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A famous Italian playboy who slept with thousands of women has died aged 63 while having sex with a 23-year-old tourist, it is reported.

Maurizio Zanfanti, dubbed the 'Romeo of Rimini', was getting intimate with the woman when he had a heart attack, according to local media.

Realising something was seriously wrong, the Romanian tourist alerted the emergency services, but the nightclub manager could not be saved.

Also known as 'Zanza', he died on Tuesday night "after doing what he did best - loving women", the Italian newspaper Il Resto Del Carlino reported.

(Image: REX/Shutterstock)

(Image: REX/Shutterstock)

Zanfanti, who is rumoured to have bedded more than 6,000 women in his lifetime, had reportedly known the tourist for a couple of years.

In the moments before he fell ill, he was having sex with the woman in a car in Via Pradella, Rimini, in the country's Emilia-Romagna region.

Some reports claim the tourist was getting dressed when Zanfanti's illness became apparent, prompting her to alert the medical services.

Paramedics rushed to the scene, but the playboy passed away.

(Image: REX/Shutterstock)

(Image: REX/Shutterstock)

Rimini's mayor described him as a "legend of the night".

Zanfanti, who rose to fame promoting the nightclub Blow Up in the 1970s, once claimed to have sex with up to 200 women a summer.

He said he loved each and every one of them. Throughout the years, a number of women have alleged to have had children with him.

Pictures show the playboy 'king' - whose final interview was with the German newspaper BILD in 2014 - posing with different women at venues.

(Image: REX/Shutterstock)

He previously claimed to have never been to a gym.

"But I did a lot of gymnastics on beds," he laughed.

He also described how he would receive visits from former lovers - some married - adding that even their daughters "want to see me".

The playboy, who boasted olive skin, flowing locks and "beautiful" chest hair, reportedly spent his winters working in Scandinavia.

He previously told BILD that he was convinced that he had "done more for the Romagna Riviera than certain tour operators".

(Image: REX/Shutterstock)

Speaking to the newspaper four years ago, he announced his retirement, saying: "At 59, I'm getting too old for it."

However, it was while displaying his legendary "loving" that he passed away earlier this week.

Other famous playboys

Zanfanti has been dubbed one of Italy's most famous playboys.

But he is not the only 'Romeo' to have made a name for himself.

Hugh Hefner, founder of Playboy magazine, lived in a legendary mansion, surrounded by stunning women, until his death just over a year ago.

When asked by the US's Esquire magazine how many women he had slept with, the publishing magnate previously said: 'How could I possibly know?

"Over a thousand, I'm sure."

(Image: PA)

(Image: Instagram/danbilzerian)

The ultimate ladies' man, he died of natural causes aged 91 last September.

He had married three times and fathered four children.

Self-proclaimed 'King of Instagram' Dan Bilzerian is also a famous playboy.

In pictures on his Instagram account, he can be seen surrounded by busty, scantily-clad models, wielding firearms and attending pool parties.

Born in Florida, US, the gun-packing 37-year-old is the son of Paul Bilzerian, a corporate takeover specialist of Armenian descent.

Meanwhile, in the UK, Danny Lambo has been dubbed one of the country's 'flashiest' playboys, with a fleet of leggy models on speed dial.

(Image: Barcroft)

Danny has said he is part of a new generation of self-made millionaires ditching traditional English humbleness in favour of flaunting their wealth.

The Croydon-born hotelier, said to boast a £25million fortune, left school with no qualifications was told by his headmaster he would fail in life.

But years later, he enjoys a luxury lifestyle that has seen him jet around the world, meet Middle Eastern royalty, and buy cars from rappers like 50 Cent.

Danny, who auditioned for The X Factor last year, previously said: "Being a playboy is the opportunity to live out your childhood and adult fantasies and dreams. You have the opportunity to do what you want, when you want."