The picturesque Italian village of Portofino, located on the Liguria Riviera, has implemented measures to combat overtourism due to its small population of just over 400 residents being overwhelmed by up to 10,000 tourists daily during peak season. Since April 2023, Mayor Matteo Viacava introduced “no-waiting zones” in two high-traffic areas—between Piazza Martiri Olivetta and the Umberto I pier, and from the village square to the pier’s public toilets—to prevent tourists from lingering for selfies, which causes pedestrian and vehicular congestion. These zones, active from 10:30 a.m. to 6:00 p.m. (and 7:30 a.m. to 6:00 p.m. for the second area), carry fines of up to €270 for violations, enforced until October 15 each year.
Additionally, since 2023, Portofino has limited daily tourist entries and introduced controls at town entrances to manage crowds, alongside vehicle restrictions to protect air and water quality, promoting public transport and bicycles. These measures aim to ensure sustainable tourism while preserving the village’s charm, though they’ve sparked some tourist complaints about long queues. Similar efforts are seen elsewhere in Italy, like Venice’s entry fees and cruise ship bans, reflecting a broader push to balance tourism with livability. A recent post on X echoed local sentiment, describing Portofino as a “place for the rich” and urging action to address economic disparities, highlighting tensions around its elite tourism status.web:0,1,3,4,7,11,16,18,20,21,24