Social media turns a mountain retreat in Italy into a crowded destination because of “pastry”

(CNN) - A usually quiet mountain retreat in the heights of the Italian Dolomites witnessed a huge influx of hundreds of tourists. The goal of their visit was not only to enjoy the stunning panoramic views, but also to taste delicious desserts.

The long queues in the Val di Fassa valley in the north of the country are caused by a $4 pastry that has gained wide popularity thanks to its promotion by food bloggers and influencers on social media.

Known locally as krapfen or bombolone, these pastries are a donut-like dessert usually filled with vanilla cream or apricot jam.

Staff at the Friedrich August retreat, a type of mountain stop that historically provides hikers with food, shelter from storms and a place to rest, told CNN that the chaos began in mid-August, after tourists posted videos on TikTok showing themselves eating crabcakes against a magical natural backdrop.

The videos quickly went viral, leading to lines forming outside the shack as people flocked to the location wanting to try the dessert for themselves.

Although some posts with the hashtag “#Krapfen” are old and go back years, interest in the site has peaked this year.

Two of the hut's managers believe that this sudden demand is due to the extremely high temperatures and the desire to visit cooler regions.

They explained that as people searched for destinations to visit in the high mountain ranges, posts showing “crapfen” sweets returned to appear and spread.

The two managers, who preferred to remain anonymous, said that they are facing difficulty keeping up with the pace of production or even managing the payment system, given everyone’s reliance on electronic payment (via touch technology) instead of cash.

This caused their internet service to be disrupted.

“Previously, visitors to the place were enthusiastic, well-equipped hikers who would stop for a snack and take a break,” one of them told CNN by phone. “But now, people, without any hiking experience or proper equipment, are risking themselves just to eat these pastries.”

Social media obsession

This large influx of visitors is not only a source of inconvenience to traditional hikers who come to the mountains in search of solitude and tranquility, but it can also be dangerous.

The president of the local Alpine Club, Francesco Abruscato, explained to local media that visitors who come to the place for pastries instead of peace and quiet are causing irreparable damage.

"In light of the Covid pandemic, there has been a great desire to explore natural environments. Until five or six years ago, we did not witness the phenomenon of overtourism in certain parts of the Dolomites," he said.

Then he added: “There are now famous and distinctive sites where it is impossible to enjoy the beauty, as the visitor finds himself surrounded by dozens of people taking selfies, who are only present in the place for this purpose.”