The municipality of Portofino, a renowned luxury tourist destination in Italy, has implemented a new ordinance aimed at regulating tourist behavior and preserving the town's character. Effective from July 15 until September 30, the ordinance, signed by Mayor Matteo Viacava, prohibits begging, including non-aggressive forms, in the town center, public parking areas, near churches, and on Umberto I pier. Additionally, the rules ban loitering, consumption of alcoholic beverages in public spaces, and beachwear such as walking barefoot or going shirtless in the town center. Violations of these regulations can result in fines up to 500 euros. These measures are part of broader efforts to protect the tourism appeal and ensure the comfort and tranquility of both residents and visitors. Portofino is among several Italian towns introducing such restrictions to address the impacts of mass tourism.