G. Mudalige, Jadetimes Staff
G. Mudalige is a Jadetimes news reporter covering Technology & Innovation
The Italian ski resort of Roccaraso faced an unprecedented tourist surge after social media influencers promoted it as the ultimate winter getaway. More than 10,000 day-trippers descended on the popular destination on Sunday, overwhelming the small town’s infrastructure, causing extreme traffic congestion, and disrupting normal skiing activities. The sudden influx of visitors was sparked by viral TikTok videos showcasing the resort’s fresh snowfall, leading tour operators in Naples to organize budget trips for eager tourists. The result was chaos, as 220 tour buses and countless private vehicles jammed the resort’s roads, frustrating its 1,500 permanent residents and seasoned skiers.
Many of the visitors, who paid just $20 for transportation and a packed lunch, reportedly ignored ski etiquette, with some resorting to makeshift sleds crafted from unconventional objects like saucepans. Others lit barbecues on the snow for warmth and cooking, adding to the disorder. Social media footage further fueled controversy, as locals and authorities criticized the tourists for leaving behind excessive trash and violating resort regulations. The situation prompted local municipalities to impose immediate crowd-control measures, including restricting tour bus access to prevent another overwhelming influx.
The phenomenon has been largely attributed to influencer Rita De Crescenzo, a popular social media figure from Naples, who enthusiastically encouraged her followers to visit Roccaraso. Her videos, filled with excitement and vivid depictions of the winter wonderland, triggered a rapid response from tour operators who capitalized on the hype by offering budget-friendly trips. However, the resulting surge far exceeded the resort’s capacity, leading to safety concerns and heated debates over responsible tourism.
Roccaraso’s mayor, Francesco di Donato, described the mass arrival of unauthorized tour groups as a “real assault” on the area. He noted that while the resort typically hosts around 20,000 skiers and 15,000 other visitors over a winter weekend, the additional 10,000 tourists created an unsustainable situation. The excessive crowding not only disrupted the experience for regular visitors but also posed significant safety risks. Reports suggest that the number of booked day-trip deals for the upcoming weekend has doubled, raising fears of another overwhelming weekend. In response, local authorities have called on regional law enforcement to assist in managing traffic and maintaining order.
The backlash extended beyond the resort’s leadership, with Francesco Emilio Borrelli, a Green Party politician from Naples, condemning the event. He criticized the unregulated nature of the trips, questioning the lack of receipts for payments and the tourists’ disregard for environmental responsibility. Videos of his statements went viral, further intensifying the debate on social media. Some tourists, in turn, accused the locals of discriminating against visitors from Naples, arguing that they were unfairly targeted. The mayor firmly denied these claims, emphasizing that Roccaraso welcomes tourists but expects responsible behavior and adherence to regulations.
As the resort struggles to regain control, authorities stress the importance of sustainable tourism practices to preserve Roccaraso’s appeal. The incident highlights the growing influence of social media in driving travel trends and the need for better management strategies to prevent overcrowding. With the potential for similar viral surges in the future, Roccaraso and other popular destinations may need to implement stricter visitor regulations and infrastructure improvements to balance tourism growth with environmental and community well-being.
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