In response to the challenges posed by overtourism, the city of Florence has introduced a 10-point plan aimed at addressing the issue. The plan, approved by Mayor Sara Funaro’s Cabinet, includes measures such as banning key boxes on buildings in the historic center and prohibiting the use of loudspeakers by tour guides in that area.
The use of keyboxes, which have become a symbol of local discontent with the influx of tourists, has sparked protests in Florence. Residents have expressed frustration over the transformation of the city center into a hub for short-term vacation rentals, displacing local residents and traditional businesses.
Italy experienced a record number of visitors in 2023, with 134 million arrivals and 451 million people staying in hotels or other registered lodgings. The popularity of non-hotel lodging increased by nearly 17% compared to the previous year, according to national statistics bureau ISTAT.
Despite being a top tourist destination, Italy ranks fourth on the U.N. World Tourism Barometer, trailing behind France, Spain, and the United States. The tourism industry contributed approximately 10.5% to Italy’s gross domestic product in 2023.
Florence, under the governance of the center-left, previously imposed a ban on new short-term private rentals in the city center to prevent further displacement of locals. The city has also advocated for national regulations to limit the number of days a property can be rented out, similar to the restrictions in Venice.
As Italy hosts the G7 tourism ministers in Florence, discussions are expected to focus on the challenges faced by art cities due to excessive tourism. Tourism Minister Daniela Santanche emphasized the need for Italy to attract an additional 50 million visitors annually to fully leverage its tourism potential.
Santanche highlighted the importance of sustainable growth in the tourism sector, aiming to position it as a leading industry in the nation. She expressed optimism about Italy's ability to enhance its tourism offerings and elevate its global standing as a premier destination.
