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Florence is a city best experienced through its neighborhoods, each offering a distinct perspective on art, culture, and daily life. This dual-itinerary guide, curated in collaboration with WTB HOTELS, highlights two ways to explore the city based on where you stay. Centered around properties in Piazza Santa Maria Novella and along the Arno River, each itinerary reflects a different rhythm of Florence, from iconic landmarks and Renaissance masterpieces to artisan workshops and riverside moments. Together, they offer travel advisors a flexible approach to designing locally grounded stays that balance discovery, authenticity, and a strong sense of place. |
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For clients staying in: Piazza Santa Maria Novella |
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One of Florence’s most elegant and central squares, offering immediate access to the city’s main attractions. |
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– Begin the day with breakfast at your hotel, each offering a distinct atmosphere. At Hotel L’Orologio, enjoy panoramic views from the fourth-floor Renaissance loggia overlooking Piazza Santa Maria Novella and the Basilica. At Hotel Santa Maria Novella, discover an elegant, mirrored breakfast room illuminated by a central skylight, while at Garibaldi Blu, a cozy indoor space complemented by a seasonal courtyard awaits.
– Start with a guided visit to the Basilica of Santa Maria Novella and the Farmacia di Santa Maria Novella, one of the oldest pharmacies in the world, where centuries of tradition in fragrance and herbal remedies are still preserved.
– Continue to Piazza del Duomo to admire Florence’s most iconic landmarks, including the Cathedral, Giotto’s Bell Tower, and the Baptistery. |
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– Enjoy lunch at a traditional trattoria nearby, sampling Tuscan specialties such as ribollita or fresh pasta.
– Later, visit Palazzo Vecchio for a guided tour through the Hall of the Five Hundred and the private apartments of the Medici family. For a more exclusive experience, explore the Secret Passages, uncovering hidden routes and stories of the court.
– Pause for a refreshing gelato at La Sorbettiera. |
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– In the evening, enjoy an ‘apericena’ at Santa Cocktail Club, where refined cocktails and gourmet bites are served against the elegant backdrop of Piazza Santa Maria Novella and its iconic Basilica.
Overnight stay at: Hotel Santa Maria Novella, Hotel L’Orologio, or Garibaldi Blu |
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– After breakfast, head to Mercato di Sant’Ambrogio for an immersive food experience. Taste local specialties, interact with vendors, and enjoy a casual and authentic lunch directly at the market, choosing from freshly prepared dishes.
– Continue to the Scuola del Cuoio, where skilled artisans craft high-quality leather goods using traditional techniques. Take time to observe the workmanship and browse a curated selection of handmade pieces. |
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– Spend the afternoon strolling through Piazza della Signoria before continuing toward the Oltrarno district, known for its traditional workshops, artisan character, and more authentic local atmosphere. |
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For clients staying in: Piazza Mentana |
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Scenic views over the Arno River and a quieter yet central setting just steps away from Florence’s main landmarks. |
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– Begin the day with breakfast at Hotel Balestri, set in a bright, newly renovated dining room with vaulted ceilings and views over the Arno River.
– Spend the morning exploring the Oltrarno district, the true heart of Florentine craftsmanship, known for its artisan workshops, galleries, and boutiques.
– Pause at Ponte Santa Trinita to admire the exquisite statues representing the Four Seasons, a masterpiece of Renaissance sculpture and an iconic part of Florence’s riverside charm.
-Visit Flò Concept Store, a Florence-based social project that blends fashion, craftsmanship, and social inclusion, offering training and employment opportunities for individuals facing challenging life situations, helping them develop professional skills and regain confidence. |
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– Enjoy a traditional panino con lampredotto for lunch, one of Florence’s most authentic street food experiences, best enjoyed from a local vendor.
– In the afternoon, visit Palazzo Strozzi to explore its current exhibition, one of the city’s leading cultural highlights, set within a striking Renaissance palace.
– Continue along Via de’ Tornabuoni, Florence’s premier shopping street, browsing luxury boutiques and artisanal shops.
– Stop for gelato at La Sorbettiera for a refreshing break. |
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– Return to the hotel for an ‘apericena’ at Fede Cocktailab, where creative cocktails are served in a sophisticated riverside setting.
Overnight stay at: Hotel Balestri |
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– After breakfast, take part in a hands-on cooking class and learn how to prepare traditional Tuscan recipes. |
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– For lunch, enjoy the dishes you prepared during your cooking class before spending the afternoon at Palazzo Pitti and the Boboli Gardens, where grand royal apartments and one of Italy’s most celebrated historic gardens offer a deeper look into Florence’s artistic and aristocratic heritage. |
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– For your last evening, choose between a relaxed dinner at a local trattoria or a drink at your hotel’s cocktail bar.
Overnight stay at: Hotel Balestri |
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This Florence experience is hosted by WTB HOTELS, a family-owned collection of Italian properties known for their thoughtful design, prime locations, and distinct connection to their surroundings. In Florence, the group offers a curated portfolio of hotels that allow guests to experience the city from different perspectives, from the historic elegance of Piazza Santa Maria Novella to the quieter, riverside charm along the Arno.
For travel advisors, Wtb Hotels provides a reliable foundation for building tailored itineraries across Italy, with a presence in Florence, Rome, and Venice. Each property offers its own distinct atmosphere while maintaining a consistent level of quality, service, and attention to detail. Together, the collection makes it possible to craft journeys that feel cohesive yet locally nuanced, allowing each destination to unfold in its own way. |
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ready to build your clients’
trip to florence? |
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