Dolomites taken by storm, Asian overtourism driven by TV and social media

The images of the queues along the paths of the Val di Funes, with hundreds of visitors queuing to capture the perfect shot at sunset, are only the most evident symptom of a phenomenon that has now spread to the whole of Alto Adige.

Autumn overtourism is in fact redefining the geography of flows in the area: walking under the arcades of Bolzano, alongside the traditional German-speaking groups, you notice an increasingly massive presence of young people and couples from South-East Asia, in particular from South Korea.

Kim HyunJin, a tourism expert and resident in Europe for years, explains the origin of this strong tourist pressure: "With classic destinations such as Rome, Milan, Naples or Venice saturated, the South Korean public is today looking for 'hidden gems'.

The Asian media are acting as a driving force: the continuous broadcast of television programs and web formats dedicated to the Dolomites has transformed the South Tyrolean territory into a cult destination", explains the expert.

Added to this is a competitive dynamic fueled by social media: the race to be the first to explore little-known destinations to showcase exclusive content.

A mechanism that is transferring the tourist load even outside the traditional circuits, bringing constant presences and critical crowding issues to the small mountain villages and along the paths less traveled until now.