Tre Cime di Lavaredo, a renowned destination in Italy's Dolomites, is experiencing a surge in visitors driven by social media trends and the pursuit of the perfect selfie, prompting a backlash from those concerned about overtourism.
Viral videos have recently depicted extensive queues of tourists waiting for shuttle buses to reach the iconic mountain peaks, illustrating the sheer volume of visitors. Online commentary frequently criticizes tourists for prioritizing photo opportunities over experiencing the natural environment, with some users noting that hours are spent waiting for a single picture to post on social media.
Once considered remote, alpine locations like Tre Cime di Lavaredo are now attracting large numbers of day-trippers and social media-influenced tourists. While this influx brings economic benefits, it also contributes to crowded trails, parking difficulties, and potential damage to sensitive ecosystems.
Tre Cime di Lavaredo, a UNESCO World Heritage site, is known for its striking trio of mountain peaks and the Enrosadira phenomenon, where the rock faces glow pink and orange at sunrise and sunset. The area attracts over 800,000 visitors annually.
In an effort to manage the growing numbers, officials are considering implementing reservation requirements for shuttle passengers, complementing the existing reservation system for drivers. Access to the Rifugio Auronzo parking area already requires advance reservations, with fees varying based on vehicle type, ranging from €40 for cars to €68 for camper vans.
This issue of overtourism is not isolated to Tre Cime di Lavaredo within the Dolomites. Near Seceda, another popular viewpoint, landowners have reinstated turnstiles charging €5 to help regulate crowds at a frequently photographed spot. This measure was reportedly implemented after visitors repeatedly trampled meadows while seeking scenic overlooks.
Local figures have voiced concerns about the impact of social media on mountain tourism. Carlo Zanella, president of the Alto Adige Alpine Club, has expressed opposition to the influence of social media personalities, suggesting they are primarily motivated by financial gain through advertising. Zanella advocates for visitors to explore less-frequented areas of the Dolomites, emphasizing the availability of numerous other beautiful locations.
