Florence, the iconic Italian city renowned for its Renaissance masterpieces, is implementing measures to combat the overwhelming tide of tourism that has strained its resources. In response to the surge in visitors, which has led to local residents being priced out of their homes, the city has introduced a 10-point plan to manage the situation. Mayor Sarah Funaro has spearheaded this initiative, which includes a prohibition on key boxes used by short-term rental property owners and a ban on tour guides using loudspeakers.

Florence, situated in the picturesque region of Tuscany, has always been a magnet for tourists drawn to its exquisite art and architecture. However, similar to many other destinations in Italy and around the globe, it has witnessed an exponential growth in tourism in recent years, resulting in a backlash from locals. As the city gears up to host tourism ministers from the G7, a group of the world's leading economies, authorities have given the green light to a comprehensive plan aimed at addressing the issue.

The plan specifically targets key boxes—secure lock boxes that facilitate easy check-ins for guests at short-term rentals—which will now be restricted within the city's UNESCO-listed core. This area is celebrated for its artistic treasures by the likes of Botticelli, Michelangelo, Giotto, and Brunelleschi. These key boxes have recently become the target of local frustration, with some being marked with red Xs to signify their disapproval.

Additionally, the city will place limitations on "atypical vehicles," such as golf carts, which have gained popularity among tour guides for transporting visitors in car-restricted zones. The new decree also includes a ban on the use of amplifiers and loudspeakers by tour guides, in an effort to maintain the tranquility of the city.

The goal of these measures, as stated by the city council, is to transform Florence into a "living and unique city" that caters to both tourists and its permanent residents. According to a statement from the council, the influx of tourists has reached unsustainable levels for the city's residents. It is reported that over 7.8 million people visited Florence in the first nine months of 2024 alone.

The city council has expressed concern that the city can no longer support the massive concentration of activities and facilities catering exclusively to tourists within a mere five square kilometers (approximately 2 square miles) without compromising its heritage value and overall livability. The statement continues, "Florence has endured numerous incidents of tourists behaving inappropriately. This summer, a female tourist was filmed engaging in a sexually suggestive act on the statue of Bacchus. In January, the director of the Galleria dell’Accademia museum referred to the city as a 'prostitute' that had succumbed to overtourism. Cecilie Hollberg remarked, 'Once a city becomes a prostitute, it is difficult for it to become a virgin again.'"

Florence joins a growing list of destinations that have imposed restrictions on mass tourism. Recently, the archaeological site of Pompeii announced a daily visitor cap of 20,000 and a requirement for personalized tickets. Venice has also announced plans to reintroduce an entrance fee during peak tourism seasons starting in 2025. In Rome, access to the Trevi Fountain will be restricted after its renovation is completed in December, as per the mayor of Rome.

Italy's Tourism Minister, Daniela Santanche, who is hosting the G7 summit this week, has argued against the idea of curbing tourism numbers. Instead, she suggests that Italy should aim to increase its annual visitors by up to 50 million. She has proposed that overtourism in Italy is a result of poor management and has questioned whether the decline in commerce in historic centers has contributed to the issue. Speaking at a tourism summit last week, she said, "I cannot agree with this term, overtourism, however, I understand that we have territories where there are too many people. But the question we have to ask ourselves is this: Haven’t we destroyed the commerce that made our historic centers come alive for the communities in those areas as well? If instead of opening convenience stores we had kept our stores and encouraged our excellences, maybe we would have less ‘eat and run’ tourism, which is what gives us little. It’s an economic law: to help the bottom you have to grow the top.”