An idyllic village in northern Italy has announced plans to restrict access to its Instagram-famous church to ease pressure from mass tourism.
Santa Maddalena, a 15th-century church framed by the dramatic Dolomite peaks, has been widely shared on Instagram and TikTok, fueling an influx of day-trippers last summer.
Local authorities say the surge in tourists has put strain on the village’s narrow roads, parking and infrastructure, with residents reporting traffic jams, littering and people straying onto private land.
Access to the village will hence be restricted during the peak season from May through November.
A barrier will be installed with entry only granted to local residents or visitors staying at least one night.
Coaches and cars carrying day-trippers will be turned away. Day visitors will instead be directed to dedicated parking zones further down the valley, a 30-minute walk from the church.
The municipality is also considering significant increases in parking charges to discourage short visits primarily for photography.
Peter Pernthaler, mayor of Villnöss, the municipality that administers Santa Maddalena, clarified that the aim of the new rules is not to turn visitors away, but to manage tourism more sustainably.
He stressed that the measures are designed to safeguard everyday life for residents while ensuring a positive experience for those who come to admire the area’s scenery.
The policy reflects a growing trend across popular European destinations to rein in “Instagram tourism”, where famous backdrops attract large numbers of daytrippers who contribute little to local economies yet create disruption to local communities.