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Ashley Campolattaro

Italy's Overtourism: Finding Authenticity Among the Crowds

Italy's charm and allure draw millions of visitors each year, but if you've been watching the news lately, popular cities are grappling with the challenges of overtourism. The surge in travel—fueled by post-COVID "revenge travel," social media-fueled wanderlust, and the influence of movies and shows—has brought even more people flocking to Italy’s iconic destinations.


This massive influx can sometimes overshadow a genuine experience, leading to a loss of authenticity in places once treasured for their unique character. While the magic of Italy is undeniable, we recently witnessed this firsthand.


Crowds in Florence
Amidst the crowds on Florence’s iconic Ponte Vecchio, the charm of the historic bridge is both captivating and overwhelming.

On our latest stay in Lucca, we took a day trip to Florence. Florence has always held a special place in our hearts, but we hadn't ventured there during the peak summer season since 2016. After a scenic hour-long train ride from Lucca, we stepped out of the bustling station and were instantly engulfed by waves of tourists. The streets were absolutely teeming with people, shoulder to shoulder, moving in every direction. It felt like the entire city was heaving under the weight of the crowd, making it hard to even catch a glimpse of the beauty we have always loved.


We made a beeline to Oltrarno, weaving through the crowds, just across the Ponte Vecchio. This lesser-known district, famed for its artisan workshops and bohemian atmosphere, offered a welcome escape. Here, the narrow streets are dotted with traditional craft shops, family-run trattorias, and charming piazzas. Attractions like the Pitti Palace and Boboli Gardens are still within reach, but the atmosphere is distinctly quieter. Exploring Oltrarno allowed us to salvage our day in Florence. A lot of tourists visiting Florence completely miss this!


Tourism Tipping Point


Florence in 1999
Throwback to Florence in 1999: A quieter, simpler time when exploring the city felt like stepping back in time. How much has changed since then!

Florence isn’t the only Italian city grappling with the surge in post-lockdown tourism. Portofino authorities have established no-waiting zones where tourists are banned from lingering for photos—violators can face a fine of up to $300! In Rome, traffic lights have been introduced to manage pedestrians, not cars, around popular landmarks. And, Venice has introduced a ticketing gate, similar to Disney World.


The growing tension between maintaining a thriving tourism industry and preserving the quality of life for local communities is hitting a tipping point. While these cities depend heavily on tourism for their economies, they are struggling to manage the overwhelming number of visitors. Infrastructure is being pushed to its limits, and local cultures are feeling the impact.


In response to overtourism, local residents in some cities have been taking matters into their own hands. In Barcelona, frustrated locals have gone so far as to throw water at tourists, while graffiti urging tourists to "go home" covers walls—ironically defacing the very city they are trying to protect. In Mallorca, residents have put up official-looking signs falsely declaring beaches closed to deter tourists.

Barcelona graffiti tourists go home
The locals are fed up in Barcelona!

Cruise ships add significant strain to cities due to their size and large passenger numbers, prompting many cities to impose restrictions. Venice is redirecting large ships to a nearby port to protect its canals and historic sites, while Amsterdam, Barcelona, Dubrovnik, and Santorini are managing cruise traffic by limiting arrivals, passengers, or docking permits.


This response to disruptive tourism extends globally. In the U.S., overtourism has led to cities like Key West imposing cruise ship limits to protect local infrastructure and the environment. In Asia, Bali is prohibiting tourist motorbike rentals to reduce congestion, and Sydney has implemented restrictions on tour buses and large groups in popular areas.


The Strain of Overtourism


Overtourism isn't just a problem for major cities; it also affects smaller towns. The influx of visitors has caused many towns to rethink their tourism strategies, as they struggle to balance the economic benefits with the need to preserve local lifestyles. This delicate balance is essential to maintaining the authenticity and charm that draw people to these destinations in the first place.


Sustaining Lucca's Authenticity


Even Lucca sometimes feels the impact of overtourism, especially during major events like the Lucca Summer Festival when the city is already bustling during the peak travel season. We’ve witnessed the challenge of balancing the economic benefits of tourism with preserving our town's pristine beauty and community spirit. With major acts this year such as Ed Sheeran, Sam Smith, Lenny Kravitz, and Duran Duran, the Lucca concert series draws thousands, and we’ve seen the aftermath firsthand. Fortunately, the local waste management team works tirelessly to clean up, starting their efforts as concert-goers enter the show and through the night, restoring the city in record time.

Tower Stories Dustin Hoffman filming in Lucca
Dustin Hoffman filming scenes for the upcoming film, "Tower Stories" in Lucca.

Little Towns & Big Screens


Post-Covid "revenge travel" isn't the only thing to blame. Shows and movies can also significantly boost a town's profile, putting it on the map. For instance, Taormina gained global attention and a surge in tourism after being featured in White Orchid, while Ischia saw increased visitor interest thanks to the adaptation of Elena Ferrante’s My Brilliant Friend. Similarly, as Lucca gains international prominence, filming recently concluded for Tower Stories/aka Lucca Mortis, starring Dustin Hoffman and Helen Hunt. One Lucca resident expressed concern to me that the film could have a similar impact on Lucca as Under the Tuscan Sun had on Cortona—boosting tourism and economic benefits but also straining local infrastructure, driving up property prices, and leading to commercialization that could erode the town’s authentic charm.


