Venice is preparing to introduce a dynamic pricing model for its day-tripper access fee, aiming to better manage the influx of tourists and generate additional revenue for city maintenance. The city’s current fixed charge of €10, implemented three years ago, is under review, with proposals allowing the fee to increase to as much as €50 during peak periods.

Mayor Simone Venturini emphasized that the existing flat rate has not sufficiently curbed visitor numbers on the busiest days. Under the proposed system, fees would fluctuate based on demand, adopting a surge-pricing approach similar to those used in other sectors. This measure is designed both to alleviate overcrowding and to provide more substantial financial support for preserving Venice’s infrastructure.

“We spend €100 million a year just to maintain Venice physically, and nobody gives us that money. Not Europe. Not the Italian state,” Venturini said, highlighting the city’s ongoing challenges in securing adequate funding.

Venice has long grappled with the pressures of mass tourism, particularly from day-trippers who contribute to congestion without necessarily supporting local businesses to the extent longer-staying visitors do. The city’s administration views the dynamic pricing scheme as a way to incentivize visits during off-peak times while addressing the wear and tear caused by large crowds.

The move will require approval from the national government before implementation. If authorized, the system would mark a significant shift in how Venice manages tourism-related fees and reflects growing efforts by popular destinations worldwide to regulate visitor flows through pricing strategies.