Buses filled with eager daytrippers were halted by law enforcement in Naples on Sunday, following an online call to action from popular TikTok influencer Rita De Crescenzo. The social media star, known for her distinctive Neapolitan accent and flamboyant image, has amassed a large local following. Her recent appeal to her fans to "invade" a ski resort sparked significant controversy, echoing similar events from two weeks prior that caused chaos at another resort.
The situation unfolded as Angelo Ciminelli, the mayor of Ovindoli, took proactive measures to prevent a repeat of the disturbances that occurred in Roccaraso. Two weeks ago, the ski resort was overwhelmed by approximately 10,000 visitors inspired by De Crescenzo's posts. These crowds, primarily interested in sharing their experiences on social media rather than skiing, disrupted the peaceful enjoyment of genuine ski enthusiasts.
Italy's Guardia di Finanza is currently investigating tourism agencies accused of selling ski passes and bus tickets without declaring their profits. This inquiry comes as the Abruzzo region's ski areas, which are traditionally favored as alternatives to the northern Alps or Dolomites, face unprecedented challenges. The influx of visitors has led to issues such as littering, unauthorized barbecues on the slopes, and difficulties accessing chair lifts.
In response to the growing concerns, local authorities stopped several buses en route to Ovindoli. Additionally, efforts to curb this trend benefitted from unseasonably warm temperatures that melted much of the lower elevation snow, further discouraging the anticipated influx.
Rita De Crescenzo's TikTok influence has not only inspired a surge in local influencer attempts but has also drawn criticism for the resulting disturbances. The head of the province, Angelo Caruso, admitted that they had not anticipated such a significant impact from social media.
"We had thought about adopting these measures before the challenge," said Angelo Ciminelli, acknowledging the foresight needed to manage this digital-age phenomenon.
The recent events highlight a growing trend among social media users who prioritize capturing and sharing their experiences online over engaging with the activities themselves. This behavior has sparked a debate on how to balance digital engagement with respect for traditional recreational spaces.
Several Neapolitan tourism agencies have been implicated in selling all-inclusive packages for around $20, which included lunch and ski passes. However, Neapolitan police quickly acted to intercept unauthorized buses heading to both ski resorts.
