Italian Lake Town Varenna Imposes Fines for Beachwear in Streets to Curb Tourist Disruption

The small town of Varenna on Italy's Lake Como has introduced new regulations to address issues caused by mass tourism. With a population of about 650 residents but hundreds of thousands of annual visitors, local authorities aim to preserve the town’s quality of life by banning walking around without shirts or in swimwear in streets, shops, and restaurants. Violators face fines ranging from 50 to 200 euros (approximately 700 shekels). Swimwear remains permitted only on beaches, piers, and near boats.

Mayor Mauro Menzoni emphasized that while tourism is vital to the local economy, it must be conducted respectfully to avoid sacrificing residents’ well-being. Additional rules limit tourist group sizes to 25 people, prohibit tour guides from using loudspeakers or megaphones, and forbid groups from lingering in narrow, congested historic areas. Tour guides who violate these rules risk fines between 100 and 400 euros and potential bans from guiding in the town for months or up to a year.

These measures respond to complaints about tourists blocking streets, eating on steps, and wearing inappropriate attire near churches, turning the picturesque town into a transient Instagram stop rather than a living community. Varenna stresses it does not seek to deter visitors but to restore balance between tourism and daily life.

This initiative reflects a broader European trend where popular destinations impose stricter rules on tourist behavior. Similar regulations exist in Italian towns like Sorrento and Portofino, as well as in Barcelona, Santorini, Croatia’s Hvar island, and Portugal’s Albufeira, aiming to reduce overcrowding, noise, and disrespectful conduct in public spaces. Authorities increasingly recognize that unchecked tourism can degrade local environments and residents’ quality of life.