As you can see from the image above, overtourism is the excessive influx of tourists to a destination, leading to negative impacts on the environment, infrastructure, and local communities.

Imagine being in this crowd, the people pushing for the best TikTok or Insta shots, the queues for price inflated cafes and restaurants, never mind the dire toileting and disabled accessibility!

The recent incident at a stunning Italian ski resort, is another stark example of how influencers can inadvertently cause overtourism in smaller, unprepared destinations.

A popular 'travel' influencer with 1.7 million followers on TikTok shared content from a visit to a quaint Italian ski resort.

The posts, which highlighted the resort’s idyllic snowy landscapes and charming atmosphere, quickly went viral, attracting a massive influx of visitors to the area.

About 250 busloads of tourists turned up on that day, quoting the posted videos as the reason they went!

1. Overcrowding

This destination is a relatively quiet and lesser-known ski destination, when suddenly it was overwhelmed by a surge of tourists eager to experience the location featured in the influencer's posts.

The small town and its ski facilities were ill-equipped to handle the sudden spike in visitors, leading to overcrowded slopes, long queues, and packed amenities.

2. Strain on Local Infrastructure

The sudden influx of tourists put immense pressure on the resort’s infrastructure, including transport, accommodation, and ski lifts.

The roads were packed with over 10,000 visitors to take selfies, to a small village with a population of 1,500 residents.

Local businesses and services, unprepared for such a surge, struggled to cope with the demand, leading to logistical challenges and frustrated visitors.

3. Environmental Concerns

The increased footfall and activity in the area raised concerns about environmental damage.

Piles of rubbish was left behind by these visitors causing anger among the residents.

The delicate mountain ecosystem, including snow-covered landscapes and wildlife, faced potential harm from the heightened human presence and associated activities.

4. Disruption for Locals

Residents, accustomed to a quieter way of life, found their daily routines disrupted by the sudden tourism boom. The influx of visitors led to increased noise, traffic, and litter, affecting the quality of life for the local community.

While the immediate surge in tourism brought economic benefits to local businesses, it also highlighted the challenges of managing overtourism.

The resort’s long-term sustainability was at risk, as the sudden popularity could lead to environmental degradation and a loss of the area’s authentic charm.

The incident and actions thereof involving certain influencers underscores the significant influence that travel influencers wield and the potential consequences of their actions.

While promoting lesser-known destinations can be beneficial, it’s crucial for influencers to consider the following:

Influencers and travel providers should encourage sustainable travel practices, and highlight the importance of respecting local communities,customs and environments.

Travel professionals should collaborate with local tourism boards to ensure that destinations are prepared for increased visitor numbers and that measures are in place to manage overtourism.

As an advocate of sustainable travel I believe promoting off-the-beaten-path destinations can help distribute tourism more evenly, but it’s essential to avoid overwhelming smaller communities.

In this particular case, it serves as a reminder of the delicate balance between promoting tourism and preserving the integrity of destinations.

It highlights the need for influencers, travel bookers and the travel industry to prioritise responsible and sustainable practices to ensure that tourism benefits everyone involved.

To prevent similar incidents in the future, it’s essential for influencers as well as travel providers, to be mindful of the impact their content can have on smaller destinations.

They should strive to promote sustainable tourism practices and work closely with local communities to ensure that their influence is a positive force.

Additionally, local authorities and tourism boards can play a crucial role in managing visitor numbers and implementing measures to protect the environment and the well-being of residents.

Ultimately, the goal should be to create a balanced approach to tourism that benefits both visitors and local communities while preserving the unique charm and sustainability of destinations like this quaint little town in Italy.