Local officials say the Santa Maddalena Church can draw as many as 600 visitors a day during the busiest times of the year. CNN
For years, photos of a small white church set against the dramatic peaks of northern Italy’s Dolomite Mountains have travelled the world online. But residents of the village of Santa Maddalena say last summer marked a turning point, when steady interest turned into an overwhelming rush of visitors.
Now, local authorities have decided to act.
New Limits Begin This Spring
Starting in May, officials will limit vehicle access to the village near the well-known church, which sits within a UNESCO World Heritage area. Only residents and visitors staying at least one night locally will be allowed to drive in. Cars and tour buses bringing day visitors will be turned away.
Those visiting for the day will need to park in designated areas and walk at least 30 minutes to reach the church. During busy periods, as many as 600 day trippers arrive daily. Officials have not yet confirmed whether a shuttle will be offered for people unable to make the walk.
Once parking areas fill up, drivers will have to leave their vehicles even farther away. Parking fees, currently set at four euros per day, will rise to discourage short visits focused only on quick photos.
Managing, Not Blocking, Tourism
Mayor Peter Pernthaler of the surrounding Funes district says the goal is not to shut tourists out, but to manage their numbers. The access controls will operate from May through November.
“I don’t want to talk about overtourism. That’s not the right word,” he says. “I’m not even saying that tourists are a nuisance. But a lot of them come, and we have to manage them. For the residents’ peace of mind and also to ensure a positive experience for the tourists themselves.”
Social Media Drives the Surge
Santa Maddalena’s popularity did not happen overnight. More than a decade ago, the church gained attention among Chinese travellers after appearing on mobile phone SIM cards. Later, a nearby mountain featured in a smartphone screensaver, drawing thousands more visitors eager to see the scene in person.
Local leaders say they welcome visitors but hope they will take more time and move at a slower pace while exploring the area. CNN
In recent years, platforms like Instagram and TikTok have amplified the trend. Locals now describe many visitors as “hit and run tourists,” people who arrive, take photos, and leave within hours.
Local Frustration Grows
Council member Roswitha Moret Niederwolfsgruber says day visitors clog narrow roads and push away guests who might stay longer. “They destroy everything in their wake to get a photo,” she says. “It has become unsustainable, there is no balance.”
Officials stress they welcome visitors but want them to slow down and spend more time in the area.
“There are people who stop and stay here for days, but there are also those who arrive and leave within an hour and a half,” Pernthaler says.
Preparing for Bigger Pressures
Efforts to control tourism have appeared elsewhere in the Dolomites, including turnstiles installed by landowners to manage access to popular viewpoints. Some of those measures drew criticism and even attracted more visitors.
Local leaders now worry that future events, including upcoming Winter Olympic Games in the region, could bring millions more tourists. For small communities like Santa Maddalena, the new rules aim to restore balance before numbers grow even higher.
