Selfie-hunting influencers spark chaos in the Dolomites as huge queues form to climb mountain for view of world-famous triple peak
Overcrowding has become a serious problem in Italy's Dolomites as social media influencers flock to a popular mountain viewpoint to capture the perfect photo of the Tre Cime di Lavaredo, the region's famous triple-peaked rock formation. Huge queues have formed as visitors climb the mountain purely for a selfie opportunity, causing congestion and disruption in an area that was previously a quieter hiking destination, and raising concerns about the impact of social-media-driven tourism on fragile alpine environments.
The surge in visitors has been directly linked to the viewpoint's popularity on platforms such as Instagram and TikTok, where images of the distinctive peaks have circulated widely, prompting growing numbers of tourists to travel specifically to replicate the shot. Local authorities and residents are grappling with the strain this "Instagram tourism" places on paths, facilities and the natural landscape, a pattern increasingly seen at other scenic hotspots worldwide as viral imagery drives sudden spikes in foot traffic to previously low-key beauty spots.
- Influencers cause huge queues at Dolomites viewpoint for selfies
- Tre Cime di Lavaredo peak now overwhelmed by social media tourists
- Highlights wider problem of Instagram-driven overcrowding at beauty spots
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The Tre Cime di Lavaredo is a distinctive triple-peaked rock formation in Italy's Dolomite mountains that has become hugely popular with tourists and social media influencers seeking the perfect photograph. Images of the three peaks have spread widely across Instagram and TikTok, prompting large numbers of visitors to travel specifically to replicate these iconic shots.
The influx has created severe overcrowding, with massive queues forming at the mountain viewpoint and disrupting what were previously quieter hiking routes. Local authorities and residents are concerned about the strain this surge places on mountain facilities, paths and the fragile alpine environment itself.
This reflects a broader trend where viral social media imagery drives sudden surges in visitor numbers to previously quiet scenic locations around the world. The environmental and infrastructure impacts are raising concerns about how destinations can manage the pressures of tourism driven by social media platforms.
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The strongest fair case each way — we don't pick a winner.
The case for
The surge in Instagram tourism fundamentally democratises access to natural wonders that were previously known only to privileged few, bringing substantial economic benefits to local hospitality and service industries. Rather than resisting this inevitable globalisation of travel, communities should view increased visitor numbers as an opportunity to invest in sustainable infrastructure whilst celebrating their cultural heritage on the world stage, ensuring that natural beauty remains accessible to all rather than gatekept.
The case against
Alpine ecosystems are fragile environments where vegetation and soil damage from heavy foot traffic can take decades to recover and may prove irreversible; once lost, the essential character of these landscapes cannot be restored. True sustainability requires managed access and capacity limits rather than the infinite-growth model that social media algorithms encourage, and communities must prioritise long-term environmental stewardship and the quality experience of genuine nature-seekers over short-term commercial extraction.