Portofino, the picture‑perfect fishing village on Italy’s Ligurian coast famed for its candy‑coloured streets and exclusive atmosphere, has introduced a set of stringent rules targeting tourists to preserve its peace and charm. Effective from July 15 until September 30, the municipal decree aims to balance the needs of the local community—home to around 400 residents—with the influx of 100,000 visitors who flock there each summer.
Under the new ordinance, tourists may no longer walk barefoot through the cobbled lanes, arrive in swimwear in non‑designated lounging areas, or go bare‑chested in public spaces. Restrictions also prohibit carrying open alcohol in the streets—outside restaurants, cafés, or specified zones—alongside public picnicking, loitering with suitcases, setting up portable speakers, and sitting or lying down on pavements, walls, or in parks.
Those found breaching these regulations face fines ranging from €25 to €500 (approx. £22–£433 or ₹2,500–₹49,000). This crackdown follows a wider European pattern where popular destinations are adopting similar measures to address the adverse effects of “overtourism.” Venice has implemented bans on large tour groups and loudspeakers, while Florence has targeted holiday rentals. Across Italy, spots like Capri, Rome, and Venice have introduced decorum‑focused restrictions—banning swimwear in streets, picnicking near monuments, bathing in fountains, and noisy footwear.
Beyond the local context, the move represents a larger cultural response. Officials, such as Portofino’s mayor Matteo Viacava, have cited the need to safeguard residents’ quality of life and maintain the ambience that draws tourists in the first place. The area becomes a stage where tourism pressure peaks yet its identity risks dilution under disorderly behavior and environmental strain.
Trending media coverage has singled out Australians as potential contributors to the issue. With many Aussies accustomed to beach culture and walking barefoot in public, they have been humorously dubbed as partly responsible for prompting the barefoot ban. Australian travel personalities have even shared anecdotes about strolling without shoes through the village, reinforcing the narrative.
As Portofino enforces these rules, similar trends are evident in other Mediterranean hotspots. Spanish resort towns have restricted public drinking, especially on beaches, and levied heavy penalties—up to £2,568 in some cases—for non‑compliance. In Mallorca, authorities have limited alcohol sales and banned late‑night party deals, while some beaches have been declared smoke‑free zones with fines reaching £1,700.
To assist visitors in adapting, tourism experts recommend arriving by boat—both functional and scenic—as roads in Portofino are narrow and parking is limited. They also suggest choosing shoulder seasons like May, early June, or September, when Portofino is quieter yet still charming. Footwear should be comfortable to navigate uneven pathways, and dining should include local trattorias serving Ligurian specialities like trofie al pesto and fresh seafood, away from tourist traps. A recommended excursion includes a boat or hike to San Fruttuoso Abbey—a secluded gem with historic significance.
In essence, Portofino’s regulations are a reflection of broader efforts across Europe to manage tourism sustainably. While the rules might strike some as strict, they reflect a clear strategy: preserve the town’s distinctive atmosphere, safeguard residents’ tranquillity, and ensure Portofino remains not just a postcard destination, but a living, breathing community.
