Winter tourism across Italy, particularly within its ski resorts, is undergoing notable changes due to the influence of social media and the subsequent influx of visitors. This transformation is heavily characterized by the effects of TikTok and other platforms where influencers highlight the scenic allure of Italian mountains. Recent weeks have seen localities like Roccaraso and Ovindoli grappling with unprecedented tourist numbers—prompting officials to impose stricter regulations aimed at managing the growing crowds.
Between February 8 and February 9, 2025, thousands of tourists are expected to flock to two notable Abruzzo locations. Fresh snowfall has improved conditions significantly, but these benefits come with challenges. Roccaraso, well-known among both advance planners and spontaneous travelers, is shoring up its efforts to guarantee visitors' safety without sacrificing the joy associated with winter activities.
City officials have tightened regulations. Francesco Di Donato, the mayor of Roccaraso, stated, "The authorities seek to manage the situation to guarantee safety and fun for everyone." To combat spectacular weekend overcrowding witnessed earlier, Roccaraso has introduced rigid booking systems. This strategy is garnered from lessons learned during previous weeks when tourist traffic overwhelmed resources, compelling measures to orchestrate effective crowd control.
This weekend, Roccaraso received 80 reservation requests, but only 63 confirmations were issued. With strict adherence to newly implemented rules, only 13 buses were permitted to carry tourists to the slopes on Saturday, with the number increasing to 50 by Sunday. To streamline the tourist flow, buses will be guided through so-called “customs” checkpoints before they can drop passengers at the local hospitality establishments. This has positioned the operations at Roccaraso as a model for creating structure amid chaos.
Meanwhile, Ovindoli presents a starkly different narrative. While influencers targeted the area for potential tourism, it appears their excitement did not mobilize many visitors. "The TikTok challenge did not gain traction among the public," remarked Ovindoli's mayor, Angelo Ciminelli, noting the modest realization of tourist traffic the town experienced—in stark comparison with its neighboring Roccaraso. Only ten buses had been booked for the high-demand Sunday, substantially fewer than expected, allowing Ovindoli to manage its affairs without imposing extreme controls.
Despite their smaller size, Ovindoli's ski resorts efficiently catered to those who made the trip. At Monte Magnolia, six out of eleven operations were functional, providing opportunities for both seasoned ski enthusiasts and beginners alike. During weekends of optimal operation, such as this one, the local economy is racing back to pre-dip conditions.
The economic recovery for the winter tourism sector is being celebrated across the board. After observing deficit conditions the previous year, businesses have expressed satisfaction with the uptick; Di Donato added, “This year, the sector is recording significant recovery, with a 60% increase in economic impact.” The increased investment and modernization efforts have made the mountains appealing again, both for local skiers and holiday visitors coming from afar.
Even amid the fluctuated presence of tourists, operational health is continuing to prosper with pristine snow and well-maintained trails, showcasing ski resort administrators like Luca Mantovani of Vigezzo & Friends, contemplating the snowy landscapes and extensive slope configurations: “The conditions of the snow are optimal; we’re delighted with the affluence.”
Tourists are encouraged to be aware of and adhere to new operational protocols ushered by local authorities, which facilitate smoother navigation across the slopes and lift systems.
Ensuring everyone has access and enjoyment is dependent on cooperation from all visitors as well as adherence to the respective regulations at each resort. The nuanced efforts of these ski towns, especially those grappling with both the rewards and challenges of influencer-driven tourism, present admirable attempts to maintain the seasonal enchantment of Italy's winter tourism.