Not all publicity is good publicity, especially when it triggers an unexpected avalanche of chaos. This was precisely the case at Roccaraso, one of Italy’s most beloved ski resorts, which was overwhelmed by a surge of 10,000 day-trippers on Sunday, February 4. The culprit? A viral social media post by a well-known influencer, Rita De Crescenzo, whose TikTok videos about bumper snowfalls and winter wonderland scenes sparked an unprecedented tourism frenzy. What followed was nothing short of mayhem: extreme traffic congestion, angry locals, overwhelmed infrastructure, and crowds of tourists turning the picturesque resort into a chaotic scene.
The catalyst for this mass influx of visitors was the widespread attention De Crescenzo’s videos garnered. In her recent TikTok posts, she shared her excitement about the snow-filled adventures at Roccaraso, showcasing its slopes and winter activities. The posts quickly captured the attention of budget-conscious residents from Naples, who were looking for an affordable escape. This led several local tour companies to jump on the bandwagon, offering irresistibly cheap day trips to the mountain town for just $20 per person, including a sandwich.
On paper, it seemed like a great opportunity for a spontaneous getaway. However, the reality was far from ideal. The buses, numbering over 220, clogged the narrow roads leading to the resort, creating an instant traffic nightmare. Not to mention, a significant number of visitors arrived in private vehicles, further exacerbating the gridlock.
The local community, which typically caters to around 35,000 visitors during a busy winter weekend, was ill-prepared for the sudden invasion of an additional 10,000 tourists. The roads were blocked, and the already overwhelmed infrastructure struggled to cope. Residents voiced their frustrations, and many accused the visitors of bad behavior, pointing to social media clips that showed people disregarding basic ski etiquette. Some tourists were even spotted sliding down the slopes on makeshift sleds, including saucepans, rather than proper equipment.
But the chaos didn’t stop there. Reports surfaced of visitors lighting barbecues in the snow, leaving litter behind, and ignoring the area’s environmental guidelines. As the crowds continued to grow, emergency crowd-control measures had to be implemented, including restrictions on bus access to Roccaraso.
De Crescenzo, the influencer at the center of the storm, responded to the backlash in a candid social media post, expressing frustration at the negative reaction. She claimed that her intent was only to promote the beauty of Roccaraso, never imagining the extent of the crowd it would attract. “The crowd went crazy because I put up wonderful videos,” she said, attempting to clarify her role in the situation.
However, the resort’s mayor, Francesco di Donato, called the situation a “real assault” on the area, adding that the overwhelming influx of people created significant security risks. The mayor stressed that local facilities were not equipped to handle such an influx, especially when many of the tourists did not have proper passes. The mayor is now taking steps to prevent a similar situation from happening again, including calling on regional authorities to provide additional security and traffic management for upcoming weekends.
The aftermath of Sunday’s chaos has left both the local residents and the day-trippers in an uncomfortable stand-off. Some Neapolitan visitors defended their actions, accusing locals of discrimination against them based on their place of origin. However, Mayor Di Donato was quick to deny these claims, insisting that the issue was not about where the tourists came from, but about the disruption caused by the sheer volume of people, many of whom lacked the necessary permissions to be there.
In the wake of the events, the focus is shifting toward finding a balance between attracting tourists and maintaining the integrity of the community and environment. Roccaraso has long been a favorite destination for skiers, but it’s clear that the infrastructure and capacity to handle mass tourism need serious reevaluation. The mayor has vowed to work on better crowd management strategies, including limiting the number of day-trippers during peak times, to ensure that the beauty of the area isn’t marred by uncontrolled chaos.
While the story of Roccaraso’s chaotic weekend may seem like a mere hiccup in the larger scope of tourism, it serves as a cautionary tale. As social media continues to influence travel trends, it’s crucial for both influencers and destinations to anticipate the consequences of viral content and for local communities to prepare for the unexpected crowds that may follow.
