The charming capital of Italy’s Tuscany region, which attracts millions of tourists every year, has taken bold steps to combat the challenges of overtourism.

In recent years, the historic Italian city of Florence, like many other places in Italy, has seen a huge increase in tourist numbers, prompting a backlash from locals who complain that the city is becoming increasingly unsustainable.

This week, officials approved a 10-point plan to tackle the problem as the Rennaisance city prepares to host tourism ministers from the G7 group of the world’s most developed economies and seeks to significantly boost the country’s position as one of the most visited destinations.

Here’s a closer look.

Big wave of tourism

Famous for its stunning Renaissance art and architecture, Florence has long attracted tourists to Italy.

Data from national statistics office ISTAT shows a record-breaking 134 million tourists will arrive in Italy in 2023, making Italy the fourth most popular destination behind France, Spain and the USA, according to the UN World Tourism Barometer .

However, the Florence council expressed concerns, stating that the increase in tourism has now reached too great a level for local people. More than 7.8 million tourists visited Florence in the first nine months of 2024 alone.

The council’s statement said: “The city can no longer support such a large presence of activities and vehicles for private tourist use, concentrated in an area of ​​just five square kilometres, without undermining its heritage value and seeing its overall liveability compromised.”

Even Tourism Minister Daniela Santanche had a contrary view at a recent warm-up event.

While he acknowledged that some historic cities were facing challenges due to high visitor numbers, he emphasized that Italy as a whole was not maximizing its tourism potential and suggested that the country could attract 50 million more visitors a year.

“We can grow much more, we can develop much more, and the tourism industry can truly become the leading industry in our nation,” he said. Independent.

According to Statista’s research, in 2023 the tourism sector accounted for approximately 10.5 percent of Italy’s GDP.

Restrictions aimed to make Florence ‘livable’

Florence Mayor Sarah Funaro recently unveiled a 10-point plan designed to combat overtourism in the historic city.

Turismo sostenibile & città vivibile.

del piano @comunefi To improve your quality of life and form the basis of a sustainable tourism model. Firenze continues to adhere to a norma nazionale, la città possa essere semper più tutelata.… pic.twitter.com/JqNSrG5Se8

— Sara Funaro (@sarafunaro) 12 November 2024

The plan, led by the centre-left mayor, includes a ban on installing key boxes in the historic centre, aiming to reduce short-term rentals popular with tourists. This measure is planned to come into force in 2025.

Key boxes, small digital padlocked devices used by short-term rental owners to drop off keys to guests, have become a symbol of local frustration. Many Florentines see these as a sign of the influx of tourists, whose numbers have increased since the Covid-19 pandemic.

At a recent demonstration, residents placed red Xs over switch boxes, expressing their anger at the transformation of the city centre. They argued that the historical palace and narrow streets were turned into short-term rental holiday centers, pushing out local people and well-established businesses.

In addition, the city council banned tour guides from using loudspeakers and placed restrictions on “unorthodox vehicles” such as golf carts, which have become a popular way for tour guides to navigate restricted traffic areas in the city.

“The message we want to send is that we care about our city and that we care about Florence being attractive but, above all, livable for the residents,” Funaro said. “We will protect Florence with these measures. Our primary goal is to keep the origins, nature and identity of our city alive,” he said.

Italy struggles with overtourism

Florence has become the latest Italian city to make headlines by addressing the problem of overtourism.

This week, Pompeii Archaeological Park announced a cap on the number of daily visitors, capping the number at 20,000. The move aims to ease tensions in the ancient Roman region due to a recent increase in tourism.

Milan has also recently taken stricter measures, approving a €2 increase in tourist tax for 4- and 5-star hotel guests. Starting next year, the fee will increase from 5 Euros to 7 Euros.

Last year Venice introduced a tourist entry fee, a controversial decision that will be expanded in 2025, doubling the number of valid days and increasing the cost of last-minute bookings.

Meanwhile, in Rome, efforts are underway to manage crowds at the famous Trevi Fountain as the city prepares for the Vatican’s 2025 Jubilee Year. The event is expected to attract more than 30 million tourists and pilgrims to the capital.

With input from agencies