Dolomites experience overtourism surge driven by social media trends

Massive crowds are overwhelming parts of the Italian Dolomites, driven largely by social media trends. At the Friedrich August refuge, located at 2,300 metres between Col Rodella and Passo Sella, visitors have been forming long queues—sometimes waiting for over an hour—to purchase traditional cream-filled krapfen pastries. Some tourists have reportedly camped overnight or woken at dawn to ensure they can buy the treats before they sell out.

This phenomenon has reignited intense debate regarding ‘overtourism’ and the impact of social media algorithms. Local mountain community representatives and workers at the refuge have expressed frustration, noting that influencers and food bloggers are funneling crowds toward specific spots, creating chaotic conditions and environmental strain. Marco Bussone, president of the national union of mountain communities (Uncem), stated that ‘the mountains are not a playground.’

Beyond the pastry craze, officials have noted broader issues, including traffic congestion at mountain passes like Passo di Giau and visitors arriving at popular sites without appropriate hiking equipment. The surge in image-driven tourism is seen by local organizations as a threat to the traditional spirit and environmental integrity of the mountain regions.