The picturesque Italian ski resort of Roccaraso descended unexpectedly Into chaos last weekend when it was inundated with 10,000 tourists who had been drawn by social media promotions from TikTok influencer Rita De Crescenzo. The influx overwhelmed local businesses and strained the infrastructure of one of Italy’s most beloved winter destinations, sending shockwaves through the small town of just 1,500 residents.
On Sunday, January 28, 2025, as many as 260 buses arrived at Roccaraso, bringing with them hordes of visitors eager to enjoy the snow, thanks to trip packages being advertised for as low as €20. De Crescenzo, known for her 'mafia mother' persona, shared videos of her playful family outing at the resort, portraying the area as paradise with gleaming white snow draped across its slopes. Her posts went viral, encouraging others to flood the quaint resort.
Though De Crescenzo has gained significant acclaim on TikTok through her 1.7 million followers, her rapidly created social media campaign has drawn harsh criticism. “[It’s unacceptable],” stated Francesco Emilio Borrelli, a politician from Naples’ Green Party, expressing outrage over the chaos, “People who had paid for season passes were stuck in traffic for hours because of this recklessness.”
With visitors arriving en masse, the calm charm of Roccaraso evaporated. Local authorities reported heavy traffic gridlock leading to the town, streets littered with trash, and overworked restaurants turning clients away. Mayor Francesco di Donato called it “a real assault” on the town, warning, “The system cannot handle these numbers.” The rallying cry for organized tourism has officially begun.
The aftermath revealed grim realities for many tourists who sought relaxation on the slopes. Long lines at ski lifts, lack of adequate dining options, and chaos on the roads marred their experience. Videos shared online illustrated the mayhem, with tourists huddling against cars along roadsides and standing hopelessly awaiting buses, reminiscent of scenes from overcrowded concerts.
Local businesses and residents have called for immediate action to prevent future chaos. Di Donato announced new restrictions, including limiting the number of buses allowed to enter the resort area. Yet, with De Crescenzo claiming she expects “maybe double” the number of tourists to visit the following weekend based on her viral clips, officials remain on high alert.
“I made such beautiful advertising for Roccaraso... the crowd went crazy because I put up wonderful videos,” De Crescenzo responded defiantly when confronted about her role. Her admission has not alleviated local fears or frustrations as many residents feel overwhelmed and disrespected by the sudden surges of tourism.
“We want Roccaraso to be a place where everyone can come and enjoy the snow,” expressed di Donato. “But we must make sure tourism is safe, organized, and does not disrupt the lives of those who live and work here.” Meanwhile, Borrelli reiterated the need for accountability: “Going to Roccaraso for €15 without a receipt? Throwing garbage in the snow? This is unacceptable.”
The situation serves as both a lesson and cautionary tale about the power of social media. The promotion by influencers can lead to unimaginable consequences, and the delicate balance between tourism and local quality of life is being tested like never before. While Roccaraso has always welcomed skiers and day-trippers from Naples and Rome, the sudden boom has taken the resort to its limits and prompted urgent calls for strategic changes.
Looking forward, authorities are considering implementing stricter regulations on tour bus access. The mayor suggested plans might even involve bringing the army to help maintain order, solidifying the idea of managing tourism without sacrificing local livelihoods.
With plans to implement stricter measures, the community hopes to regain control and restore Roccaraso to the tranquil ski resort it once was. For now, the coming days are set to reveal just how successful these efforts will be as De Crescenzo promises to return, with potentially double the traffic pushing the town to its breaking point once more.