The Pitfalls of Social Media Influence


Another factor in the uptick in tourism is the recent trend involving social media influencers promoting specific locations, leading to overwhelming crowds at certain establishments. In Florence, for instance, the panini shop All’Antico Vinaio gained fame through social media, resulting in long lines and overshadowing other local gems. Tourists stand in line for a panino for hours! Similarly, tourists often forfeit hours of their precious time waiting in line at popular jewelry stores, influenced by online hype, and miss out on discovering Florence’s incredible artisans and unique shops. This phenomenon not only strains businesses but also homogenizes travel experiences, limiting tourists’ exposure to the diverse and authentic offerings of the city.


Tourists Can Love a Place to Death


Overtourism poses significant challenges to small towns, which pride themselves on their rich history, vibrant culture, and tight-knit communities. As tourist numbers rise, local residents often find themselves squeezed out by a shrinking supply of affordable housing. The more tourists flock to these destinations, the fewer residents remain, and this can economically marginalize communities. Small support businesses that locals rely on—such as barbers, shoe repair shops, hardware stores, produce markets and butchers—struggle to survive as their customer base dwindles. Artisans, who have long been the lifeblood of towns like Lucca, often leave due to the lack of economic opportunity, leading to a diminished workforce and the erosion of the town's unique character.


Thankfully, we still have a thriving network of small, locally-owned businesses that cater to residents' daily needs in Lucca Centro Storico. However, the more tourism grows, the greater the risk that these essential services will be replaced by tourist-oriented businesses. When tourism becomes the dominant economic force, it can homogenize a town, turning it into a caricature of itself rather than a living, breathing community. Italians are truly the best thing about Italian cities like Lucca, and preserving their way of life is key to maintaining our city's authenticity.


Selfie Taken; Box Checked?


Of course, everyone should experience the heavy hitters in Italy at least once—Rome, Florence, Venice, and Naples/Amalfi Coast are must-sees. These iconic destinations offer unparalleled historical, cultural, and culinary experiences.

Grand Canal Venice
Venice: A city of timeless beauty, but also one at risk. Discover how to explore the canals and iconic sights while respecting the delicate balance that keeps this magical city afloat.

While Italy’s iconic destinations are undoubtedly worth visiting, exploring alternative spots and traveling during off-peak periods can offer a more authentic and relaxed experience. In a previous blog article, I touched on the concept of slow travel, a philosophy that encourages staying in one place long enough to truly experience it. Instead of chasing the perfect Instagram shot, consider exploring lesser-known areas and engaging with local communities. By embracing slow travel, supporting local businesses, and respecting the community, you can uncover hidden gems, build meaningful connections, and gain deeper appreciation. This approach not only enriches your travel experience but also helps preserve the unique charm of your destinations.


The Takeaway for Travelers


Navigating the challenges of overtourism while seeking authentic experiences requires thoughtfulness. Being informed and curious about your destination can transform your trip. Rather than focusing on bucket-list attractions, try to see a place as more than just a backdrop for photos.


As a vacation home rental owners in Lucca, we consider this balance too. We love sharing our home but also want to preserve Lucca’s charm. Encouraging guests to shop locally, discounting longer stays, educating them on our town and engaging with the community are just a few ways we try to contribute. When travelers adopt this mindset, it helps keep these special places vibrant for years to come.


Understanding and respecting how the local community manages its waste might seem simple, but it’s incredibly impactful. In Lucca, for instance, tourists who take the time to learn the city’s waste collection system—sorting and recycling properly—are not just visitors; they’re contributing to the preservation of the environment and the local way of life. We’ve even had guests tell us that this mindful approach to waste management was something they took home with them. Others have shared how the slower pace of life in Lucca, with daily trips to local markets instead of weekly grocery hauls, inspired them to embrace a more intentional, connected lifestyle back home. By adopting these small, thoughtful practices, they continue to make a difference long after their vacation ends. Isn’t that what travel is truly about? Coming home changed, enriched, and with new habits that help make the world a little better. That beats a selfie any day!


"Be a Traveler Not a Tourist"


I'm not sure if Anthony Bourdain was the first to say it, but "Be a traveler, not a tourist." Tourists tend to follow well-trodden paths, checking off highlights without delving too deeply. Travelers, on the other hand, immerse themselves in local culture, connect with the people, and venture beyond the obvious. To truly embrace this approach, consider traveling during off-peak periods to enjoy a more peaceful and immersive visit. Stay a while to fully experience a destination, and explore lesser-known towns for a more authentic experience. By doing so, you can take time to understand the history, traditions, and everyday life of a place, leading to richer experiences and meaningful connections that benefit both visitors and the communities they explore.



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