British holidaymakers heading to one of Italy’s most Instagrammable hotspots have been warned they could be slapped with a hefty fine for doing one seemingly harmless tourist activity. The picturesque fishing village of Portofino, nestled on the Italian Riviera, has long been a magnet for the rich and famous, including Frank Sinatra and Elizabeth Taylor.

However, in recent years, local authorities have finally lost patience with “anarchic” crowds of tourists blocking narrow streets to get the perfect holiday snap. In an effort to curb “human traffic jams,” the town has implemented strict “no-waiting zones” in its most popular tourist attractions. Those caught lingering for too long in these designated “red zones” – particularly around the iconic harbour and the main square (The Piazzetta) – now face fines of up to €275 (£242).

According to the mayor of Portofino, Matteo Viacava, people stopping to take selfies in front of the town’s iconic colourful waterside homes was creating “anarchic chaos”. The rules aimed to prevent dangerous levels of overcrowding that was hindering emergency services from reaching those in need.

The rules, which were first introduced during the busy Easter weekend and remained in effect from 10.30am to 6pm every day until the end of October last year.

This was not the only rule introduced during the peak tourist season, either. Another rule targeted the “decorum” of the town, barring people from walking through the town bare-chested, barefoot, or only wearing a swimsuit.

Both these rules were once again in place in 2025, but they were also expanded to include several new restrictions. Additionally, public picnics were banned, as was the consumption of alcohol on public streets outside of licensed bars and restaurants. New rules also prohibited sitting or lying on pavements, walls, or public benches for extended periods. Even lingering with large suitcases or portable speakers was restricted to maintain the town’s exclusive atmosphere.

During the peak summer months, an average of 100,000 visitors – often 10,000 in one day – descend on the iconic A-list seaside town, overwhelming its tiny permanent population of just 400 people.

Large cruise ships anchor offshore and ferry thousands of passengers into the tiny harbour at the same time. This creates a “bottleneck” effect where the Piazzetta becomes almost impassable. Unlike the wealthy guests who stay in £2,000-a-night hotels, the vast majority of visitors are day-trippers from nearby towns who arrive by ferry, spend very little locally, often just buying a gelato, postcard or magnet.

Overtourism has created a massive gap in Portofino’s economy. While luxury boutiques (such as Louis Vuitton and Hermès) thrive on the wealthy crowd, local services for residents, like bakeries and hardware stores, have largely disappeared, replaced by souvenir shops and high-end cafes.

In a bid to escape the chaos, many travellers are now fleeing Portofino for quieter nearby gems that offer the same beauty without the crowds, such as Camogli, a stunning, authentic fishing village just 20 minutes away, or Santa Margherita Ligure, which is much more affordable for the everyday visitor.