Social Media Tourism Overwhelms Italian Mountain Refuge 2026

Social media tourism has turned a quiet mountain refuge in the Italian Dolomites into a chaotic hotspot, as hundreds of visitors flock to taste a famous pastry. The Friedrich August refuge, perched at 2,300 meters above sea level, has become the epicenter of a viral food craze that highlights the growing impact of algorithm-driven travel.

The Krapfen Craze at Friedrich August Refuge

Every day, dozens of hikers and tourists queue along the narrow mountain path, some having woken at dawn or camped overnight, just to secure a freshly baked krapfen—a traditional German-style doughnut filled with apricot jam or cream. The pastries, priced up to €4 each, have been promoted by food bloggers who film themselves eating them against the stunning backdrop of the Dolomites, creating a social media frenzy.

One visitor told Rai News, “We only came for this,” while another admitted being lured by an Instagram post accompanied by “heavenly music.” The queues themselves have become a spectacle, with images of the crowds further amplifying the attraction. A refuge employee, who wished to remain anonymous, said the hut had been making krapfen for 30 years without any fuss, but now influencers have created a “chaotic” situation.

Why Tourists Are Overrunning the Mountain

The phenomenon is not unique to this refuge. Across the Alps, social media platforms are funneling unprecedented numbers of visitors to once-secluded spots. The Italian Alpine Club’s Veneto branch president, Francesco Abbruscato, told Vita.it that image-driven tourism is eroding the true spirit of the mountains. “The main problem is those who visit the mountains without knowing or respecting them,” he said.

Marco Bussone, president of Uncem, the national union of mountain communities, echoed this sentiment, stating, “The mountains are not a playground.” The issue, he argues, is not the krapfen itself but the algorithms that push crowds into fragile environments, causing erosion, litter, and disturbance to wildlife.

Comparing Traditional vs. Social Media-Driven Tourism

Key Takeaways for Responsible Travel

• Research destinations beyond social media posts to understand their cultural and environmental significance.
• Visit during off-peak hours or seasons to reduce congestion and pressure on local resources.
• Follow established trails and respect wildlife, leaving no trace of your visit.
• Support local businesses that prioritize sustainability over viral marketing.
• Share your own experiences responsibly, avoiding geotags that could lead to overtourism.

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