The Italian Riviera, with its stunning coastal views, charming towns, and cultural treasures, might hold a lesson or two for Venice as it navigates the complex challenge of overtourism.
Recently, Venice announced it will double its entry fees to €10 during peak tourist periods in an effort to protect its fragile infrastructure and historical character.
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This decision, part of a larger trend in managing tourist influx, highlights the balancing act needed to preserve Italy’s treasures for future generations.
While Venice’s plight focuses on canals and congestion, the Riviera’s harmonious approach to tourism offers inspiration.
Venice’s Struggles with Overtourism: A Warning for Italy’s Coastal Gems
Venice’s new measures build on a pilot program from 2024 that aimed to dissuade excessive day-tripper tourism and spread visitors more evenly throughout the year.
Between April 18 and May 4, 2025, followed by every weekend until the end of July, the new entry fee will be enforced, doubling the prior cost of €5.
According to Simone Venturini, the city’s tourism councillor, protecting Venice’s delicate infrastructure and cultural heritage from the strain of 23 million annual visitors is urgent.
The challenges Venice faces—congested alleys, overburdened canals, and even threats from climate change—mirror concerns for many iconic Italian destinations. UNESCO experts have warned about irreversible damage and proposed adding Venice to the endangered world heritage site list.
But what can be learned from Italy’s other regions, such as the Italian Riviera, where tourism and preservation have found a more sustainable balance?
The Italian Riviera’s Approach to Sustainable Tourism
The Italian Riviera, stretching from Ventimiglia to La Spezia, offers a different model for managing tourism that blends preservation with authentic experiences.
Unlike Venice’s condensed geographical layout, the Riviera’s coastline invites visitors to explore multiple towns, spreading out the impact of tourism.
This region boasts a collection of enchanting towns, each with its own distinct character.
From the glitz of Portofino, where luxury yachts dot the harbor, to the pastel-colored homes perched on the cliffs of Cinque Terre, the Riviera thrives on offering diverse experiences.
Yet what sets it apart is its emphasis on sustainable practices and embracing a slower pace of exploration.
Eight Must-Visit Towns in the Italian Riviera
In response to overtourism concerns, these Italian Riviera towns show how robust local economies and authentic cultural practices can thrive without overwhelming their landscapes:
- Portofino: A glamorous haven for celebrities and artists, Portofino is an intimate escape with carefully managed tourism to preserve its charm.
- Monterosso al Mare: Visitors flock to this Cinque Terre town for its beaches, yet local authorities emphasize eco-friendly tourism to protect its natural beauty.
- Riomaggiore: Known for its colorful cliffside homes, this Cinque Terre gem has embraced sustainable agriculture and marine conservation efforts.
- Finale Ligure: This vibrant coastal town stands out for its reclaimed walking and cycling paths, which promote green mobility.
- Sanremo: Famous for its music festival, Sanremo combines historical charm with a focus on locally produced goods, such as olive oil and blooms.
- Camogli: This fishing village celebrates its history with controlled tourism that contributes to maintaining its traditional industries.
- Santa Margherita Ligure: A quieter alternative to Portofino, this town focuses on cultural and culinary tourism, encouraging visitors to stay longer.
- Rapallo: With its stunning castle and seaside walkways, Rapallo strikes the balance between welcoming visitors and maintaining local character.
What Venice Can Learn from the Riviera
The Italian Riviera’s approach to tourism could provide valuable insights for Venice.
By encouraging visitors to move between destinations, the Riviera reduces the pressure on any single location while enhancing cultural discovery.
With investment in eco-friendly transportation like coastal trains and walking paths, towns like Riomaggiore and Monterosso achieve a greener tourist footprint.
Venice, by contrast, has struggled with its layout, which funnels tourists into specific bottlenecks like St. Mark’s Square and the Rialto Bridge.
The Riviera’s strategy of spreading out the visitor load could be adapted to Venice by promoting lesser-visited islands or experiences in the Veneto region.
The Importance of Preserving Italy’s Heritage
As Italy’s destinations adapt to growing global travel, the challenge remains to preserve their unique charm without alienating visitors.
For Venice, the stakes are high, with warnings from UNESCO underscoring the urgency of action.
However, the Italian Riviera demonstrates that with thoughtful planning, local economies and cultural heritage can co-exist harmoniously with tourism.
Whether you’re exploring Venice’s iconic waterways or hiking the cliffs of Cinque Terre, remember to travel responsibly.
Support sustainable tourism initiatives that safeguard these cherished Italian locations for generations to come.
Take inspiration from the Riviera’s commitment to balance, and embrace Italy’s beauty thoughtfully.
Here is the source article for this story: Overtourism In Italy: Venice Entry Fees Is Back And Its Double This Time!
Get a discount of 15% to 70% on accommodation in the Italian Riviera! Look for deals here:
Italian Riviera Hotels, Apartments, B&Bs
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