The charming Italian village of Varenna, nestled on the eastern shore of Lake Como, has implemented a strict new dress code, prohibiting visitors from walking through its shops and public areas without a top or in swimwear. Offenders caught flouting the rules face fines ranging from €50 to €200 (approximately £42 to £169). The ban does not extend to designated beach areas, piers, or boat docks.
This crackdown is a direct response to the escalating challenges posed by mass tourism in Varenna. Despite being a small fishing village with a population of fewer than 700 residents, it has become one of Lake Como's most sought-after destinations. The new regulations aim to tackle issues such as excessive noise and disruptive crowds, with additional measures including a restriction on tourist group sizes to a maximum of 25 individuals.
Varenna's allure stems from its romantic ambience, historic architecture, picturesque lakeside houses, and beautiful gardens. Much of the village boasts pedestrian-friendly lanes, largely closed to traffic. Visitors are also being encouraged to avoid congregating in public spaces and pedestrian walkways, though this request does not apply to school groups, educational trips, or parish youth groups. Furthermore, tour guides are now forbidden from using loudspeakers or other voice amplification devices to disseminate information.
Mauro Manzoni, Varenna's mayor, articulated the rationale behind these changes: “Varenna is a wonderful village, and we are proud to welcome hundreds of thousands of visitors from all over the world every year. However, our residents’ quality of life cannot be sacrificed on the altar of mass tourism.” This sentiment underscores a growing concern among local authorities in popular Italian destinations.
Varenna is not alone in its efforts to introduce stricter tourism rules. In 2022, Sorrento imposed fines between €25 and €500 for walking around the town in swimwear, with its mayor condemning what he described as “indecent behaviour.” Portofino followed suit in 2023, introducing fines of up to €275 for loitering in specific areas. Venice, in 2024, capped tourist parties at 25 people and banned loudspeakers and amplified music, demonstrating a concerted move across Italy to manage the impact of its booming tourism industry.