Italy’s luxury tourism is booming. In 2026, more travelers will be drawn to Venice, Lake Como, the Amalfi Coast, Rome, and Tuscany because of better international connections, higher quality vacations, and a stronger appetite for traveling to Europe.

Heading to Lake Como? Varenna’s new travel dress code forces tourists to cover up or pay heavy fines. Learn about the latest rules and avoid the €200 penalty!

Milan’s record tourist tax is reshaping 2026 summer travel as visitors increasingly choose Lake Como, Bergamo and Turin over city centre stays.

Italy aligns with Switzerland, Croatia, Spain, and Greece as Varenna introduces fines for shirtless tourists to preserve Lake Como’s cultural charm

Varenna on Lake Como introduces fines of up to €200 for bare chests and swimwear as Italy strengthens measures against overtourism.