Cortina d’Ampezzo and the Growing Pressure of Social Media-Driven Tourism, Get the Details Here

Published on January 15, 2026

As Italy gears up for the hosting of the Winter Olympics in February 2026, Alpine town regions, particularly those located in the Dolomites range of mountains, are raising concerns about the destruction caused by tourism fueled by social media. The region boasts destinations such as Cortina d’Ampezzo – a famous Alpine town – and breathtaking locations such as Seceda and Sorapes Lake. The region experiences a growing number of tourists who come here specifically for photo-shooting purposes.

Cortina d’Ampezzo: The Heart of the Winter Games and Rising Visitor Numbers

Cortina d’Ampezzo, a town nestled among the majestic Dolomite mountains, is one of the central venues for the Winter Olympics. While it has hosted the Games before, in 1956, this time there are concerns that the event could amplify an already growing problem: overtourism. Cortina and its surrounding areas—Predazzo, Tesero, Anterselva—are being thrust into the international spotlight, attracting both seasoned athletes and curious tourists, many of whom come armed with smartphones to capture the awe-inspiring views.

Cortina’s historical significance and proximity to natural wonders make it an attractive destination, but the increasing number of visitors is causing local officials to worry about environmental sustainability. According to the European House Ambrosetti think tank, the Olympics are expected to attract an additional nine million tourists between 2027 and 2030, putting even more pressure on local infrastructure, resources, and the environment.

Overtourism Fueled by Social Media: The Selfie Phenomenon

The rise of overtourism in the Dolomites has been largely driven by social media platforms like Instagram and TikTok, where users post stunning images of the landscape. Locations like the Seceda summit and Lake Sorapis, once quiet and serene, are now hotspots flooded by tourists eager to snap the perfect photo. Geotagging, coupled with viral social media campaigns, has made these once-hidden gems accessible to the masses, leading to overcrowding.

The popularity of these destinations has sparked criticism from locals, who feel that the essence of these locations is being diluted by an influx of visitors with little regard for their impact on the environment. Cortina’s Mayor, Gianluca Lorenzi, voiced concerns about the consequences of mass tourism, stating that on peak days, up to 2,000 people gather around Lake Sorapis, creating a stark contrast to its once peaceful atmosphere. The once-tranquil hiking trails and natural landmarks are now becoming overrun with selfie seekers, eager to share their experiences online.

Environmental Impact: Erosion, Pollution, and Strain on Resources

The consequences of overtourism in the Dolomites are becoming increasingly evident. The rise in visitors has led to environmental degradation, including trail erosion, littering, and the destruction of delicate habitats. The situation is exacerbated by the increased demand for resources, such as water, which is often diverted for tourism infrastructure, including hotels and ski resorts. Environmentalists warn that artificial snowmaking and overuse of water by hotels could lead to conflicts with agriculture, industry, and local communities that rely on these resources.

Thomas Benedikter, director of South Tyrol’s Politis civic education center, pointed out that the land’s true value lies in its pristine landscapes, which are becoming scarred by overdevelopment. Hotels, wellness centers, and ski lifts, while contributing to the economy, are encroaching upon the land, tarnishing the beauty that initially attracted tourists.

Influencers and Local Backlash: The Growing Conflict

While influencers have been identified as part of the problem, many locals argue that the pressure on tourism comes not just from individuals but also from tourism agencies. Social media campaigns promoting the Dolomites’ breathtaking views have resulted in significant overcrowding, with some places now unrecognizable due to the number of tourists. The situation has led to protests and backlash from residents who are frustrated by the negative impact on their communities.

In the Gardena Valley, a farmer took a stand by installing a €5 turnstile to protest tourists trampling his land, a symbolic gesture to make people aware of the consequences of overtourism. Meanwhile, in Funes Valley, a once-secluded church became a social media sensation, attracting hordes of visitors who came solely for the purpose of taking a photo. Local taxi drivers reported taking tourists on long trips just for a quick selfie at the church, further highlighting the disconnect between the true purpose of travel and the rise of self-serving tourism.

Rebalancing Tourism: Strategies for Sustainable Growth

The backlash from residents and environmental groups has prompted calls for stricter regulations to manage the flow of tourists and reduce the impact on fragile areas. In response, some local guides are asking visitors to sign non-disclosure agreements to prevent them from sharing specific locations online. Influencers, too, are reconsidering their role, with some content creators, such as Matteo Perani, choosing not to share exact locations to protect sensitive areas from further exposure.

Cortina’s mayor has proposed a solution in the form of restricted traffic zones, using cameras to monitor visitor flows and ensure that crowds do not overwhelm local infrastructure. At Lake Sorapis, authorities are considering introducing a parking system with limited spaces to control access to the area, encouraging tourists to explore less crowded destinations instead. These measures aim to strike a balance between promoting tourism and preserving the natural environment that makes the Dolomites so special.

A Call for Responsible Tourism: Preserving the Dolomites for Future Generations

As Italy prepares for the Winter Olympics, the call for responsible tourism has never been more urgent. The Dolomites’ natural beauty, rich history, and cultural significance must be protected from the pressures of mass tourism. It is crucial for travelers to recognize the impact their visits have on these delicate ecosystems and to approach their journeys with a sense of responsibility and respect.