Social media driven tourism in the Dolomites

The Dolomites in Italy are experiencing significant overtourism driven by social media trends. The phenomenon is exemplified by the Friedrich-August-Hütte mountain refuge, located at an altitude of approximately 2,300 meters in the Val di Fassa region, where visitors have flocked to purchase a traditional fried pastry known as a Krapfen.

After videos of the pastry set against the mountain landscape went viral on platforms like Instagram and TikTok, the location saw a massive surge in visitors. Tourists have been reported arriving at dawn and queuing for up to an hour, with some even camping overnight to secure the food. Because the pastries often sell out by mid-morning, the influx has reached record levels.

Recent reports indicate the situation has become chaotic. Hundreds of hikers are arriving at the hut, located near Passo Sella, in extremely early hours to secure the vanilla cream-filled doughnuts, which cost approximately four euros. Staff at the hut have noted that while they have prepared these treats for decades, the current scale of demand has become “unmanageable” due to social media algorithms.

This trend has led to concerns from local residents and mountain associations. Critics argue that the phenomenon is turning the natural landscape into a commercialized “amusement park” or fairground. Experts have noted that many visitors appear to be traveling primarily to capture content for social media rather than engaging in traditional mountain activities, a shift described as “consumerist tourism.” This phenomenon has previously caused similar surges in other locations, such as Roccaraso in the Abruzzo mountains, raising broader discussions about the impact of digital influence on mountain environments and local infrastructure.