Hundreds of tourists have flocked to a remote mountain hut in Italy's Dolomites, not for the alpine scenery but to sample a doughnut-like pastry made famous by social media influencers, reigniting concern about the impact of viral tourism on fragile natural sites. The Friedrich August refuge, perched at 2,300 metres between Col Rodella and Passo Sella in Val di Fassa, has seen huge queues form along its narrow approach path as visitors race to secure a freshly baked krapfen before stocks run out, with some camping overnight or rising at dawn to be first in line.

Food bloggers promoted the pastries, which cost up to €4 (£3.40) each, in videos filmed against the Dolomites backdrop, and the resulting scenes of crowding only drew more visitors once shared online. Refuge staff, who say they have served the pastry without incident for 30 years, blamed influencers for the "chaotic" situation, while mountain community groups argued the real problem is social media algorithms funnelling crowds into beauty spots regardless of the attraction. Similar scenes occurred in Roccaraso, Abruzzo, in January 2025, after a TikTok star's videos drew day-trippers to its ski slopes.