Industry News
In a first for Italy, the renowned Madonna di Campiglio Ski Area will introduce a cap on daily skier entries starting next winter season. The decision aims to improve slope safety, enhance guest experience, and tackle the mounting challenges of overtourism during peak holiday periods.
Starting with a trial window from December 28 to January 6, the resort will limit daily entries to approximately 14,000 to 15,000 skiers, according to Bruno Felicetti, director of Funivie Madonna di Campiglio. The policy may be extended to additional high-traffic periods, such as holiday weekends and Italy’s December “Immaculate Conception” holiday.
“We want to improve quality and safety on the slopes,” Felicetti told Corriere del Trentino in an interview published this week. “When there are too many people, the quality of service drops—as does the perception of safety. For some, it could turn a holiday into a negative experience.”
The new plan will include daily ski pass limits available exclusively online, giving visitors the opportunity to plan in advance and potentially incentivizing trips during off-peak days. The move marks a shift in how ski resorts balance mass tourism with environmental stewardship and service quality. As one of the most iconic ski destinations in the Dolomites, Madonna di Campiglio has experienced intense visitor traffic in recent years—particularly during holidays—putting pressure on infrastructure and increasing the risk of slope accidents.
Resort officials say this pilot program is part of a broader effort to better distribute tourist flows throughout the winter season, alleviating stress during high-traffic days while boosting attendance during quieter weeks. The cap on lift passes represents a growing trend across Europe, where ski resorts are grappling with how to manage large crowds while maintaining the integrity of the natural environment and ensuring skier safety. Similar visitor controls have been introduced in alpine parks and beaches, but this is a first for a major Italian ski resort.
The implementation will be closely monitored, with adjustments made as needed based on skier behavior and feedback. Depending on the results, the system could become a permanent fixture in future seasons.
