Roccaraso, a popular ski resort in the province of L’Aquila in the Abruzzo region of Italy, experienced an unexpected surge in visitors last Sunday, leading to overcrowding and chaotic scenes on the slopes. A total of 260 buses brought more than 10,000 visitors from Naples and the surrounding Campania region.

The influx of tourists was triggered by a viral TikTok video, particularly due to the promotion by influencers like Rita De Crescenzo, who advertised the resort with cheap ticket offers. This social media-driven promotion attracted a large number of people seeking affordable skiing opportunities.

The unexpected news was even published by The Guardian, one of the United Kingdom’s leading and most influential newspapers.
Long queues, traffic congestion, and overcrowded slopes dominated social media and TV reports. Many skiers complained about the excessive crowding, which made it difficult to enjoy the skiing experience. Some also expressed safety concerns, as the high number of people on the slopes increased the risk of accidents. While social media can be a powerful tool for promoting tourism, it can also lead to unintended consequences such as overtourism and strain on local resources.

The mayor of Roccaraso, Francesco Di Donato, rejected accusations on social media of discrimination towards Neapolitans, who are often subject to stereotypes. “Roccaraso welcomes and wants to welcome more tourists, but we want civilized skiers,” he said.
The incident at Roccaraso ski resort highlights the need for responsible social media use and sustainable tourism practices to balance economic benefits with environmental protection and visitor experience.