Residents of the picturesque lakeside town of Varenna on Lake Como in Italy have introduced new rules regarding visitor attire. Tourists now face a fine of 50 to 200 euros for walking through the city streets without a shirt or in swimwear outside the promenade area.
These changes are part of efforts to protect local communities from overtourism. The new regulations clearly state that swimsuits should be used exclusively on beaches and during boat trips. Guests exploring the cobbled streets of Varenna, visiting shops, dining in restaurants, or being in public squares are required to adhere to an appropriate dress code.
Local authorities explain that these measures aim to preserve the unique character of the village, allowing residents to continue their daily lives even during the high tourist season. Mayor Mauro Manconi noted that the city is proud to host hundreds of thousands of visitors annually, but stressed that tourism should not degrade the quality of life for its approximately 650 permanent residents.
The dress code is just one element of a broader strategy to regulate visitor numbers. Authorities have also limited the number of organized tour groups to 25 people, and guides are prohibited from using loudspeakers in narrow streets. These adjustments are intended to reduce congestion and create a calmer atmosphere for both residents and visitors.
Local businesses have positively received the new rules, stating that visitors can enjoy the lake's beaches but must dress respectfully when moving around the village itself.
Varenna is not the first Italian destination to introduce stricter rules for visitors. In recent years, popular tourist spots such as Sorrento have begun implementing dress codes prohibiting beachwear in city centers. Portofino has also introduced restrictions to reduce crowds and discourage visitors from staying long in crowded areas just for photos. These steps reflect a wider global trend as destinations across Europe seek ways to balance tourism development with the needs of local communities.
