Dolomites face balance between wellness tourism and overtourism

The Dolomites are experiencing a dual transformation involving both a rise in luxury wellness tourism and a growing movement to combat overtourism. In areas like Val Gardena, the ‘DOLOMITIVITY’ project integrates outdoor sports, such as mountain biking and skiing, with high-end spa and wellness facilities. Local centers like Mar Dolomit in Ortisei offer various thermal treatments and family-oriented amenities to cater to year-round visitors.

Simultaneously, the region faces challenges from mass tourism driven by social media. The popularity of specific sites like Lago di Braies, Tre Cime di Lavaredo, and Seceda has led to ecological imbalances and overcrowding. To mitigate this, a movement toward ‘#nogeotagging’ is gaining traction among content creators and travelers. This practice involves intentionally omitting precise location data from social media posts to preserve the intimacy and environmental stability of sensitive natural landmarks.