He was entertaining a tourist from eastern Europe at his house when he suffered a heart attack. PHOTO COURTESY: MAIL ONLINE

Dubbed as 'Italy's most famous playboy', Maurizio Zanfanti, has died aged 63 while having sex with a 23-year-old tourist.

Maurizio Zanfanti, popularly known as the 'Romeo of Rimini', slept with more than 6,000 women after becoming famous as a nightclub promoter in the beach-side city back in the 1970s.

PHOTO: MAIL ONLINE

He was entertaining a tourist from eastern Europe at his house when he suffered a heart attack, Mail Online reported.

Mother of two punches Lindsay Lohan over 'child abduction' bid

The shocked woman called paramedics but he could not be revived. The Italian media said it was the way he would have wanted to go.

Zanfanti started his illustrious career aged 17 while working for a nightclub called "Blow Up".

PHOTO: MAIL ONLINE

His job was to chat to young women in the street and persuade them to come inside.

With olive skin, long, flowing locks and a fashionable chest wig, he face little problem doing so.

He would boast that in a successful summer in his prime, he could sleep with around 200 women.

Zanfanti spent his winters in Scandinavia working for tourist agencies. His exploits became so famous that some of his lovers erected a wax statue of him in a Swedish town.

In 1986, Italian newspaper L'Espresso named Zanfanti 'Italy's most successful lover.'

In his final interview with German newspaper BILD in 2014, he announced his retirement and said: 'At 59, I'm getting too old for it.' Clearly, he failed to keep to his word.

The article originally appeared in Mail Online