A popular British tourist hotspot has introduced a swathe of draconian measures aimed at curbing the impact of tourism. Officials in the Italian coastal town of Portofino have implemented the restrictions as the town struggles to cope with the consequences of its huge popularity, which sees around 100,000 people visit each year.

The new rules prevent tourists from walking barefoot, wearing nothing other than swimwear, enjoying picnics, and drinking alcohol on the town’s streets. Failure to comply could result with a fine of up to £400. The ban was introduced with the aim of protecting the “peace and quiet of residents and tourists.”

It is not the only Italian town to introduce such measures, with the port city of Diano Marina introducing similar measures to combat disruption from tourism.

The mayor, Cristiano Za Garibaldi told the Italian television station Telenord: “This is not a punishment, but a gesture of respect for the town, its residents, and visitors.”

Portofino hit the headlines two years ago when it  enforced similar measures in response to its increasing popularity.

In 2023, officials banned tourists from visiting local beauty spots over concerns that too many people could damage the environment.

They also introduced “no-waiting” zones to stop people from congregating in popular areas and causing bottlenecks.

Mayor Matteo Viacava said: “The ordinance prohibits gatherings in certain areas of the borough where getting around is so difficult that police must be called in to control pedestrians. This is a common sense safety measure.

“Our goal is not to drive tourists away or discourage them from visiting.

“Everyone must do their part to contribute to the beauty of Portofino by behaving properly.”

Italy is one of several European countries to introduce measures to soften the impact of tourist influx throughout the summer months.

Last month, 30,000 people in the Balearic Islands took to the streets to demand action from authorities amid a recent surge in rent costs for residents blamed on the growth of short-term rentals on sites such as Airbnb.

Some areas of the island have seen prices surge by a third as short-term lets reduce the amount of property available for locals and drive up the price.