On Wednesday, the “Save Florence” activist group staged a flash mob against overtourism during the G7 tourism ministers’ summit in Florence.
Wearing helmets and throwing smoke bombs, protesters displayed banners reading “Ongoing speculation” and “Florence is dying of wild tourism and speculation.” The group described their protest as a “non-welcome” to the G7 tourism leaders.
“We know the effects of tourism as an economic driver in Florence,” said Chiara Giunti from the organising committee. “Overtourism has caused a surge in short-term rentals, higher property costs, and the sell-off of public assets.”
The protest followed a “blitz” at the weekend, where campaigners placed stickers on keyboxes for tourist apartments. Giunti said these stickers had spurred swift action, leading to a city council ban on keyboxes on building facades in Florence’s UNESCO-listed central area.
“However, they don’t see that protection is needed citywide, not just in the UNESCO area,” said Massimo Torelli. “These restrictions must apply to all of Florence.”
Torelli criticised the city’s real estate policies under former mayor Dario Nardella, stating, “Florence cannot sustain this influx of tourists and speculation.”
Responding to Tourism Minister Daniela Santanchè, who called overtourism a “non-problem,” Torelli said, “Every city must support a tolerable number of tourists alongside its residents and workers.”
