Dolomites experience overtourism surge driven by viral social media trends

The Dolomites in Italy are experiencing record levels of overtourism, a phenomenon heavily driven by social media trends. In the Val di Fassa region, the Friedrich August refuge, located at an altitude of approximately 2,300 meters, has become a focal point for massive crowds.

This surge in visitors is largely attributed to the viral popularity of 'krapfen'—traditional German-style filled doughnuts—which have been widely shared on platforms like TikTok and Instagram. Tourists are reportedly arriving at dawn and forming long queues to purchase the pastries, which often sell out by mid-morning.

Local residents and mountain associations have criticized the trend, expressing concerns that the influx of people is turning the natural mountain landscape into a commercialized 'theme park' or fairground. Experts note that many visitors appear to be traveling primarily to capture content for social media rather than for traditional mountain activities.