BUY CULTURAL TOURISM
9th B2B Workshop on Cultural Tourism
Palazzo dei Congressi in Florence – Friday, 27 February 2026
Buy Cultural Tourism – 9th B2B Workshop on Cultural Tourism will take place on Friday, 27 February 2026 from 9:00 am to 1:00 pm / 2:00 pm to 5:00 pm at the Palazzo dei Congressi in Florence during the 12th edition of “tourismA – Archaeology and Cultural Tourism Exhibition”. The workshop is dedicated to meetings between supply and demand of cultural itineraries and trips among professional operators in the tourism sector. It is organized by Archeologia Viva (Giunti Editore) in collaboration with Toscana Promozione Turistica and with the support of Fondazione Destination Florence as Host Destination Partner.
Buy Cultural Tourism is a moment of exchange and dialogue aimed at destinations, institutions and operators involved in offering itineraries and tourism services themed around cultural heritage in all its forms: cultural assets, UNESCO sites, history, archaeology, art, architecture, cultural landscape, events, experiences, etc.
In the reserved workshop area, SELLERS will be able to meet NATIONAL AND INTERNATIONAL BUYERS who resell cultural trips to the final client. Meetings – lasting 15 minutes – will take place at the buyers’ stations without a pre-set appointment agenda. Coffee stations will be available during the event, and a networking business lunch will be held during the lunch break from 1:00 pm to 2:00 pm.
At the end of the workshop, buyers and sellers are invited to visit tourismA – Archaeology and Cultural Tourism Exhibition (free entry) in the adjacent Villa Vittoria, also within the Palazzo dei Congressi. In addition to the exhibition area, tourismA offers a program of conferences and talks. They may also attend the conference “Doing Cultural Tourism Today” (Sala Onice, 4:30 pm – 6:00 pm) organized by Mark PR in collaboration with The Data Appeal Company.
WHO ARE THE SELLERS – CULTURAL TOURISM SUPPLIERS
Tourism boards, tourism promotion organizations, local authorities, DMOs, consortia, tour operators, DMCs, accommodation facilities, historic residences, museum sites, archaeological parks, foundations, associations and other organizations offering cultural tourism itineraries and services in Italy and abroad. Sellers will meet national and international buyers by moving freely among the stations assigned to buyers and will receive the list of buyers.
Participating as a seller
To participate as a seller, send the REGISTRATION FORM along with the payment receipt of the participation fee by 15 FEBRUARY 2026 (subject to availability):
1st participant (non-exhibitor): €390.00 + 22% VAT
1st participant (exhibitor): €340.00 + 22% VAT
2nd participant from the same company: €340.00 + 22% VAT
The participation fee includes the coffee station service and networking business lunch with buyers (1:00 pm – 2:00 pm).
It is possible to book accommodation in selected hotels in Florence at special rates (subject to room availability).
WHO ARE THE BUYERS – CULTURAL TOURISM DEMAND
NATIONAL AND INTERNATIONAL buyers are selected among travel agents, travel designers, tour organizers, associations and B2C organizations interested in expanding their range of services and products to offer cultural trips, experiences and itineraries to their clients or members.
Buyers are carefully selected to ensure that supply and demand meet productively during the workshop. Selected buyers commit to occupying the station assigned to them, where they will meet sellers without a pre-set appointment schedule, to evaluate their proposals for cultural tourism trips, experiences and itineraries.
Participating as a buyer
Participation in the workshop for buyers is free of charge.
Accredited buyers will have access to the coffee station service and networking business lunch with buyers (1:00 pm – 2:00 pm) during the workshop. They may also attend the welcome dinner on the evening before the workshop, Thursday 26 February, and book accommodation in selected hotels in Florence at special rates (subject to availability).
To apply as a buyer (max 1 person per company), it is necessary to fill out the online buyer registration form and wait for accreditation confirmation from the organizers.
ONLINE BUYER REGISTRATION FORM
OTHER CULTURAL TOURISM EVENTS AT tourismA
Destinations and operators are also the protagonists of the Cultural and Archaeological Travel Showcase, taking place on Saturday, 28 February 2026. Now in its 9th edition, the showcase is very popular among the tourismA audience, who attend presentations to discover new destinations and innovative cultural and archaeological travel proposals.
Presentations are curated by tour operators, local authorities, tourism boards, DMOs and other organizations involved in various ways in promoting or marketing itineraries and services related to destinations, sites and cultural assets.
DISCOVER THE LATEST NEWS ON CULTURAL TOURISM AT “tourismA”
All events take place during tourismA – Archaeology and Cultural Tourism Exhibition, scheduled from 27 February to 1 March 2026 at the Palazzo dei Congressi in Florence: three days of seminars, presentations and workshops with leading experts in the sector to discover the latest updates on cultural tourism, archaeology, art and the environment.
The large exhibition area of tourismA – open to the public free of charge – hosts proposals from destinations, museums, archaeological parks and tour operators.
INFORMATION AND REQUESTS:
Mark PR di Nadia Pasqual
+39 349.2131565
info@markpr.it
Buy Cultural Tourism è organizzato da Archeologia Viva (Giunti Editore) in collaborazione con Toscana Promozione Turistica e con il supporto di Fondazione Destination Florence Convention & Visitors Bureau in qualità di host destination partner.
