This Famous Italian Resort Is Planning to Turn Tourists Away
Madonna di Campiglio, one of Italy’s most famous ski resorts in the Dolomites, is doing something few destinations dare to try. It is limiting how many people can visit. Starting this winter, the resort will cap daily online ski pass sales at 15,000, down from 23,000 sold in a single day last season. The rule will apply from December 28, 2025, to January 5, 2026, and again during Italy’s Carnival week from February 15 to 22, 2026.
The resort says the move will make skiing safer and more enjoyable while easing pressure on its 150 kilometers (93 miles) of slopes. To help manage crowds, new “smart ski passes” will redirect skiers to less crowded areas in real time. Seasonal and multi-day passes, along with tickets for neighboring areas like Pinzolo and Folgarida Marilleva, will not be affected. The change signals that the resort is serious about creating a better visitor experience rather than chasing record numbers.
When Too Many Tourists Is Too Much
Overtourism has turned Italy’s dream destinations into overcrowded playgrounds. About 70% of tourists visit only 1% of the country, which puts enormous strain on Rome, Florence, and Venice. Smaller areas that suddenly go viral online, such as the Seceda hiking trails in the Dolomites, are also overwhelmed. In one notable instance, over 8,000 people hiked the same path in a single day following the spread of a video on social media.
Catherine Warrilow, a tourism strategist, says limits like Madonna di Campiglio’s are helpful but not a complete fix. She believes better planning across regions could make tourism more balanced. Instead of banning visitors, she says resorts should manage them throughout the year. That approach keeps local economies stable while protecting the environment and residents’ daily lives.
Italy’s Efforts To Keep Tourism In Check
Italy has begun addressing the issues stemming from large, constant crowds. Venice now enforces fines for bad tourist behavior. Eating or drinking on monuments or bridges can cost between €100 and €200 ($108–$216). Swimming in canals costs €350 ($380), and walking around in swimwear or bare-chested brings a €250 ($270) penalty.
In Tuscany, Veneto, and Campania, wearing swimwear outside beaches can mean fines of up to €500 ($540). In Cinque Terre, hiking in flip-flops or unsuitable footwear can result in penalties up to €2,500 ($2,700).
Florence banned new short-term rentals in its historic center and offers tax breaks for landlords who switch to long-term leases. The city also restricted tour vehicles and loudspeakers after finding that 95% of its tourists crowd into a five-kilometer radius.
Venice charges a €5 ($5.40) day-tripper fee and limits tour groups to 25 people. In Sardinia, several beaches now require reservations, with daily visitor caps and entry fees between €3.50 and €7 ($3.80–$7.50).
Shift Toward Sustainable Travel
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The idea of sustainable tourism dates back to the 1990s, when the United Nations urged countries to plan travel growth responsibly. Today, the challenge is not to stop tourism but to manage it better. In Florence, rents rose 42% between 2016 and 2023 as homes turned into short-term rentals. In South Tyrol, regional officials have frozen new hotel openings to prevent further crowding.
Experts like Megan Epler Wood of Cornell University say local governments must design clear visitor management systems that balance economic gain with residents’ well-being. Italy’s latest efforts, from beach visitor limits to cruise ship bans in Venice, suggest that the message is finally sinking in.
A Little Less Can Go a Long Way
Madonna di Campiglio’s plan to cap visitors is not about shutting people out. It is about preserving what makes the Dolomites special while ensuring locals and travelers can both enjoy them. Italy’s new tourism mindset might mean fewer crowds and cleaner views, but it could also mean better memories for everyone.
After all, a day on the slopes is easier to enjoy when the lift lines are shorter and the only thing you are competing with for space is fresh snow.