Italy’s Portofino Implements Strict Rules to Tackle Overtourism: Fines for Selfies and New Restrictions to Preserve Exclusive Atmosphere

Published on December 21, 2025

The picturesque fishing village of Portofino, located on the Italian Riviera, has long been a popular destination for both luxury travellers and celebrities. Frank Sinatra, Elizabeth Taylor, and countless tourists have visited the town, which is known for its charming harbour and colourful homes. However, in recent years, the town has struggled with an influx of visitors, prompting local authorities to impose broad measures to mitigate the disruptive impact of overtourism.

With its narrow streets and breathtaking views, Portofino has become one of the most Instagrammable destinations on the Italian coast. According to local officials, the allure of capturing the perfect selfie in front of its iconic colourful waterside houses has resulted in “anarchic chaos” among many tourists. Overcrowding has become a daily issue, with crowds clogging the narrow streets and public spaces. This ongoing issue has prompted the town’s mayor to enact a slew of new regulations aimed at managing the overwhelming influx of tourists.

The New Rules: No-Waiting Zones and Hefty Fines

One of the most significant changes introduced by Portofino’s authorities is the establishment of “no-waiting zones”. These zones, particularly around the harbour and the Piazzetta (the main square), prohibit visitors from lingering for extended periods in popular photo spots. Tourists who are caught loitering for too long now face fines of up to €275 (£242). The idea is to maintain the flow of pedestrian traffic and avoid the creation of bottlenecks that hinder emergency services and the daily life of locals.

These changes were first implemented during the busy Easter weekend of the previous year and have since remained in effect from 10.30 am to 6 pm daily until the end of October. This time frame coincides with the busiest tourist season, when the town receives its highest number of visitors. The mayor of Portofino explained that the primary objective of these rules is to tackle the overcrowding that has made it increasingly difficult to provide emergency services in the town, as well as to maintain the quality of life for its tiny population of just 400 people.

Restrictions on Public Decorum and New Limitations

In addition to the no-waiting zones, Portofino has expanded its regulations to address issues of public decorum. The town has introduced a ban on walking through the streets without proper attire, prohibiting visitors from walking barefoot, bare-chested, or wearing only a swimsuit. This move is designed to preserve the town’s more refined atmosphere, in line with its exclusive status.

Further regulations have been introduced to reduce the impact of excessive tourism on the local environment. Public picnics, as well as the consumption of alcohol on public streets outside of licensed establishments, have now been banned. This is an effort to maintain the town’s image as an upscale destination and to prevent disruptions caused by groups gathering in public spaces. The town has also restricted sitting or lying on pavements, walls, or public benches for long periods, and visitors with large suitcases or portable speakers are discouraged from lingering in public spaces.

These restrictions come at a time when the tourism industry in Portofino is being increasingly shaped by the influx of high-end cruise ships. Thousands of passengers are ferried to the town daily from large cruise ships anchored offshore, causing additional strain on the town’s infrastructure. The introduction of these rules aims to strike a balance between preserving Portofino’s charm for both residents and visitors while also curbing the disruptive effects of mass tourism.

Impact on Portofino’s Economy and the Local Community

Portofino’s tourism-driven economy has experienced significant shifts in recent years, with many local businesses catering to the demands of wealthy visitors. Luxury boutiques, such as Louis Vuitton and Hermès, have flourished, but local services that once served the town’s permanent residents, like bakeries and hardware stores, have become scarce. These have been replaced by souvenir shops and high-end cafés, which cater primarily to the transient tourist population.

The increase in tourism has created a stark contrast between the thriving luxury industry and the struggling local economy, which is finding it harder to support essential services for the small resident population. The imbalance between high-spending tourists and day-trippers who often spend little locally has left many locals frustrated. The new rules aim to mitigate this issue by encouraging responsible tourism and reducing the impact of overcrowding on the town’s infrastructure.

The Shift to Quieter Alternatives: Camogli and Santa Margherita Ligure

As Portofino continues to face the challenges of overtourism, many travelers have started to seek quieter alternatives along the Italian Riviera. Nearby towns like Camogli, just a short 20-minute drive from Portofino, offer a more serene experience without the overwhelming crowds. Camogli, an authentic fishing village, retains its traditional charm and is far less commercialized, making it an attractive option for those seeking a more relaxed coastal getaway.

Santa Margherita Ligure, another nearby gem, offers a similar coastal experience but with more affordable accommodation options. As a result, many visitors have been opting to stay in these quieter towns, enjoying the beauty of the Riviera without the crowds and fines that come with staying in Portofino itself.

Portofino’s Response to Overtourism: A Balance Between Exclusivity and Accessibility

The new measures in Portofino reflect a broader trend of addressing overtourism in Europe’s most popular destinations. While Portofino’s approach may seem harsh, it is part of a necessary shift towards sustainable tourism. By limiting overcrowding and encouraging responsible behaviour, the town is taking proactive steps to protect its environment and ensure that it remains a place of natural beauty for future generations.

Though the new rules have sparked mixed reactions, they have brought much-needed attention to the realities of mass tourism. In the face of these challenges, it is hoped that both residents and visitors will find a way to coexist harmoniously, allowing Portofino to maintain its charm and exclusivity for years to come.

Conclusion

Portofino’s struggle with overtourism is not an isolated incident but rather part of a larger global conversation as popular destinations grapple with the environmental and social consequences of mass tourism. The town on the Italian Riviera has implemented strict new measures in response to the region’s overcrowding. By imposing restrictions on tourist behaviour, Portofino hopes to strike a balance between accessibility and exclusivity.

These new rules remind travellers that even the most beautiful and well-known destinations have limitations. As Portofino refines its tourism strategy, visitors are encouraged to be mindful of their impact and to explore the less crowded, but equally stunning, nearby towns of the Italian Riviera.