- Positano is imposing a permit fee of €1,000 (£880, $1,160) to people taking photos for commercial purposes. Tourists and journalists are exempt from the fee. The town’s mayor said: “Not everyone can be allowed to link their brand to Positano.”
The idyllic fishing village of Positano, perched on the Amalfi coast, has to be one of the most Instagrammed places in the world, up there with the white-washed rooftops of Santorini, Greece, and the New York skyline.
But it appears that the town has cottoned on to its popularity. Michele De Lucia, Positano’s mayor, told The Times that the town has introduced a photography fee of €1,000 (£880, $1,160).
People wishing to take photos of the stunning backdrop for advertising or commercial purposes will be required to apply for the permit, while the cost for filming commercial videos will be €2,000.
Tourists and journalists can rest assured, though, as any photos or films taken for educational, journalistic, or private purposes are exempt from the fee.
Michele De Lucia, the town’s Mayor said: “Not everyone can be allowed to link their brand to Positano.”
“We are also doing it to control the territory, because improvised film sets were blocking the passage of pedestrians in the town’s key arteries.”
- Business Insider/Alison Millington
The news comes as other Italian towns are doing quite the opposite in order to attract more attention, not less.
In May, the mayor of Bormida, an Italian mountain village, introduced a bonus of €2,000 (£1,700) to anyone willing to move there in an effort to boost its dwindling population of 394.
Daniele Galliano, mayor of the rural village in the mountainous Liguria region, posted an ad on Facebook seeking new inhabitants to the picturesque village.
The population of the village had shrunk in recent years as young people have left to find work in cities.