Monday 25 October 2021


Breakfast allows you to greet a good morning to your guests, and also to offer them a first taste of the territory. It’s often considered the most important meal of the day, and basing it on local products enables it to become a tourist attraction.

For this reason, during “Buy Tuscany”, an agreement was signed between Toscana Promozione Turistica and Federalberghi Toscana on a new initiative: Vetrina Toscana Breakfast.

Starting today, the project by Vetrina Toscana, the Regione Toscana and Unioncamere that promotes restaurants, producers, stores and businesses that offer food and wine experiences will open registrations to hotel facilities with a “Tuscan” breakfast. Registration for the project can be completed in the restaurants section of the Vetrina Toscana website by selecting ‘accommodation’.

The agreement is based on sharing the principles and objectives of Vetrina Toscana’s ​​manifesto in line with responsible and sustainable tourism.

Offering a breakfast based on local products expresses the close connection with the territory as well as respect for the environment, and it can prove to be a competitive advantage for the establishments on board with the initiative.

The goal is to enable tourists to discover Tuscan food and wine traditions: each town, village and hamlet has a very specific identity linked to food and wine, and a cultural and material heritage that must not be lost along with the rich biodiversity of this region.

Leonardo Marras, Councilor for Economy and Tourism in the Regione Toscana, comments “With this agreement, the Vetrina Toscana project expands its economic community and reveals Tuscany, starting with the most important meal, breakfast, which is often the first meeting between tourists and the territory. We immediately welcomed the proposal by Federalberghi Toscana because it fits perfectly with the latest developments at Vetrina”.

With this project, we wanted to create conditions so that all Tuscan accommodation facilities could have the opportunity to adhere to the vision of the Vetrina Toscana project. Breakfast is often the first opportunity for a tourist to experience the food and wine, and for this reason, we believe it’s essential to base it on local products to promote its genuine nature. It’s the first step that we want to take on a more elaborate path that brings out the great quality that has always characterized the hospitality of Tuscan accommodation facilities“, declares Daniele Barbetti, president of Federalberghi Toscana.

The awards that the Vetrina Toscana project is receiving, even outside the regional context, are a sign of appreciation that confirms the quality of the network of entrepreneurs that are attentive to the satisfaction of their guests and the growing interest in food and wine tourism”, underlines Francesco Tapinassi director of Toscana Promozione Turistica. “With the signing of the agreement with Federalberghi, this teamwork is strengthened, extending tourists an offer that’s attentive to the sensibilities of contemporary travellers. The Vetrina Toscana project has embarked on a path of profound renewal that also includes the growth of member companies and the ability to develop competitiveness in a sustainable and attractive way“.

Breakfast as an “experience” in the territory offers visitors the opportunity to learn about the authenticity and typicality of the Tuscan culinary tradition. The hoteliers who join the initiative undertake the inclusion of at least one sweet and one savoury product from the area in their breakfasts. The products will be identified with a label featuring the Vetrina Toscana logo along wih a brief description.

Information on the manufacturing companies will be made available in order to entice customers to personally visit the local agri-food companies.

The initiative further strengthens the link with the destination and the uniqueness of each Tuscan location: breakfast becomes a story and at the same time an “experience” to be explored.




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