Italy's Madonna di Campiglio is introducing limits on the number of ski passes. Find out how the Alps are fighting overtourism and what it means for travelers

As Europe’s winter resorts prepare for the new season, Italy is taking an unprecedented step. The famous ski resort of Madonna di Campiglio, located in the heart of the Dolomites, will be the first in the country to introduce limits on the number of visitors. The news has caught the attention of travelers and tourism experts across Europe - after all, it is not only about comfort, but also about the future of sustainable tourism in the Alps.

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Why is Italy limiting the number of ski passes?

This winter, the resort will sell no more than 15,000 daily ski passes per day, down from 23,000 last year. The restrictions will apply during peak dates –

December 28, 2025 to January 5, 2026 and February 15 to 22, 2026, during the Italian Carnival.

The aim is to avoid chaos on the slopes and lifts, improve safety for holidaymakers and preserve the natural environment. According to the resort administration, the idea is to “prioritize quality over quantity” and make skiing more comfortable.

Season pass holders and pay-per-use cards will be able to ski without restrictions. Pedestrian lifts will also operate freely for those who come not for sports, but to enjoy the Alpine scenery.

How will the “smart” ski pass system work?

Madonna di Campiglio is launching an innovative “smart skipass” system that will track skier traffic in real time. Thanks to the technology, the resort will be able to dynamically distribute guests across 150 km of slopes to avoid queues and congestion in certain areas.

This way, tourists will receive a personalized itinerary, which will help avoid crowds and make their vacation more comfortable even on days when the slopes are completely full.

Overtourism in the Dolomites: a problem that does not go away

The resort’s solution came after a hot summer, when the Dolomites experienced a real influx of tourists. Due to the heat on the coast, travelers flocked to the mountains in search of coolness.

In some regions, such as South Tyrol, the number of visitors reached a record 37.1 million overnight stays, exceeding the figures of 2023. Famous routes, including Mount Ceseda with its peaks of Odle, were literally drowning in crowds – up to 8,000 people a day.

Locals complained about the litter, noise and depletion of natural resources. They even installed turnstiles with an entrance fee on some trails to control the flow of visitors. This sparked a debate throughout Italy: how to find a balance between openness to tourists and protection of the fragile Alpine ecosystem.

Tourism of the future: less is more

Italy is not the first country to introduce such measures. Similar initiatives are already in place in Switzerland, France and Austria. But in Italy, this step is particularly important: the country is striving to preserve its natural heritage while at the same time remaining attractive to travelers from all over the world.

Madonna di Campiglio remains one of the pearls of the Dolomites – a place where luxury, authenticity and the majesty of nature combine. And perhaps, it is conscious tourism that will allow this resort to remain a true legend in the future.

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We remind you! Christmas is a magical winter holiday that attracts with twinkling lights, decorated trees, festive food and traditions. There is no more festive place to spend this family holiday than Christmas markets. We have already told you about the 10 best Christmas markets in Europe that are worth visiting in the winter of 2025/2026.

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