Our services
What people say about us
See what the people and companies who chose us have to say. Their experiences show the value of our work, every day.
P. Colamussi
Hardworking digital professionals who cover everything from web marketing to building incredible web portals. Always available and ready to take on new challenges. I can't recommend them enough!
R. Zampetti
I've been working with the team for about two years on graphics, brochures and, most recently, my company's new website.
Davide and his team offer a 100% serious and professional service. They meet deadlines, know how to organize and tastefully adapt the content they're given, and provide full support once the work is delivered. Competition in this market is high and I've worked with several agencies, but I can assure you it's not at all easy to find partners like them. I absolutely recommend them.
D. Bricco
We work with them on many projects, especially when our clients come to us with very specific requests. With them, you can always count on a super precise, skilled and professional partner for your agency.
Alessia Agazzi
Whenever I have a question, the SHM Studio team is always available and ready to answer. Even after the website was delivered, Davide has supported me (and still does) with patience and professionalism. I truly feel supported! Highly recommended for anyone looking for continuous, reliable support.
Matteo Rinaldi
When I decided to refresh my company's image, I was full of
doubts. SHM Studio guided me with patience, listening to every need and
proposing innovative solutions. The new website received compliments from all
our customers. A truly positive experience!
Riccardo Boschi
Our company was practically invisible on Google, despite our efforts. With Davide's SEO consulting and SHM Studio, we finally understood where we were going wrong. After just a few months, thanks to consistent and transparent work, we reached the first page for our keywords. Highly recommended for anyone who wants concrete results!
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 move forward. Their team delivered a complete 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 so we could track results. The improvements in our online visibility and lead generation were clear and measurable. I recommend SHM Studio to any company looking for expert digital guidance and concrete results.
Tourism marketing in Tuscany starts with a paradox: the region almost sells itself, but it also gets sold through portals, short-term rentals and anyone who can reach the guest before you do. If you run a hotel, a well-organized agriturismo, a campsite or a group with several properties, the goal isn't to be known in general. It's to be chosen when travelers are deciding where to stay, and to get them to book on your website instead of an intermediary's. Every booking that comes through the direct channel means one less commission and a contact that stays yours, ready to be re-engaged for the next season.
We work alongside properties and groups that already have an organization in place and want a direct channel that holds up outside peak season and away from the best-known destinations. We started in Milan more than ten years ago, we work with companies across Italy, and on every project you get a senior person as your direct point of contact, from strategy through to the last campaign.
What we offer companies looking for tourism marketing
Markets and seasonality
Before producing any content, we analyze where your guests come from, which months your property sits empty and how much portals weigh on the nights you sell. The result is a tourism web marketing plan with clear priorities: which countries to target, in which languages, with what budget and with which measurable goals for each season. Not a checklist of activities to tick off.
A hotel website that closes the booking
We build fast, multilingual websites where every page leads to your hotel booking engine, with no detours. Rooms, services, the surrounding area and direct-booking perks are presented clearly, because a guest comparing several properties needs a concrete reason to not go back to the portal.
Hotel SEO beyond the best-known hubs
People searching for a vacation in Tuscany often start from an experience, not from the name of your town: a village, a wine route, a quieter stretch of coast. With an SEO strategy built around these searches, you bring your area into travelers' questions, even if you're not a short walk from a city of art.
Visibility in AI assistant answers
More and more people ask an assistant where to stay or what to see in an area. We work on AI SEO so your property has clear, verifiable, well-structured content. That's the material these tools use when they compose an answer and cite a source.
Campaigns in the markets that matter
Google Ads campaigns cover searches for your name and your destination, so people already looking for you don't end up on an OTA. Meta campaigns reach those who are still dreaming about the trip, with different messages for each language and country of origin.
Telling the story of your area, building a community
An agriturismo in Chianti and a seaside resort have different audiences and different timelines. With social media management, we build an ongoing story of your property and its surroundings. It keeps the relationship alive with past guests and sets up their return, or word of mouth to new ones.
Tourism in Tuscany in 2025: strong demand, but concentrated
Tourism is one of the sectors around which the Region built a regional technology district dedicated to tourism, commerce and services, and the volumes explain why. According to the Regione Toscana press release of 05/21/2026, in 2025 accommodation facilities recorded over 15 million arrivals and nearly 46 million overnight stays. Impressive numbers, but with a catch: flows stayed essentially flat and are still about 5% below the 2018-2019 average.
The figure that weighs most on marketing choices is concentration. The Regione Toscana summary report on 2025 shows that cities of art and seaside towns account for over 76% of arrivals and overnight stays, and that the Florence Area alone makes up 25% of regional stays. In the same year, 83 municipalities, including Orbetello and Viareggio, closed in the red. If your property is outside the strongest hubs, demand doesn't arrive on its own: it has to be built.
On top of that comes competition from tourist rentals, which according to the same report add about 2 million arrivals and 9.7 million overnight stays. For a hotel or hotel group, that means competing with a huge supply that lives almost entirely on platforms. Traditional accommodation is also very varied, as the chart on overnight-stay shares by type of property in 2025 shows:
Campsites and villages, upscale hotels, midscale hotels and agriturismi speak to different audiences with different booking timelines, so one strategy for all doesn't work. Then there's the question of international markets. The regional report places growth mainly in foreign visitors and names the United States as the top market, with 8.5% of overnight stays. Communicating well in English is the bare minimum; for groups working with several countries, you need content and campaigns designed language by language.
