The picturesque village of Varenna, on the eastern shore of Lake Como, has introduced fines of up to €200 for visitors who walk through its streets bare-chested or wearing swimwear.
Under the new dress code, tourists must cover up when entering shops, restaurants, churches, squares and other public areas. Swimwear and bare chests remain permitted on beaches, piers and boat docks. Those who break the rules face penalties ranging from €50 to €200.
The measure forms part of a broader attempt to manage the impact of mass tourism on Varenna, a former fishing village with a year-round population of roughly 650 people. Despite its small size, the destination now welcomes hundreds of thousands of visitors annually and has become one of Lake Como’s most sought-after tourist spots.
Known for its colourful lakeside houses, historic architecture, botanical gardens and narrow pedestrian streets, Varenna has seen growing concerns about overcrowding, excessive noise and disruption to daily life. To ease the pressure, the municipality has also limited organised tourist groups to a maximum of 25 people.
Tour guides and group leaders are prohibited from using loudspeakers or other voice-amplification devices, while organised groups have been instructed not to block the village’s cobbled streets, historic alleyways or pedestrian walkways. The restrictions do not apply to school groups, educational visits or parish youth groups.
“Varenna is a wonderful village, and we are proud to welcome hundreds of thousands of visitors from all over the world every year,” Mayor Mauro Manzoni told The Guardian. “However, our residents’ quality of life cannot be sacrificed on the altar of mass tourism.”
The new rules appear to have been warmly received by many local residents and business owners. “On the beach, you can do what you want, but when you’re walking around and go into shops, restaurants, churches, or in the square, you must dress decently,” one shop owner told Italian broadcaster TGCom24. Another described the measure as overdue, adding that the key challenge would be ensuring it is properly enforced.
Varenna is far from the only Italian destination tightening its tourism regulations. In 2022, Sorrento introduced fines of between €25 and €500 for people walking around the town in swimwear or bare-chested, with the then mayor condemning what he described as “widespread indecorous behaviour”.
Other destinations have followed suit. Portofino introduced designated no-waiting areas and fines of up to €275 to discourage tourists from lingering in the village’s busiest spots, while Venice has capped organised tour groups at 25 people and banned guides from using loudspeakers.
As Italy continues to grapple with overtourism, more destinations are turning to dress codes, visitor limits, access fees and behavioural rules in an effort to preserve their historic centres while maintaining residents’ quality of life.
