The historic Italian city of Florence, renowned for its Renaissance art and architecture, is taking bold steps to combat overtourism. Facing complaints from residents about unsustainable visitor numbers, the city has introduced a 10-point plan aimed at preserving its cultural heritage and improving livability.
Key measures include a ban on key boxes used by short-term rental landlords in the UNESCO-listed city center and prohibiting tour guide loudspeakers and amplifiers. These moves come as Florence prepares to host tourism ministers from the G7 nations.
Florence’s council stated that the surge in tourism—7.8 million visitors in the first nine months of 2024—has overwhelmed the city’s capacity to sustain such numbers without compromising its heritage and residents’ quality of life. The restrictions are focused on the city’s compact historic center, home to masterpieces by Botticelli, Michelangelo, and Brunelleschi.
Key boxes, which allow short-term rental landlords to offer seamless check-ins, have become a flashpoint for local frustrations. Many have been vandalized, with residents taping them shut in protest. Limits will also be placed on atypical vehicles, such as golf carts, increasingly used by tour guides in restricted traffic zones.
Florence has seen its share of inappropriate tourist behavior, from vandalism to disrespectful actions, such as a recent incident involving a tourist filmed mocking a statue of Bacchus. Earlier this year, Cecilie Hollberg, head of the Galleria dell’Accademia museum, described Florence as a “prostitute” to overtourism, lamenting the city’s loss of authenticity.
The new measures aim to transform Florence into a “living and unique city” for residents and visitors alike, according to Mayor Sarah Funaro. However, the city isn’t alone in tackling mass tourism. Pompeii recently capped daily visitors at 20,000, Venice plans to reintroduce entrance fees during peak times in 2025, and Rome is limiting access to the Trevi Fountain after renovations.
Italy’s Tourism Minister Daniela Santanchè has taken a different stance, arguing for an increase in tourism numbers rather than curbing them. Speaking at a recent summit, she criticized mismanagement and called for a return to traditional commerce in historic centers to attract higher-quality tourism.
While Florence’s new rules may not completely solve the overtourism issue, they represent a significant step toward balancing the needs of the city’s heritage, residents, and visitors.