What does this mean in practice for your marketing? If you operate in a city of art or on the coast, demand is there but competition is fierce, and the game is won on the direct channel and brand recognition. If you're inland, in a village or in a place that lost guests in 2025, you first need to create interest in the area and then in your property: content about the territory, searches tied to experiences and itineraries, campaigns that get ahead of the decision. In both cases, regional data is just a frame; decisions should be based on your own property's numbers, which we analyze together at the start of the project.
Incentives for tourism marketing in Tuscany in 2026
As of 10/06/2026, we found no open regional grants for tourism. Two measures from the Camera di Commercio di Firenze are OPEN, but only for micro, small and medium-sized businesses in the metropolitan city of Florence.
| Tool | Status | Period | What it covers |
|---|---|---|---|
| Intervento a sostegno della transizione sostenibile delle micro, piccole e medie imprese turistiche della città metropolitana di Firenze anno 2026 Camera di Commercio di Firenze | Open | from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026 | Tourism SMEs only, and only investments in goods (charging stations, e-bikes, efficient lighting, water saving): 50%, up to €3,000. Does not cover marketing, consulting or digital services. |
| Support for the internationalization of micro, small and medium-sized enterprises in the metropolitan city of Florence, 2026 Camera di Commercio di Firenze | Open | from 11:00 a.m. on 09/24/2026 to 4:00 p.m. on 12/31/2026, while funds last | MSMEs in the metropolitan city of Florence: 50% of expenses, up to €7,000, for trade shows in Italy and abroad and for services, including foreign-language digital marketing campaigns, digital export managers and consulting. |
The two measures need to be read carefully. The one for the sustainable transition of tourism businesses funds only 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 lists digital marketing campaigns in a foreign language, with a cap of 2,500 euros for that line. If your property is outside the metropolitan city of Florence, neither applies to you. In any case, whether an expense is eligible is decided by the text of the call, not by us: check it before you plan. A grant, when there is one, can ease part of the cost; it should never be the reason 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, and social media and community management. The goal was to give the content a structure that reflects how people search for a place to discover: by themes, experiences and areas, not just by town name. We have no published numerical results for this project, so we won't show any.
Here's why the method works for a Tuscan accommodation business: start from what travelers actually search for, organize content by area and interest, and nurture a community that comes back and recommends you. It's the same approach for anyone outside the busiest hubs: first make the area desirable, then present your property as the best way to experience it. For a hotel or farm stay, that means dedicated pages on the surroundings, itineraries, quieter seasons, and an editorial calendar that works all year, not just in peak months. You can find the project in our portfolio: Spaesati.
Want to know how many bookings you could shift from the portals to your own website? Book a free 30-minute audit with a senior member of our team.
FAQ
Our FAQ section offers clear, concrete answers for anyone who has heard about web agencies and wonders what a team of professionals can really do for them.
It includes analyzing the markets your guests come from, a multilingual hotel website connected to your booking engine, SEO for destination and experience searches, visibility in AI assistant answers, Google and Meta campaigns for different markets and seasons, and social media management. You don't have to activate everything at once: for a hotel outside the strongest hubs, for example, it makes sense to start with content about the area before investing in campaigns.
You need three things working together: be found before the guest opens a portal, give them a concrete reason on your website to book with you, and make booking easy on a smartphone too. In practice, we work on searches for your name and area, clear direct-booking benefits, and a booking path with no unnecessary steps. Portals remain useful for getting discovered; the goal is that they don't become the only way to reach your property.
It depends on your guests, not on a fixed rule. English is essential: the Tuscany Region's report on 2025 names the United States as the top market, with 8.5% of stays. Beyond English, we start from your property's data to see which other languages bring real bookings. It's better to have a few well-crafted languages, with content and SEO built for that market, than many auto-translated versions that are never updated.
As of 10/06/2026, there are no open regional calls for tourism. Two measures from the Camera di Commercio di Firenze are OPEN, only for micro, small and medium-sized businesses in the metropolitan area: the sustainable transition of tourism businesses (from 4:00 PM on 06/23/2026 to 4:00 PM on 12/31/2026), which covers only goods and not marketing, and internationalization (from 11:00 AM on 09/24/2026 to 4:00 PM on 12/31/2026, until funds run out), which includes foreign-language digital marketing campaigns. Always check the requirements in the text of the call.
We start with a shared strategy, then work property by property: a hotel on the coast and one in the hills have different seasons, guests and searches. We define what stays common, like brand, website and booking, and what changes for each destination, like content, campaigns and languages. You get one senior point of contact for the whole group, with no middlemen, and a single view of the data that shows which property and which channel drive direct bookings.
Every direct booking gives you a contact that stays yours, and that's where it starts. With the guest's consent, you can reach out ahead of the next season with offers made for them: a quieter period, a new local experience, a perk reserved for those who book on your website. Social media keeps the relationship alive between stays by showcasing your property and its surroundings. Guests who have already stayed with you know the quality of your service and, if you give them a good reason, they don't need a portal to come back.
