Dolomites face overtourism as viral pastry creates massive crowds

The Dolomites in Italy are experiencing significant overtourism, driven largely by viral social media trends. At the Rifugio Friedrich August, located at 2,300 meters near Col Rodella and the Sassolungo, hundreds of visitors have been forming long queues to purchase cream-filled krapfen (bomboloni). These pastries, priced between 3 and 4 euros, became a viral sensation on platforms like TikTok, with some videos garnering millions of views.

While the massive crowds are often attributed to the food craze, some reports indicate that a technical failure involving internet connectivity temporarily paralyzed electronic payments, contributing to the congestion. The phenomenon has sparked intense debate among locals, hikers, and conservationists regarding the impact of 'hit-and-run' tourism on mountain environments. Critics argue that the pursuit of social media content leads to increased litter, the misuse of mountain shelters, and significant traffic congestion on mountain passes like Passo di Giau.

In response to the changing landscape of mountain tourism since the pandemic, local tourism boards in Val di Fassa have reportedly ceased collaborations with food bloggers and creators in an attempt to mitigate the influx of visitors who lack familiarity with mountain safety and environmental preservation.