The popular Tre Cime di Lavaredo, a UNESCO World Heritage Site in Italy's Dolomites, is experiencing significant overcrowding due to a surge in popularity driven by travel influencers on social media. Streams of tourists have been forming long queues at the iconic triple peak landmark, leading local authorities to admit that services are operating at full capacity.
In recent months, numerous travel influencers have shared posts highlighting the scenic beauty of the Dolomites, including detailed guides on how to reach Tre Cime and the best routes for photography. This has resulted in a substantial increase in visitors, with one video last week showing dozens of tourists queuing to board a bus in Misurina, near the base of the peaks. These buses transport visitors to Cortina d'Ampezzo, a larger town nearby.
Content creators have advised followers to arrive early, warning of potential 45-minute queues during peak times. Those planning to drive are instructed to book parking in advance, as vehicle access to the toll road requires a reservation. Despite these measures, the influx of visitors has drawn criticism from locals who have observed the substantial increase in crowds, attributing it to social media trends.
Local officials have described the situation as "unacceptable," noting that the region is already experiencing record visitor numbers. This comes despite efforts to manage crowds, including limiting access for the second consecutive year and promoting online bookings. The region's environment and land use planning councillor, Nicola Bombassei, stated that measures will be taken to reduce overcrowding. Suggestions such as a ski-lift have been proposed to better manage visitor flow, though this has raised concerns about contravening existing vehicle access quotas.
Gabriele Mariani, director of operations for Dolomiti Bus, confirmed that the shuttle service has been expanded to accommodate the increased demand. "We are constantly monitoring visitor flow and adapting our service according to needs," he stated.
Despite these efforts, social media continues to offer advice on optimizing trips to Tre Cime. Some influencers suggest hiking the loop clockwise for the best views, while others recommend alternative locations like Passo Giau for sunset to avoid crowds. The practice of arriving extremely early, such as 6:30 AM, has also been shared, though met with sarcastic commentary online about encouraging more visitors.
Concerns have also been raised about parking fees and regulations. One influencer reported that a €40 permit is valid for only 12 hours, with a penalty of a second full-day booking charge if visitors exceed this limit. In other areas of the Dolomites, such as Seceda, private landowners have reportedly reactivated a €5 turnstile on popular paths, charging a fee for access to specific viewpoints.