Are social media ruining holiday destinations?

Recently, images and videos showing long lines of tourist buses in Roccaraso, a well-known ski resort in Abruzzo, have sparked much debate on social media. What has been described as an "assault" on the town has been fueled, among other things, by low-cost day trips organized by some travel agencies from nearby Campania. The town's mayor, Francesco Di Donato, speaking with Repubblica, has pointed the finger at these agencies, accusing them of promoting "hit-and-run" tourism. The chaos in the Abruzzese town has mainly raised security concerns, in addition to urban cleanliness issues, putting local authorities under strain as they struggled to manage the situation with inevitably insufficient resources: «We cannot install a thousand portable toilets in a ski resort,» Di Donato told the Corriere del Mezzogiorno. Many local restaurateurs have also complained about the excessive influx of tourists, which has driven away some of the regular clientele, usually drawn to the tranquility of Roccaraso. Not long before, Neapolitan content creator Rita De Crescenzo had spent a vacation in the Abruzzese ski resort and had posted photos and videos on social media recommending a visit to the town. With over 1.5 million followers on TikTok, De Crescenzo enjoys significant popularity among people from Campania. National and local media have debated at length about the possible impact of the TikToker's content on Roccaraso’s overcrowding, but De Crescenzo clarified to Il Mattino that she does not consider herself «responsible for other people’s behavior.»

Even Restaurants Are Not Spared

This case is part of a broader debate on the effects of overexposure that certain places receive on social media. This issue is particularly relevant in the restaurant industry—both in small towns and large cities. More and more influencers are focusing on discovering lesser-known restaurants in the name of authenticity. The phenomenon is especially visible in Milan and Rome, with equally evident repercussions, but it increasingly affects provincial areas as well. Nowadays, not only people living in Italy's major cities are motivated to try certain restaurants simply because they have seen them on Instagram or TikTok, recommended by some content creator. However, the result often leads to an uncontrolled increase in customers, which can become a major issue for smaller restaurants. The sudden popularity gained through social media can be a double-edged sword, harming not only industry professionals but also loyal regular customers, who may have to deal with a rise in prices as well as greater difficulty in frequenting the establishment.

Recently, Milan’s culinary scene has experienced significant growth, becoming increasingly vibrant and diverse, to the point that it is now being discovered and appreciated even by those who did not usually frequent certain restaurants. This is also evidenced by the growing number of guides about the city, published not only on social media. Compared to the past, the speed at which these recommendations reach a vast audience has changed: whereas a few years ago a promising new opening or a particularly sophisticated address was initially picked up almost exclusively by food enthusiasts, today this is no longer the case. Content highlighting new restaurants and trendy spots is almost instantly viewed and shared by thousands of people in a very short time, then further amplified by other content creators. This promotional cycle, which self-perpetuates exponentially, not only influences visitor habits but in some cases even transforms the gastronomic landscape of cities like Milan, as well as the identity of the recommended venues themselves.