Portofino Imposes Summer Fines on Barefoot Tourists and Public Drinking to Combat Overtourism on Italy’s Riviera
Portofino, the jewel of Italy’s Ligurian coastline, has announced tough new summer regulations aimed at curbing overtourism and preserving the idyllic character of the iconic fishing village. Known for its pastel-colored harbor homes, luxury yachts, and cobbled streets, Portofino has long been a magnet for celebrities, influencers, and summer holidaymakers — especially from the UK. But with peak-season crowds swelling the town’s population from around 400 residents to nearly 100,000, authorities are clamping down on unruly visitor behavior to maintain the town’s cultural integrity and aesthetic appeal.
The municipal government has introduced a set of seasonal fines, in effect from July 15 through September 30, targeting disruptive tourist behaviors such as walking barefoot in public, wearing swimwear away from the beach, drinking alcohol outside of licensed premises, and unauthorized picnicking in scenic but sensitive locations. Violations can result in on-the-spot fines ranging from €25 to €500, depending on the severity of the offense.
Protecting Culture and Decorum Amid a Summer Surge
The new measures are part of Portofino’s broader strategy to preserve public order and local decorum during the chaotic high season. Officials stress that the initiative is not intended to alienate visitors but to strike a balance between hospitality and heritage preservation.
“Portofino welcomes tourists with open arms,” a municipal spokesperson stated, “but we must also safeguard the quality of life for our residents and prevent the degradation of our public spaces and cultural heritage.”
A History of Responsible Tourism Efforts
This is not Portofino’s first foray into regulating tourist behavior. In 2023, the town drew international attention after implementing “no-waiting zones” at high-traffic selfie spots, prohibiting visitors from stopping to take photos in crowded areas. At the time, fines of up to €275 were levied for lingering in designated pedestrian flow zones.
While controversial, these steps were credited with reducing bottlenecks and improving safety and accessibility for both tourists and locals.
Italy’s Broader Fight Against Overtourism
Portofino’s new fines are part of a nationwide movement in Italy to manage tourism sustainably. The country’s most iconic destinations — from Venice to Florence to the Amalfi Coast — are grappling with how to maintain authenticity and quality of life amid surging international interest.
One notable example is the Amalfi Coast’s license plate rotation policy, first introduced in 2022. The policy restricts vehicle access based on license plate numbers on alternating days to reduce traffic congestion during peak months. While this specific rule doesn’t apply to Portofino, the success of such initiatives has inspired similar creative solutions across Italy’s most fragile and frequented tourism hotspots.
The Italian Ministry of Tourism, in collaboration with regional governments, has launched several pilot programs promoting off-season travel, decentralized itineraries, and cultural preservation zones, all aimed at diffusing the pressures of mass tourism.
The Cost of Preservation
Some travelers have criticized the Portofino rules as overly strict, but local businesses and residents have voiced support. “We’re not trying to punish tourists,” said a café owner near the marina. “We’re trying to protect what makes Portofino special. When people walk barefoot or picnic on the cliffs, they don’t realize the environmental impact. These fines make them think twice.”
Even luxury tour operators are adjusting their offerings. “We now include a pre-arrival guide for clients,” said an executive from a high-end travel agency based in Milan. “It outlines the local code of conduct so guests can enjoy their stay respectfully.”
A Delicate Balancing Act
For Portofino, which has built its brand on charm and exclusivity, overcrowding poses a real threat to its appeal. While revenue from tourism is vital, unchecked footfall can erode both the town’s infrastructure and its soul.
The new code of conduct is part of a philosophy of “slow tourism” — one that encourages appreciation, mindfulness, and cultural respect. Tourists are encouraged to stay longer, visit lesser-known local landmarks, and engage with the community in ways that go beyond Instagram.
What Tourists Need to Know Before Visiting Portofino
Travelers planning a summer trip to Portofino in 2025 should be aware of the following restrictions:
- No barefoot walking in public areas
- Swimwear and topless dress are prohibited outside beaches
- Alcohol consumption limited to licensed venues or public areas with permission
- Picnicking is only allowed in designated zones
Failure to follow the rules may result in immediate fines, so visitors are advised to check with local tourism offices or accommodations for up-to-date guidelines before arrival.
Looking Forward: Tourism With Respect
As the world continues to rediscover travel in the post-pandemic era, destinations like Portofino are redefining what it means to host visitors sustainably. The aim is to preserve natural beauty, cultural landmarks, and local life — not just for today’s tourists, but for generations to come.
For those willing to travel with care and curiosity, Portofino remains one of the most breathtaking corners of the Mediterranean. Just remember to pack your shoes — and your sense of respect.
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