Florence, one of Italy’s most iconic cities, is implementing new measures to combat the effects of overtourism, aiming to strike a balance between preserving its historic charm and providing a sustainable environment for both residents and tourists. The city has long been a magnet for visitors drawn to its Renaissance masterpieces, stunning architecture, and rich cultural heritage. However, an overwhelming surge in tourism over the past few years has strained its resources, with locals increasingly priced out of their neighborhoods and complaints mounting over the impact of mass tourism.
In an effort to address these challenges, Florence’s city council, under the leadership of Mayor Sarah Funaro, has introduced a series of restrictions that aim to curb the negative effects of tourism. This includes a ban on key boxes used by short-term rental hosts, which have become a symbol of the rapid increase in visitor numbers. These combination-protected lockboxes, often used for easy check-ins, have recently become targets for vandalism, with locals expressing frustration by taping them closed with red Xs. The city’s UNESCO-listed historic center, home to the works of Botticelli, Michelangelo, and Brunelleschi, will no longer allow these boxes, which are seen as contributing to the commodification of the area.
Another significant change targets “atypical vehicles,” such as golf carts, which have become a popular way for tour guides to transport visitors through Florence’s restricted car zones. These vehicles will be limited, and the use of amplifiers and loudspeakers by tour guides is now prohibited in an effort to reduce noise and preserve the city’s atmosphere. These measures are part of a broader 10-point plan, approved this week, which seeks to reduce the overwhelming presence of tourist-centric activities in the city.
Florence’s tourism boom has been nothing short of staggering, with over 7.8 million visitors recorded in 2024 alone. While tourism is a crucial economic driver, the city’s residents and council argue that such massive numbers are no longer sustainable. Florence’s council stated that the city’s delicate heritage is being compromised by the sheer volume of visitors, with the city’s compact, historic center only 5 square kilometers struggling to absorb such a high concentration of tourist-focused activity. The increased pressure on Florence’s infrastructure and resources is taking a toll on daily life, with residents feeling the strain as they witness their city becoming more of a tourist attraction than a living, breathing community.
This shift has been met with controversy and even scandal, as some visitors have behaved irresponsibly. Notably, a female tourist was filmed mimicking a sexual act on the statue of Bacchus, an incident that made headlines and intensified concerns over the behavior of some tourists. These episodes have led to further criticism, including remarks from Cecilie Hollberg, head of the Galleria dell’Accademia, who likened Florence to a “prostitute” that had succumbed to overtourism.
Florence is not alone in grappling with these issues. Other popular destinations in Italy, such as Venice and Pompeii, have also introduced restrictions to manage visitor numbers and reduce the negative impact on their cultural heritage. Venice will introduce an entrance fee in 2025, and Pompeii has already set a cap on daily visitors, limiting the number to 20,000. Meanwhile, Rome plans to restrict access to the Trevi Fountain after renovation work is completed later this year.
Despite these growing efforts, Italy’s Tourism Minister, Daniela Santanche, has expressed a different viewpoint. As she prepares to host the G7 summit in Florence, Santanche has argued that Italy should welcome even more visitors, suggesting that overtourism is a result of poor management rather than an inherent problem. She advocates for a more sustainable approach that would focus on promoting higher-quality tourism that benefits local communities, rather than restricting the number of tourists.
As Florence embarks on these new measures, it is clear that the city, like many other popular destinations, is grappling with the challenge of finding a sustainable path forward one that preserves its heritage while ensuring that it remains a vibrant and livable place for both residents and visitors.
