Varenna on Lake Como fines tourists up to €200 for walking in swimwear, caps tour groups at 25
The Lake Como village of Varenna has introduced fines of up to €200 for walking around shirtless or in swimwear, and capped guided tour groups at 25 people, in a bid to manage mass tourism and protect residents' quality of life.
Varenna, a picturesque fishing village on the eastern shore of Lake Como in Lombardy, has introduced new rules to curb the excesses of mass tourism. Home to around 650 permanent residents, the village receives hundreds of thousands of visitors each year, with daily numbers in high season reaching up to 17,500 (25 times the local population). On 26 June, the municipal council approved two key changes to local regulations: a dress code for public spaces and strict limits on guided tour groups.
Dress code and fines
Walking through the village centre shirtless or in swimwear is now prohibited. The rule applies to anyone moving away from the lakefront beaches and piers, where such attire remains permitted. Offenders face fines ranging from €50 to €200. The measure targets what authorities describe as widespread indecorous behaviour that clashes with the historic character of the village and the daily life of its inhabitants.
Tour group limits
Guided groups are capped at 25 participants. Guides are banned from using loudspeakers, and groups must stick to pedestrian routes to avoid blocking the narrow cobbled streets. Stopping to listen to commentary is forbidden in certain areas deemed critical for traffic flow. Guides who break the rules risk fines of €100 to €400, and repeat offenders may be suspended from operating in Varenna for between three and twelve months. The council has not ruled out defining dedicated itineraries in the future.
Residents welcome the rules
Mayor Mauro Manzoni defended the measures in a statement to local radio.
Varenna is a wonderful village and we are proud to welcome hundreds of thousands of visitors from all over the world every year. However, the quality of life of our residents cannot be sacrificed on the altar of mass tourism.
Shopkeepers in the village have voiced support. One told Mediaset's TGCom24 that "at the beach you can do what you want, but when you walk around and go into shops, restaurants, churches or the square, you have to dress decently." Another added: "It was about time; it's a reasonable measure. The important thing is that it is enforced."
A wider Italian trend
Varenna is not alone. In 2022, Sorrento imposed heavy fines for walking around in swimwear, with the then-mayor calling it "widespread indecorous behaviour" that damaged the town's image. In 2023, the upscale Ligurian resort of Portofino banned selfies in certain spots and designated "no-waiting zones" to prevent tourists from lingering too long. Across Italy, popular destinations are tightening rules to balance the economic benefits of tourism with the livability of their communities.
