Portofino tightens tourist rules with dress code and alcohol ban in summer crackdown
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Authorities in the exclusive Italian Ligurian resort town of Portofino have extended a sweeping summer ordinance that imposes restrictions on tourist behavior, including a ban on public drinking and a mandatory dress code in the town center.
The renewed measure, in effect through October 15, is aimed at curbing unruly conduct and easing congestion during the peak tourist season. It includes a prohibition on stopping in designated pedestrian “red zones” during peak hours – a rule first introduced in 2023 – but now places stronger emphasis on decorum.
Under the ordinance, tourists are forbidden from consuming alcohol outside licensed establishments and must remain fully clothed in public areas. Walking through the town shirtless or in beachwear, often seen among visitors arriving from yachts or nearby beaches, is now subject to fines.
“The goal is to protect the dignity of Portofino and ensure respectful behavior from all who visit,” Mayor Matteo Viacava said. “We welcome tourists, but not at the expense of order and public decency.”
Violations of the new rules carry fines ranging from €25 to €275, with local police instructed to apply sanctions immediately in the event of non-compliance. Enforcement will be particularly strict between 10:30 a.m. and 6:00 p.m., when pedestrian traffic reaches its peak.
Officials have placed multilingual signage throughout the town advising visitors of the regulations. In addition to the red zones, areas such as the famed Piazzetta and the scenic waterfront promenade are under strict surveillance.
While some local business owners support the crackdown, citing improved flow and a more refined atmosphere, others worry the restrictions could dampen the town’s festive appeal. Still, municipal leaders insist the rules are essential to maintaining the village’s identity as a world-class destination.
Portofino, known for its pastel facades, luxury yachts, and discreet celebrity clientele, has struggled in recent years with the pressures of overtourism. The current ordinance reflects a broader push by Italian coastal towns to balance hospitality with heritage conservation.
