Welcome to Rifugio Friedrich August. Perched at 2,300 meters in the Italian Dolomites, this mountain address has become a social media sensation—not for its panoramic views or alpine cows, but for its krapfen, cream-filled donuts sold for just €3. As seen in videos circulating online, a long queue snakes out from the small shop, proof of the pastry’s unexpected pull.
Tourists proudly document their pilgrimage on platforms like TikTok and Instagram. “It’s worth the effort to get here because the donut is delicious!” one visitor declares in a clip. Others admit they made the trek “just for that.”
Local Staff Call the Viral Craze “Chaotic”
Not everyone is celebrating the donut’s fame. A refuge employee, speaking to The Guardian, blamed influencers for creating a “chaotic” situation. “We do not appreciate this,” he added, underscoring the strain on a facility designed for hikers, not dessert-driven crowds.
The viral buzz has amplified long-standing worries about overtourism in the region. Local associations fear the influx is harming biodiversity and eroding the very experience visitors seek.
A Familiar Pattern of Instagram-Driven Tourism
Francesco Abbruscato, president of the Venetian agency of the Italian Alpine Club, told Italian media outlet Vita: “There are now iconic places where it is no longer possible to appreciate the beauty of the surroundings, because you are surrounded by dozens of people who are only there to take selfies.”
The problem is not new. Between lakes and peaks, this part of Italy attracts hordes of tourists hunting for the most “Instagrammable” spot. Exhausted by trespassers entering their private land, some residents have installed paid turnstiles as a deterrent.
Political Solutions Struggle to Keep Pace
Local politicians admit they are struggling to manage the pressure. The Tre Cime di Lavaredo, one of the Dolomites’ most famous landmarks, is once again overrun this year. Nicola Bombassei, a municipal councillor in the area, told Corriere della Sera that visitor numbers are up compared to last year despite efforts to curb them. Access to the site is now “strongly recommended” to be booked online to avoid overcrowding—but for many, no hurdle is too high when a stunning photo for Instagram is the reward.
As the donut queue grows longer and the trails grow more crowded, the Rifugio Friedrich August has become a symbol of a broader tension: how to balance viral fame with the fragile beauty that made such places worth visiting in the first place.
