- Italian village Santa Maddalena to restrict day‑trippers as overcrowding strains locals.
- Tourists must walk from distant parking areas as tighter access rules curb chaotic visits.
- Officials push “slow tourism” to protect iconic Dolomite views from hit‑and‑run travellers.
Santa Maddalena (Magdalena in German), a picturesque Alpine village in the Val di Funes of South Tyrol, Italy, is among the most Instagrammable places in the world. Renowned for its iconic 14th-century church set against the breathtaking backdrop of the Dolomite mountains, the destination attracts lakhs of visitors throughout the year. However, due to overcrowding by “hit-and-run” tourists, local officials are imposing strict restrictions to limit access for day-trippers.
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Beginning in May, access to the village near the UNESCO World Heritage-listed church will be limited to residents and visitors staying at least one night in the area, according to a report by Euronews.
“We've had enough of tour groups from China and Japan descending on the valley, parking indiscriminately, and staying only long enough to snap a few photos. They contribute nothing except the litter they leave behind,” Mayor Peter Pernthaler told local media.
“Local residents have reached their breaking point, so we've decided to take action. We're prepared to do more: this year, we will not allow an invasion,” he continued.
Restrictions In Santa Maddalena
From May to November, cars and tour buses bringing day-trippers will be restricted. Instead, visitors will have to walk 30 minutes or more from designated parking areas to reach the church. A shuttle service will be introduced only for those unable to make the walk. Once the parking lot reaches its optimum capacity, drivers will have to park even farther away.
Currently, parking costs 4 euros (approximately Rs 428) per day, but the mayor has said prices will rise to discourage “hit and run tourists” who come solely to take a quick photo. “I don't want to talk about overtourism. That's not the right word. 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,” Peter told .
Photo: Unsplash
These restrictions come just ahead of the upcoming Winter Olympic Games in Cortina, set to begin next week on the opposite side of the Dolomites, as officials attempt to manage existing pressures. A study by think tank The European House Ambrosetti previously estimated that the Games could attract nine million additional visitors between 2027 and 2030.
According to council member Roswitha Moret Niederwolfsgruber, the road in Santa Maddalena is narrow. Hence, these measures will ensure that both residents and tourists can move freely without getting stuck in traffic.
Peter also addressed backlash over the restrictions, which earned him the label of the “mayor who chases tourists away.” He revealed that the measures are part of a broader “slow tourism” strategy, adding, “We need order, both for those who live here and for those who want to arrive, take the classic photo, and leave.”
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How Santa Maddalena Rose As A Social Media Hot Spot
Breathtaking views and a peaceful surrounding that transport visitors to a different world have always been major attractions for travel enthusiasts. However, Santa Maddalena's appearance on SIM cards issued by a Chinese mobile phone operator more than a decade ago made it extremely popular among tourists.
Following this, the church, along with the nearby Seceda Mountain, was featured as a screensaver in Apple's iOS 7 update in 2013. This catapulted its popularity even further, with visitor numbers reportedly reaching 8,000 during peak times.
