Madonna di Campiglio, a famous ski resort nestled in the Italian Dolomites, is set to become the country’s first to implement a visitor cap this winter. In a move to enhance both safety and the skiing experience, the resort will limit the daily number of passes purchased online to 15,000. This marks a significant reduction from the peak of 23,000 admissions sold in a single day last year. The resort, which boasts 150km of slopes, says the goal is to “prioritise quality over quantity,” though the region has recently struggled with overcrowding, particularly during the summer.
The new restriction will be enforced during the resort’s busiest periods: from December 28, 2025, to January 5, 2026, and again during Italy’s Carnival (February 15-22, 2026). This measure is part of a broader strategy that also includes developing “smart skipasses” designed to dynamically distribute skier traffic and help people avoid congested areas. However, the 15,000 cap will only apply to daily SkiArea passes sold online. Passes exempt from the limit include seasonal passes, multi-day passes, pay-per-use cards, and passes used exclusively in the Pinzolo and Folgarida Marilleva zones. Non-skiers accessing pedestrian lifts are also unaffected.
While Madonna di Campiglio avoids using the term “overtourism,” the decision follows a period of extreme visitor surge across the region. Nearby South Tyrol recorded a record-breaking 37.1 million overnight stays last year, a 2.6 percent increase over 2023. This massive influx was driven partly by social media, which saw up to 8,000 people walking a famous hiking trail on Seceda mountain in a single August day. By limiting daily access, Madonna di Campiglio is taking a decisive step to protect the quality of the experience in one of the world’s most acclaimed mountain ranges.
Skiing Smarter: Dolomites Resort Caps Daily Visitors
