Dolce Vita with dress code: Things are getting serious in Portofino
The sun is shining, the yachts glisten in the harbor - and strolling barefoot through the town? Forbidden from now on! In the Italian luxury hotspot Portofino on the Ligurian Riviera, strict rules of etiquette apply with immediate effect. Anyone who does not adhere to them will have to pay a fine of between 25 and 500 euros. And this doesn't just apply to walking barefoot.
The popular vacation resort with around 400 inhabitants and up to 10,000 tourists a day has had enough. Mayor Matteo Viacava has issued a decree for good behavior - and it leaves little room for spontaneous vacation fun.
The new Portofino police: everything that is now prohibited
Anyone strolling through Portofino should pay more attention to their outfit from now on. This will be forbidden in future:
- Walking barefoot in public
- Swimwear and bare upper bodies in streets and squares
- Alcohol consumption outside bars and restaurants
- Sitting or lying on sidewalks, streets, walls or in the park
- Picnicking in public areas
- Begging - in whatever form
Period of validity: The rules apply until September 30, i.e. throughout the entire peak season.
Anyone who violates this rule risks a fine of at least 25 euros, and in extreme cases up to 500 euros - so it can be really expensive to stroll around town in a swimsuit.
What's behind it all? Protection from the "Instagram effect"
The municipality justifies the drastic measures with the desire to protect the "peace and quiet" of its residents and paying vacationers. Portofino does not want to be a party destination, but rather a retreat for the rich and famous. The town had already started keeping tourists on a leash in 2023: At that time, it was forbidden to stop at popular viewpoints - because it led to congestion.
Portofino is therefore sending out a clear signal: anyone who behaves like an all-inclusive resort is not welcome. Other cities are already following suit and are also cracking down on disrespectful behavior.
Order is all well and good - but where is the joie de vivre?
Of course, it is understandable that a place like Portofino does not want to sink into garbage, noise and semi-nudity. And anyone selling luxury also wants to maintain an appropriate ambience. But what happens here is a fine line between protection and stuffiness.
Sure, tourism needs rules. But bans on walking barefoot, sitting or picnicking end up affecting not only party tourists, but also normal visitors who just want to take a breather. If you ban too much, you not only spoil the atmosphere, but also quickly lose the charm of a lively city.
A little less prohibition culture and a little more tact would be enough. Because you don't recognize real class by your shoes, but by the way you treat your guests.
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