Crowds of TikTok users confronted by law enforcement following an influencer's encouragement to infiltrate a ski resort.
Bus-bound vacationers packing their bags for a trip to Ovindoli, a picturesque Italian ski town, were stopped in their tracks by the police last Sunday. This intervention was prompted by social media sensation Rita De Crescenzo, a Neapolitan TikTok star with a distinct accent and flamboyant style who has amassed a huge local following.
The crowd's final destination was Roccaraso, another ski resort, which experienced a deluge of visitors two weeks prior. Inspired by De Crescenzo's online posts, this influx of tourists led to chaos. Wails of despair filled the air, as skiers clashed with regular patrons, leaving behind rubbish mountains and taking up valuable lift spots.
De Crescenzo distanced herself from the mayhem, rationalizing that the resorts were receiving priceless publicity. In response, she urged her fans to head to Ovindoli, which led to flocks of consumers snatching up discounted excursions from Neapolitan tourism agencies.
However, peace ensued due to timely police interventions spurred by warnings from the mayors of both Roccarasco and Ovindoli. Police halted unauthorized buses, incorrectly ticketed ones, and even shut down some buses devoid of booked resort tickets, leaving tourists none the wiser.
Warm temperatures melted the leftover snow from lower elevations, casting a negative light on another TikTok-driven weekend of mountain upheaval in Italy.
Preemptive Measures
Roccaraso's mayor, Angelo Ciminelli, expressing concerns over the disaster in his town, aimed to prevent another catastrophe. Ciminelli claimed that they had previously considered applying these safeguards; however, the wave of social media hype forced their hand.
Historically, these central Italian ski resorts have drawn a sizeable contingent of skiers seeking alternatives to northern Alps and Dolomites. Nonetheless, regional authorities had not anticipated the colossal impact that social media could have on visitor numbers.
Angelo Caruso, the province's leader, took unprecedented steps to safeguard the ski areas. Employing hundreds of law enforcement personnel and enlisting the help of the Italian army, they established checkpoints to deter irregular visitors. Even those in possession of ski passes, hotel reservations, or local residency were turned away.
The TikTok craze has mobilized an onslaught of tourists with no genuine interest in skiing but a burning desire to mimic their social media posts. Their occasional devastation of ski enthusiasts' experiences has become a considerable concern for Caruso, declaring that the influencer-driven trend exclusively benefits "packs" of tourists who disregard the essence of the winter wonderland.
The Shadowy Side of TikTok Fame
De Crescenzo's TikTok fame has stirred up several other Neapolitans, aspiring to become influencers as well. Italy's Guardia di Finanza, the financial police, is now prodding into these tourism agencies for suspected profit misreporting. Influencers, also under investigation, may be hiding their ill-gotten earnings.
Given the surging interest in Ovindoli due to De Crescenzo's influence, local news outlets have been buzzing with updates. Crowds of travelers eager to experience the destination have been booking flights and train tickets.
In light of the chaotic situation in Roccarasco, the Italian Ministry of Tourism is now considering implementing stricter regulations for influencers promoting travel destinations on social media platforms like TikTok.
