The ninth edition of Buy Cultural Tourism, the B2B workshop dedicated to cultural tourism, opened today, 27 February, at the Palazzo dei Congressi in Firenze.
The event brings together destinations, tourism boards, local authorities, tour operators, DMO and DMC organizations, hospitality providers and cultural tourism professionals, creating a meeting point between supply and demand for cultural itineraries and group travel experiences.
The 2026 edition marks a significant step forward with the participation, for the first time, of international buyers, made possible through collaboration with Toscana Promozione Turistica. Italian and foreign buyers, selected with the support of Trust Force, are meeting sellers through a renewed workshop format featuring extended hours and both morning and afternoon sessions.
Participants can also take advantage of preferential accommodation rates at selected Florence hotels, thanks to the support of the Fondazione Destination Florence Convention & Visitors Bureau as host destination partner. Buy Cultural Tourism is organized by Mark Pr in collaboration with Toscana Promozione Turistica and is part of the programme of the 12th edition of “tourismA – Archaeology and Cultural Tourism”, promoted by Archeologia Viva (Giunti Editore) and running until 1 March.