to 4:00 PM on 12/31/2026, subject to fund depletion), which includes foreign-language digital marketing campaigns. Always check the requirements in the call text. ### Let's start with a shared strategy and then work property by property: a hotel on the coast and one in the hills have different seasons, guests, and searches. Let's define what stays shared—like the brand, website, and booking engine—and what changes for each destination, such as content, campaigns, and languages. You get a senior point of contact for the whole group, with middlemen, and a single source of data that tells you which property and channel are driving direct bookings. ### Every direct booking leaves you with a contact that stays yours, and that's where you start. With the guest's permission, you can reach out to them ahead of the next season with personalized offers: a less crowded period, a new local experience, or a special perk for those who book through the website. I Social keep the relationship alive between stays by showcasing the property and the surrounding area. Anyone who has already stayed with you knows the quality of the service and, if they find a good reason, they don't need to go through an OTA to return. ### Useful links - Web agency in Tuscany - Tourism marketing in Florence - Real estate marketing in Tuscany - B2B industrial marketing in Tuscany - AI consulting in Tuscany ## Have questions? Call us Contact us Tourism marketing in Tuscany Web Agency landings