Roccaraso Ski Resort, located in central Italy's picturesque Apennine mountains, was thrown onto center stage last weekend after attracting over 10,000 day-trippers, all inspired by popular TikTok videos. On January 26, 2025, the resort experienced chaos as crowds flooded the slopes following viral promotion by influencer Rita De Crescenzo, whose videos showcasing the quaint town and its snow-filled beauty have accumulated millions of views.
The allure of Roccaraso was too tempting for many, especially when travel agencies advertised all-inclusive day trips to the resort for as low as €20 (approximately $22). These packages included transportation from Naples and even meals, contributing to the spike of tourists arriving from the region. The scene on Sunday was extraordinary, with around 220 tour buses arriving, leading to traffic jams and thousands of eager visitors creating gridlock around the normally peaceful ski town.
De Crescenzo, who boasts over 1.7 million followers on TikTok, became inadvertent architect of the mayhem. Many travelers cited her videos as the reason for their decision to visit Roccaraso. "I made such a beautiful advertisement for Roccaraso where I was on Monday and Tuesday and the crowd went crazy because I put up wonderful videos," De Crescenzo noted, defending her actions on social media.
While the influencer's ingenuity may have spread the word about Roccaraso, the sudden influx led to severe repercussions. The town of just 1,500 residents found facilities overrun, public toilets unable to cope, and emergency services put under strain. The mayor of Roccaraso, Francesco Di Donato, described the situation as “a real assault” on the town, asserting the additional 10,000 visitors exceeded what the infrastructure could adequately support. “This was not just about tourism but rather public safety,” Di Donato emphasized.
Local authorities struggled to manage the overwhelming crowds. Videos shared online illustrated scenes of disrespectful behavior, such as littering, blocked ski lifts, and visitors using pots as makeshift sleds. Reports highlighted instances of people urinating on ski slopes, and remnants of barbecues littered across the pristine snow. Residents expressed their frustration at this erosion of acceptable visitor behavior.
Political figures also weighed in on the situation. Francesco Emilio Borrelli criticized the tourists’ conduct on social media, emphasizing the need for respect when visiting such areas. “Everyone has the right to enjoy the snow, but it must be done responsibly,” he stated.
Responding to the chaos, the local government swiftly enacted emergency measures, including limiting the number of buses allowed to park near Roccaraso. A new rule requires bus companies to book trips online and adhere to strict capacity guidelines. Di Donato acknowledged, “We cannot set up thousands of portable toilets every Sunday,” voicing concern over the practicality of hosting such a considerable number of unexpected visitors on consecutive weekends.
This upcoming Sunday, authorities anticipate another surge of travelers, alarming both local residents and officials. Reports indicated nearly double the number of day trips had already been booked, leading to proactive steps including traffic police deployment and checkpoints to manage crowds more effectively. “We’re not against tourism,” Di Donato insisted, “but we want civilised skiers.” The concern remains: how to balance Roccaraso's growing popularity with its capability to host guests without compromising local life and the integrity of the environment.
The recent influx of tourists to Roccaraso serves as both cautionary tale and learning experience for tourist destinations worldwide, illustrating the powerful impact of social media on travel trends. It’s clear the digital age amplified the reach of word-of-mouth advertising exponentially, but it also raises questions about overtourism and its consequences. The story of Roccaraso is more than just chaos—it mirrors the broader challenges faced by local communities as they navigate the interface between tourism and sustainability.
Travelers seeking the next social media moment need to approach the destinations they share with thoughtfulness and care, ensuring the beauty of places like Roccaraso is preserved for future generations. And for influencers like De Crescenzo, this situation presents an opportunity to reflect on the impact their promotions can have and the responsibilities they bear.