Once the beating heart of European towns and cities, covered markets have long been more than just venues to shop. They’re spaces of daily life where locals meet, stories are exchanged, and traditions are quietly passed on.
However, as urban landscapes shift, and consumer habits evolve, many of these historic markets face an uncertain future. To help them overcome present challenges, the Enterprise Europe Network is supporting the creation of a European network of historic covered markets, promoting their digital and sustainable transition, while preserving their cultural identity. Led by Eurosportello Confesercenti, the initiative involves over 10 markets and is paving the way for the launch of an International Association.
In 2024, the Historic Covered Market of Florence celebrated its 150th anniversary and set a new goal: to reimagine the role of traditional markets in today’s cities. What started as a timely collaboration between the Florence market and Eurosportello Confesercenti, a long-standing partner of the Enterprise Europe Network, quickly turned into a strategic European initiative to connect historical markets and support their evolution in the face of digital, economic, and social transformation.
Since the very beginning, the project set out to be a shared effort to understand and strengthen the role of historic covered markets in today’s cities. Participating markets would focus on shared challenges: how to modernise infrastructure, improve accessibility, and manage limited budgets - all while preserving their identity. Additionally, they would explore ways to adapt traditional retail to the digital age, strengthen ties with local authorities, and support trade organisations.
At the heart of it all was a broader vision, one that emphasises the role of markets in their environment. As the President of Florence’s San Lorenzo Market puts it: "Historic markets are not just about commerce. They are a stage for our urban identity and civic culture."
From Florence to Europe: charting the path of collaboration
In late 2023, a working meeting between the Florence Historical Market and Eurosportello Confesercenti laid the foundations for what would soon become a continent-wide effort. "We found ourselves in the right place, at the right time," said Eurosportello Confesercenti, reflecting on the early momentum that set the tone for what followed.
Since the very beginning, the initiative has drawn strength from the support and expertise of the Enterprise Europe Network’s group of experts focused on retail. Their guidance helped shape not only the project’s priorities but also its reach.
By early 2024, outreach efforts had brought new cities on board, including Santander, Cork, Berlin, Copenhagen, Riga, and even international partners from Kyoto and Jerusalem. The formal process to register the International Association of Historical Markets begins.
The turning point came in April 2024, when ten historic markets, together with institutional guests, gathered in Florence for the International Markets Event. What followed was a cascade of joint actions: bilateral exchanges with La Boqueria in Barcelona; the development of shared selection criteria for new members; and the inclusion of Budapest’s Central Market Hall in the project, recognised as a standout example of sustainable market management.
2025 and the results taking shape
By mid-2025, the project’s scope had grown from vision to impact. By this point, five cooperation agreements had been signed (with more in progress), and several markets had undergone digital and sustainability assessments to help guide long-term development. Florence, for example, is now working with Tuscany X.0, its regional European Digital Innovation Hub, to begin its digital transformation.
In June 2025, a delegation from the Network’s group of experts working on retail visited La Boqueria to study its innovative use of digital tools and customer-focused design. The visit further reinforced the Network’s role in driving peer learning and showcasing success stories.
Looking ahead, two key moments will mark the remainder of the year. In summer 2025, Florence’s market will sign a new cooperation agreement with Toscana Promozione, the region’s official promotion agency. This collaboration, developed within the framework of Vetrina Toscana will highlight the role of markets in promoting high-quality local food and wine. And in autumn 2025, the project will take the stage at BTO (Buy Tourism Online) in Florence, where three participating markets will join a panel exploring how heritage spaces can navigate tourism, innovation, and authenticity.
When tradition meets innovation, lessons emerge
Looking back at the journey so far, the participating markets have come to better understand the common challenges they face, and the value of working together with the Network to address them. While cultural heritage is a key strength of historic markets, the markets quickly identified shared barriers:
- the need to balance tradition with digital transformation
- the challenge of navigating multi-layered governance
- ensuring investments in infrastructure and sustainability support both local shoppers and international visitors
Still, the project shows that even vastly different markets often share the same questions, and when they join forces, they can find the answers to keep the role of markets relevant in today’s world. As Tamás Földes, a representative from the Central Market of Budapest, puts it: "We are ready to work together to keep markets alive — not as relics, but as vital parts of our daily life and cities."
The Enterprise Europe Network’s holistic approach has proven essential in opening up new development pathways for historic markets. Increasingly, these markets are exploring cascade funding opportunities to improve operational efficiency and embrace more sustainable practices. From energy upgrades to smarter waste management, the Network plays a key role in facilitating cross-sector collaborations and connecting local stakeholders with EU-level innovation support.
One important takeaway? Despite geographic and political differences, the markets share surprisingly similar transformation paths. This laid the groundwork for a community of practice capable of sharing good practices across borders, faster than funding alone ever could.
Formalising a shared ambition
With five cooperation agreements signed, and more than 10 markets already committed, the foundations for an International Association of Historical Markets are in place. The formal establishment is expected in Florence in the second half of 2025, with Florence and Barcelona (La Boqueria) as founding pillars.
Not only will the association enable joint applications to EU funding (Interreg Europe, Horizon Europe, Single Market Programme), but it will also help foster continuous dialogue and cooperation, as well as promote sustainable tourism, digitalisation of markets and local commerce.
As Gonzalo Cayón, representing the historic markets of Santander, explains:
"It is essential to continue supporting and highlighting the value the markets offer. Firstly, due to their role in preserving traditional commerce, but also, and increasingly importantly, because of the tourist attraction they represent. Their excellent location, in most towns, greatly boosts the local economy and the businesses situated in these areas."
As the groundwork for the International Association of Historical Markets moves forward, so does the collective ambition behind it. What began as a local anniversary has grown into a wider movement that shows how cultural heritage, local economies and modern innovation can work together across borders. With the continued support of the Enterprise Europe Network, covered markets are not only preserving their identity but also redefining their role in the cities of tomorrow.
Thinking about your next big partnership? Reach out to your local Network contact point and find out how we can help.
This journey of twinning, transformation and tradition, led by Enterprise Europe Network and Eurosportello Confesercenti, was possible thanks to the active involvement of EEN Ireland (Cork Chamber of Commerce), EEN Galactea Plus Cantabria (CEOE-EPYME Cantabria), EEN Spain ACCIò, EEN Denmark, EEN Hungary-Hepa, EEN Japan, EEN Latvia, and EEN Berlin.
Valeria Vangelista, originally from Padua, has been a proud Florentine by adoption for nearly twenty years. Since 2009, she has been working for Eurosportello Confesercenti, the consulting arm of the Confesercenti network, operating at the national level.
She provides support to businesses in the areas of innovation, digitalisation, and, most notably, access to funding. For the past four years, she has been particularly focused on the digital transformation of the retail sector and e-commerce, exploring these tools as complementary to in-store sales. She has been an advisor within the Enterprise Europe Network (EEN) since 2011.
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