A popular Italian city has seen a huge drop in bookings after anti-tourism protests swept through Europe.
Only half of all rooms are currently booked in Florence, as the city continues to see a drop in hotel and Airbnb bookings which experts expect to extend through August.
Usually a popular holiday destination as tourists flock to see Michelangelo's David and the Duomo, Florence has now been hit by the anti-tourism protests which have driven Britons away from many European hotspots.
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President of a local hoteliers' association, Monica Rocchini, told local media: "We currently have a room occupancy rate of around 50 per cent."
She has said going rates will have to drop in order to attract tourists back.
Rocchini also urged Florentines to be more accepting of holidaymakers if they want their money, adding: "Having tourists doesn't mean being touristy, but few locals understand that."
It comes just months after ski resorts were targeted by furious Italian locals.
Florence has seen a huge drop in bookings after anti-tourism protests swept Europe
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The words "too much" were painted in bright red letters on the mountainside below a ski lift in the Alpe di Siusi ski resort in the Dolomites.
Local MEP Brigitte Foppa said: "They told us that we were troublemakers... Now we are paying the price, the wound in society has opened."
Over recent years, the Dolomites and cities like Venice have been compared to Disneyland as they have been swarmed by so-called influencers.
Similarly, Spanish hotspot Majorca has seen a slump in numbers following anti-tourism protests.
ANTI-TOURISM PROTESTS SWEEP EUROPE:
Florence is usually flocked to by tourists for its cultural heritage
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Spain has also been hit by mass anti-tourism protests
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Miguel Perez-Marsa, the head of the nightlife association, told the Majorca Daily Bulletin just days ago: "The tourists we're interested in are being driven away; they don't feel welcome and are going to other destinations."
Excursion rates were down 20 per cent on the island this summer, as tour operators and restaurants feel the pinch without tourists bringing their purses.
While other European nationalities like Germans and Italians have also stopped travelling, Britons are said to be the most affected.
Biel Moragues, from one of Majorca's taxi associations, said: "British tourists are the most upset by the protests and have changed their holiday destination."