From Complaints to Campaigns

What We Can Learn From Málaga and Prague’s Visitor Etiquette Campaigns

Across Europe, destinations are introducing clearer behavioural guidelines to help visitors enjoy their trips while respecting local communities. Two examples, Málaga’s “Improve Your Stay” and Prague’s “Enjoy Respect Prague”, show how cities can communicate expectations in positive, practical ways1,2.

WHAT IT MEANS TO MANAGE DISRUPTIVE BEHAVIOR 

When tourists disregard local rules and expected behaviour, they can harm the places they visit, leave waste behind, and create environmental strain.3 

Guidelines for visitors have been created to inform them about the cultures they encounter and to promote respectful behaviour. Many guidelines have been established to influence and altering tourists’ actions4. Guidelines translate abstract “respect” into specific behaviours (e.g., noise, dress, litter, historic sites), which makes expectations clear and enforceable for visitors and staff. The creation of the guidelines has also effectively facilitated discussions among local community members 4.

HOW TO DO IT 

Málaga, one of Europe’s trendiest city-break destinations, has refreshed its “Improve Your Stay” campaign with 10 friendly guidelines aimed at reducing disruptive behaviour. The campaign encourages travellers to dress appropriately off the beach, keep noise down in residential areas, use designated bins and toilets, and avoid scooters and bicycles in pedestrian zones. While the tone is welcoming, the message is clear: enjoy Málaga, but respect those who call it home. With anti-tourism sentiment rising in parts of Spain, Málaga is reframing visitor etiquette as a shared responsibility that keeps the city both livable and enjoyable for years to come 5,6.

The city has introduced fines of up to €750 for issues like littering, public intoxication, and late-night noise, problems that have increasingly strained relations between locals and visitors as tourism grows 7

By offering clear, friendly guidelines and practical alternatives, a destination shows how simple behavioural reminders can help visitors enjoy the city while protecting residents’ everyday quality of life.

Prague’s “Enjoy Respect Prague” campaign takes a similar approach, reminding visitors that the city’s UNESCO-listed centre is a cultural treasure that requires care and attention. The guidelines are specific: no graffiti or love locks on monuments, no public drinking in the city centre, and no late-night disturbances 2.

With a warm and personal tone, visitors are encouraged to choose licensed guides, explore the city on foot or via Prague’s world-class public transport, and discover lesser-known neighbourhoods. Additional advice includes supporting local businesses, respecting religious spaces, parking scooters responsibly, and considering an off-season visit to reduce crowding.

A positive, specific guidance, not just restrictions, encourages visitors to explore respectfully and share in the responsibility of preserving the city’s cultural and communal heritage.

DMOs mentioned

Improve your stay in Malaga – Visita Málaga
Prague City Tourism

Other helpful materials

Ingaldi, M., & Dziuba, S. (2022). Sustainable tourism: Tourists’ behaviour and their impact on the visited place. Visions for Sustainability, 5828, 8–38. https://doi.org/10.13135/2384-8677/5828

Implementing and evaluating a code of conduct for visitors—ScienceDirect. (n.d.). Retrieved November 30, 2025, from https://www.sciencedirect.com/science/article/abs/pii/S0261517706000537

References

1. Improve your stay in Malaga—Visita Málaga. (n.d.). Retrieved November 30, 2025, from https://visita.malaga.eu/en/plan/tourist-information/improve-your-stay-in-malaga
2. Enjoy respect prague. (n.d.). Prague City Tourism. Retrieved November 30, 2025, from https://prague.eu/en/enjoy-respect/
3. Málaga’s 2025 Tourist Behavior Campaign: New Rules and Fines for Visitors- Here’s What You Should Know – Travel And Tour World. (2025, July 17). https://www.travelandtourworld.com/news/article/malagas-2025-tourist-behavior-campaign-new-rules-and-fines-for-visitors-heres-what-you-should-know/
4. Visiting Málaga this summer? New tourist rules urge visitors to cover up and keep quiet | Euronews. (n.d.). Retrieved November 30, 2025, from https://www.euronews.com/travel/2025/07/16/visiting-malaga-this-summer-new-tourist-rules-urge-visitors-to-cover-up-and-keep-quiet
5. Malaga’s €750 fines for unseemly behaviour « Euro Weekly News. (n.d.). Retrieved November 30, 2025, from https://euroweeklynews.com/2025/07/18/malagas-e750-fines-for-unseemly-behaviour/