Florence fights back against over-tourism: "Respect Firenze" campaign launched
A new campaign has been launched in Florence, inaugurated by the authorities ahead of the summer season when hundreds of thousands of people worldwide will arrive there. The goal, as explained, is to sensitize visitors before they visit the city, which has long struggled with an excessive number of tourists, making life burdensome for residents.
The campaign, conducted, among other things, on social media, is titled "Enjoy, respect Firenze." The city authorities, who have been dealing with overtourism for years, emphasize: "Florence is alive; treat it with care."
Florence has a problem with overtourism
A statement issued on the occasion of the campaign's launch noted that it is about a "hospitality pact" between residents and tourists and a reminder that this city's historic centre, with its priceless art and architecture, has been inscribed on the UNESCO heritage list and should be treated as such by everyone.
Dante Alighieri and Leonardo da Vinci "virtually convince" about this.
The campaign in the city, whose residents will elect a new mayor in June, is centred on the approach to the phenomenon of overtourism. Eike Schmidt, a former director of the Florence Uffizi Gallery, represents the centre-right. Schmidt, a German-born art historian who obtained Italian citizenship last year, argues that it is necessary to restore order and peace.
In the autumn of 2023, the authorities of Florence limited the availability of apartments for short-term rentals, a few days' rentals, to tourists. They argued that the influx of historic tenement houses causes chaos and a crisis in the real estate market, and short-term rentals are also becoming increasingly troublesome for residents and neighbours of rented apartments.
The city council approved a regulation under which no more apartments can be allocated for short-term rentals in the area inscribed on the UNESCO heritage list. This area is in the strict centre near such famous monuments as Palazzo Vecchio, Ponte Vecchio, the Uffizi Gallery, and the majestic Cathedral of Santa Maria del Fiore.
Furthermore, under the adopted resolution, apartment owners who give up renting to tourists will be exempt from the municipal property tax for three years.
